How To Increase Alumni Giving

alumni giving for fundraisers

Alumni giving serves as a vital pulse check for colleges and universities, signaling both financial backing and the depth of alumni connections. Elevating participation rates isn’t merely about raising funds—it’s about fostering a lifelong bond between graduates and their alma mater. If you’re eager to strengthen alumni engagement and inspire meaningful contributions, this guide unveils powerful strategies that extend far beyond the usual donation appeals.

Why Alumni Giving Matters

Alumni are crucial for university funding because they often contribute a significant portion of financial donations to their alma mater, allowing universities to support important programs, scholarships, research initiatives, and campus improvements, essentially "paying it forward" to future generations of students by funding the institution that helped them succeed in their careers.

Supports Current & Future Students

Alumni donations help fund scholarships, financial aid, and other essential resources, ensuring that students have access to education regardless of their financial situation.

Helps A University's Reputation

Alumni are powerful assets in university marketing [because] their experiences and achievements make them compelling ambassadors who can attract new students both locally and internationally.”

Funds Key Programs & Facilities

Donations help upgrade classrooms, labs, libraries, athletic facilities, and more. They also support extracurricular programs, faculty research, and new initiatives that enrich students' experiences.

Builds A Strong Alumni Network

Giving back fosters a culture of engagement which keeps alumni connected to their alma mater. This strengthens networking opportunities and mentorship programs for both graduates and current students.

Shows Appreciation & Loyalty

For many alumni, giving is a way to show appreciation for the education and opportunities their university provided. It feels good to pay it forward to future generations of alumni.

Helps Retain Donors & Boost Donor Confidence

A study by Hanover Research showed that “highlighting alumni achievements [helps donors] who are very likely or extremely likely to donate, [do so] multiple times.” 

Tips For Increasing Alumni Giving

Build A Strong Alumni Network  

Creating a community for your alumni to stay engaged with each other is key. Offer opportunities to connect whether through professional networking events, alumni socials, or online forums. The more connected someone feels, the more likely they are to give. 

Show The Impact Of Donations  

Showcase how contributions are used and the causes they have helped. Use newsletters, emails, and social media to share success stories of students or programs funded by alumni donations. 

Tailor Your Marketing Strategy For Maximum Reach

Your outreach and marketing efforts shouldn’t be a one-size-fits-all approach. Some people may like email, newsletters, a phone call, or are just interested in what you share online⎯knowing this will help determine where your budget and efforts are spent.

Offer Flexible Giving Options

Offer a variety of ways for donors to support your cause whether it’s online, by check, phone, or in person. Other tips would be to enable monthly or quarterly giving for people who would like to give in smaller increments over time; partner with organizations or major donors to match contributions so they double their impact; allow donors to choose where their money goes whether it’s to scholarships, athletics, or campus improvements.

Host Exclusive Events For Donors  

Offering access to exclusive events or experiences can incentivize alumni to donate. This could range from virtual webinars with notable faculty to VIP access at alumni events. If you’re looking for ways to increase event attendance for your fundraiser, here’s a blog on tips to do this.

It will also be key to track your marketing efforts to see which are the most effective and which strategies you may need to pivot from.

Alumni giving is about more than just financial support, but also a sign of trust, loyalty, and engagement. Increasing alumni giving is about building relationships, making the donations you receive impactful and meaningful, and showing appreciation so that alumni continue to invest in their alma mater’s future.


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