Universities are now running money bombs →

Columbia University ran a one-day online fundraising campaign that drew $6.9 million. It had all the hallmarks of a political-style money bomb:

• A time-limited campaign to create urgency;
• Matching gifts from major contributors to inspire donations;
• A counter showing funds raised to date;
• Donations before the formal campaign launch to generate momentum; and
• Multi-channel promotion via e-mail, social media, and phones.

I’m particularly intrigued by the university’s use of a contest between its component schools to prompt donors to give more.

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