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Establishing a Culture of Philanthropy with Students and Young Alumni
Clara Cullen
Director of Alumni Relations & Giving
Weill Cornell Medical College
Melanie Osterud
Associate Director
University of Utah School of Medicine Alumni Association
Moderator:
Patricia ComeyExecutive Director, Alumni Relations
Drexel University College of Medicine1
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Philanthropy Among Alumni• Most impactful donations come from older, more established alumni
• ‘Giving’ as a percentage of total alumni population is an underappreciated metric
• The higher the percentage of alumni contributions, the more brand integrity the school has
• A donation from a younger alumnus is a powerful statement that his or her experience really meant something to them
• A donation from a young alumnus often leads to larger, more impactful gifts in the future.
Thank-a-thon
• Twice a year, in the evening, at our offices
• Connecting students with donors
• Developing a “culture of giving” by understanding how donors contribute to their success as students.
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Phone-a-thon
• Who: Students!
• What: Telethon to raise money for student scholarship
• When: Three consecutive days in November/December
• Learning experience: Segmentation, competition
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Phone-a-thon – Impact
2002 – 2010Phonathon Alumni: 261
Phonathon Alumni Donors: 148Percentage:56.7%
Stethoscope Gift Program
Sales 101: Providing ValueU of U Donors, Alumni, & Students Engaging
Connecting Scholarship Giving
Half-Century Society Events
U of U: Fourth Year Giving Campaign
• Campaign appeals to MSIV students for two months before, at, and after Match Day
• Fund idea generated by Student Board Representative
• Fund assists medical students who are experiencing an acute hardship due to a significant life event or emergency
U of U: Fourth Year Giving Campaign
• 2010 Campaign – 13 gifts, $2,251 raised• One parent gave $2,010 at Match Day!
• 2011 Campaign – 20 gifts, $457.45 raised
• Students learn the concept of “paying it forward”
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WCMC: Fourth Year Giving Campaign
• Who: Class President, Student Overseer, Student Alumni Association Representatives
• What: Symbolic Gift -- $20.11, $20.10, $20.09, etc. to establish class scholarship
• Where: Online, Email, Advanced Basic Science (ABS) Course, Cap & Gown Portrait Sessions, “Welcome to the Alumni Association” Reception
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WCMC: Fourth Year Giving Campaign
Results:
Class of 2011: 48 gifts, $1,301Class of 2010: 48 gifts, $939
Class of 2009: 51 gifts, $1,288Class of 2008: 58 gifts, $1,196
WCMC Alumni Association matches the gift 1:1
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Messaging a Fourth Year Giving Campaign
• Showcase recent graduate donors, their peers
• Speak personally, not institutionally
• Illustrate the impact of giving
• Illustrate gift amount in relative terms
• Make it easy to give – online donations!
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Building a Fourth Year Giving Campaign
• Buy-in from student leadership/peers – this includes the ASK!• Ownership of the purpose/allocation
•Unrestricted support• Designated support• Brick Campaigns• Historical Markers• Campus Improvements• Scholarships• Special Purpose Grants
• Multiple giving opportunities• Match Day• Online• Convocation• ABS
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What Happens Next?
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Weill Cornell Medical College Retention Rate of Young Alumni Donors
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FY 09-10
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Why? How do we fix this?
• Insufficient stewardship
• Most transient
• Intern/Resident/Fellow salaries
• Debt
• Absence of a young alumni program
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How do we turn this…
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Weill Cornell Medical College Retention Rate of Young Alumni Donors
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into this?
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Weill Cornell Medical College Retention Rate of Young Alumni Donors
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GOALFY 11-12
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MAKING GIVING EASIER
• Set up fee: $500
• Monthly fee: $199 (basic account), $399 (enhanced account), $799 (interactive account)
• Transaction fee: $0.35 + 3.5% per donation
• Minimum donation: $5
• Maximum donation $10
Sales 101: Providing Value
Clubs/SocietiesU of U Young Alumni Campaign 2011
• M.D. Class of 2005 – 2010 • Launched May 2011
• $20.05, $20.06, $20.07, etc.• Giving to Relevant Funds
• Student Emergency Fund
• Student Scholarship Fund
• 10 gifts• $355.72 raised
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Sales 101: Providing Value
Clubs/Societies
Weill Cornell Young Alumni Circle
• Emphasizes annual participation, not dollars• Recognizes graduates 0-10 years out
• Years 0-4, annual symbolic gift• Years 5-7, $50/year
• Years 8-10, $100/year
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Building a Young Alumni Society or Campaign• Define your purpose:
• Participation• Dollars• Specific projects
• Determine your strategy:• Phone• “Snail” mail• Email• Personal solicitation• Events• Combination of the above
• Define your goals:• Participation• Retention/renewal/consistency•Transition to leadership giving
•Define your methods of recognition:• Plaque• Listing in Annual Reports/Honor Roll• Exclusive recognition events• Networking events• Thank you gifts
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Sales 101: Providing Value
Don’t put out your hand unless you have some goodies to dangle in the other!