With enrollment and federal funding trending downward for many higher education institutions, donor engagement is becoming more critical than ever. That is why developing personalization strategies for potential donors is the smart move. Alumni, parents, and supporters have different motivations, giving histories, and levels of connection to your college or university. That’s why personalization, especially on your website, is one of the most powerful (and underutilized) tools in your fundraising toolkit.
Using Clive, our personalization platform, you can deliver targeted experiences that resonate with each audience and drive more meaningful contributions. Let’s take a look.
If a prospective donor clicks a link in your annual giving campaign email (with a UTM like utm_campaign=GivingDay2025), Clive can detect that and tailor what they see on your homepage or giving page.
Default version:
Support the Future. Give to [Your University] Today.
Clive-personalized version (for the Giving Day campaign):
You’re here for #GivingDay2025—thank you! Your gift today helps unlock $50K in matching funds.
[Give Now] [See Impact Stories]
This makes your ask feel current, intentional, and mission-driven while reinforcing campaign momentum.
When someone fills out an alumni update form or RSVPs to a reunion event, Clive can segment them as an alumnus and personalize content accordingly.
On a return visit to the homepage:
Welcome back, alum! As you prepare for reunion weekend, see how your class gift supports scholarships.
[Make Your Class Gift] [View Scholarship Recipients]
In this example, you’re not just asking for a donation but connecting it to their personal journey and upcoming experience.
If a visitor has previously submitted a giving form (Clive tracks form completions), you can adjust your messaging to reflect that history.
First-time visitor:
Make your first gift today and help launch the next generation of leaders.
Returning donor:
Thank you for your past support! Here’s what your previous gift made possible.
[See Impact] [Give Again]
This not only acknowledges their contribution but also encourages continued involvement.
Let’s say a parent or alum enters the site from an Athletics newsletter or a Fine Arts event registration. Using UTM tracking or referral URLs, Clive can recognize their affinity. Or, on your giving form, you can ask the donor what they feel most passionate about, like scholarships or athletics, and then use this information to highlight how donations have helped in those areas.
Love [Your University] Athletics? You can help fund upgraded training facilities and student-athlete scholarships.
[Support Athletics] [See Our Champions]
Bring more performances to campus. Support student artists and innovative productions.
[Give to the Arts] [Meet the Performers]
By aligning donation asks with emotional and experiential connections, you increase both the likelihood and size of the gift.
Donor conversion isn’t just about the message; it’s about the moment.
Clive empowers your team to deliver the right story, ask, or thank-you at exactly the right time.
Want to see how institutions are using Clive to grow their giving campaigns? Request a demo:
Last Updated: Jul 23, 2025 10:00 AM
