Alumni Giving

Alumni giving is all about former students giving back to their alma mater—whether through one-time gifts, recurring donations, or even including their school in their will. These contributions help fund scholarships, campus improvements, and essential programs, making a real difference for future students. Many schools foster alumni support through fun fundraising events, recognition programs, and special campaigns. The strength of alumni giving often depends on how connected graduates feel to their school, the impact of their education, and the institution’s reputation. Simply put, it’s a way to say “thank you” while paying it forward!

Effective Strategies for Engaging Alumni During Annual Fundraising Campaigns

Engaging alumni during an annual fund drive requires a thoughtful, strategic approach that fosters genuine relationships, builds a sense of community, and resonates with alumni interests. When done well, this engagement not only boosts fundraising efforts but also strengthens the long-term connection between alumni and their alma mater. Below are key strategies that can help institutions effectively engage alumni in their annual fund efforts.

1. Cultivate Strong, Personalized Relationships

A successful alumni engagement strategy begins with creating strong, personal relationships that extend beyond mere fundraising appeals. Building a meaningful connection is crucial in ensuring that alumni feel valued and invested in the institution’s mission. Here are some tactics for strengthening these relationships:

Personalized Communication: Tailor outreach efforts to reflect the unique interests, career trajectories, and past involvement of each alum. Sending personalized emails, newsletters, or handwritten notes that acknowledge alumni’s specific contributions and experiences with the school can help nurture a deeper connection.
Early Engagement: Begin fostering relationships with students while they are still enrolled. Encouraging students to engage with alumni through networking opportunities, internships, or mentorship programs ensures a lifelong bond that can last beyond graduation.

2. Host Alumni-Centric Events

Events are a powerful way to keep alumni connected and engaged with their alma mater. By creating events that focus on alumni needs and interests, schools can cultivate a sense of community and purpose.

Exclusive Gatherings: Organize events such as reunions, benefit galas, or networking mixers that bring alumni together while simultaneously promoting fundraising goals. These events provide alumni with opportunities to reconnect, reminisce, and actively participate in giving back to the school.
Interactive Roles: Invite alumni to take on interactive roles such as guest speakers, mentors, or workshop facilitators. This allows them to actively engage with current students or fellow alumni, enhancing their emotional connection with the institution.

3. Leverage Technology and Online Tools

In today’s digital age, technology plays a pivotal role in both communication and donation collection. Utilizing online tools and platforms can make the process smoother and more efficient for both the institution and the alumni.

User-Friendly Fundraising Platforms: Invest in easy-to-navigate online donation platforms that offer transparency on fundraising goals and outcomes. Platforms that allow alumni to see how their contributions are making a difference can foster a deeper sense of trust and involvement.
Social Media Engagement: Regularly update alumni on the institution’s achievements, successes, and upcoming events via social media channels. Sharing compelling success stories, milestone celebrations, and personal testimonials can inspire alumni to remain involved and contribute to the cause.

4. Design Exciting and Inclusive Campaigns

To increase engagement, it's essential to craft campaigns that are both exciting and inclusive, inviting alumni to become ambassadors for the cause.

Peer-to-Peer Fundraising: Encourage alumni to take ownership of the campaign by starting their own peer-to-peer fundraising initiatives. Whether through setting up their own donation pages or organizing birthday fundraisers, alumni can leverage their networks to amplify the campaign’s reach.
Matching Gift Drives: Partner with corporate sponsors or major donors to create matching gift drives. These drives can effectively double or even triple donations, making alumni feel that their contributions are more impactful.
Class or Chapter Challenges: Foster friendly competition among alumni groups by creating challenges based on class years, regional chapters, or other criteria. This can increase participation and create a sense of camaraderie among alumni who may not have interacted for years.

5. Highlight the Impact and Show Gratitude

Alumni want to see the tangible effects of their contributions. By highlighting the positive impact of donations and consistently expressing gratitude, schools can build trust and encourage continued giving.

Storytelling: Share powerful stories of how alumni donations have directly benefited the institution, students, or specific programs. Highlighting individual success stories or transformative experiences can inspire others to contribute and feel proud of their association with the school.
Recognition and Acknowledgment: Publicly thank and recognize alumni donors through various channels such as donor walls, exclusive events, or naming opportunities for significant contributions. Offering recognition not only shows appreciation but also encourages others to follow suit.

6. Foster a Long-Term Culture of Giving

Engagement with alumni should extend beyond one-time donations. Building a culture of ongoing support is key to ensuring sustained fundraising success.

