Watch and Learn: How Boston University Uses Facebook to Increase Giving and Event Attendance


My brain is still swimming from all the social knowledge the Boston University team shared during yesterday’s webinar. It was amazing to hear how they’re using Facebook insights to build annual fund outreach lists and promote events across the country.

Even better, they’re seeing real results: doubling the donor response rate at phonathons, increasing scholarship giving, and welcoming more alumni to their events.

I loved hearing how they invest so much thought in planning their posts. Even though they’re having fun on social media (who wouldn’t want to win a pair of those sweet Terrier socks they give away to donors?), everything they publish relates to a larger advancement goal, whether it’s building support for the annual fund, identifying major gift prospects, or building alumni engagement.

The future of advancement is playing out today at Boston University. We’re seeing insights from both online and offline engagement easily shared throughout the office, with donors receiving the right message with the right ask at the right time. It’s so exciting.

If you missed the webinar, we have you covered. Watch the session in its entirety here or watch each chapter of the presentation below.

Chapter 1: “Why Social Engagement Matters”

Watch Chapter 1

Chapter 2: “The Castle Campaign: A 360-degree Fundraising Initiative for a New Alumni Center”

Listen to Chapter 2

Chapter 3: “Using Social to Drive Engagement, Recruit Giving Day Volunteers”

Watch Chapter 3

Chapter 4: “Using Facebook Events to Boost Attendance”

Watch Chapter 4

Chapter 5:  “Building Campaign Pipeline and Annual Giving Segments Using Facebook”

Watch Chapter 5

Thanks again to Boston University; Stephanie Quinn, director of annual giving; Kristy Kime, associate director of online engagement; and Phil DiMartino, associate director of annual giving (digital programs), for sharing their strategies with us!

Mike Nagel used to be the associate director of digital marketing at Phillips Exeter Academy. Now he’s the customer marketing manager at EverTrue. Connect with him on Twitter or LinkedIn.

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