alumni relations & annual giving: partnering for young alumni engagement
DESCRIPTION
This presentation was originally delivered in May of 2014 through Academic Impressions by Tim Ponisciak and Stephanie Felicetti. The presentation focuses on how Notre Dame has been able to more effectively engage with young alumni through collaborative communications and events created by the Annual Fund and Alumni Association partnering together.TRANSCRIPT
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#AItraining
Timothy Ponisciak | University of Notre Dame
ALUMNI RELATIONS AND ANNUAL GIVING: PARTNERING FOR YOUNG ALUMNI ENGAGEMENT
Stephanie Felicetti | University of Notre Dame
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LEARNING OUTCOME
After participating…
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…you will be able to build an active partnership between alumni relations and annual giving that increases young alumni loyalty and giving.
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• Institutional background• Partnering to overcome challenges
specific to young alumni• Successful partnership events• In Summary
AGENDA
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#AItraining
INSTITUTIONAL BACKGROUND
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• Notre Dame’s structure • Responsibilities and goals • Solution-focused team approach
THE UNIVERSITY OF NOTRE DAME
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NOTRE DAME’S STRUCTURE
University Relations
Alumni Association
Programs Team
Young Alumni Programs
(Stephanie)
Development
Annual Giving Team
Young Alumni Fundraising
(Tim)
Public Affairs
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HISTORYLack of collaboration
• Duplicating efforts • Discouraged/disgruntled alumni • Too many mailings, same
information twice, etc.
We have overcome many of these challenges by partnering!
WHY PARTNER?
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• Team Approach• University Relations Summit
– Meeting of all three departments to share ideas and collaborate
WHY PARTNER?
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• Initial meeting • Established bi-weekly meetings• Shared calendars • Open dialogue
– Goals – Partnership Scope – Budget
WHAT DID WE DO?
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• Determine appropriate parties• Open and honest conversation
– It won’t benefit anyone if you hold back information concerning your goals and initiatives
• Establish plan/opportunities to partner • Maintain periodic meetings
HOW CAN YOU DO THIS?
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Both departments can benefit by partnerships between Development and Alumni Association.
Consequently, Notre Dame benefits.
WHY PARTNER?
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• Physical location• Alumni relations & annual giving – combined
department – Reporting structure– Budget considerations
• Alumni relations and/or annual giving split by college
SCALING TO OTHER ALUMNI RELATIONS & ANNUAL GIVING STRUCTURES
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#AItraining
PARTNERING TO OVERCOME CHALLENGES SPECIFIC TO YOUNG ALUMNI
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VOLUNTEER MANAGEMENT#1 issue volunteer management
– Recruiting volunteers is challenging for everyone
SOLUTION: Sharing contacts in order to generate champion volunteers
OVERCOMING CHALLENGES
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COMMUNICATION DIFFICULTIES WITH YOUNG ALUMNI
• Work hours tend to be longer and evening work commitment interfere
• Working with alumni from 4 different time zones
• Social/service/other commitments make evening calls difficult
SOLUTION: Creative scheduling/approach
OVERCOMING CHALLENGES
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SOLVING COMMUNICATION DIFFICULTIES– Plan ahead!
• Young Alumni Committee Calls (young alumni collaborative peer network)
• 4x/year • Dates provided November of
PREVIOUS year – Team Voting
• Let the volunteers decide what times work best by popular vote
OVERCOMING CHALLENGES
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STEWARD VOLUNTEERS WITH GIFTS– Small giveaways for everyone attending
the call– On call, raffle off
• Football tickets • Gift basket
– Reunion welcome basket
OVERCOMING CHALLENGES
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SUSTAINING MOTIVATION– Say thank you…a LOT!– Provide insider information
• Ex. New construction
OVERCOMING CHALLENGES
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NEW YOUNG ALUMNI RECOGNITION SOCIETY
– $500 annual gift– Young alumni volunteer launch
committee• Committee presented new
networking opportunity for young alumni
– Story ideas for monthly newsletter– Membership
CORBY SOCIETY
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• Initial Collaboration – Brainstorming committees
• Volunteer on Corby Society Steering Committee
• Supply Corby Society information at young alumni (alumni association) events
YOUNG ALUMNI GIVING RECOGNITION SOCIETY COLLABORATION
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SOCIAL MEDIA
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• Quarterly Newsletter – Winter, Spring, Summer, Fall
Editions • Preparation
– Production scheduled for the year – Work with Senior Editor– Hit variety of topics
(service/spiritual, personal highlight, event, information, etc.)
YOUNG ALUMNI E-NEWS SCHEDULE
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MOBILE MARKETING
IZigg
Are you making your 2014 football travel plans? Visit footballtickets.nd.edu for info on qualifying donations for the
2014 alumni football ticket lottery
Check out the most recent Young Alumni Newsletter
http://youngalumni.nd.edu/YANews GO IRISH!
