Participation Before Graduation: Practical Tips for Persuading Young Alums to Give

Transcription

1 Click to edit Master title style September 9, 2010 Participation Before Graduation: Practical Tips for Persuading Young Alums to Give Beth Braxton Director of Annual Giving University of North Carolina at Chapel Hill Jeff Bradley Vice President for Advancement Communications Grenzebach Glier and Associates

2 What Do We Know About Young Alumni? Are likely to have significant student loans and sometimes view loan payments as gifts to alma mater Tend to feel that a small gift doesn t matter More connected to faculty than older alumni through social media Can easily share articles or otherwise interact with faculty Are interested in sustainability, and appreciate green mailings Interested in the business of the alma mater Page 1

3 Recent Studies on Young Alumni Giving Convio: The Next Generation of American Giving March 2010 Online survey of 1,526 self-reported donors January 20-28, 2010 Interesting parts for collegiate annual funds: The solicitation channel and the transaction channel may be different The donor may get a direct mail piece and choose to give online Websites are often consulted before gifts are made: Pay as much attention to your annual fund website as you do your appeals Page 2

4 Recent Studies on Young Alumni Giving Engagement Strategies Group: Mood of Alumni 2010 July 2010 Interviews with 700 alumni of undergraduate colleges and universities Barriers to giving: I have paid enough in tuition. 80% My alma mater doesn t really need my money. 56% Page 3

5 Recent Studies on Young Alumni Giving Other barriers to giving I haven t been given a good reason to give. 52% My alma mater hasn t connected with me except to ask for money. 47% I feel like donations go into a black hole. 46% I want my donations to go for a specific purpose and do not have that option. 39% Page 4

6 Grenzebach Glier and Associates Q. How best to influence young alumni?

7 Answer: Get to them before they become alumni! Page 6

8 Grenzebach Glier and Associates University of North Carolina at Chapel Hill

9 Millennials More than 90 million ( ) Approximately 30% larger than the Boomer Generation Largest number graduating from college in history of US ( ) More women enrolled in college than men (57% vs 43%) Least Caucasian and most racially and ethnically diverse generation in US history

10 Examples of Student Giving Programs University of Pennsylvania Penn Traditions Emory University Blue Pig McGill University Seeds of Change

11 Penn Traditions

12 Senior Class Gift Campaign

13 Class Gift Piggy Bank

14 Seeds of Change

15 Senior Class

16 New Alumni

17 Senior Campaign >110% increase in student giving since July 1, 2006 Senior Class Gift vs. Senior Campaign Captive audience

18 Goal: Create Habit of Philanthropy Gifts from student not parents No security deposit No quid pro quo Steward student Begin his/her experience as a donor

19 Senior Gift History Lackluster Participation rates % % % Impact Young Alumni Participation Class of % Class of % Class of %

20 Love Your Legacy Campaign Consistent message Carolina Annual Fund model

21 Heelraisers Council All undergraduate students Official student organization Solicit and educate

22 Tag Day February 17, 2009

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25 Tag Day February 17, 2010

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28 Love Your Legacy Campaign

29 New Heelraiser positions Ambassadors Fraternity/Sorority Athletics Student Organizations Events Coordinator Social Media Coordinator Tuition-Free Day

30 Tuition Free Day

31 Keys to Success Buy-In Students: set and get behind goal Goal: 25% participation Senior Class Marshals Solicit peers Lead publicity efforts, spokespeople for campaign Administration Challenge Donor: $20,000 from Chancellor to all seniors Schools/units Get involved Media Explain (again and again and again) program, importance of philanthropy

32 Lessons Student centered -Real-world experience: logo creation, publicity, public relations, writing letters to the editor, soliciting friends, creating ads, presentation/public speaking opportunities, set goals, evaluate successes/struggles, strategic planning Cross-campus relationships GREAT way to gather information - cell phone, Always grow Patience

33 Senior Campaign Impact Class Donor Analysis - Total Participation Degree holders FY04 FY05 FY06 FY07 FY08 FY09 FY % 5.9% 7.1% 6.3% 7.0% 7.5% 9.6% % 4.5% 4.6% 6.4% 6.3% 10.1% % 3.4% 5.1% 5.1% 9.4% % 7.1% 8.6% 9.8% % 7.5% 9.5% % 10.4% %

34 Questions from Participants Grenzebach Glier and Associates

35 Themes that Resonate with Young Alumni Many gifts have a great impact Don t push participation percentages in and of themselves Demonstrate the impact of giving with great examples and precise figures Stress diversity in student body and faculty recruitment Discuss the business of the university Page 34

36 Selecting Signers for Your Appeals The college or university president pros and cons Classmates Deans or others involved in the business of the university Faculty Students Development officials Page 35

37 Using Two Letters in One On one letter-size paper, have two letters: One from a student/faculty member and one from a university official or volunteer Advantages: It looks different and attracts the eye Allows you to get two points of view Avoids having a student or faculty member make the ask Page 36

38 Tying the Web to Your Mailings Young donors often go to the web for further information. Give them more information that builds on the mailing: Q & A with the subject(s) of the mailing or the insert Additional photos of the individuals Copies of an academic article or presentation Videos of the subject(s) Video appeal from the signer Page 37

39 Some Thinking about Thanking Thoughts from Dan Allenby, GG+A VP for Annual Giving Chair of CASE 2010 Conference for Senior Annual Giving Professionals Blog: The Annual Giving Exchange Educating alumni about the importance of philanthropy needs to begin when they first step foot on campus as students Thank donors quickly and consistently Celebrate and recognize first gifts Page 38

40 Celebrating First Gifts Dan Allenby says in his blog: Imagine the experience a donor would have if, after making a gift, they received the following: an an hour later, a letter a week after that, a phone call a month after that, and a post card six months later. Page 39

41 Putting a Wow Factor into a Thank You Some communication on the day the first gift comes in A call or from a faculty member, dean, or college president A handwritten post card from an annual fund staffer Student Faculty member Department chair Dean President Page 40

42 Questions from Participants Grenzebach Glier and Associates

43 Contact Us Jeff Bradley Beth Braxton Page 42

44 Save the Date for Upcoming GG+A Webinars October 7, 2010 Making your Case to Major and Principal Gift Officers Pamela Buell, Associate Vice Chancellor for Medical Alumni and Development Programs, Washington University School of Medicine and Joseph Sanders, GG+A Vice President for Advancement Communications November 4, 2010 Effective Volunteer Management Cindy Nelson, Vice Chair, Development, Mayo Clinic and Jane Hayden, GG+A Vice President and Managing Director December 2, 2010 Planned Giving: A Practical Approach for the Frontline Fundraiser Presented by: Jane Rae Bradford, Director of Gift Planning, Carnegie Mellon University and Donna Wiley, Senior Executive Vice President and Managing Director Page 43