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Author Topic: An advancement officer at an HBCU adjusts fundraising strategies  (Read 21 times)

Offline klg14

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...Last spring, Prairie View A&M University held a Giving Tuesday fundraiser to solicit emergency aid to pay for students’ housing, food and travel expenses. The university shared students’ personal stories in an effort to remind alumni of their time at the historically Black university in Prairie View, Tex. The entire campaign was online-only and rolled out through social media and email marketing channels.

“Given the demographic of our students -- and our alumni know the demographic of our students because it was once them -- that was one of our best Giving Tuesday efforts that the university had,” said Carme Williams, vice president of development at Prairie View.

Williams said the Giving Tuesday push helped the university acquire new donors faster than it had in the past.

“That’s when we realized that, ‘Yes, we are in a pandemic, but we are going to continue to ask,’” Williams said. “And we stayed on track for our calendar of solicitations.”

Over the summer, Prairie View debuted a virtual speaker series hosted by the advancement office. The series featured a handful of speakers from the university’s academic affairs office, the School of Architecture, the College of Business, the College of Juvenile Justice and Psychology, and a new Center for Race and Justice.

“We cannot visit face-to-face with our donors on the East Coast or the West Coast at this time, but we can share with them what is going on at the university,” Williams said. “We have donors that were in Australia, that were in Sweden, and they could get online and hear what was going on at the university...”

https://www.insidehighered.com/news/2021/02/23/pandemic-forces-college-fundraisers-abandon-tried-and-true-strategies-go-digital
« Last Edit: February 23, 2021, 02:40:47 PM by klg14 »
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