Exploring and Encouraging Young Alumni Giving: Tim Ponisciak and Carol Phillips
Exploring and Encouraging Young Alumni Giving Development Track sponsored by Aria
CASE VExploring and Encouraging YoungAlumni GivingA.K.A.Asking More of Our Young AlumniTim Ponisciak, University of Notre DameCarol Phillips, Brand Amplitude
Q1• What percent of millennials gave to nonprofit organizations in 2010?• Answer: 93%*Source: Millennial Donors Report 2011: Achieve/JGA
Q2• How many millennial donors gave to 3 or more nonprofit organizations in 2010?• Answer: 61%*Source: Millennial Donors Report 2011: Achieve/JGA
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
What does this mean?• We may be asking too little of our young donors Young Alumni Participation Rate FY2011 35% 32% 30% 25% 20% 17% 15% 10% 5% 4% 0% Big 10/Big 12 * Private institutions * University of Notre Dame *Insidehighered.com, July 12, 2011
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 Young Alumni Donors (5,544) 353 1360 1370 Less than $100 $100 to $199 2461 $200 to $499 $500 to $999
Notre Dame Young Alumni• Strong Feelings! – ND is a cherished experience – It is an experience that is regarded as unique, a privilege
Notre Dame Young AlumniI like to call it the happiest place on earth –Disneyland’s got nothing! I found friends ofa lifetime, discovered my passions, andfine-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.
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? Home Football Game(s) 95% Visit(s) with friends or siblings attending 52% ND Wedding(s) 44% Visit(s) with faculty or staff 23% Other sporting event 22% 0% 20% 40% 60% 80% 100%
Young Alumni Giving Challenge1. Increase current giving participation rate of 32%, to align with general alumni rate of 42%2. Migrate existing donors to higher giving levels $500+ (353) <$500 (2,730) <$100 (1,360)
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
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
Key Findings• High levels of interest among high ($100+) and low(<$100) donor segments Response to Concept 100% 4.2% 6.3% 5.6% 90% 80% 44.2% Not at all 70% 47.2% 46.2% interested 60% Somewhat 50% interested 40% Very interested 30% 51.6% 48.2% 46.5% 20% 10% 0% Low Donors High Donors All Respondents (n=396) (n=190) (n=586)
Key Findings• A recognition society gives them a target to reach for I think itd be nice to give young alums a target… I know a lot of friends just give the minimum because they dont 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.
Key Findings• Right amount: $500 – Big enough to be meaningful to a school, but not out of reach for a young alum $500, its high enough above the minimum to make you feel like youre doing something extra, but not unrealistic for a lot people. $500 seems pretty good.
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
Other Findings Prefer Email Online Donations 4Quarterly Fundraising
Introducing… the Corby Society Committee of 25 young alumni advisors Launched in September 2010 Introduced viaemail, print, e-newsletters and social media Minimum donation: $500 Most recent class year: $250
Introducing… the Corby Society• Main Benefit: Tickets and Parking Passes
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