Recurring Giving Societies: Create programs that encourage alumni to make regular, smaller contributions over time. Offer incentives such as special access to events, early registration, or unique recognition for members of recurring giving societies.
Promote “Paying It Forward”: Emphasize the long-term impact of donations by encouraging alumni to support future generations of students. Through testimonials and outreach, show how their gifts are helping make education more accessible and creating opportunities for the next class of alumni.

7. Segment and Target Alumni Groups

Tailoring campaigns to specific groups of alumni can increase the relevance and impact of fundraising efforts. A one-size-fits-all approach is less effective than campaigns that speak directly to the needs and interests of targeted groups.

Data-Driven Segmentation: Use data to segment alumni based on factors such as graduation year, geographic location, interests, or previous donation history. This allows for more targeted and effective campaigns that speak to each group’s unique motivations.
Targeted Messaging: Craft messages that resonate with each segment, emphasizing how their support is aligned with their personal connection to the school, whether it’s their class year, academic department, or area of personal interest.

Encouraging Alumni to Continue Supporting After Their Initial Gift: A Comprehensive Plan

Securing an initial donation from an alumni is an important milestone, but ensuring continued support requires a proactive, ongoing effort. By fostering a lasting relationship, showing the impact of their contributions, and providing avenues for further involvement, institutions can encourage alumni to make repeat donations and deepen their commitment to the cause. Here’s a strategic plan and tips to help maintain alumni engagement after they make their first donation:

1. Acknowledge and Show Appreciation

The first step in ensuring continued support is to make alumni feel genuinely appreciated for their initial gift. Acknowledgment and recognition play a crucial role in reinforcing their connection to the institution.

Personalized Thank-You Messages: Send a personalized thank-you message from the institution's leadership (e.g., president, dean) or a faculty member who can speak directly to the impact of their contribution. A handwritten note or email will make alumni feel valued.
Recognition Opportunities: Offer recognition through digital platforms, social media shout-outs, donor walls, or special events. This public acknowledgment will make alumni feel that their contributions are appreciated and valued by the institution.

2. Demonstrate the Impact of Their Gift

One of the most powerful ways to encourage continued giving is to show alumni the difference their donation is making. Alumni want to see how their support is directly benefiting the institution and its students.

Impact Reports: Send annual or quarterly updates that outline the specific initiatives funded by alumni contributions. Include stories, statistics, and testimonials that illustrate the tangible benefits of their gift, whether it’s scholarships, research funding, or campus improvements.
Success Stories: Highlight individual stories of students, faculty, or programs that have been directly impacted by alumni donations. This humanizes the giving experience and shows how their generosity is shaping lives.

3. Encourage Recurring Giving

Once an alum has made an initial gift, it's important to encourage them to consider making ongoing, regular contributions. Recurring gifts can provide a reliable funding source for the institution and foster a deeper sense of involvement from the donor.

Monthly Giving Options: Provide an easy-to-use system for alumni to set up monthly or quarterly contributions. Offer incentives such as exclusive content, special recognition, or access to VIP events for recurring donors.
Recurring Giving Societies: Create a giving society or club specifically for recurring donors. Members could receive regular updates on how their gifts are making a difference, as well as special recognition on campus or in newsletters.

4. Offer Exclusive Engagement Opportunities

One of the most effective ways to ensure continued alumni support is by offering opportunities for deeper engagement. Engaged alumni are more likely to feel a sense of ownership and responsibility toward supporting their alma mater.

Exclusive Events: Invite alumni to exclusive events, such as behind-the-scenes tours, lectures, or small gatherings with key faculty or administration members. These events should emphasize the direct impact of alumni giving.
Mentorship and Volunteering Opportunities: Provide avenues for alumni to give back in ways that go beyond financial contributions. This could include opportunities to mentor current students, host workshops, or speak at events. Engaging alumni in non-financial ways creates a stronger emotional connection and encourages future donations.

5. Segment and Personalize Future Campaigns

Instead of sending generic fundraising appeals, tailor future requests to reflect alumni’s unique interests, history, and preferences. This personalized approach will make alumni feel their continued support is both important and valued.

Data-Driven Campaigns: Use data from past donations, involvement, and engagement to segment alumni into groups based on interests, giving history, or specific demographics (e.g., class year, major, location). This allows for more targeted, relevant fundraising appeals.
Personalized Communications: In future outreach, reference the alumni’s past support, what that support achieved, and how their continued involvement could make an even bigger difference. For example, “As a supporter of the scholarship fund last year, your continued contribution can help us expand this program and assist even more students in need.”

6. Engage Alumni Through Peer Influence

Creating a sense of community and friendly competition can motivate alumni to continue supporting the institution, especially if they see their peers involved.

