Young alumni represent the potential donor segment with the greatest opportunity for growth. However, unlike older donor cohorts, this segment responds more to cause-aligned messaging than traditional appeals based on institutional need. They are also much more likely to prefer mobile and online giving, rather than writing a check or giving over the phone. Advancement leaders need to rethink the content and channels of their appeals to engage these alumni now—and start building the pipeline to major gifts in the future.
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The need to act nowAs operating budgets tighten and concerns about unsustainable rates of tuition become more widespread, advancement is an increasingly critical area of investment for independent schools. But for many, parental giving rates are hitting a natural ceiling, leaving advancement leaders looking to engage other potential donors. But among a particularly promising cohort of donors—young alumni—independent schools have seen a drop in participation rates that falls far below participation in higher education. If schools don't act now to inflect young alumni giving, they won't only be missing out on advancement dollars in the present, they'll be failing to cultivate a crucial major gifts donor segment for the future.
Advancement for the 21st centuryIn order to capture this essential donor cohort, schools need to meet young alumni where they are. They want their gifts to change the world, no matter their size, and they want the giving process to be as efficient…