Tag: Annual Giving

Advancement leaders are always hunting for cohorts of alumni who have the greatest likelihood to donate. But all too often, seemingly promising segmentation approaches don’t reveal actionable differences in giving rates. See the alumni segment at the College of Charleston that has nearly a 2x higher giving rate, even decades after graduating.

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Alumni donors increasingly fail to give without an incentive for doing so, but some advancement leaders have good reasons to avoid offering physical objects as rewards for donating. Wake Forest boosted alumni engagement with a playful micro-campaign that raffles off naming rights for minor campus landmarks such as a flat speed bump and a skillet used by the dining hall chef.

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