Digital Fundraising Strategies (for UT Health Institutions)

The workshop focuses on applying the Bentz Whaley Flessner (BWF) Digital Fundraising Model. This model is a logical and practical framework on which to build a digital fundraising strategy that provides guidance to various functional areas within your development operations, including alumni relations, annual giving, major giving, planned giving, stewardship, and events.

Agenda Overview

Morning Session - The Digital Fundraising Model: The purpose of the first half of the day will be to gain a better understanding of the Digital Fundraising Model as it relates to healthcare fundraising and the logical set of steps that will help guide digital strategies.

• Digital Trends, Facts and Figures.  Understanding where the ball is going.
• Digital Visioning and Goals.  Clear goals lead to better targeting.
• Digital Audience Development.  Getting narrow to get results.
• Message Creation Best Practices.  Speaking to personas.
• Channel Selection and Integration.  Getting the right marketing mix.
• Technology Selection.  The tools needed.
• Digital Campaigns.  Structure, pathways, and journeys.
• Digital Engagement.  Keeping the conversation going.
• Digital Reporting and Analysis.  Understanding digital campaign data.
• Digital Campaign Example.  Major gift pipeline.

Afternoon Session - Hands-on Digital Strategy Development:The purpose of the second half of the day will be to apply the model by building some real campaigns for a grateful patient and health cause related donor audience. 

• Identify a specific fundraising or marketing objective. 
• Develop a simulated:
  • Audience
  • Message
  • Channel Mix
• In groups, build several digital campaigns. 

Who should attend? UT health institutional staff working in the areas of Annual Giving, Alumni Relations, and/or Development Communications.

Note: This workshop was offered to our Academic institutions on December 5, 2017.