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University of Miami
The GOLDstein Family
ChallengeInspiring Recent Graduates by Restarting the Conversation
Outlining Our Discussion
Introduction& Background
Strategies& Campaign
Results& Takeaways
“Failing to plan is planning to fail.”Alan Lakein, author of How to Get Control of Your Time and Your Life
Introduction & Background
“Who is this guy? Why is he standing here talking to a room of people?”Your internal monologue
Hometown: Springfield, IL
Education: Bachelor of Liberal ArtsMay 2010University of Miami
Experience: Development Director, RegionalUniversity of Miami2014 – Present
Assistant Director, Young Alumni & Student PhilanthropyUniversity of Miami2012 – 2014
Assistant Director, TelemarketingUniversity of Miami2010 – 2012
Gabriel Trieger Regional Development Director
+ approx. 15 years =
To frame the conversation, let’s first define
YOUNG ALUMNI
Young Alumni aka G.O.L.D. Alumni aka Millennials
Young Alumni aka G.O.L.D. Alumni aka Millennials
Young Alumni at the University of Miami
Undergraduate alumni of the last 10 years, typically between the ages of 21 and 35
13% of total alumni population (approx. 23,000)
82% live in major cities, similar to general alumni
62% have a South Florida preferred address
All graduated during Donna Shalala’s tenure as UM’s President –they are her graduates
You
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0%
10%
20%
30%
40%
50%
60%
70%
FY12 Annual Giving Rate FY12 Annual Retention Rate
General vs Young Alumni
General Alumni Young Alumni
Why focus on Young Alumni?
Young/GOLD alumni (graduates of the last decade) offer a great opportunity for increased engagement and philanthropy.
You
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iSo, did UM solicit young alumni before FY13?Yes! However, we had very rarely communicated with young alumni in a unique way and did not consider their communication preferences.
General Alumni Young Alumni
Developing a dynamic Young Alumni Program was established as an area of strategic focus.
Two new positions were created:• Director of Young Alumni & Student
Engagement• Assistant Director of Young Alumni &
Student Philanthropy (me)
A New Approach
Strategies & Campaign
“Insanity is doing the same thing, over and over again, but expecting different results.”Albert Einstein
Before we get ahead of ourselves, let’s discuss
EXPECTATIONS & GOALS
Benchmark programs and analyze your population to
DEVELOP A STRATEGY
The first step in developing a challenge grant is
IDENTIFYING A DONOR
After a donor has been identified, it’s time to draft a
CHALLENGE GRANT
Once the challenge grant is approved by all parties…
LET THE FUN BEGIN
Choose a simple, effective theme:
Design the Campaign
Structure of the Campaign
GOLDstein Family Challenge
Campaign Launch:
February 4th
Campaign Conclusion:
May 31st
Double Your Impact: School Challenges
Campaign Launch:
February 4th
Campaign Conclusion:
May 31st
Regional Competition
Competition Launch:
April 1st
Competition Conclusion:
May 17th
Traditional Solicitation Strategies
Modern Solicitation Strategies
With a strategy in place, it’s time for the…
CAMPAIGN LAUNCH
Volunteers Campaign Launch
GOLDstein Family Challenge Volunteer Slideshare
University Representative
Young Alumni Leadership Council
Volunteers
Resources
Direct Mail Campaign Launch
Letter Announcement Mock Check (Front)
Mock Check (Back)
Direct Mail Campaign Launch
Envelope (Front)
Envelope (Back)
Reply Card (Front)
Reply Card (Back)
Direct Mail Campaign Launch
Donor Postcard (Back)
Donor Postcard (Front) Alumni Magazine Ad
Email Campaign Launch
Generic YA Solicitation
School Challenge Solicitation
Pre-Launch Donor
Social Media Integration
Your campaign is off to a good start. Time for a
CAMPAIGN UPDATE
Direct Mail Campaign Update
Self-Mailer Update (Front) Self-Mailer Update (Back)
Direct Mail Campaign Update
Donor Postcard (Front)
Donor Postcard (Back)
Email Campaign Update
Post-Launch Donor
Updated Solicitation
Follow-Up Solicitation
Set attainable goals, but be ambitious, and always…
PLAN FOR SUCCESS
Direct Mail Bonus Round
Bonus Round Announcement (Front)
Bonus Round Announcement (Back)
Bonus Round Donor Postcard (Front)
Bonus Round Donor Postcard (Back)
Email Bonus Round
Bonus Round Announcement
Bonus Round Stewardship
Bonus Round Infographic
Regional Impact of U President’s Tour
Impact of U Invitation (Front) Impact of U Invitation (Back)
Impact of U E-Invitation Campaign Info Sheet Photo from DC Event
Regional Young Alumni Competition
Boston YA Rally Invitation
DC YA Rally Update
DC Group
Boston Group
Email Campaign Conclusion
Final Day Solicitation
Post Campaign Solicitation
Post Campaign Stewardship
How about the results of the campaign you’ve been talking about for the last 30 minutes?
About now, you’re all thinking…
Funny you should ask…
Results & Takeaways
“However beautiful the strategy, you should occasionally look at the results.”Winston Churchill
Results Overall Young Alumni Program
GOLDstein Family Challenge on Momentum2 Website
Regardless of your institution’sculture, size, and goals,
there are lessons that can
benefit your efforts.
Let’s Discuss Some (10) Important Takeaways!
Success is dependent upon collaboration.A harmonious relationship between giving and engagement is key.
Lessons Learned from the GOLDstein Family Challenge
Inter-departmental support will bring your campaign to another level.
Make your campaign simple & consistent.Simplify your message and branding to make it memorable.
Lessons Learned from the GOLDstein Family Challenge
Build upon your institutional brand to facilitate future non-YA efforts.
Give young alumni a specific purpose.Create separate goals just for young alumni efforts.
Lessons Learned from the GOLDstein Family Challenge
Overall alumni goals may seem out of reach based on YA population.
Personalize outreach as much as possible.
Use data to tailor outreach to the individual when feasible.
Lessons Learned from the GOLDstein Family Challenge
Don’t be afraid to use first names.
Millennials like supporting a cause.The focus should be on the cause and impact, not the institution.
Millennial Trends from 2013 Millennial Impact Report
Utilize stories about impact to better inspire young alumni.
Millennials prefer to connect via technology.Websites, search engines, social media, email, mobile devices.
Keep this preference in mind when designing appeals.
Millennial Trends from 2013 Millennial Impact Report
Millennials share in “micro” ways.Interaction is often immediate and impulsive.
Provide opportunities with low barriers to participate.
Millennial Trends from 2013 Millennial Impact Report
Millennials facilitate (and rely on) peer influence.Capacity may be lower, but there is still willingness to give.
Incentivize peer-to-peer outreach through friendly competition
Millennial Trends from 2013 Millennial Impact Report
Millennials want a continuum of support.One-time commitments to long-term, pro-bono skills-based opportunities.
Long-term volunteers tend to give larger gifts, and solicit their networks.
Millennial Trends from 2013 Millennial Impact Report
Millennials give to make an impact.Regardless of amount, gifts should achieve tangible results.
Transparent reporting of results and outcomes lead to continued giving.
Millennial Trends from 2013 Millennial Impact Report
? Questions?
“Is it time for brunch yet?”Your (and my) internal monologue
Gabriel Trieger, B.L.A. ’10Regional Development Director
University of Miami
Office of Alumni Relations
Newman Alumni Center
University of Miami
6200 San Amaro Drive
Coral Gables, FL 33146
305-284-4331
University of Miami
The GOLDstein Family
ChallengeInspiring Recent Graduates by Restarting the Conversation
