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Fundraising from Alumni 
Network 
Dr. Gretchen Dobson, Gretchen Dobson LLC 
Mr. Sahil Dewan, FuturEd 
Alumni Relations Conference- India
Alumni Relations Conference- India 
Why 
• Why fundraising matters 
• Why alumni officers are also fundraisers 
• Why fundraising will become more important
Alumni Relations Conference- India 
What Types 
• Annual Fund 
• Major Gifts 
• Crowd sourcing 
• Endowments 
• In-kind Gifts (non monetary) 
• Planned Gifts 
• Methods: in person, by class, by segmentation, by 
region, print or electronic appeals
Alumni Relations Conference- India 
Channels 
4 
Channels 
Online 
Website, E-mails, Blogs, 
Search engine, Social media, 
Mobile 
In Print 
Letters, Slogans, Posters, 
advertisement using print 
media 
Database Givers who gives money and 
who do not give 
In person Events, Group meeting, 
Entertainments, Celebrations 
Follow us...
• New leadership wants to fundraise 
• Alumni reunions 
• Graduation year (ex: Class Gift from Students) 
• In honor/memory of ... 
• Launch School Development Programs (Capital 
Gifts, Bricks and Mortar, Student Support) 
Alumni Relations Conference- India
Alumni Relations Conference- India 
How 
• Building Relationships First, Fundraising comes later...( 
20 min)
Case Study & Discussion 
• Your college or university will celebrate its 50 year 
anniversary of its founding in 2016 and, to increase 
involvement and participation from alumni, 
institutional leadership have decided it wants to raise 
$1 million in the next two years. Your alumni have 
never been asked to donate but you know a few 
"VIP" alumni give because your Dean or President 
has a relationship with these graduates. 
Alumni Relations Conference- India
Alumni Relations Conference- India 
Group Discussion 
• What are your first considerations and questions? 
• What tasks, activity and events comprise your two 
year timeline? 
• What kinds of support do you need?
Fundraising Do’s 
Alumni Relations Conference- India 
• Attractive caption 
• Interesting pictures 
• Short stories 
• Be-specific 
• Use of social networking sites 
• Thank each giver 
• Tracking of campaign 
• Optimize the subject matter 
• Use of slogan 
• Setting up of compelling vision 
• Setting up of goal 
• Volunteers 
• Timing management 
• Update to the givers
Fundraising Don'ts 
• Never compare and highlight the giving from the past 
campaign 
• Never show disrespect on the basis of amount of giving 
• Don’t be greedy 
• Fundraising goal neither be too high or too low 
• Not identifying and cultivating enough prospects to meet 
your needs 
• Weak campaign leadership 
• Asking too soon 
• Taking donors for granted once a gift is closed 
• Going back to the same old donors over and over. 
• Not energizing your constituents at all levels on your 
behalf. 
• Not developing a strong enough case to show why you 
need the money 
Alumni Relations Conference- India
Start-to-End Fundraising Process Simulation 
Setting goals; define components; define budget, identify 
prospects list; Plan a campaign define solicitations 
New or old; Annual, Capital or Endowment 
Alumni Relations Conference- India 
Define a campaign 
Series of solicitation generated within a campaign 
Create an appeal 
Create a solicitation Define scholarships, fellowships etc 
Costs of the campaign, cost of individual solicitations, 
overhead cost etc 
Define value 
Communicate to Givers 
Communicate the 
solicitation/appeal 
Tracking of registrations, gifts, replies (e-mails, letters, faxes), 
Manage responses data base management of responses, 
Tracking the progress of each solicitation 
Tracking the number and type of responses that have resulted from each solicitation 
Measuring the progress, response, and accumulated revenues and costs, Comparing 
the actual revenues and costs to the targeted figures for each source code and appeal. 
