Birmingham-Southern College – “Registry” Giving Opportunities Campaign

Posted on 03/15/2021

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Title “Registry” Giving Opportunities Campaign
Institution Birmingham-Southern College
Submitted By Sarah-Kate Roberts
Director of Annual Giving
Category Special Campaigns/Challenges
Institution Type College / University
What fiscal year did this effort occur? 2020
Description In Fall 2019, Birmingham-Southern College piloted a new “Funding Opportunities” initiative that compiled fundable projects within academic departments and strategic campus areas into a centralized browsable “registry” of giving opportunities.
What makes this unique To publicize specific funding opportunities in general, but especially in this level of detail, is unique. It responds to our donors’ calls for greater transparency and specificity. The innovative part of this project is in the way in which it was packaged. In thinking about the way people view wedding or baby registries, we aimed to apply online shopping principles to our browsable list. This allowed us to target donors based on their affinity and deepen relationships between our donors and their areas of interest.
Outcome We solicited 1,162 prospects as a part of this campaign throughout FY20. Together, those donors contributed $862,965 both to the registry and to other funds. We also saw increased gifts, which has renewed our focus on targeted moves-management within our donor base.

 


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