Recent Alumni Donations Optimization
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Recent alumni were asked for donations but many felt they had just spent a lot on their education and did not want to contribute more money. A team created a new contributions website to provide more transparency about donation options. The website would show monetary and non-monetary ways to contribute as well as how donations help students. This was expected to increase annual contributions to $1.58 million with execution costs of $400,000, yielding over $1 million in annual profit.
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Recent Alumni Donations Optimization
- 1. Recent Alumni Donations The Puzzlers Samantha, Abhishek, Beth Ann, & Nisreen
- 2. 2 Nisreen Salka Product Designer Beth Ann Less Project Manager Samantha Brown Community Director Abhishek Dhyani Research Director
- 3. “ “I still have a ton of debt...the idea that I just spent all this money and now they’re asking for more money is just kind of ridiculous.” - Jackie Lawson, Class of 2015 3
- 4. Place your screenshot here The Situation Despite the universal content, there is no personal touch. 4
- 5. Guiding Statement Recent graduates need more transparent information about both monetary and non-monetary contribution options before feeling comfortable making a contribution back to the University. They want confirmation that they’re helping people, not just the institution. 5
- 6. Graduation Survey 6 1. Which student groups were you an active member of? 2. What will you miss the most about being a student at the University of Michigan? 3. Do you plan on returning to campus? If so, for what reason/event? 4. What form of communication would be most convenient for us to reach you in the future?
- 7. Solicitation Flyer 7 Hey there, Jackie, At graduation, you planned to return to campus for the first football game of the season. Let us welcome you with these activities: ○ September 12, 11am: Alumni Tailgate ○ September 12, 5:30pm: Main Street Bar Crawl ○ September 13, 10am: Brunch at Sava’s Hope to see you there. Go Blue! { }
- 8. Contributions Website Landing Page 8 Place your screenshot here
- 9. Contributions Website Landing Page 9 Place your screenshot here
- 14. The Benefits Sustainable, Personal Connections This solution doesn’t treat the symptoms, it hits at the source. And that’s more sustainable. Transparency A reputation built on honesty improves the university’s image in the eyes of more than just alumni. Opportunity By diversifying types of contributions accepted, we are improving student opportunity across the board. 14
- 16. 16 25 interviews we prioritize user wants and needs $1,180,000 estimated annual value from contributions 9 design iterations we received feedback on nine prototypes
- 17. Let’s Work Together! We need access to your design assets for credibility. You need a better contributions strategy. 17
- 18. Thank You! 18
- 19. Revenue Analysis 19 40,000 Recent Graduates 25% Expected Success Rate 10,000 Donors X 20% 80% Time (2hrs/week) Money $10 2,000 Donors x ($25/hr) x 2hrs/week x 15 weeks 8000 Donors x $10 $1,500,000 $80,000 Total Revenue $1,580,000 / yr
- 20. Cost/Profit Analysis 20 $50,000 Web Master/Developer $40,000 in Surveys ($1/survey) $10,000 Miscellaneous (paper, stickers, gifts, etc.) $100,000 in other modes of communication (flyers, mail, etc.) $200,000 cost of calls from alumni office * *8 minutes per call ; 40 calls a day ; 4 callers ; 260 working days per year Total Execution Cost $400,000 / yr + + + Total Profit $1,180,000 / yr ($1,500,000 - $400,000)
- 21. Features of Contributions Page 21 Step 1 Step 2 Step 3
Editor's Notes
- **Consultants pitching to the UM Alumni Association to improve their solicitation campaign for recent graduates
- But first, let me introduce you to our team...
- Melody knew she was helping people. Recent alumni do not.
- ...and that’s because they’re receiving emails like this one. Sometimes as many as 99 emails over the course of one year.
- POV: Jackie Lawson, a recent graduate of the University of Michigan, needs more transparent information about both monetary and non-monetary contribution options before feeling comfortable making a contribution back to the University because she wants confirmation that she’s helping people, not just the institution
- By asking students for their preferences before they graduate, we are developing a direct line of communication with soon-to-be alumni. From our interviews, we noticed students before graduation haven’t been connected to the alumni office directly. And we realized that It is key to acquire their attention early on and a good time for that is during the time consuming process of graduation through surveys. Focus of this survey is to empathize and gather valuable info that we may use to grab their attention.
- What makes this flyer different is that it directly responds to Jackie’s desire, collected on her graduation day. This isn’t unsolicited, this was her plan. And that makes all the difference. After the info has been gathered and the response has been recorded, the students are invited to attend alumni events at the time of their arrival back to campus. We’d do this via sending out flyers to students directly before major events such as homecoming games.
