Mar/Apr 2008

Integrated eCRM and Online Video Helps UNCF Increase Online Giving

UNCF — the United Negro College Fund — raises funds to support its 39 member historically black colleges and universities (HBCUs) and the more than 400 scholarship programs it offers to students at more than 900 colleges and universities around the country. The organization has a substantial annual direct mail program, and has been growing its email list organically by including a request for email addresses on every piece of direct mail the organization sends out.

"Online donations tend to be much bigger than offline donations, so it's only practical that we do all we can to increase online giving," said John P. Donohue, EVP of Development for UNCF.

Working with Convio, the organization significantly increased online donations in 2007, growing online gifts by 347% over 2006. To date, UNCF has increased its overall online revenues by approximately 61% since using Convio.

UNCF raised nearly $300,000 in December 2007 compared to nearly $194,000 in December 2006. The organization worked closely with Convio's Client Success Services team to develop an online holiday fundraising campaign that generated an immediate increase in donations to the national organization. The campaign featured UNCF president and CEO, Dr. Michael L. Lomax in a 15-second video that was embedded on the organization's home page and on a newly-created microsite, http://give.uncf.org.

Using Convio's reporting and analytics tools, UNCF was able to track who saw the video and contributed and compare that data to last year's end-of-year fundraising campaign without the video. The average gift made online in 2007 was $288.90 — much higher than the organization's typical average gift made offline of $83.

"In 2008, we are planning even greater outreach to our donors with embedded video messages, event notices, e-newsletters, and educational advocacy alerts. And by using Convio's analytical tools, we will be able to track outcomes and adjust our tactics to achieve our fundraising goals," said Donohue.

For more information on how organizations like UNCF are achieving extraordinary results, see Convio's client case studies.