University Takes to Social Media for Donors
16 September 2014 at 2:35 pm
University of Sydney says is taking a leaf out of US university fundraising handbook to launch Australia’s first ‘giving day’ – using social media and email to attract donors towards supporting higher education.
Pave the Way is a 24-hour fundraising and awareness campaign, which engages the University community to help raise funds and build awareness.
The University says the funds raised during the day will support two causes: helping the most promising students to access a University of Sydney education, whatever their background, and supporting medical researchers in their quest to prevent, treat and cure devastating diseases.
Vice-Principal (Advancement), Tim Dolan, who leads the University’s philanthropy efforts says the fundraiser is a big step forward for philanthropy in Australia, particularly in the higher education sector.
“The campaign is running Pave primarily online via social media and email, with prominent alumni and members of our community acting as social media ambassadors during the day," Dolan said.
“While giving days are well established in the US, the University of Sydney’s campaign will be the first in Australia. We have engaged a number of US and local consultants and agencies in the execution of the campaign.
“In the US this has been a big success and in the case of Columbia University they raised $6million in one day.”
“Here is Australia this first ‘giving day’ campaign is not so much about the money but building awareness about supporting higher education.”
The Pave the Way website has live updates at http://pavetheway.sydney.edu.au/
Dolan said Pave the Way is part of our INSPIRED campaign, one of the first major fundraising campaigns of its kind in Australian higher education, which has already raised $425 million and built a donor community of more than 35,000 people, aged 17 to 110.