Students Fundraising For Universities: Who Benefits?

Fundraising for universities is a form of philanthropy that helps bridge the gap between tuition fees and the actual cost of providing a high-level education. Universities often have entire departments devoted to fundraising, as they rely on donations to support important initiatives such as scholarships, research projects, and community outreach programs. Alumni are key contributors to these efforts, but individuals, corporations, and foundations also play a vital role.

With the right strategies, universities can maximize their fundraising potential and secure the financial support needed to benefit both students and the institution as a whole.

Alumni donations

Understanding Alumni Donors

It is important to recognize that alumni have a personal connection to their alma mater, and their willingness to donate is influenced by their individual experiences and interests. Alumni are more likely to donate if they feel a sense of attachment to the university and believe that their financial contributions will make a meaningful impact. Additionally, alumni giving is often driven by a desire to support specific causes or initiatives that resonate with their values. For example, alumni who were previously involved in college journalism might be more inclined to donate towards journalism-related expenses or competitions.

Communication Strategies

Effective communication is essential for engaging alumni donors. Universities should maintain regular communication with their alumni, providing updates, newsletters, annual reports, and engaging social media content. Alumni magazines with in-depth articles can also help keep former students informed and involved. When making donation requests, a personalized approach is more effective than generic solicitation. Tailoring donation requests to the interests and preferences of individual alumni can increase the likelihood of a positive response. This can be achieved through prospect research, which involves analyzing an alumnus's giving history, involvement in university initiatives, political and nonprofit contributions, and business affiliations.

Alumni Events and Engagement

Hosting exclusive alumni-only events is a fun and interactive way to engage alumni and generate interest in fundraising initiatives. These events can include alumni appreciation luncheons, silent auctions, private dinners for athletes, or gatherings at nostalgic campus locations. Universities can also foster a sense of community by encouraging collaboration between students, staff, and alumni on projects and initiatives. Building this sense of community can lead to stronger alumni relationships and increase the likelihood of donations.

Specific Projects and Campaigns

Instead of solely requesting donations for general university advancement, presenting alumni with specific projects or campaigns to support can be more compelling. Donors often feel more motivated to give when they understand exactly how their contribution will make a concrete impact. For example, fundraising for a new building with a clear goal and tangible results can be more attractive to donors than a vague annual fund request.

Multiple Ways to Give

It is important to offer alumni multiple options for making donations to accommodate their preferences and make the process convenient. This includes providing digital wallet options such as Apple Pay, Google Pay, Venmo, PayPal, and other payment methods like credit cards, bank transfers, and direct debit.

Donor Stewardship

Universities should focus on building and maintaining strong relationships with donors, regardless of the size of their gifts. This includes efficiently processing donations, promptly thanking donors, publicly recognizing their contributions, sending updates, and sharing stories of the impact of their donations. By fostering a positive donor experience, universities can encourage repeat donations and increase the likelihood of larger gifts.

Matching Gift Programs

Matching gift programs are an effective way to maximize alumni donations. These programs involve alumni making a donation that is then matched by their employer. By providing alumni with resources to determine their employer's matching gift eligibility and guidelines, universities can encourage higher contributions. Promoting these programs through social media, online donation forms, emails, and the university website can increase awareness and participation.

Direct Mail Appeals

While digital communication is prevalent, direct mail appeals can be a more effective way to reach alumni when requesting donations. A personalized letter or brochure sent through the mail can stand out in a world of digital clutter and increase the chances of your message being noticed and considered.

By implementing these strategies and focusing on building strong, long-lasting relationships with alumni, universities can increase their success in alumni fundraising and create a robust donor base to support their initiatives.

Student involvement

Foster a Sense of Community

Universities that excel at fundraising create and sustain a thriving community that includes students, staff, and alumni. Encouraging collaboration among these groups fosters a sense of unity and shared purpose. Students can work together with staff and alumni on projects and initiatives, fostering a sense of ownership and investment in the university's future. Traditions such as game songs or dances can be established, creating lasting memories for students and fostering a sense of community.

Encourage Student Participation in Volunteer Groups and Clubs

Universities should encourage students to get involved in volunteer groups and clubs. These groups provide opportunities for students to develop their leadership skills, network with alumni, and feel more connected to the university. They can also be a source of fundraising ideas and initiatives. For example, a student club may organise a fundraiser for a specific cause or project that is important to them, harnessing the support of their peers and the wider university community.

Leverage Student Input in Alumni Relations

Alumni are a key source of funding for universities, and maintaining strong relationships with them is essential. Students can play a vital role in alumni relations by providing input on the types of events, communications, and engagement strategies that are most likely to resonate with younger alumni. Universities can tap into the insights of current students to create more effective alumni engagement strategies, fostering a sense of continuity between the student and alumni communities.

Empower Students to Utilise Social Media

Social media is a powerful tool for fundraising, and students are often the most adept at utilising these platforms. Universities should encourage students to use their social media presence to promote fundraising campaigns, share their personal stories, and engage their networks in supporting the university. Hashtags can be created specifically for fundraising campaigns, and students can be incentivised to share these on their profiles and engage their peers.

Include Students in Event Planning

Students can provide valuable input and assistance in planning fundraising events. They can suggest themes, activities, and promotional strategies that are likely to appeal to their peers and generate excitement. Additionally, students can be involved in the execution of events, ensuring smooth logistics and a vibrant atmosphere. Their presence and energy can be a drawcard for potential donors, particularly younger alumni who may feel more connected to current students.