- The primary focus of the landing page is now on the impact of the contribution. Not what the contribution helps, but who. One of our primary alterations have been to the landing page on the alumni donations website. The newly designed landing page would allow the donor to visualize the contribution’s impact which is not done as well in today’s system.
- Scroll down, and recent alumni are encouraged to make either monetary or non-monetary contributions. Again, the impact of that contribution is clearly outlined underneath each option. When you scroll down, alumni will be able to see how their cntributions can impact. One important component here is the ability to make non-monetary contributions. This would include voluntary activities for class and research initiatives
- Assume you’ve now clicked the “Contribute Now” button. You would then be guided to the first step of teh process asking where you wish to make the donation. Although we’ve only listed four options, there can be many more. The highlight here is the specificity of where your donation would go which isnt the case today.
- After selecting an option, you’d be directed to a more specific contribution area. Our interviewees were more connected to a particular group of individuals than the university itself. This could be as specific as a particular department, student organization, new projects, etc.
- Step 3 would simply be a page to gather personal details to facilitate monetary transaction. Let’s assume after this process you’ve selected the “transparency”.
- Users would then be allowed to obtain information like the Annual alumni report and records, contribution logistics to see which areas need more donations than others - a feature the university would be interested in having. Donors may even track where their contribution has ended up as opposed to a large piggy bank.
- During the product design process, it was important to garner empathy with potential donors to develop trust. Once that trust is established it needs to be maintained, and a way to do that is through transparency and letting donors know how and where their money is circulated. Another key insight was current dearth in contribution options available to recent graduates which we circumvent with numerous types of volunteer opportunities.
- Those benefits are not limited to the University of Michigan… University Partners - would benefit / more likely to partner with a transparent University The Alumni Association: Effective and comprehensive communication methods for soliciting donations and contributions The University: increase in monetary donation as well as an increase in knowledge from returning graduates (Information/Resource Capital), increased connection between graduates and the university, increase in credibility (transparency) Current Students: increase in wealth of knowledge from the university, more chances to connect with alumni and building networks, potentially more available resources from increased income, more funds for scholarships/etc Graduates: increase connection, chances to build network with university + other alumni that are involved + growing student minds, transparency about their contributions Prospective Students/Future Students: increase in transparency, potential resources, more funds available for scholarships/etc
- The key behind our work is a user-centric process. And that pays off. We estimate at least a $23 million increase in contributions over five years if you choose to adopt our strategy.
- Design Assets -- permission to use the UM logo, etc.
- Average salary per hour: $25 Graduates per year: 40,000 Current success rate: 10% Expected success rate: 25% Average donation amount: $10 Average donation time: 2 hours per week ($50/week * 15 weeks = $750 per semester) Percent donors willing to contribute time: 20% Percent donors willing to contribute $10: 80% (10000 donors)*(20% of donors)*($25/hr)*(2 hrs/week)*(15 weeks in a semester) + (10000 donors)*(80% of donors)*($10 donation) = $1,580,000 per year Cost of implementation: $50,000 per year for website $1 per Survey = $40,000 in surveys + $10,000 miscellaneous (paper, utensils, stickers, gifts etc.) = $50,000 Other modes of communication (flyers, mail, etc.) = $100,000/yr Alumni Office Calling: (40,000 calls in a year)/(260 days in a year)/(4 callers) = 40 calls a day = 8 minutes per call ; Cost of execution = $200,000/year (salary of $50,000 for 4 callers) Overall cost: $400,000
- Average salary per hour: $25 Graduates per year: 40,000 Current success rate: 10% Expected success rate: 25% Average donation amount: $10 Average donation time: 2 hours per week ($50/week * 15 weeks = $750 per semester) Percent donors willing to contribute time: 20% Percent donors willing to contribute $10: 80% (10000 donors)*(20% of donors)*($25/hr)*(2 hrs/week)*(15 weeks in a semester) + (10000 donors)*(80% of donors)*($10 donation) = $1,580,000 per year Cost of implementation: $50,000 per year for website $1 per Survey = $40,000 in surveys + $10,000 miscellaneous (paper, utensils, stickers, gifts etc.) = $50,000 Other modes of communication (flyers, mail, etc.) = $100,000/yr Alumni Office Calling: (40,000 calls in a year)/(260 days in a year)/(4 callers) = 40 calls a day = 8 minutes per call ; Cost of execution = $200,000/year (salary of $50,000 for 4 callers) Overall cost: $400,000