New Young Alumni Strategies: Welcome to the Pipeline

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1 : Welcome to the Pipeline Helen Brenneman Director of Annual Giving The Pennsylvania State University Annual Conference for Senior Annual Giving Professionals Denver, CO

2 Annual Giving Get them to give Get them to give again Get them to give more Big donors start early and develop over time

3 Survey of 25 Public Universities and 25 Privates Common Themes Start early Utilize multiple methods of communication Provide choice ways to give, areas to support, method of communication Mail less effective Phone most effective E-communication up and coming Gift clubs to provide visibility and networking

4 Give, Give Again, Give More Major Gift Annual Giving leadership giving Continuous Giving First Alumni Gift Senior Class Gift Student Awareness of Philanthropy

5 Student Awareness of Philanthropy Create one-to-one communication Consistent presence of message Use existing programs Educate about philanthropy don t talk about them giving back (yet) Using a student foundation or organization

6 Penn State Dance Marathon 2005 February Thousands of Penn State students are working hard to prepare for this month s big event. The 32 nd annual Penn State IFC/Panhellenic Dance Marathon (THON) is a few weeks away, and everyone is working hard trying to top last year s impressive total. Last year THON raised over $3.5 million to support the children who benefit from the Four Diamonds Fund! For The Kids! As you may know, THON benefits The Four Diamonds Fund at Penn State Children s Hospital and provides over 80 percent of The Four Diamonds Fund s annual income. The Four Diamonds Fund offsets the cost of treatments that insurance does not cover, as well as other expenses that may disrupt the welfare of the child, such as car repairs, rent, or household utilities. The Fund also supports the medical team that cares for the children and funds pediatric cancer research through start-up grants and the Four Diamonds Pediatric Cancer Research Institute. Embracing Dreams, Sharing Tomorrow THON begins Friday, February 18 at 7:00 p.m. in Rec Hall at University Park and will run until Sunday, February 20 at 7:00 p.m. Make a Difference Now Give Online You ve been generous to THON in the past. Contribute to THON right now by making your gift on the THON Web site or by calling THON (8466). If you have already given this year, we appreciate your support. Thank you. For the Kids, Seth Moser Overall Chair THON 2005

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8 Senior Class Gift Programs Contribute now Multi-year pledge Set stage for future giving

9 Penn State Senior Class Gift Program Nearly every class since 1861 has provided a gift to the University Volunteer driven Call for projects Voting week Gift announcement Pledging of general deposit Membership in Golden Lion Society

10 2003 Class Gift Example

11 2003 Class Gift Example

12 2003 Class Gift Example

13 2004 Class Gift Example The Willard Plaza

14 2004 Senior Class Gift Program Telefund: 1,834 Online: 417 Ballot: 250 Direct Mail: 62 Events: 7 Raised: $128,500

15 First Alumni Gift Challenges Current address, phone, employment information - Contact soon and regularly - Ask for updates - Work with your alumni association - Work with student groups and organizations - Build rapport with parents

16 First Alumni Gift Challenges Student loans and other expense - Every gift counts, regardless of size - Participation message developing the habit

17 Young Alumni Programs Emory University 834 Club Dinner with 12 Strangers Harvard Agents in Action

18 Give, Give Again Continuous Giving Societies Penn State s Golden Lion Society represents our most loyal alumni at Penn State. These people have given to Penn State every year since their graduation.

19 Golden Lion Society Traditional Members Renewing: 8,324 New Members/Prospects: 2,037 Current Fund Year Graduate Donors: 2,264 Total Membership: 12,625

20 Continuous Giving Societies Virginia Tech Pylon Society Membership at five consecutive years of giving Remain active member each year after with gift of any size Benefits satisfaction, newsletter, static sticker, address labels, annual event after 25 years of giving University of Virginia MY D CAV My Yearly Dollars Count At Virginia

21 Big Ten Challenge The Big Ten GOLD (Graduates of the Last Decade) Challenge is a competition for alumni support between all the universities in the Big Ten Conference. Support is measured in percentage of alumni who make a gift, not in dollars. Results are updated monthly at

22 Big Ten Challenge

23 Big Ten Challenge

24 Big Ten Challenge

25 Big Ten Challenge Promotion Direct Mail Phone Web Site

26 It s Blue-White Weekend at Penn State and there are plenty of exciting (and free!) events happening at University Park worthy of a weekend or even day trip: Blue-White Game Friday night will feature a carnival and live musical acts including the Blue Band beginning at 6:00 P.M. The traditional end to spring practice, the Blue-White Game will begin at 2:00 P.M. on Saturday in Beaver Stadium. For more information, click here. Movin On A fixture at Penn State for over 30 years, this year s headliner, Rusted Root, will join over 10 other bands to play on the HUB lawn from 12:00 P.M. until 12:00 A.M. on Saturday. For more information, click here. Alumni Career Services Open House The MBNA Career Services Center will host an open house on Saturday from 9:00 A.M. to 12:00 P.M. to teach alumni about career services opportunities available after graduation. For more information, click here. Be sure to check out to see your progress in this competition for the most loyal alumni. If you haven t made a gift this year, you can by clicking here. Your support of Penn State makes a difference in the lives of students. We really appreciate your loyalty and generosity. Thank you very much! You have received this bulletin because our records indicate that you are a Penn State graduate from the last ten years and have provided the University with your address. If you believe that you received this message in error, or if you wish not to receive communication from the Big Ten Challenge, please reply to this message and type Remove in the body of the message. The Pennsylvania State University Office of Annual Giving 17 Old Main University Park, PA 16802

27 Big Ten Challenge Young Alumni Participation: 16,871 (14.7%) Big Ten Challenge Donors: 13,059 (15%)

28 ACC Challenge

29 Building the Base Consistent contact Multiple channels Partnerships Find out what they are thinking

30 Give, Give Again, Then Give More First time donor Renew Renew Upgrade

31 Upgrading Giving Colorado College The 1874 Society Young Leaders Gift Club Membership based on incremental giving For 2005 Fund Year - Class of 2004 $50+ - Class of 2003 $ Class of 2002 $200+, etc Class of 1999 $500 (5 th reunion) - Class of 1994 $1,000 (10 th reunion) Florida State University - GOLDen Ring

32 Upgrading Giving University of Miami

33 Upgrading Giving University of Kentucky Young Fellows Program 25 years old or younger $10,000 pledge - $20 per month for 5 years - $75 per month for final 10 years years old - $20 per month for 5 years - Complete the $10,000 pledge in 10 years

34 Upgrading Giving Benefits - Annual dinner and other events - Fellows Society plaque and lapel pin

35 New message or new medium? Message Simple Repeated Create nostalgia Medium E-communication Blogs

36 What s standing in your way? Nothing! Just make sure you... Set Goals Include young alumni in your solicitation plans Create an overall marketing plan Consider timing/coordination of communications

37 What s standing in your way? Create and maintain continual engagement (in newsletters, e-zines, s, and other communications) Review your student/young alumni engagement activities on a regular basis