undergraduate philanthropy - staffschools.org · 1. clearly define campaign mission, overall goal,...
TRANSCRIPT
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Undergraduate Philanthropy
Training Tomorrow’s Annual Fund Supporters and Volunteers
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Kristen Atwood Assistant Director, Annual Fund Amherst College
Jessica Telemaque Assistant Director, The Wellesley Fund, Wellesley College
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The Challenge Establish early student giving habits that influence young alumni giving
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Young Donors are Crucial to our Future
According to recent EAB Report: • Great Recession Caused
Drop in Giving to Higher Education
• Alumni Donors and Gift Sizes Continue to Decline
• Enrollment Growth Increases Total Alumni, But Creates Problems of Scale
* Findings from the Education Advisory Board Report on Creating a Culture of Giving Among Current Students
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According to recent EAB Report:
• Young Alumni Have
Strong Civic Inclinations but Low Income
• Research Confirms That Early Giving Leads to Long-Term Support
• Big Donors Often Begin at Modest Levels and Escalate Giving
* Findings from the Education Advisory Board Report on Creating a Culture of Giving Among Current Students
Young Donors are Crucial to our Future
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Key Challenges with Young Donors
• Rising Cost of Education • Students as Customers (Quid Pro Quo) • Doubts About Impact
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Our Approach • Growing Philanthropy Education through Programs
and Events on Campus • Using the Senior Gift Campaign to Establish Early
Giving Habits • Trying New Approaches to Build a Foundation for
Future Giving in the first 5 Years Out
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Growing Philanthropy Education through
Programs and Events on Campus
Priming the pipeline at Amherst: Internships, Phonathons, and Undergraduate Philanthropy Programs at Amherst
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Internships, Phonathons,
The Engagement Fellows Program
• The Amherst Annual Fund employs over 20 students a year in a variety of positions
• We provide robust training opportunities for students to learn about Alumni engagement and the Annual Fund
• Engagement Fellows are hired to educate fellow students about all aspects of Advancement’s work, including alumni engagement, alumni giving, and alumni-student relations.
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Love My Alumni Week!
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Love My Alumni Week!
More than 250 Students wrote over 5,000 thank you notes during Valentine’s Day Week We doubled the previous year’s record for student engagement and cards written
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Social Media Engagement
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Using the Senior Gift Campaign to Establish
Early Giving Habits Real examples from Wellesley and Amherst Colleges
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Wellesley Senior Gift
• Clearly define your mission and Senior Gift branding
• Determine committee roles and their annual projects
• Create a detailed Senior Gift timeline with campaign goals and priorities
• Educate your committee thoroughly and thoughtfully
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Amherst Senior Gift: Tips for Success
• Identifiable branding • clear case for giving • extensive training for
volunteers • regular events
throughout the year • direct peer-to-peer
asks
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Identifiable Branding
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That is fun, creative, and consistent across class years
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Posters, fliers, and table tents make an impression around campus
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Building a Strong Committee
• Collaborate with former committee members to recruit new ones
• Ask your phonathon callers and managers for referrals
• Build rapport with student leaders on campus, in clubs, and in College Government
• Develop lasting relationships
with faculty, deans, and staff
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Training Volunteers Train your committee early and keep them motivated!
1. Clearly define campaign mission, overall goal, and benchmarks
using comparative data 2. Present and thoroughly explain annual Senior Gift timeline 3. Assemble unified branding for appeals, social media, spam, etc. 4. Confirm Senior Gift events and incentives 5. Make clear your expectations for each committee member: their
roles and their combined and individual efforts 6. To guarantee their success, provide them with useful tools and
resources
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Training Student Volunteers
• Summer intern always chairs the Senior Gift Committee
• He/she recruits 25-30 committee members in the late summer and early fall
• Office has introductory training and first meeting September
• Committee meetings happen on a monthly basis throughout the year
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Direct Peer-to-Peer Asks • The 25-30 Committee
members divide up the entire class
• Use an online volunteer platform to track their progress
• We provide incentives for Committee Members to get to 100% participation among assignments
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Incentives and Motivation • $14: Receive a commemorative
Class of 2014 champagne flute at Senior Soiree.
• $20: For each such gift, receive a
pair of purple Wellesley sunglasses. Plus, a flute!
• $100: Join the Amethyst Circle, and attend exclusive reception with special guests. Plus, receive all other incentives!
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Senior Gift Events 9/3-12/10: Recruitment and Training
2/12: What’s Up, Wellesley? 4/10: Senior Soiree
4/3 & 4/4: 24-Hour Challenge
4/25-5/30: 80% Participation Challenge
5/1: Amethyst Circle Reception
5/26-5/29: Senior Week Festivities
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Senior Gift Events
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Regular Events Throughout the year
• Campaign Kickoff at Homecoming o Tabling, email solicitations, fliers
• 50% Challenge and sponsored bar night in on last day of classes o Tabling, email solicitations
• Early spring: Young Alumni Events 100 Days to Graduation o Tabling in student center and dining hall,
major student events
• Dinner with the President
• Early May: Signature event, the Senior Gift Cocktail Party
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Utilizing Challenges! • Things to consider:
1. What are your Challenger’s expectations? 2. What are realistic, reachable benchmarks and goals? 3. What most resonates with the senior class? 4. In what ways will the Challenge benefit the college and the class? 5. Which dates and times of the year work best for your Challenge? 6. How will you prepare to effectively and efficiently spread the word
among class? 7. How will you steward Challenger’s when all is said and done? 8. What would be the best way to share results with class?
