{"id":7413,"date":"2019-09-09T16:29:46","date_gmt":"2019-09-09T15:29:46","guid":{"rendered":"https:\/\/www.aluminati.net\/?p=7413"},"modified":"2022-09-26T11:04:52","modified_gmt":"2022-09-26T10:04:52","slug":"alumni-relations-fundraising","status":"publish","type":"post","link":"https:\/\/www.aluminati.net\/alumni-relations-fundraising\/","title":{"rendered":"Alumni Relations &#038; Fundraising"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container hundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-overflow:visible;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start\" style=\"width:calc( 100% + 0px ) !important;max-width:calc( 100% + 0px ) !important;margin-left: calc(-0px \/ 2 );margin-right: calc(-0px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0px;--awb-margin-bottom-large:20px;--awb-spacing-left-large:0px;--awb-width-medium:100%;--awb-spacing-right-medium:0px;--awb-spacing-left-medium:0px;--awb-width-small:100%;--awb-spacing-right-small:0px;--awb-spacing-left-small:0px;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><h3><span style=\"font-weight: 400;\">Why it pays to think both BIG and small<\/span><\/h3>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"size-medium wp-image-7429 alignright\" src=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2019\/07\/fundraising-254x300.jpg\" alt=\"Alumni fundraising\" width=\"254\" height=\"300\" srcset=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2019\/07\/fundraising-254x300.jpg 254w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2019\/07\/fundraising.jpg 588w\" sizes=\"(max-width: 254px) 100vw, 254px\" \/>In our professional lives, many of us need to persuade people that we don\u2019t know on a personal basis to do things. Salespeople want to close a deal. A taxi driver may want the mechanic to fix their car first so they can get back to work faster.\u00a0<\/span><\/p>\n<p><b>An alumni officer wants to engage alumni and supporters to volunteer expertise or financially support the institution.\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Most of us feel uncomfortable asking for favours. Our natural inclination is to avoid asking for small favours as we feel that we are using up one of few chances to engage, much like the three wishes afforded to Aladdin by the Genie in the Disney classic.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"alignleft size-medium wp-image-7423\" src=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2019\/07\/benjamin-franklin-62846_640-239x300.jpg\" alt=\"Benjamin Franklin\" width=\"239\" height=\"300\" srcset=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2019\/07\/benjamin-franklin-62846_640-239x300.jpg 239w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2019\/07\/benjamin-franklin-62846_640.jpg 509w\" sizes=\"(max-width: 239px) 100vw, 239px\" \/>The logic seems to be, if there is anything worse than asking for one favour, it is asking for many favours. It happens that this conclusion is simply not supported by data.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Behavioural research shows that often the opposite is true (especially if there is already a trusted relationship), and asking for one favour first can greatly increase the probability of success when asking the same person for another favour!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And if you do someone a\u00a0<\/span><b>favour<\/b><span style=\"font-weight: 400;\">, you tend to like that person more as a result.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This phenomenon is dubbed the <\/span><i><span style=\"font-weight: 400;\">Ben Franklin effect<\/span><\/i><span style=\"font-weight: 400;\">, who quipped:<\/span><\/p>\n<blockquote>\n<p><i><span style=\"font-weight: 400;\">\u201cHe that has once done you a kindness will be more ready to do you another than he whom you yourself have obliged.\u201d<\/span><\/i><\/p>\n<\/blockquote>\n<p><span style=\"font-weight: 400;\">Should you think there is no evidence for this, researchers Jecker and Landy verified the phenomenon in a study that challenged participants to a contest.\u00a0 The winners were put into three groups.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The first group was asked to give back their prize money to the researcher because he had been using his own money and was out of pocket<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The second group was told by a secretary to return the prize money because it was from the department and the budget was running low<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The third group was permitted to keep their prize money (in other words, not approached)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Following this, participants were asked how much they liked the researcher.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consistent with the Franklin effect, the first group rated him higher than group three, showing that a personal request for a favour makes a person more likeable.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Group two rated the researcher lower than group three suggesting that an impersonal request lowers likeability.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"size-medium wp-image-7426 alignright\" src=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2019\/07\/graduation-2308406_640-240x300.jpg\" alt=\"Alumni fundraising and graduation\" width=\"240\" height=\"300\" srcset=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2019\/07\/graduation-2308406_640-240x300.jpg 240w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2019\/07\/graduation-2308406_640.jpg 512w\" sizes=\"(max-width: 240px) 100vw, 240px\" \/>How does this relate to fundraising?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When it comes to fundraising, many organisations and institutions have limited resources and time, meaning that they tend to focus on those alumni that have either given generously in the past, or those who are in a position to do so imminently.