Cincinnati Referral Program a Success

As university annual fund directors seek for new ways to build membership and generate new money, several universities are turning to referral programs to provide a boost. At the University of Cincinnati, the Each One Reach One New Member Referral program has provided such a boost for UCATS (University of Cincinnati Athletic Team Support).

Since its inception in late August, the Each One Reach One program has enticed current UCATS members to reach out to their personal network and refer new prospects to the UCATS annual fund. Current members who bring in a new member are eligible for drawings and prizes such as autographed memorabilia, UC clothing, sideline passes, and increased priority point rewards. As a result, in just a few short months, the Each One Reach One program has welcomed 165 new members and raised over $22,400. The leading Each One Reach One donor was able to secure 24 new members in the short timeframe, and was rewarded with the use of the athletics directors suite for an upcoming home basketball game.

This program at Cincinnati is yet another example of how annual fund directors can use current donors and appropriate incentives to grow their membership.  The model at UC is simple enough that this type of program could be implemented at just about university.

by Rob Norris