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24-Hour Dorm Challenge • Date: April 3rd-4th • Goal: 100 donors in 24 hours • Incentive 1: $5,000 gift from
alumna trustee to be designated to WF scholarship
• Incentive 2: Pinkberry party for Dorm Winners
• Execution: o Door-to-door solicitation o Hourly committee updates o Marketing & Communications
scheduled class updates via email and Facebook posts
o Tabling in dorms and campus center
• Results: o 150 donors in 24-hours o 7 gifts at AC level o Nearly $3,000 raised o 26 percentage point increase
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80% Participation Challenge
• Date: April 25th-May 30th • Goal: 80% Participation • Incentive: $10,000 Wellesley
Fund Scholarship from alumna trustee/commencement speaker
• Execution: o In-person solicitation o Social media and email class
updates o Daily committee updates o Tabling throughout month at senior-
specific events
• Results: o 120 donors o 5 gifts at AC level o $1,700 raised o 23 percentage point increase
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10-Years of Senior Participation
90.0%
80.5% 80.0%
71.0% 69.0%
54.0%
72.3% 73.1% 66.9%
74.2%
83.5%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
10-Year History: SG Participation
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
The Class of 2014 reached 83.5 percent participation!
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5-Year Giving History Among Seniors
• Individual senior contributions have steadily increased since 2009
• Leadership giving at the $100 level became more prominent in 2011
• From 2009-2011, most gifts were between $10-$20
• A noticeable rise in $20+ gifts in 2013
0
50
100
150
200
250
300
350
2009 2010 2011 2012 2013 2014
>$10
$10-$19
$20-$99
$100+
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Establishing a Clear Case for Giving
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New! Choice Based Giving Now seniors can designate their gift to one of six areas within the Annual Fund: • Annual Fund for Academics • Annual Fund for Athletics • Annual Fund for Arts • Annual Fund for Counseling and
Wellness • Annual Fund for Financial Aid • Annual Fund for Student Life
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Early Results of Choice Based Giving
79%80%81%82%83%84%85%86%87%
2012 2013 2014
Senior Gift Results
Final Part.
CBG is introduced
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Building a Foundation for Future Giving in the first 5
Years Out Transitioning from Seniors to Alumni, the importance of great
contact information, capitalizing on competitiveness
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Mirroring the Senior Gift with Young Alumni
• Keep the same structure and volunteers the first year out of school
• Same staff person handles Senior Gift and first five years out
• Alumni get brought into regular Young Alumni solicitations
• Special Young Alumni Events (homecoming, Reunion, etc.)
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The Importance of Great Contact Information
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Alumnae Giving by Class • Young alumnae
donors are imperative to the success of the College
• Their bases are far
larger; thus, their participation must also be significantly higher
• SG plays a role in
overall participation: this year, the class of 2014 raised alumnae participation by nearly 3 percentage points!
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Young Alumnae Donors at Wellesley
• The Senior Gift campaign builds a strong foundation of giving among young alum
• First-year out, Class of
2013, reached 50%+ this year as a result of strong performance as seniors
• Young alum
responded well to the 50% for $500K Challenge: their FY14 totals were comparatively higher than last year’s totals
0%
10%
20%
30%
40%
50%
60%
70%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
FY13 PARTICIPATION
FY14 PARTICIPATION
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50% for $500,000 Challenge • 50% Alumnae Participation =
$500,000 for Wellesley
• Young Alumnae Participants raised their class totals almost 10+ percentage points across the board as compared to FY13
• To encourage young alumnae to get involved, 50% for $500K events were hosted in Boston and San Francisco
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50% for $500K Young
Alumnae Events • Provided young alumnae with the
opportunity to celebrate Wellesley’s 50% for $500,000 Challenge
• Young alumnae from 2004-2014 were invited
• Events took place in Boston and San Francisco
• Donors, Lybunts, Sybunts, and Non-Donors were invited
• Raffle winners
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Young Alumni Challenge!
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Capitalizing on Competitiveness
The Amherst v. Williams Biggest Little Challenge
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Challenge Results: • Significant
increase in both participation and dollars
• In some cases,
participation rates more than doubled over last year at the same time
• Jumpstarted the year
0.00%2.00%4.00%6.00%8.00%
10.00%12.00%14.00%16.00%18.00%
09 10 11 12 13
Fall 2012Fall 2013
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Young Alumni Leadership Giving
o$500 first 1-5 years o$1,000 6-10 years out
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In Short: • Establish early giving habits, which will later lead to long-term
support
• Determine what resonates with your audience to strengthen your case for support. Keep it student-driven!
• Educate and engage students and young alumni through use of social media, challenges, and events to build a strong foundation for future giving
• Determine creative and meaningful ways to disseminate information and solicit and steward young alumni donors
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Kristen Atwood Assistant Director, Annual Fund Amherst College [email protected], (413) 542-2915
Jessica Telemaque Assistant Director, The Wellesley Fund, Wellesley College [email protected], (781) 283-2383
Thank you!