Exploring and Encouraging Young Alumni Giving: Tim Ponisciak and Carol Phillips
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This document discusses exploring and encouraging young alumni giving. It finds that 93% of millennials donated to nonprofits in 2010 and 61% donated to 3 or more causes. At Notre Dame, 32% of young alumni donate annually but there is potential to increase this rate and donation amounts. Research with young alumni found that a recognition society with a $500 minimum donation and modest benefits like event tickets would encourage higher giving levels. Notre Dame subsequently launched the Corby Society, which increased young alumni donations by 100% in its first year.
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Exploring and Encouraging Young Alumni Giving: Tim Ponisciak and Carol Phillips
- 1. Exploring and Encouraging Young Alumni Giving Development Track sponsored by Aria
- 2. CASE V Exploring and Encouraging Young Alumni Giving A.K.A. Asking More of Our Young Alumni Tim Ponisciak, University of Notre Dame Carol Phillips, Brand Amplitude
- 3. Q1 • What percent of millennials gave to nonprofit organizations in 2010? • Answer: 93% *Source: Millennial Donors Report 2011: Achieve/JGA
- 4. Q2 • How many millennial donors gave to 3 or more nonprofit organizations in 2010? • Answer: 61% *Source: Millennial Donors Report 2011: Achieve/JGA
- 5. Q3 • How many millennial donors gave at least $150 to at least one organization? • Answer: 42% (almost 20% gave $500 or more, in total) *Source: Millennial Donors Report 2011: Achieve/JGA
- 6. What does this mean? • We may be asking too little of our young donors Young Alumni Participation Rate FY2011 * * *Insidehighered.com, July 12, 2011
- 7. Notre Dame Young Alumni • 20,000 Young Alumni (0-10 years out) • 32% of young alumni give annually • Collectively donate $3,000,000 each year
- 8. Notre Dame Young Alumni • Strong Feelings! – ND is a cherished experience – It is an experience that is regarded as unique, a privilege
- 9. Notre Dame Young Alumni I like to call it the happiest place on earth – Disneyland’s got nothing! I found friends of a lifetime, discovered my passions, and fine-tuned my intellectual capacities. When you meet another ND grad, you know they understand the ND experience, and how it shaped your life. It’s different than how others described their University experience.
- 10. Notre Dame Young Alumni • Consider Notre Dame their home. • They are a member of the Notre Dame family For which activities have you been back to campus since graduation?
- 11. Notre Dame Young Alumni
- 12. Young Alumni Giving Challenge 1. Increase current giving participation rate of 32%, to align with general alumni rate of 42% 2. Migrate existing donors to higher giving levels
- 13. Key Questions • What’s the right amount to ask? – Don’t want to ask too little or too much • What do we offer in return? – What do they want from us? “Just Right” • What’s the right way to ask? – Key messages that appeal to young alums – What vehicles to present message
- 14. Research Approach • Survey of young alumni donors – Compared responses from donors who gave under $100 to higher level donors – Assessed interest in a young alumni recognition society • Four online focus groups – Explored message and benefit options among interested alumni donors
- 15. Key Findings • High levels of interest among high ($100+) and low(<$100) donor segments
- 16. Key Findings • A recognition society gives them a target to reach for I think it'd be nice to give young alums a target… I know a lot of friends just give the minimum because they don't see a reason to give more • They particularly liked the idea of being recognized, along with their peers Like being defined as young alumni. Makes me feel proud and involved.
- 17. Key Findings • Right amount: $500 – Big enough to be meaningful to a school, but not out of reach for a young alum $500, it's high enough above the minimum to make you feel like you're doing something extra, but not unrealistic for a lot people. $500 seems pretty good.
- 18. Key Findings • Modest Benefit Expectations + + Personal Acknowledgement Regional Events Football Benefits
- 19. Other Findings • General mailings • Mailings that make a not memorable connection to student life are more impactful • Ideally, young alumni want to direct their giving
- 20. Other Findings Prefer Email Online Donations 4Quarterly Fundraising
- 21. Introducing… the Corby Society Committee of 25 young alumni advisors Launched in September 2010 Introduced via email, print, e-newsletters and Minimum donation: $500 social media Most recent class year: $250
- 22. Introducing… the Corby Society • Main Benefit: Tickets and Parking Passes
- 25. Results of the Big Leap • 470 members in Year One. (approximately 2% of young alumni) • $224,000 raised, half of which was incremental • Increase of 100% for donor group
- 26. Questions? Contact Us! Tim Ponisciak Assistant Director, Notre Dame Annual Giving 574-631-1323 tponisci@nd.edu Carol Phillips President, Brand Amplitude 269-429-6526 Carol@BrandAmplitude.com www.BrandAmplitude.com Twitter: @carol_phillips
- 27. Session handouts are available at www.casefive.org/conference/presentations/ Username: CASEV_attendee | Password: CASE_FIVE Follow the 2011 CASE V Conference on Twitter@CASE_DistrictV. Use the #CASEV hashtag when you tweet!