Giving Story Spotlight: CU Boulder
As those of us with a love of print magazines know, it’s rare for a feature article to be presented as one long strand of paragraphs or even sections. Editors and designers ensure the page has visual interest, not just with photos but with information via text or graphics in boxes, known as sidebars, too.
Sidebars appear less in digital articles, in part because users’ devices show content in various ways, in part because digital publications are less likely to have designers on staff, and also in part, I’ll argue, because of a desire to get articles published quickly so writers and editors can move on to the next piece. When higher ed advancement websites swipe news content and want to personalize it a bit—gearing it toward donors—the solution is typically a quick note at the end of the copy suggesting additional gifts to the highlighted initiative.
Another option, which I haven’t seen before now, is adding a sidebar to explain what the giving process could be for another donor wanting to get in on helping the cause (or another one). That’s what University of Colorado, Boulder, has done with some of its giving page stories.
STORIES THEY’RE TELLING: After choosing the Support UC Boulder button from the home page—one of three suggestions toward the bottom, alongside Apply for Admission and Visit Campus—site visitors see a campus video with an inspiring message over it, starting with “Elevating Impact Together” in large letters. Underneath, the message continues, “Together we—CU Boulder Advancement, donors, Forever Buffs, and the broader community—are leading the way to address humanity’s greatest challenges.”
Two stories sit on the advancement home page, under the header “The Power of Philanthropy.” The first one reports on the recent giving day, beginning with a big win: “Buffs went all in for CU Boulder’s 2025 annual giving day, breaking the record for previous giving day fundraising for our campus and raising over $1 million.” The piece shares some campaign success numbers to relay the 2,499 donors’ impact and features a thank-you video from students.
The second article—a typical one seen on giving pages offering content—celebrates the university’s art museum receiving its largest-ever philanthropic gift, a $1.9 million bequest, from two alumni who were “CU sweethearts.”
At the bottom of each of these stories is a folder-shaped button labeled Your Impact, which takes readers to the full collection of recent articles.
This is where I spotted two pieces with informative sidebars related to giving.
“Jazz swings forward at CU Boulder thanks to Thompson endowment” tells a givers-give-more story about what inspired alumni who established an endowment for a jazz studies program 2013 to expand that endowment, allowing for a vocal jazz degree option. The article ends with a button to give to the program (requiring use of the gift form’s write-in option).
The sidebar covers Endowments 101, with a quick take on what endowments are, why they’re needed, and how they “allows donors to establish a lasting tribute and extend the value of their gift to support future generations.” A link brings potential donors to a page with extensive information on types of endowments and costs.
“Basic Needs Center helps Buffs overcome barriers” hooks readers with an anecdote (with named changed): “When Sam lost everything in a devastating apartment fire just two months before graduation, the University of Colorado Boulder’s Basic Needs Center became a lifeline, offering critical aid to help them stay in school and graduate on time.” Thanks to Student Legal Services advising, emergency housing assistance, and food aid, Sam stayed on track to graduate.
The article outlines the fully donor-funded center’s various services, stats about its use since opening in 2022 ($360,469 in emergency financial assistance supporting 215 students, for example), and how a student survey showed food insecurity can negatively impact academic performance, before concluding with a few donor anecdotes.
The story’s sidebar covers ways to contribute to the center, including volunteer opportunities, food and personal care donation needs, and financial donations. A link to donate closes out the box.
Storytelling gets a direct mention as the mission of CU Boulder’s advancement communications team in the advancement departments directory. “We’re here to tell your story” summarizes the role of these professionals on the directory home page. Clicking through to that team’s page, featuring headshots and titles of its 13 members, readers find another sidebar, with a quick bulleted list about how to partner with the team as well as a request form link.
STORYTELLING TAKEAWAYS: Here are a few actions from CU Boulder’s advancement team are worth modeling.
· While call-to-action messages in giving stories can easily be placed at the end of the article, use sidebars to enlighten visitors about options for helping.
· Write short anecdotes to draw readers in to a story, especially about an individual facing a big challenge, with the name changed to maintain privacy.
· Be blatant in telling alumni and friends that the team is seeking new stories—and make it simple to make a suggestion or request.
Know of an advancement site with a focus on impact storytelling? Please share!