The document discusses the participation of millennial alumni in homecoming events at Indiana University, highlighting their low alumni giving rates due to factors like student debt and lack of trust. It presents findings from a survey that indicated less than 10% of millennial alumni were likely to attend the 2015 homecoming, with geographic distance and unappealing activities as primary reasons for absence. Recommendations include leveraging social media and providing career support to foster loyalty and future giving among young alumni.

1. Engaging Young Alumni: Millennials
Participation in Homecoming Events at
Indiana University, Bloomington
Roy Y. Chan
Ph.D. candidate, School of Education, Indiana University
Founder & CEO, Philanthropy for America (PFA)
rychan@indiana.edu
www.philanthropyforamerica.org
2016 NASPA Student Affairs Fundraising Conference
July 30, 2016

2. Overview
• Literature Review
–Millennials and Higher Education Philanthropy
• Research Questions
• Demographics
• Findings and Discussion
• Recommendations for Practitioners
• Refection Questions (15-20 mins)
–Group Discussion
–Share Ideas to Conference Participants
• Q&A

3. Literature Review
Millennials and Higher Education Philanthropy
• Millennials (defined as age 18 to 35) is now the largest
generation in the U.S. population and will make up 75
percent of the workplace by 2025 (U.S. Census Bureau,
2015)
• Millennials are the most educated, diverse, and tech-savvy
generation in U.S. history (Pew Research Center, 2015).
– 63% already have a bachelor’s degree (NCES, 2015).
• But Millennial alumni giving rates to higher education have
declined (Eduventures, 2014).
• More than 50% of Millennials had never given money to
their alma mater (The Chronicle of Higher Education &
Achieve, 2015).

4. Literature Review
Millennials and Student Debt

5. Literature Review
Millennials and Higher Education Philanthropy
• 75 percent of Millennial alumni are more likely to
donate to their favorite charity before donating to
their alma mater (The Chronicle of Higher Education
& Achieve, 2015).
– WHY: Rising Student Loan Debt, Increasing Tuition Cost; Large
Endowments; Income Differences; Unemployment and
Underemployment; Negative Student Experience; Lack of Trust
with Alma Mater; Not Sure How to Give
• Yet 82% of Millennial alumni who volunteered for
their college said they will donate financially (The
Chronicle of Higher Education & Achieve, 2015).
– Ask Millennials for time instead of money.

6. Literature Review
Why do Millennials give to higher education?
Source: Eduventures, 2014

7. Research Questions
• 1) What do alumni, specifically the Millennial
generation, report about their intent to
participate in the 2015 Homecoming activities
at Indiana University, Bloomington?
• 2) Is there a significant relationship between
demographic factors (age, gender, geographic
location) and reported alumni engagement in
the 2015 Homecoming activities among the
Millennial generation at Indiana University,
Bloomington?

8. Demographics
• Indiana University Alumni Association (IUAA) 2015
Returning to Campus Survey
• June 25, 2015 to July 9, 2015 (10 minute online survey)
• 15 Questions
• http://alumni.indiana.edu/panel
• 763 out of 962 IU alumni participants
– 79% completion rate
• 155 are identified as Millennials (defined as 18-34
age)
– 57% Out State; 43% In State
– 56% Female; 44% Male

9. Demographics
21
41
33
13
15
38
0
5
10
15
20
25
30
35
40
45
26-28 29-31 32-35
Age Group and Sex - IU Alumni
Millennials
Female Male
57%
43%
0% 10% 20% 30% 40% 50% 60%
Out-State
In-State
In or Out State - IU Alumni
Millennials

10. Findings
12
7
11
2 1
25
19 9
0 3
30
15
15
3
2
0
10
20
30
40
50
60
70
80
Very Unlikely Unlikely Undecided Likely Very Likely
How Likely IU Millennial Alumni Will Attend a
Homecoming Event: Age Group
26-28 29-31 32-35

11. Findings
41
26
21
4
4
26
15
14
2
2
0 10 20 30 40 50 60 70 80
Very Unlikely
Unlikely
Undecided
Likely
Very Likely
How Likely IU Millennials Alumni Will Attend a
Homecoming Event: Gender
Female Male

12. Findings
11
5 5
1
27
29
9
7
2
0
10
20
30
40
50
60
70
80
Never attended 1 time 2-5 times 6 or more times
How Many Times Have IU Millennials Alumni Visited
Campus: Age Group
26-28 29-31 32-25

13. Findings
11
18
4
0
27
8
11
1
29
13
9
12
0
5
10
15
20
25
30
35
Never attended 2011-2014 2007-2010 2002-2006
IU Millennials Alumni Past Homecoming Attendance:
Age Group
26-28 29-31 32-25

14. Findings

15. Results from Data
• IU Millennial alumni are very unlikely to attend
Homecoming Weekend regardless of age, gender, or
geographical location.
– Age is a strong predictor of alumni giving and involvement
• Only one in 10 young alumni are likely to return for
IUB Homecoming 2015.
• Less than a quarter of Millennials visited the IUB
campus in the last 12 months
– Primary reason not to attend: 1) Friends are not attending,
2) Activities are not appealing, and 3) Geographical distance
– Primary reason to attend: 1) Watch the football game, 2)
See how campus has changed/hasn’t changed, and 3) To
see friends and family

16. Discussion
• However, it’s STILL worth connecting with
Millennial alumni even if they aren’t making
financial donations or attending alumni events.
– “Relationship Management”
• E.G., Remind young alumni of their positive experience as an
undergraduate student (Bresciani, Bump, & Heffernan, 2010)
• E.G., Create a diverse set of young alumni activities more than
just a sports event, swags, and pub crawls
• If young alumni have the sense that the university
is behind their professional growth, they’ll be more
likely to give back in future years.
– “Emotional connection” and “Loyalty”
• Attachment is a key predictor to alumni giving/involvement

17. Recommendations for Practitioners
• Leverage social media and crowdfunding (Funderful;
iModules; GiveCampus; Ologie)
– E.G. Make digital communications/mobile giving personal such as,
college scholarship fund (first generation; LGBTQ)
• Millennials want to see impact.
• Provide FREE career support/guidance and networking
support for young alumni
– E.G., Free IU alumni membership for first 5 years; Free IU alumni
parking pass; Free IU coaching services; Discounted IU hotels
• Encourage young alumni to volunteer
– E.G., Student advancement/philanthropy programs (senior class
giving, ambassador programs, co-curricular activities)
• Collect and use data to identify patterns of alumni
involvement and giving history
– E.G., Race, Graduation, Prior-Student Involvement (Drezner, 2009)
• Hire an Associate Director of Young Alumni Programs

18. Group Discussion/Reflection Questions
3-4 groups (15 mins)
• 1) Introduce yourself
• 2) How do you or your office engage with
young alumni? What work? What did not
work?
• 3) What tools/strategies you or your
office hope to use to better identify,
cultivate, and solicit young alumni to
university advancement?

19. CASE Conference for Student Advancement
August 4-6, 2016 – Atlanta, GA
http://www.case.org/CSA16.html

20. Questions? Comments?
Roy Y. Chan
Ph.D. candidate, Indiana University
Founder & CEO, Philanthropy for America
rychan@indiana.edu
www.philanthropyforamerica.org
@royalroyce86