Background:
The partnership between Central Washington University and Fundmetric showcases how AI can transform donor engagement strategies. By shifting from broad, generic communication to targeted, personalized outreach, CWU improved campaign performance and enhanced the overall constituent experience. The strategic use of predictive analytics, interest tagging, and personalized automation has enabled CWU connect with an engaged support base while working more efficiently and collaboratively.
Challenges:
- High Email Spam Rates (approximately 25% of emails were ending up in spam folders)
- Inefficient, Broad Outreach
- Internal Silos Impeding Cross-Team Campaign Planning
- Limited Insight into Constituent Preferences and Behaviors
Solution: Fundmetric AI Integration
CWU launched the Winter Engagement Series, a strategic AI-driven initiative aimed at:
- Re-engaging Lapsed Donors
- Attracting First-Time Donors
- Enhancing Personalization at Scale
Through the partnership with Fundmetric, CWU leveraged the platform’s predictive analytics and automated engagement tools to improve targeting, reduce noise, and streamline outreach.
Key Features Used
- Predictive AI Lists
- Automated Personalized Videos
- Dynamic Interest Tagging
- Segmentation & Inbox Optimization
CWU’s Engagement Strategy Centered Around 3 Key Themes:
1. Personalization at Scale
AI enabled meaningful interactions, with automated personalized stewardship videos, and tailored content based on behavior and interest.
2. Collaboration and Breaking Down Silos
Improved cross-functional collaboration within the advancement team allowed for a unified engagement strategy and better use of AI-generated insights.
3. Efficiency and Smart Decision-Making
Using AI for segmentation and campaign targeting reduced the volume of outreach while increasing relevance and engagement.
Results
- Total Contributions to Calendar Year End Increased by 115%
- Increased Email Deliverability to 90%
- Higher Engagement with Fewer Emails
- Collected Over 20K Interest Tags for Constituents
- Increased Direct Mail Gift Counts 85%
- Greater Internal Strategic Alignment and Collaboration
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Bio: Kristopher has over 18 years of marketing experience in both Canada and the USA and 8 years experience in fundraising for Canadian charities. With an emphasis on multi-channel direct marketing, Kristopher has managed over $7 million dollars in annual donations integrating direct mail, digital including predictive modelling, face-to-face and telemarketing strategies to drive growth and lifelong donor journeys.
“The concept of digital fundraising today must include predictive modelling/machine learning. Including machine learning in the mix ensures that you’re driving down your cost of funds raised while ensuring that no donor feels overlooked because you’re providing meaningful, personalized stewardship touch points at the right time in their donor journey.”
-Kristopher Gallub, Fundmetric Fundraising Liaison