Using performance information to plan new campaigns 
Response Rate (Average, Highest, and Lowest Transaction Amount 
Dates of First Response and Last Response 
Costs (Actual Cost, Cost per Thousand, Estimated Cost, Overhead Cost, Total Cost) 
Revenue (Total Revenue, Net Revenue, Revenue per Thousand, ROI) 
Monitor and 
measure 
performance

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Fundraising from Alumni- Colleges

  • 1. Fundraising from Alumni Network Dr. Gretchen Dobson, Gretchen Dobson LLC Mr. Sahil Dewan, FuturEd Alumni Relations Conference- India
  • 2. Alumni Relations Conference- India Why • Why fundraising matters • Why alumni officers are also fundraisers • Why fundraising will become more important
  • 3. Alumni Relations Conference- India What Types • Annual Fund • Major Gifts • Crowd sourcing • Endowments • In-kind Gifts (non monetary) • Planned Gifts • Methods: in person, by class, by segmentation, by region, print or electronic appeals
  • 4. Alumni Relations Conference- India Channels 4 Channels Online Website, E-mails, Blogs, Search engine, Social media, Mobile In Print Letters, Slogans, Posters, advertisement using print media Database Givers who gives money and who do not give In person Events, Group meeting, Entertainments, Celebrations Follow us...
  • 5. • New leadership wants to fundraise • Alumni reunions • Graduation year (ex: Class Gift from Students) • In honor/memory of ... • Launch School Development Programs (Capital Gifts, Bricks and Mortar, Student Support) Alumni Relations Conference- India
  • 6. Alumni Relations Conference- India How • Building Relationships First, Fundraising comes later...( 20 min)
  • 7. Case Study & Discussion • Your college or university will celebrate its 50 year anniversary of its founding in 2016 and, to increase involvement and participation from alumni, institutional leadership have decided it wants to raise $1 million in the next two years. Your alumni have never been asked to donate but you know a few "VIP" alumni give because your Dean or President has a relationship with these graduates. Alumni Relations Conference- India
  • 8. Alumni Relations Conference- India Group Discussion • What are your first considerations and questions? • What tasks, activity and events comprise your two year timeline? • What kinds of support do you need?
  • 9. Fundraising Do’s Alumni Relations Conference- India • Attractive caption • Interesting pictures • Short stories • Be-specific • Use of social networking sites • Thank each giver • Tracking of campaign • Optimize the subject matter • Use of slogan • Setting up of compelling vision • Setting up of goal • Volunteers • Timing management • Update to the givers
  • 10. Fundraising Don'ts • Never compare and highlight the giving from the past campaign • Never show disrespect on the basis of amount of giving • Don’t be greedy • Fundraising goal neither be too high or too low • Not identifying and cultivating enough prospects to meet your needs • Weak campaign leadership • Asking too soon • Taking donors for granted once a gift is closed • Going back to the same old donors over and over. • Not energizing your constituents at all levels on your behalf. • Not developing a strong enough case to show why you need the money Alumni Relations Conference- India
  • 11. Start-to-End Fundraising Process Simulation Setting goals; define components; define budget, identify prospects list; Plan a campaign define solicitations New or old; Annual, Capital or Endowment Alumni Relations Conference- India Define a campaign Series of solicitation generated within a campaign Create an appeal Create a solicitation Define scholarships, fellowships etc Costs of the campaign, cost of individual solicitations, overhead cost etc Define value Communicate to Givers Communicate the solicitation/appeal Tracking of registrations, gifts, replies (e-mails, letters, faxes), Manage responses data base management of responses, Tracking the progress of each solicitation Tracking the number and type of responses that have resulted from each solicitation Measuring the progress, response, and accumulated revenues and costs, Comparing the actual revenues and costs to the targeted figures for each source code and appeal. Using performance information to plan new campaigns Response Rate (Average, Highest, and Lowest Transaction Amount Dates of First Response and Last Response Costs (Actual Cost, Cost per Thousand, Estimated Cost, Overhead Cost, Total Cost) Revenue (Total Revenue, Net Revenue, Revenue per Thousand, ROI) Monitor and measure performance