ASU Enterprise Partners partnered with DEG, an Isobar Company to create a commerce strategy that would increase donation revenue and engage potential donors to act.

While Arizona State University professors were busy educating the future generation, the university’s nonprofit organization was creating a lesson on the future of fundraising.

The lesson? Ecommerce websites aren’t only for customers to purchase their favorite products. Turns out, they make for outstanding vehicles for donations.

The challenge

The ASU Foundation, a subsidiary of ASU Enterprise Partners, raises, creates, and invests resources for the benefit of ASU, but didn’t have the right tools to grow and was experiencing a 95% donor-abandonment rate. To rectify this, ASU Enterprise Partners partnered with DEG, an Isobar Company to create a commerce strategy that would increase donation revenue and engage potential donors to act.

University donors seek to make their mark on the institution they’re supporting and know exactly where their money goes. This insight was key in developing a solution that would encourage more donations to the ASU Foundation.

The strategy

To acquire, engage, and retain donors, DEG crafted three strategic imperatives to evolve the ASU giving website from a donation transaction to a generosity experience. These three imperatives were to know your donor, personalize the journey, and inspire action through timely, relevant, and personalized content and communication that educates and encourages donations.

DEG and ASU Enterprise Partners launched the site in 2019, providing tools to better connect with donors and drive support toward causes that span across the university, helping students change the world.

The solution

Starting with the website functionality, ASU needed a versatile platform that minimized the steps from the selection of a fund to the donation, minimized interruptions during subscription donation checkout, and provided a content-rich experience for donors. And DEG knew the Salesforce Commerce Cloud platform could do all that, and more.

DEG and ASU leveraged SFCC to develop a giving-focused site that uses the Storefront Reference Architecture (SFRA) codebase to allow ASU to manage its scholarships and funds. Using product titles and calls-to-action buttons, the agency developed opportunities for donors to select a fund and donate immediately, or select a fund and continue exploring to find additional causes to support.

The site enables donors to support causes and initiatives the university may be working on, as well as donate to a specific scholarship, department, or school within the university. While functionality was critical, ASU also sought a content-rich experience. DEG worked with ASU to tell the stories behind the initiatives through video and visually engaging content.

Additionally, DEG built a single-page checkout that allows donors to customize fields, select preset or custom donation amounts, and set up recurring donations for whatever time interval they prefer. Each donation can also be customized for making a tribute, gift in honor of or memory of someone, company match, corporate gift, or anonymous gift.

The agency also configured the new ASU Commerce Cloud site with no shipping, taxes, address validation, or inventory in a way so that those options can be added in the future if ever desired. Finally, the new site is integrated with Salesforce Marketing Cloud to allow for a single view of the donor, triggered email sends, and a giving journey of email messages to nurture donors for future support.

The outcome

DEG and ASU Enterprise Partners sought to create a solution that would appeal to donors with causes close to their hearts. The site launched in October 2019, providing tools to better connect with donors and drive support toward causes that span across the university, helping students change the world.

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