Small Donations, Big Success for Minnesota Athletics

February 19, 2016 AudienceView Marketing


The Golden Gopher Fund, the fundraising arm of the University of Minnesota athletics department, was seeking creative ways to uncover new revenue and allow any fan to make a donation during any transaction with the department. 

Money was being left on the table by those who didn’t want to give a large amount, but were willing to give less than $100.00.  There had to be a way to cater to those donors.

In an increasingly challenging fundraising world, AudienceView wanted to make it easy for customers to make a donation during the purchase process.  The donor pop-up was implemented in conjunction with the University of Minnesota, which has helped them to increase fundraising revenue and uncover new donors.


By using AudienceView to create a simple ask during the purchase process with a suggested amount for donation, the University would uncover a large, desirable group of micro-donors.  This list of new supporters would also give the Golden Gopher Fund a new group of potentially regular contributors to target for the future.

The integrated shopping experience made the University of Minnesota the only athletic department in the country where fans can purchase a ticket, merchandise, and make a donation in a single transaction.

The University of Minnesota was amazed by the results.  The most successful time periods have been during season ticket renewals when fans are making one of their biggest purchases of the year.  In addition, they have seen some orders double in value as fans logged in to buy merchandise and acted on the ask to make a contribution as well.

At a Glance

  • Over $155,000 has been raised through the donor pop-up since inception. 
  • Average donation amount of $15.60, even though the ask in pop-up was $10.00.



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