Young Alumni Giving Practices
One segment of donors that can be over-looked and under-utilized are a university’s young alumni. Usually caught between school and full-time work, young alumni are often short on extra cash, but still high on enthusiasm for university athletics. It is key to build rapport with these alumni soon after graduation to foster long-term giving relationships. Of course, in these programs, the emphasis is more on participation in annual giving rather than the amount given. Here is a sample of some young alumni giving programs from around the nation:
The Vanderbilt University 2020 Society is a segment of the Commodore Club that is under the age of 40 that contributes at least $100 to the school’s athletic annual fund. The name comes from the fact that Vandy expects their next generation of athletic donors to come to maturation around the year 2020. The university is encouraging young alums to join by offering discounted football and basketball season tickets for those who have been out of school for five years or less. Learn more about the 2020 Society here.
The University of Virginia Athletics Foundation is trying something new in 2009 with their young alumni. For each dollar donated by a young alumni (undergraduate degree in the last four years, or graduate degree in the last two years), the Foundation will match the gift made in order to increase the benefits received by the donor. For example, a young alumni who donates $500 dollars would receive the benefits of a $1,000 donation. For more information, visit the UVA Foundation website here.
The Ohio University Bobcat Club uses a prorated-type approach with their young alumni (undergraduate degree in the last three years). For the 2008-2009 year, depending on graduation year, young alumni could make progressively higher (although still discounted) donations to get credit at the $100 level. For example, a graduate in 2008 had to donate only $25 to be credited at the $100 level, while a 2007 grad had to donate $50. These young alums were then qualified to receive a host of benefits, including: discounted football season tickets, priority seating at football and basketball, Bobcat Club priority points, and the Bobcat Club newsletter. Visit the Bobcat Club young alumni page here.
George Mason University’s Patriot Club is enticing young alums with the offer of 50 percent off the cost of a basketballs season ticket. Recent graduates from George Mason who experienced the exhilarating run of the men’s basketball team in the 2006 NCAA Tournament certainly appreciate the opportunity to support their team and the athletic department. Click here for George Mason’s young alumni page.
Across the board, there are consistencies in young alumni programs:
- Offer discounted or free (see OK State) rates to young alumni to encourage giving.
- Give the young alums access to seats in football or basketball that are better than the general public can purchase.
- Invite young alums to community events to encourage their involvement in the the club or program.
- Include a free t-shirt or hat for making a first-time donation.
To see other young alumni programs, check out these links:
[...] early will enable involvement for a longer period of time, which will eventually lead to more gifts. ADF has posted on this topic before, and has sought out more examples from around the nation due to reader [...]