Peer-to-Peer Fundraising: Encourage alumni to create their own fundraising campaigns or birthday fundraisers on behalf of the institution. Highlight how other alumni are making a difference, and foster a sense of collective achievement.
Class or Regional Challenges: Launch friendly giving challenges between alumni groups based on class years, geographic regions, or departmental affiliations. Offering small incentives (like recognition or exclusive event invitations) can help increase participation.

7. Provide Ongoing Communication and Engagement

Consistent and meaningful communication is essential in maintaining alumni engagement and encouraging continued support.

Regular Updates: Keep alumni informed about institutional milestones, new programs, and the long-term impact of their gifts. Newsletters, personalized emails, and social media updates should regularly showcase the positive outcomes of alumni support.
Alumni Stories and Spotlights: Feature alumni who have contributed in various ways in your communications. Sharing stories of alumni who continue to support the school financially and philanthropically creates a culture of giving and can encourage others to follow suit.

8. Offer Giving Tiers and Incentives

Alumni may be more likely to continue giving if they see tangible rewards or recognition for their ongoing support.

Create Giving Tiers: Develop giving tiers that reward alumni for increasing their level of support. For example, those who move from a one-time donation to a recurring monthly contribution could receive benefits like exclusive access to events, special donor recognition, or named scholarships.
Incentivize Giving with Gifts: Offer small tokens of appreciation (such as branded merchandise, event tickets, or exclusive access) to alumni who increase their giving. These incentives can serve as a reminder of the value the institution places on their support.

9. Make It Easy to Give

One of the most important factors in encouraging continued donations is removing any barriers to giving.

Easy Online Donations: Ensure that the online donation process is quick, simple, and mobile-friendly. Allow alumni to donate in various ways, such as via credit card, PayPal, or payroll deductions.
Flexible Giving Options: Provide multiple options for alumni to support the school, whether through monthly donations, one-time gifts, planned giving, or estate planning. Offering diverse methods of giving accommodates varying financial situations.

10. Encourage “Paying It Forward”

Lastly, emphasizing the long-term impact of alumni support by promoting a “paying it forward” mentality can deepen their sense of responsibility to future generations of students.

Highlight Future Needs: Regularly communicate how their gifts are helping to ensure future generations of students can access the same opportunities they had. Share stories of how donations are being used to provide scholarships, fund research, or improve campus facilities.
Involve Alumni in the Mission: Encourage alumni to see themselves as key stakeholders in the institution’s long-term success. Whether they give financially or through volunteering, making alumni feel like they’re part of a broader community working toward a shared goal will inspire continued involvement.

Alumni Moves Management Plan: A Strategic Approach to Building Lasting Relationships and Securing Ongoing Support.

A Moves Management Plan is a strategic framework for cultivating and nurturing relationships with alumni, aimed at guiding them through various stages of engagement and involvement with the institution. The ultimate goal is to move alumni from passive participants to active, sustained supporters, whether through volunteerism, event participation, or financial contributions. This plan outlines the steps and actions needed to move alumni through the stages of engagement while deepening their connection to the school.

1. Identification & Segmentation

The first step in any successful alumni engagement strategy is identifying and segmenting alumni based on various factors that may influence their likelihood of giving, involvement, or ongoing support.

Actions:

Create Alumni Segments: Use data from alumni’s graduation year, majors, past donations, event participation, geographic location, and interests to segment them into different categories such as:
- New graduates
- Mid-career professionals
- High-level donors (major donors)
- Non-donors
- Event attendees
- Volunteers
- Alumni who haven’t engaged recently
Identify Potential Leaders: Identify potential alumni who may be particularly influential in terms of leadership roles, major gifts, or giving consistently. These individuals will form the core of your moves management strategy.

Tools/Methods:

Data analytics platforms
Alumni surveys
Social media insights

2. Qualification (Understanding Alumni Interests)

Once alumni have been identified and segmented, the next step is to better understand their interests, motivations, and preferences. This helps build a personalized relationship that resonates with each alum.

Actions:

Conduct Alumni Surveys: Send out surveys or conduct interviews to gauge alumni interests, whether in volunteer opportunities, giving capacity, or specific programs.
Track Engagement History: Review their past engagement with the institution, such as past donations, event attendance, and involvement in alumni chapters or mentorship programs.
Personalize Communication: Tailor communication based on the alumni's background, whether highlighting areas of academic interest, philanthropic involvement, or career achievements.

Tools/Methods:

Alumni database
Survey tools (e.g., SurveyMonkey, Google Forms)
Personal interviews
CRM (Customer Relationship Management) software

3. Cultivation (Building Relationships and Engagement)

At this stage, alumni begin to feel more connected to the school through personalized outreach and meaningful engagement. The goal is to foster goodwill and deepen relationships to prepare them for future contributions.