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are a couple of reasons why this approach may not be the only, or indeed the best way to increase donations or increase contributions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Firstly, alumni that have made large donations may be less willing or able to make regular donations. Secondly, there is a limited pool of potential donors to ask for support.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Clearly, getting one-off, or even several large contributions from a few alumni is an easier way of fundraising, and it is tempting to pick only the low hanging fruit. However by focusing on the few high-value alumni, you will be losing out on a large number of potential donors.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">What I suggest is to go for both large and small donors.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Why? Because many smaller or regular donations add up, and your alumni&#8217;s means and willingness to contribute changes over time.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"alignleft wp-image-7427\" src=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2019\/07\/blur-1853262_640-300x225.jpg\" alt=\"philanthropy at all time high\" width=\"347\" height=\"260\" srcset=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2019\/07\/blur-1853262_640-300x225.jpg 300w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2019\/07\/blur-1853262_640.jpg 640w\" sizes=\"(max-width: 347px) 100vw, 347px\" \/>Why it is a good time to ask for support<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The 2018 CASE study shows philanthropy towards UK institutions is at its highest since records began<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">More individuals are giving, with nearly half (48%) of philanthropic income originating from this core group<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Around 80% of this group are university alumni, with a combined worth of nearly \u00a3250,000,000<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">This data represents just 1.6% of contactable alumni, leaving vast room for growth<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">So what can we learn from this about alumni relations and fundraising?<\/span><\/p>\n<ul>\n<li>Don\u2019t ignore donors with shallow pockets<b><br \/>\n<\/b><span style=\"font-weight: 400;\">As your alumni progress in their careers and their life circumstances change, at some point in their lives they may be more able and willing to \u2018pay back\u2019 for the chances that their education afforded them.<\/span><\/li>\n<li>Maintain relationships with as many of your alumni as possible<b><br \/>\n<\/b><span style=\"font-weight: 400;\">Keeping in touch with more alumni increases the number of potential donors, increasing fundraising and spreading risk.<\/span><\/li>\n<li>Make your communications personal, meaningful and legal<b><br \/>\n<\/b><span style=\"font-weight: 400;\">Understanding who your alumni are is key to good communication. Adhere to privacy laws such as GDPR by ensuring opt-in consent to communications.<\/span><\/li>\n<li>Be patient <b><br \/>\n<\/b><span style=\"font-weight: 400;\">It may take years to get a return on investment in some cases, but that doesn\u2019t mean the strategy is not working. Use data to think and plan strategically to set realistic goals.<\/span><\/li>\n<li>Ensure you are using the best possible data<span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">The better the quality of your data, the more targeted your messaging can be. The very least you want to know is who they are, when they graduated, and what they studied. Even more important to know is where they are now!\u00a0<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Conclusion<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Alumni relations take resource and investment. Between 2016\u20142017 UK Universities were spending almost \u00a349 million on these relationships. This is because it is a good bet: every year a new cohort of potential alumni donors and volunteers emerge.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Clearly, staying on top of this growing community can seem a daunting task. This is why we have created<\/span><span style=\"font-weight: 400;\">\u00a0Aluminate, an online platform<\/span><span style=\"font-weight: 400;\"> that makes it easy to create and maintain meaningful relationships with your community. UWE Bristol discovered that 45% of alumni who registered on the university&#8217;s online alumni engagement platform &#8220;<a href=\"https:\/\/www1.uwe.ac.uk\/alumni\/alumniconnect.aspx\">Alumni Connect<\/a>&#8221; (powered by <a href=\"https:\/\/www.aluminati.net\/aluminate\/\">Aluminate<\/a>) gave back, as opposed to just 20% of those who did not.<br \/>\n<\/span><\/p>\n<p><a href=\"https:\/\/www.aluminati.net\/request-a-demo\/\">Book a free demo<\/a> and see how <a href=\"https:\/\/www.aluminati.net\/aluminate\/\">Aluminate<\/a> can help increase your fundraising.<\/p>\n<p>Like this article? You might be interested in this post:\u00a0 <a href=\"https:\/\/www.aluminati.net\/the-c-word\/\">Should you call your Alumni the \u201cC-word\u201d?<\/a><\/p>\n<h2 data-fontsize=\"30\" data-lineheight=\"36\">About The Author<\/h2>\n<p><img decoding=\"async\" class=\"alignleft wp-image-10123\" src=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2020\/03\/andrej.png\" sizes=\"(max-width: 199px) 100vw, 199px\" srcset=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2020\/03\/andrej.png 600w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2020\/03\/andrej-300x225.png 300w\" alt=\"\" width=\"199\" height=\"149\" \/><\/p>\n<p><strong>Andrej Dethlefsen<\/strong><br \/>\nMarketing &amp; Communications Officer at Aluminati<\/p>\n<p>He is passionate about education, communications and community.<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/andrejdethlefsen\/\" target=\"_blank\" rel=\"noopener noreferrer\">Connect with me on LinkedIn<\/a><\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":9,"featured_media":7562,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[18,28,16],"tags":[],"class_list":["post-7413","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aluminate","category-blog-news","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Alumni Relations &amp; 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