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Exploring and Encouraging Young Alumni Giving

Development Track sponsored by Aria

CASE V

Exploring and Encouraging Young Alumni Giving

A.K.A.Asking More of Our Young Alumni

Tim 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

Big 10/Big 12 Private institutions University of Notre Dame0%

5%

10%

15%

20%

25%

30%

35%

4%

17%

32%

Young Alumni Participation Rate FY2011

*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

1360

2461

1370

353

Young Alumni Donors (5,544)

Less than $100$100 to $199$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 Alumni

I like to call it the happiest place on earth – Disneyland’s got nothing! I found friends of a lifetime, discovered my passions, and fine-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

Other sporting event

Visit(s) with faculty or staff

Wedding(s)

Visit(s) with friends or siblings attending ND

Home Football Game(s)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

22%

23%

44%

52%

95%

For which activities have you been back to campus since graduation?

Notre Dame Young Alumni

Young Alumni Giving Challenge

1. 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?

• What’s the right way to ask?– Key messages that appeal to young alums– What vehicles to present message

“Just Right”

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

Low Donors (n=396)

High Donors (n=190)

All Respondents (n=586)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

46.5%51.6% 48.2%

47.2%44.2% 46.2%

6.3% 4.2% 5.6%

Response to Concept

Not at all in-terested

Somewhat in-terested

Very interested

Key Findings• A recognition society gives them a target to

reach for

• They particularly liked the idea of being recognized, along with their peers

I think it'd be nice to give young alums a target… I know a lot of friends just give the minimum because they don't see a reason to give more

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, it's high enough above the minimum to make you feel like you're doing something extra, but not unrealistic for a lot people.

$500 seems pretty good.

Key Findings

• Modest Benefit Expectations

+ +

Personal Acknowledgement Regional Events

Football Benefits

Other Findings• General mailings

not memorable• Mailings that make a

connection to student life are more impactful

• Ideally, young alumni want to direct their giving

Other Findings

4Prefer Email Online Donations

Quarterly Fundraising

Introducing… the Corby Society

Committee of 25 young alumni advisors

Introduced via email, print, e-newsletters and

social media Minimum donation: $500Most recent class year: $250

Launched in September 2010

Introducing… the Corby Society

• Main Benefit: Tickets and Parking Passes

Initial Invitation

Member Engagement

Results of the Big Leap

• 470 members in Year One. (approximately 2% of young alumni)

• $224,000 raised, half of which was incremental

• Increase of 100% for donor group

Questions? Contact Us!

Tim PonisciakAssistant Director, Notre Dame Annual Giving574-631-1323tponisci@nd.edu

Carol PhillipsPresident, Brand Amplitude269-429-6526Carol@BrandAmplitude.comwww.BrandAmplitude.comTwitter: @carol_phillips

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