Actions:

Personalized Communication: Reach out through emails, phone calls, or handwritten notes from faculty or school leadership to make alumni feel personally valued. Tailor the messages based on their previous involvement or specific interests.
Host Engaging Events: Invite alumni to attend special events such as reunions, campus tours, lecture series, or professional development workshops. These events should align with their interests, helping alumni feel engaged with the institution's present-day achievements.
Invite Alumni to Participate in School Initiatives: Encourage alumni to get involved in volunteer opportunities like mentoring students, serving on advisory boards, or speaking at career panels.
Share Impact Stories: Communicate the impact of alumni support through newsletters or social media. Showcase student success stories, academic innovations, and research programs that their support could benefit.

Tools/Methods:

Email and direct mail campaigns
Event management tools (e.g., Eventbrite, Cvent)
Social media platforms
Virtual and in-person engagement opportunities

4. Solicitation (Making the Ask)

Once relationships have been cultivated, it’s time to ask alumni for their support. This should be done in a manner that is respectful of their preferences and giving capacity, with an emphasis on shared values and impact.

Actions:

Tailored Giving Appeals: When making an ask, personalize the request based on the alumni’s interests, history of involvement, and financial capacity. For example:
- Major donors: A one-on-one meeting or phone call with the institution’s leadership.
- Annual fund donors: An email or direct mail appeal detailing the specific impact their donation will have.
- Non-donors: Invite them to make a modest initial donation to test engagement.
Offer Multiple Giving Channels: Provide options for alumni to donate, such as online donations, payroll deductions, or estate planning opportunities. This makes the donation process more accessible.
Make It About Impact: Clearly communicate how their gift will be used, what it will accomplish, and why their ongoing support is crucial to the success of the institution and its students.

Tools/Methods:

Direct phone calls, personalized emails
Peer-to-peer fundraising platforms
Online donation systems (e.g., GiveCampus, DonorBox)
Planned giving options

5. Stewardship (Maintaining Relationships After the Ask)

The success of a moves management plan depends heavily on how well the institution nurtures relationships post-donation. Stewardship ensures alumni feel appreciated, informed, and motivated to continue supporting the school.

Actions:

Thank You and Recognition: Send personalized thank-you notes and host recognition events for donors. Publicly acknowledge their contributions in newsletters, on donor walls, or through social media.
Provide Regular Updates: Share progress reports on how their gifts are making an impact. Include financial transparency, student testimonials, and success stories. This ensures donors feel their investment is making a difference.
Involve Alumni in Decision-Making: Give alumni a seat at the table by inviting them to participate in advisory boards, feedback groups, or institutional planning sessions. This allows alumni to feel a sense of ownership and responsibility for the institution’s future.

Tools/Methods:

CRM for tracking alumni interactions and contributions
Thank-you campaigns
Impact reports (digital and print)

6. Renewal and Re-engagement (Bringing Alumni Back)

Not all alumni remain engaged or continue donating after their initial contributions. A critical part of the moves management plan is to re-engage these alumni to maintain their long-term support.

Actions:

Identify Lapsed Donors: Use data to identify alumni who have stopped donating or engaging with the institution and target them for renewal efforts.
Re-engagement Campaigns: Create personalized re-engagement campaigns that highlight the new developments at the school, the impact of past donations, and the opportunity for renewed involvement.
Create a Sense of Urgency: For time-sensitive fundraising goals (e.g., campaign deadlines, matching gifts), remind alumni of the need for their support and how it will make a difference.

Tools/Methods:

Direct mail and email campaigns
Targeted phone calls
Special appeal events or campaigns

7. Major Gifts and Planned Giving (Deepening the Commitment)

For alumni who have shown a consistent commitment to the institution, the final stage is moving them toward major or planned gifts.

Actions:

Major Gift Cultivation: Build personal relationships with potential major donors, using personalized strategies such as face-to-face meetings with school leaders or the creation of specific, impactful funding opportunities (e.g., scholarships, endowments).
Encourage Planned Giving: Promote legacy giving options such as bequests, charitable trusts, or endowment funds. Work with development staff to build a customized planned giving plan for alumni who have the capacity and interest in making a long-term gift.

Tools/Methods:

One-on-one meetings with development officers or school leadership
Major gift proposals and presentations
Planned giving tools and resources

Alumni Giving

Effective Strategies for Engaging Alumni During Annual Fundraising Campaigns

Encouraging Alumni to Continue Supporting After Their Initial Gift: A Comprehensive Plan

Alumni Moves Management Plan: A Strategic Approach to Building Lasting Relationships and Securing Ongoing Support.

​