Interactive Fundraising: Test, Analyze, Repeat

These shifts are enabling fundraisers to segment their supporter bases at a granular level, and test programs to engage supporters with the messaging and media that is most appealing to them. So, what does this look like when practically applied?

Jeff Wright, associate director of development services at the University of Alberta, is on the leading edge of taking a highly segmented approach to online fundraising. He has created unique donation pages for each of the 18 schools at the university. In addition, each school has its own subset of special funds that donors can select, and special giving pages were set up for eight other specific funds. This approach recognizes that alumni from a particular school are more likely to respond to asks from the specific schools that they attended and perhaps feel a greater connection.