Offer Student Incentives

Fundraising campaigns can be designed to offer incentives for student participation. For example, departments or schools within the university that have the highest student participation rates or raise the most funds can receive bonus funds or other recognition. This creates a sense of competition and encourages students to get involved. Incentives can also be offered to donors, such as the opportunity to take over the university's social media accounts for a day or receiving exclusive merchandise.

Communication strategies

Communication is key to successful fundraising. Universities should aim to build strong and meaningful relationships with their alumni, and this starts on the first day of a student's university experience. Students who have a great experience are more likely to become proud alumni and donors.

• Consistent communication: Keep alumni engaged by offering them benefits such as professional development webinars, access to online journals, and gym facilities. Also, be transparent about where donations are allocated to build trust.
• Alumni-only events: Host exclusive events to honour alumni, such as luncheons, networking events, or silent auctions.
• Social media: Create a social media strategy with hashtags, signs, and quotes from students and alumni. Thank donors publicly via social media.
• Email: Send emails with clear and inviting messaging. Make the message short and sweet, and include a link to the donation page.
• Direct mail: Send targeted fundraising appeals through direct mail. This can include letters, flyers, and brochures.
• Newsletters: Newsletters are still one of the best ways to reach donors. Use CRM tools to personalise content and increase the chances of alumni reading them.
• Phone calls: While not as popular as other methods, phone calls can still be used to reach out to potential donors.
• Online-only events: Some universities hold online-only fundraising events. Ensure you have a polished, easy-to-use donation page.
• Text-to-donate: Set up a text-to-donate option to increase engagement.
• Website: Your website is your online hub for donor engagement. Highlight different campaigns donors can participate in, such as scholarships or capital campaigns.
• Video: Create a donor campaign video or a student success video series to showcase the impact of donations. Ensure your stories and imagery are genuine.

Online fundraising

• Matching gift campaigns: Many companies will match the donations of their employees. Encourage alumni to research their eligibility and submit match requests to double their contribution to the university.
• Online shopping fundraisers: Supporters can download an app or browser extension and shop as normal, with a percentage of their total spend going to the university.
• Online donation pages: Ensure your online donation page is well-designed, mobile-responsive, and accessible. It should be branded to the university, with clear signposting to build trust.
• Text-to-give campaigns: Opt donors into text-based donation requests, promoting the campaign widely at events and on social media.
• Online giving days: Create a fundraising site and challenge students and families to raise as much money as possible in 24 hours, with incentives for the class that raises the most.
• Online merchandise sales: Sell university-branded merchandise such as mugs, t-shirts, and water bottles online, to spread school spirit and make a profit.
• Online crowdfunding campaigns: Students can set up personal fundraising pages and share them on social media, with small donations from a wide network of supporters adding up to large revenues.
• Virtual events: Host a virtual concert, magic show, or movie night, charging a fee for the live stream link and asking for additional donations throughout the event.
• Email fundraising letters: Send out personalized fundraising letters by email, telling a compelling story and clearly stating the impact of donations.
• Online pledge drives: Students can set up individual reading or exercise goals and ask for donations from family and friends through pledges.
• Virtual book clubs: Participants pay a membership fee or make monthly donations to join virtual book discussions, connecting with other readers while raising funds.

Events and competitions

Inter-Departmental/School Competitions:

A fun way to get students, staff, and alumni involved is to create competitions between different departments or schools within the university. For example, the University of New Hampshire's UNH 50k campaign allowed donors to vote for their chosen school, with the top three schools receiving bonus funds. This approach encourages friendly rivalry and can get more people involved.

Guess the Number Competitions:

A creative way to engage participants is to have them guess the number of specific items, such as textbooks sold in the first week of classes, sports equipment in the rec facility, or even the weight of final papers from a class. Participants pay a small fee to guess, and the winner gets to choose which department or program receives the collected money.

Naming Rights:

Universities can auction off naming rights for new facilities, equipment, benches, trees, or even the university mascot (if it's undergoing a change). This can be done through donations or competitions, with the winner earning the right to name the new addition to campus.

Traditional Events with a Twist:

Traditional fundraising events like bake sales and car washes can be given a creative twist to make them more engaging. For example, a bake sale could be held in a well-trafficked spot on campus, and a car wash could involve the law department or forensics team negotiating pricing.

University Giving Days:

A dedicated giving day, such as Giving Tuesday, can be a powerful fundraising strategy. Universities can set ambitious yet achievable goals, create a theme and unifying message, and plan events to celebrate and engage the community.

Alumni-Only Events:

Hosting exclusive events for alumni can foster a sense of community and encourage donations. Ideas include alumni appreciation luncheons, silent auctions for university memorabilia, and private dinner parties for college alumni athletes.

Raffles and Giveaways:

Raffles and giveaways are a popular way to incentivize donations. For example, donors could receive entries into a raffle for a chance to win tickets to a popular event or an electronic item. This creates excitement and encourages participation.

Student-Centric Events:

Events that focus on students' needs and interests can be effective in engaging the university community. For instance, mental health awareness campaigns or initiatives to support student parents can resonate with students and encourage donations to address these issues.

By incorporating these event and competition ideas into their fundraising strategies, universities can increase engagement, foster a sense of community, and ultimately boost their financial resources to support various initiatives.

Frequently asked questions