A Pioneer in Digital Giving: A University of York Crowdfunding Story

Where Their Story Begins

When the University of York’s Development Office sought new ways to increase donations from young alumni, they decided to trial crowdfunding. Five years later, their crowdfunding programme has grown substantially. Through encouraging alumni, staff, current students, family members and friends to support more than 240 projects, the team at York cultivated a community of passionate and engaged donors.

The Spark

Why Start Crowdfunding?

York recognized increasing demand to fund student activities and saw projects appearing on common crowdfunding sites. By creating their own platform, they could empower students to raise funds while telling stories about supporting the university experience. The university’s young, rapidly growing alumni base, 25% under 30, represented an engagement opportunity. Additionally, being one of the first UK universities to introduce crowdfunding aligned with York’s pioneering ethos.

Putting It Together

Strategy for Success

The approach became fundamental to overall fundraising strategy. Through their branded platform YuStart, students receive tailored support and training. This support-focused methodology removes barriers to crowdfunding for both students and staff.

The programme works closely with student groups, sports clubs, and departments. Theatre, Film and TV students, for example, are encouraged by lecturers to raise funds through YuStart.

Big Wins

Broadening the Supporter Base

The programme significantly broadened their donor base, particularly among young alumni. The university now has the highest proportion of alumni donors under 30 of any UK university, with 91% of alumni donors supporting them for the first time.

Crowdfunding strengthened connections between the Development Office and student community, raising fundraising’s profile across campus. Students now actively approach the office for project help, creating continuous activity and income pipelines.

Getting Into Good Habits

Repeat Participation

Once students successfully raise money through YuStart, they return for additional projects. Each project develops new transferable skills and tells different stories. These are called “serial crowdfunders.”

Donors also repeat their giving. Currently, 15% of donors give to multiple projects, often discovering additional interesting projects while browsing the platform.

The Big Match

Matched Funding Impact

Matched funding encourages student participation by guaranteeing some funding level. The Development and Alumni Relations team matches a proportion of target amounts from general alumni donations, or approach donors with relevant interests to serve as matchers.

Projects with matched funding raise, on average, three times more than those without it.

Until Next Time

Future Plans

The team planned to integrate community fundraising projects from activities like the Great York Walk appeal under the YuStart brand, consolidating everything onto one platform. Over 35 community fundraisers had already set up projects to raise money from family and friends.

Giving Day Update: In November 2019, York ran their first-ever giving day with Hubbub. Over 36 hours, more than 500 donors supported projects including student hardship and mental health research, raising over £66,000.