How can you encourage young alumni to donate to your fundraising campaign?

In most cases, you should not attempt to encourage young alumni to give so early in their careers since your institution probably has not earned the right to ask for a gift yet. After all, the cost of college keeps increasing well beyond the pace of inflation. Recent graduates don't have the extra cash to give. Plus they might not even have a job yet. So asking for their money without providing them career support or networking opportunities will backfire. Then, they might never forgive the institution for asking at the wrong time. Instead, colleges and universities need to give to them. Help them get the job they want. Offer them opportunities to connect with successful alumni. Don't ask! Give!

During the time the student is attending the college or university, a practice of community and belonging must be established so that the student connects with the institution. If the relationship between the institution and the student is transactional the student will be unlikely to donate to the university once they graduate. Universities like most institutions engage in a “1 and Done” process whereby once an initial touch point has been completed, the student is generally left to find their way. Universities need to connect early and often with students. Based on that connection, the “whys” need to be explained and established so that a compelling case for ongoing support is created.

Relationships are key. Alumni are people and people like to be recognized and appreciated. Schools need to take an interest in former students and their families by not only reaching out with information but also finding ways to help alumni continue in their pursuits. Stay in touch, ask questions, listen and respond. Relationships require attention.

If you serve students, you might have their school email address in your system, and they might not check frequently once they graduate. Before they graduate, collect their personal email addresses so they don't miss your communications and donation links are easily accessible.

This is why establishing a student environment of awareness of where additional funds come from is key. Donors generous giving is why many students attend college uninterrupted. If the student is not aware they will never reciprocate the generosity hence give... I believe a very small amount is fine to ask newer alumni to support the university while reminding them of how that support was there for them...

Successful alumni programs are positively related to the age of the academic institution, the quality of its educational outputs (students) and how they progress in life, and the maintenance of productive connections with its alumni.

Don't ask anyone with student debt to donate. Your target audience are the students who had significant scholarships or rich parents who paid tuition for them.

Young alumni can be powerful mouth pieces for institution. So rather than feeling the pressure of contributing funds they feel they do not have, encourage them to join existing or form their own alumni groups to connect with others, both young and older alums. This will help to strengthen their own networks and provide opportunities for them to speak for the institution; they could pool their own funds or motivate others to contribute to the institution.

3 Ways to Persuade Young Donors: 1. Be specific & personal. Explain your need for donations and tie the request to something that will resonate. For example, recipients of a particular scholarship might be asked to contribute to the ongoing scholarship fund, or biology grads might be more inclined to donate to expand the science lab. 2. Start small. Ask for a small reoccurring gift instead of a daunting one-time large donation. 3. Incentivize donors. Young alumni are eager to build their networks. Give credit to donors that participate in your drive through your media channels. A name on a brick will not entice the young donors. A shout-out on social media will, and the shout-out works both ways to further propel your fundraising campaign.

Find out what challenges they faced when they were in school or something they particularly enjoyed and use that to tell your story.You can now build your whole messaging around that particular interest or challenge. When I was boarding school we had a serious water crisis, in campaign to a year group like mine, the messaging can liken whatever need the school has now to then. “In 2011 there was a water crisis. By 2012 the crisis was resolved. In 2023 there’s a shortage of learning materials. In 2024 we need to resolve it and the school needs you now” just an example of how you can go about it .

We act on what we connect. The ability to relate to an appeal/ cause makes a person act. The whole pitch/ appeal of charity is usually packaged with sorrow, with a need, with someone less privileged. However, I believe charity works when people realise the joy of giving and believe that abundance starts from giving. This is possible when people hear stories, get inspired by role models and realise that small gestures and acts have created a more significant impact in people's lives.

Excellent proposal, I believe together with inspiration comes the issue of purpose. Each human being wants to be part of a bigger purpose in life. To be able to answer the big question of WHY something needs to be done. If we can appeal and are able to help alumni understand why they should contribute, i think contributing and donating becomes an automatic response as they see themselves as part of a solution to a greater need.

Invite them to the course Often, people want to be involved before you ask for money from them. When they participate, they learn to love and to own. This love grows into other ways of giving.

If your fundraising effort is close to your heart, then you reach out to people close to you first. Ask them to share. Focus on the need the fundraising can fulfill and turn to those who can relate. Mutual benefit can also be the tax deduction if applicable.

Young alumni are just starting their careers, so they do not have much extra spending money to donate. Be mindful of these limitations by making donating accessible with low gift suggestions. Having a low level (e.g. $3 per month) for your monthly giving community is the perfect way to be accessible!