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Online Giving Increases on Giving Tuesday 2017

Giving Tuesday brought in a multitude of donations for nonprofits, universities and communities on Nov. 28, 2017. The 24-hour, social media-driven campaign saw a 28 percent increase in online giving from 2016, according to higher education consultant Blackbaud.

Here are a few examples of successful Giving Tuesday campaigns within higher education.

The Gift of Giving

The University of Baltimore gave donors a colorful challenge: Donate to one of the university's five divisions—the Yale Gordon College of Arts and Sciences, the College of Public Affairs, the Merrick School of Business, the School of Law or Langsdale Library—and a student would place a corresponding colored bow on the campus statue of Edgar Allen Poe. The university's president and deans matched donations up to $22,000. The #BowOnPoe campaign ended with 584 gifts and colored bows.

A Personal Touch

At Nuffield College in Oxford, England, six student volunteers spent Giving Tuesday phoning alumni around the world. During the week leading up to Giving Tuesday, Nuffield profiled the students on social media, highlighting each volunteer's motivation for giving back and supporting the college.

By the Hour

Furman University kept Giving Tuesday participants engaged all day with hourly incentives. With each gift, the South Carolina, institution entered donors in an hourly raffle to win ornaments, coffee mugs, spirit gear, posters and more. Furman surpassed its goal of 415 gifts with donors active from the 5 a.m. early-bird prize to the midnight \ finale raffle.

Giving Back

Pennsylvania State University's athletic department combined its fundraising initiative with a day of service. While donors gave to the athletics program, student athletes, coaches and staff volunteered in the community. Penn State's Giving Tuesday effort benefited causes including the local food bank, Meals on Wheels, Toys for Tots, the Women's Resource Center and Housing Transitions.

A Different Take

With the inauguration of its new president falling so close to the U.S. Thanksgiving holiday, the Indiana Institute of Technology took a different approach for Giving Tuesday. Stemming from new President Karl W. Einolf's desire to serve, Indiana Tech set up a week of volunteer opportunities for students and faculty to give back to the Fort Wayne, Indiana, community. Participants spent the week working on Habitat for Humanity sites and making blankets and cancer awareness ribbons, side-by-side with the president.

This article is from the December 2017 BriefCASE issue.

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