Case Study: McMaster University regains lost online donors and dramatically increases online giving with Anthology (iModules)

McMaster University Gains Back Lost Online Donors with iModules

McMaster University’s Alumni Association was losing online donors due to an outdated, clunky giving page—recording a 29% decline in online gift transactions and a 20% drop in dollars raised compared with 2010. To address this, the alumni team engaged Anthology and its iModules platform to redesign and modernize their online giving experience.

Anthology implemented iModules’ Donations system and email marketing, adding a streamlined giving form (stylized steps, embedded video, FAQ link, employer matching search, collapsible headers), optional social media and donor-motivation capture, and later a crowdfunding initiative called iFundMac. The results were strong: an 87% increase in number of gifts and a 107% increase in dollars after launch, a two-day campaign that generated $158,156.05 from more than 700 donations, iFundMac-driven gains of 31% more dollars and 89% more transactions, and overall online dollars up 226% and transactions up 156% from 2012–2016.

McMaster University

Karen McQuigge

Director of Alumni Advancement