Sustaining donor relationships through cadence-based fundraising
Abstract
In the wake of its record-breaking US$1.1bn Boldly Buffalo campaign, the University at Buffalo (UB) sought new strategies to sustain donor engagement and strengthen its philanthropic pipeline. This paper explores the university’s implementation of a digital gift officer (DGO) programme using cadencebased fundraising software to reach mid-level donors often overlooked by traditional outreach models. Leveraging artificial intelligence (AI)-powered tools like Salesloft, UB’s DGOs conducted over 14,000 personalised interactions in a single year — resulting in a 400 per cent increase in donor meetings and nearly US$700,000 in contributions. Through personalised video messages, multichannel cadences and data-informed stewardship, the programme successfully reactivated lapsed donors, uncovered significant bequest intentions and created more fluid collaboration between DGOs and major gift officers (MGOs). UB’s approach offers a scalable, cost-effective model for institutions aiming to enhance donor relationships, increase giving and build a robust pipeline of future major donors. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Dawn M. Baumgarten is an advancement professional with an 18+ year record of achievement in expanding, improving and managing a complex annual giving operation on behalf of the University at Buffalo (UB), an institution with over 300,000 alumni worldwide and a member of the prestigious Association of American Universities. As the Executive Director of Annual Giving, Dawn leads a team that raises nearly US$5m annually in support of the student experience. She is responsible for strategic planning and implementation of a comprehensive multichannel marketing programme, including the digital gift officer (DGO) programme, digital events, social media and more traditional channels such as direct marketing, phonathon, e-mail and text messaging. Dawn oversees the solicitation of a wide breath of constituent groups that support the annual giving needs of the entire university community. A strong advocate for team collaboration, Dawn works closely with colleagues across advancement, alumni engagement, stewardship and communications and with partners across the university to create a cohesive and impactful fundraising strategy. Her leadership style is grounded in transparency, strategic vision and a commitment to inclusivity. Beyond UB, Dawn is a dedicated volunteer leader. She serves on the Jackson Call Foundation Board of Directors and is a former board member of SUNYCUAD — a system-wide association of advancement professionals across The State University of New York (SUNY). During her six years with SUNYCUAD, she held various leadership roles contributing to the growth and professional development of her peers.
Amy Harvey is an accomplished development professional with more than a decade of experience in fundraising, donor relations and non-profit advancement. As the Assistant Director of Leadership Annual Giving at the University at Buffalo (UB), she works closely with donors to help make a meaningful impact through their philanthropy, aligning their passions with opportunities at the university. Before joining UB, Amy built a strong foundation in non-profit development through roles at several respected institutions. At The Wild Center, Tupper Lake, NY, she played a key role in advancing fundraising initiatives, cultivating donor relationships and refining engagement strategies to strengthen philanthropic support. Prior to that, she served at the Buffalo Museum of Science, where she was instrumental in securing federal and local funding and fostering community partnerships. Amy began her development career at The Roycroft Campus, East Aurora, NY, where she led membership development and supported initiatives to preserve and promote the historic site’s mission. Beyond fundraising, Amy has extensive experience in board governance, corporate relations and grant writing. She has shared her expertise by presenting to peers on donor engagement, stewardship and aligning philanthropic goals with personal passions. A graduate of Nazareth University with a bachelor’s degree in history, she also holds an MBA degree from Medaille University. Passionate about connecting people with causes that inspire them, Amy continues to make a lasting impact in the field of development and philanthropy.
Emily Tucker is a seasoned development professional with over a decade of experience in fundraising, donor relations and strategic communications. She currently serves as the Assistant Director of Leadership Annual Giving at the University at Buffalo (UB), where she builds and strengthens relationships through personalised engagement and giving strategies that align with donor’s values and the university’s mission. Emily’s expertise lies in cultivating philanthropic support through one-on-one outreach, campaign coordination and cross-campus collaboration. She plays a key role in identifying and stewarding leadership-level donors, helping to drive annual giving goals and long-term donor retention. Her approach blends data-informed strategy with authentic storytelling to foster meaningful donor connections and elevate the impact of giving. Prior to joining UB, Emily held development and communication roles at several cultural institutions, where she honed her skills in audience engagement and non-profit storytelling. Her interdisciplinary foundation includes a practice as a gallerist and art curator — experiences that continue to inform her work with a deep appreciation for narrative, design and community connection. Emily is passionate about the power of philanthropy to drive systemic change and is dedicated to fostering inclusive, mission-driven advancement practices. She frequently presents on topics related to donor engagement, creative stewardship and the role of storytelling in development.