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#AItraining
SUCCESSFUL PARTNERSHIP EVENTS
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STUDENT VIDEO PROJECTS
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• SAME GOAL! Split the cost • Utilize videos for annual giving and
alumni association communications • Students produce specific videos • Develop new ideas
STUDENT VIDEO PROGRAM COLLABORATION
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FIRST YEAR ORIENTATION
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• Weekend of events: welcoming first year students
• First touch point with students • SAME GOAL!
– Opportunity to collaborate
FIRST YEAR ORIENTATION
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• Invite students to pick up welcome gift
• Split cost of welcome gift • Welcome letter (touch point)
FIRST YEAR ORIENTATION - COLLABORATION
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WELCOME LETTER
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THANKSGIVING IN FEBRUARY
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• Annual event to acknowledge annual fund donors
• Underclass-fundraising student led initiative
• Partnership– Recruiting student volunteers – Assistance with communications
THANKSGIVING IN FEBRUARY
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• Development fundraiser• 220 seniors attended• Volunteers and engagement
SENIOR TRIVIA NIGHT
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EVENT RESULTS• Gifts from all attendees – 220
students• Increase senior class giving
percentage • Over 10% of graduating class
participated and made a gift
SENIOR TRIVIA NIGHT
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REGIONAL EVENTS
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COLLABORATION– Assists with staffing needs at
Alumni Association or Development events
– Provides more opportunities for each to interact with constituent base
– Partnerships on events in New York, D.C. and Chicago
REGIONAL EVENTS
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COLLABORATION– Staffing events: Important to be
known/seen among young alumni – Partnerships on events
• Splitting cost • More touch points• More attendees
REGIONAL EVENTS IMPACT
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• Co-sponsored by Alumni Association & Development
• Large regional young alumni event designed to engage alums with Notre Dame
SUMMER IN THE CITY
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• Focus groups • Planning /brainstorming
SITC PARTNERSHIP
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SITC FUNDRAISING
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#AItraining
IN SUMMARY
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• Disagree on certain approaches• Not always appropriate to partner • Problems solved:
• Yankee Stadium event• Corby Society – members only • Young Alumni Event – open to
alumni, parents, friends
CHALLENGES OF PARTNERING
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• Alumni association presence at development events and vice-versa• More opportunity to mingle/meet• Shared contacts • Additional event staff
• Lower cost for events
POSITIVE IMPACT
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• More events • More opportunity to mingle/meet
alumni • Reaction
• We have yet to receive a negative reaction regarding sharing resources/events
CONSTITUENT’S PERSPECTIVE
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• Freshman Orientation – Year 1 Impact: 500 freshmen (prior
to partnership)– Year 2 Impact: 1,200 freshmen– Year 3 Impact: 1,500 freshmen
• Thanksgiving in February – Year 1 Results: 2,000 thank you
cards – Year 2 Results: 3,000 thank you
cards
MEASURABLE SUCCESS: STUDENT PROGRAMS
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SENIOR CLASS FUNDRAISING – Year 0 Results: 22%* *Prior to Partnership– Year 1 Results: 41%– Year 2 Results: 48%– Year 3 Results: 49%
MEASURABLE SUCCESS: STUDENT PROGRAMS
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• Reunion – Dorm Challenge Fundraising
• 5 Year Reunion Class: Participation Increase 1.4%
• 10 Year Reunion Class: Participation Increase 6.1%
• Summer in the City – Engagement of over 800 alumni – Opportunity to increase young alumni
gifts
MEASURABLE SUCCESS:YOUNG ALUMNI REUNIONS
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• Increase in total young alumni giving– Participation rate– Total dollars raised
• Corby Society – Impact young alumni giving and
engagement– 500+ member over $250,000 raised
MEASURABLE SUCCESS: YOUNG ALUMNI
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YOUNG ALUMNI ENGAGEMENT– Impact 3,000+ young alumni at
regional events (Yankee Stadium, Chicago, Washington D.C.)
– Impact 6,000 young alumni through texting program
MEASURABLE SUCCESS:YOUNG ALUMNI
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TWO AVENUES OF ENGAGEMENT, DON’T HAVE TO ALWAYS BE COMPLETELY SEPARATE
• Sharing contacts• Marketing mix• Brainstorming• Incentives• Budget
PROBABILITY
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• Student Programs (AR) & Parents Programs (AF)
• Reunion monthly meetings (AR + AF)
• Monthly meeting w/NDAA Resources
• Library database resources
ADDITIONAL COLLABORATION
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• UR Summit • Promotions• Awards
ADDITIONAL OPPORTUNIES TO HIGHLIGHT PARTNERSHIP
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LEARNING OUTCOMEEVALUATION
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