Using social media, phone calls and the campus radio station, Colgate University in Hamilton, N.Y., raised a total of $5.1 million from 5,683 donors in a single day this month. "Rather than trying to get the alumni to 'join us in our giving community,' we went out and interfaced with their 'already constructed' social media circles," said Murray Decock, Colgate's vice president of institutional advancement. "The millennials will change the way we engage them in philanthropy."

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