Establishing a Culture of Philanthropy with Students and Young Alumni

Clara Cullen

Director of Alumni Relations & Giving

Weill Cornell Medical College

Melanie Osterud

Associate Director

University of Utah School of Medicine Alumni Association

Moderator:

Patricia ComeyExecutive Director, Alumni Relations

Drexel University College of Medicine1

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Philanthropy Among Alumni• Most impactful donations come from older, more established alumni

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Philanthropy Among Alumni• Most impactful donations come from older, more established alumni

• ‘Giving’ as a percentage of total alumni population is an underappreciated metric

• The higher the percentage of alumni contributions, the more brand integrity the school has

• A donation from a younger alumnus is a powerful statement that his or her experience really meant something to them

• A donation from a young alumnus often leads to larger, more impactful gifts in the future.

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Medical Student

Young Alumnus

Leadership Donor

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Students as Fundraisers

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Weill Cornell Community Clinic

MAChO

Camp Phoenix

Students Initiatives

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Students as Fundraisers forDevelopment

Thank-a-thon

• Twice a year, in the evening, at our offices

• Connecting students with donors

• Developing a “culture of giving” by understanding how donors contribute to their success as students.

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Phone-a-thon

• Who: Students!

• What: Telethon to raise money for student scholarship

• When: Three consecutive days in November/December

• Learning experience: Segmentation, competition

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Phone-a-thon – Impact

2002 – 2010Phonathon Alumni: 261

Phonathon Alumni Donors: 148Percentage:56.7%

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Sales 101: Providing Value

Your most valuable asset?

Stethoscope Gift Program

Sales 101: Providing ValueU of U Donors, Alumni, & Students Engaging

Connecting Scholarship Giving

Half-Century Society Events

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Sales 101: Providing Value

WCMC Receptions

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Students as Philanthropists

U of U: Fourth Year Giving Campaign

• Campaign appeals to MSIV students for two months before, at, and after Match Day

• Fund idea generated by Student Board Representative

• Fund assists medical students who are experiencing an acute hardship due to a significant life event or emergency

U of U: Fourth Year Giving Campaign

• 2010 Campaign – 13 gifts, $2,251 raised• One parent gave $2,010 at Match Day!

• 2011 Campaign – 20 gifts, $457.45 raised

• Students learn the concept of “paying it forward”

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WCMC: Fourth Year Giving Campaign

• Who: Class President, Student Overseer, Student Alumni Association Representatives

• What: Symbolic Gift -- $20.11, $20.10, $20.09, etc. to establish class scholarship

• Where: Online, Email, Advanced Basic Science (ABS) Course, Cap & Gown Portrait Sessions, “Welcome to the Alumni Association” Reception

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WCMC: Fourth Year Giving Campaign

Results:

Class of 2011: 48 gifts, $1,301Class of 2010: 48 gifts, $939

Class of 2009: 51 gifts, $1,288Class of 2008: 58 gifts, $1,196

WCMC Alumni Association matches the gift 1:1

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Messaging a Fourth Year Giving Campaign

• Showcase recent graduate donors, their peers

• Speak personally, not institutionally

• Illustrate the impact of giving

• Illustrate gift amount in relative terms

• Make it easy to give – online donations!

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Building a Fourth Year Giving Campaign

• Buy-in from student leadership/peers – this includes the ASK!• Ownership of the purpose/allocation

•Unrestricted support• Designated support• Brick Campaigns• Historical Markers• Campus Improvements• Scholarships• Special Purpose Grants

• Multiple giving opportunities• Match Day• Online• Convocation• ABS

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What Happens Next?

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Weill Cornell Medical College Retention Rate of Young Alumni Donors

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Why? How do we fix this?

• Insufficient stewardship

• Most transient

• Intern/Resident/Fellow salaries

• Debt

• Absence of a young alumni program

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How do we turn this…

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Weill Cornell Medical College Retention Rate of Young Alumni Donors

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into this?

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Engaging Young Alumni

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Staying Relevant

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MAKEGIVING

EASY

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MAKING GIVING EASY

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MAKING GIVING EASIER

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MAKING GIVING EASIER

• Set up fee: $500

• Monthly fee: $199 (basic account), $399 (enhanced account), $799 (interactive account)

• Transaction fee: $0.35 + 3.5% per donation

• Minimum donation: $5

• Maximum donation $10

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Staying Relevant

WE MUST STAY ADAPTABLE!

Sales 101: Providing Value

Clubs/SocietiesU of U Young Alumni Campaign 2011

• M.D. Class of 2005 – 2010 • Launched May 2011

• $20.05, $20.06, $20.07, etc.• Giving to Relevant Funds

• Student Emergency Fund

• Student Scholarship Fund

• 10 gifts• $355.72 raised

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Sales 101: Providing Value

Clubs/Societies

Weill Cornell Young Alumni Circle

• Emphasizes annual participation, not dollars• Recognizes graduates 0-10 years out

• Years 0-4, annual symbolic gift• Years 5-7, $50/year

• Years 8-10, $100/year

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Building a Young Alumni Society or Campaign• Define your purpose:

• Participation• Dollars• Specific projects

• Determine your strategy:• Phone• “Snail” mail• Email• Personal solicitation• Events• Combination of the above

• Define your goals:• Participation• Retention/renewal/consistency•Transition to leadership giving

•Define your methods of recognition:• Plaque• Listing in Annual Reports/Honor Roll• Exclusive recognition events• Networking events• Thank you gifts

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Sales 101: Providing Value

Don’t put out your hand unless you have some goodies to dangle in the other!

Takeaways

• Manage young alumni as a segment – do not lump in with your “regular” alumni

• Educate the importance of philanthropy early and often

• Train donor behavior

• Set your objectives carefully

• The internet is your best friend!