neagc2015- - small shop, big results
TRANSCRIPT
Small Shop, Big ResultsMolding Young Minds to be the Donors of the FutureCristina Picozzi – Assistant Director, Annual Giving
Aubrey Valley – Senior Associate Director, Alumni Relations
Worcester Polytechnic Institute2
The Basics
• Why focus on young alumni?
• Leverage your resources.
Worcester Polytechnic Institute3
Who is WPI?
• Third oldest tech university in the nation
• Approximately 6,000 students
• 50 degree programs
• “Theory and Practice”
• Outcome rankings are high and strong
Worcester Polytechnic Institute4
Who are WPI Alumni?
•36,505 alumni of record
• 20,996 solicitable alumni
• Overall alumni base has increased by 41% in the last decade
• 7,110 GOLD alumni
• 6,763 solicitable GOLD alumni
• GOLD has increased by 11% in the past 5 years
NON-GOLD
GOLD
Worcester Polytechnic Institute5
Small Shop
• 50 team members in the Division of University Advancement
• 11 team members in Alumni Relations & Annual Giving
Executive DirectorAlumni Relations & Annual Giving
Admin. AssistantAlumni Relations
Sr. Assoc. DirectorAlumni Relations
DirectorAnnual Giving
Assist. DirectorAlumni Relations
Assoc. DirectorAnnual Giving
Assist. DirectorAnnual Giving
Assist. DirectorAnnual Giving
Admin. AssistantAnnual Giving
Assoc. DirectorAlumni Relations
Assoc. DirectorAnnual Giving
Worcester Polytechnic Institute6
Small Shop
• A focus on lifetime engagement
Incoming Fr
eshman
Current S
tudent
GOLDPo
st GOLD
50 Year A
ssocia
tes +
Worcester Polytechnic Institute7
GOLD Giving Trends at WPI
• Increase in donors and dollars
• Average gift size has decreased and is smaller than the rest of the alumni
• GOLD participation rate has increased while the GOLD population has increased
• GOLD likes challenges
• Most successful giving channel: WPI Student Calling Center
Worcester Polytechnic Institute8
Challenges in Increasing GOLD Giving
• Millennial behaviors/attitudes about philanthropy
• Perception of the cost of educating a student vs. the actual per student cost
• Student loan debt
Worcester Polytechnic Institute9
Strategies to Increase GOLD Annual Fund Giving at WPI
• Strategic segmentation
• Personal acknowledgement of contributions over $100
• Donor recognition at events
• Staff member dedicated to GOLD annual fund fundraising ─ Personal prospect track of young alumni (0-15 years)─ Referral outreach from GOLD alumni for visits to other
GOLD alumni
• Social Media presence
Worcester Polytechnic Institute10
Cristina’s Facebook Profile
Worcester Polytechnic Institute11
Strategies to Increase GOLD Annual Fund Giving at WPI
• Senior gift and student philanthropy programs to grow culture of philanthropy
• Creation of Young Alumni Development Committee (0 to 15 years post- graduation)
• Creation of targeted areas within the Annual Fund
Worcester Polytechnic Institute12
Engagement
• Support, then solicit
• Be sure your efforts resonate with your constituents
• But make sure those efforts support your goals
Worcester Polytechnic Institute13
Engaging GOLD the WPI Way
• Stay in the loop
• Provide strong content
• Go wherethey are
Worcester Polytechnic Institute14
Engaging GOLD the WPI Way
• Get them involved─ Volunteers
• Provide value and access─ Events─ Access and information─ Alumni services
Worcester Polytechnic Institute15
Engaging GOLD the WPI Way
• Start them early─ Alumni-student engagement opportunities─ Define a transition
Worcester Polytechnic Institute16
What’s Next at WPI?
• Expansion of student philanthropy programs and volunteer programs
• GOLD giving societies
• Targeted, informative gift-related communications
• Increased collaboration with campus partners
• Additional GOLD programming
Worcester Polytechnic Institute17
Questions? Thoughts?
Worcester Polytechnic Institute18
Cristina Picozzi
Assistant Director, Annual Giving
Aubrey Valley
Senior Associate Director, Alumni Relations
References
• Payscale.com
• The Princeton Review
• National Colleges and Employers Association
• WPI.edu
• http://cdn.trustedpartner.com/docs/library/AchieveMCON2013/Research%20Report/Millennial%20Impact%20Research.pdf
• http://blogs.wsj.com/numbers/congatulations-to-class-of-2014-the-most-indebted-ever-1368/
• http://blogs.wsj.com/economics/2013/05/18/number-of-the-week-class-of-2013-most-indebted-ever/
