Post on 27-Sep-2020
July 2019
Recent Graduate Giving: Inside Elon’s GOLD Challenge
Chandler ThompsonAssociate Director of Annual Giving
NC State University
2012Bachelor of Science, Economics
University of Georgia
2014
Master of Education, College Student Affairs Administration
OUTLINE
I. The Numbers
II. FY 18-19 Fundraising Efforts at Elon
III.GOLD Challenge
IV.Venmo – How’d we do it?
V. Results
VI.Summary and Future Ideas
VII.Questions and Answers
2010-2011 2011-2012 2012-2013 2013-2014 2014-2015 2015-2016 2016-2017 2017-2018 2018-2019
Elon 19% 21% 21% 21% 22% 22% 23% 25% 26%
Peer 22% 22% 21% 21% 22% 20% 20% 16%
Aspirant 29% 28% 27% 27% 27% 27% 27% 22%
26%
16%
22%
15%
20%
25%
30%
Annual Giving Undergraduate Alumni Participation Rate vs. Peer and Aspirant Schools
30.9%
29.8%
17.4%
9.4%
7.1%5.4%
Age of Elon Alumni
Under 30 years old
30-39 years old
40-49 years old
50-59 years old
60-69 years old
70 years old and older
ALUMNI PARTICIPATION
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
June July Aug Sept Oct Nov Dec Jan Feb Mar April May
2011 - 2012 2012 - 2013 2013 - 2014 2014 - 2015
2015 - 2016 2016-2017 2017-2018 2018-2019
ALUMNI PARTICIPATION
Fiscal Year June July Aug Sept Oct Nov Dec Jan Feb Mar April MayAlumni
of Record
Alumni Donors
2011 - 2012 0.71% 2.34% 3.47% 4.72% 5.76% 8.07% 9.87% 10.19% 11.18% 16.60% 17.58% 18.66% 23,780 4,437
2012 - 2013 0.92% 1.80% 2.67% 4.67% 6.56% 8.30% 9.95% 10.48% 11.04% 12.30% 14.57% 21.21% 24,285 5,151
2013 - 2014 3.78% 4.39% 6.39% 7.09% 9.41% 11.64% 13.22% 13.73% 14.49% 16.39% 17.27% 21.53% 25,550 5,501
2014 - 2015 1.21% 1.47% 2.32% 3.48% 5.89% 8.13% 9.73% 10.32% 10.78% 16.83% 17.44% 21.56% 26,917 5,802
2015 - 2016 1.65% 1.83% 2.48% 4.28% 6.49% 8.45% 10.96% 11.31% 11.88% 17.22% 17.70% 21.79% 28,213 6,148
2016-2017 2.60% 2.75% 3.54% 5.81% 7.35% 9.70% 11.18% 11.54% 11.95% 18.06% 18.63% 22.87% 29,551 6,757
2017-2018 5.04% 5.40% 6.77% 10.86% 12.42% 13.96% 14.99% 15.34% 15.87% 21.70% 22.07% 24.92% 29,607 7,379
2018-2019 5.55% 5.85% 6.31% 8.63% 11.40% 12.70% 14.07% 14.45% 15.18% 21.41% 21.69% 26.04% 30,702 7,994
2019-2020 4.72% 30,620 1,446
3 yr Average 4.48% 4.67% 5.54% 8.43% 10.39% 12.12% 13.41% 13.78% 14.33% 20.39% 20.80% 24.61%
Target 5.00% 5.50% 6.50% 9.00% 11.50% 12.75% 14.50% 15.00% 15.50% 21.50% 22.00% 27.00%
ClassAlumni
Solicited
Alumni
Donors
%
Donors
2000 659 109 17%
2001 644 80 12%
2002 705 126 18%
2003 759 152 20%
2004 793 151 19%
2005 869 151 17%
2006 907 170 19%
2007 953 212 22%
2008 1,031 241 23%
2009 1,020 247 24%
Total 8,340 1,639 20%
ClassAlumni
Solicited
Alumni
Donors
%
Donors
1990 313 60 19%
1991 381 69 18%
1992 392 90 23%
1993 402 93 23%
1994 464 89 19%
1995 570 87 15%
1996 567 93 16%
1997 557 86 15%
1998 595 109 18%
1999 661 119 18%
Total 4,902 895 18%
ClassAlumni
Solicited
Alumni
Donors
%
Donors
1980 189 39 21%
1981 209 40 19%
1982 211 39 18%
1983 267 51 19%
1984 242 45 19%
1985 238 45 19%
1986 252 43 17%
1987 268 54 20%
1988 256 51 20%
1989 320 81 25%
Total 2,452 488 20%
ClassAlumni
Solicited
Alumni
Donors
%
Donors
1970 156 47 30%
1971 155 29 19%
1972 163 34 21%
1973 188 42 22%
1974 159 39 25%
1975 163 42 26%
1976 203 41 20%
1977 165 32 19%
1978 187 48 26%
1979 188 40 21%
Total 1,727 394 23%
ClassAlumni
Solicited
Alumni
Donors
%
Donors
1960 49 26 53%
1961 49 17 35%
1962 71 11 15%
1963 61 17 28%
1964 58 17 29%
1965 77 21 27%
1966 106 44 42%
1967 94 43 46%
1968 123 52 42%
1969 165 58 35%
Total 853 306 36%
ClassAlumni
Solicited
Alumni
Donors
%
Donors
2010 1,055 231 22%
2011 1,056 274 26%
2012 1,095 286 26%
2013 1,077 341 32%
2014 1,130 345 31%
2015 1,246 399 32%
2016 1,280 467 36%
2017 1,391 563 40%
2018 1,317 465 35%
2019* 1,409 785 56%
Total 12,056 4,156 34%
ALUMNI PARTICIPATION
ClassAlumni
Solicited
Alumni
Donors% Donors
2010 1,055 231 22%
2011 1,056 274 26%
2012 1,095 286 26%
2013 1,077 341 32%
2014 1,130 345 31%
2015 1,246 399 32%
2016 1,280 467 36%
2017 1,391 563 40%
2018 1,317 465 35%
2019* 1,409 785 56%
Total 12,056 4,156 34%
18-19 FUNDRAISING EFFORTS
• Elon Calendar
• Loyal Alumni Celebrations
• Class Reunions
• Giving Tuesday/Elon Luminaries
• Calendar Year End
• Elon Day
• Fiscal Year End (May 31)
OTHER STRATEGIES• Alumni Engagement Officers
• Senior Class Giving
• Alumni Volunteers• Reunions
• Elon Day Champions
• Alumni Peer Agents
27%
37%
34%
41%
53%
59%
56%
56%
56%
0% 10% 20% 30% 40% 50% 60% 70%
2010-11
2011-12
2012-13
2013-14
2014-15
2015-16
2016-17
2017-18
2018-19
Senior Class Giving
ALUMNI PARTICIPATION
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
June July Aug Sept Oct Nov Dec Jan Feb Mar April May
2011 - 2012 2012 - 2013 2013 - 2014 2014 - 2015
2015 - 2016 2016-2017 2017-2018 2018-2019
WHY GOLD?
• Graduates of the Last Decade
• 60% of Elon alumni are under the age of 40
• 40% of Elon’s alumni base are members of the classes of 2008-2018
GOLD DAY
GOLD Day
GOLD CHALLENGE
• There is strength in numbers and together Elon’s young alumni can have a big impact by giving back to support Elon students.
• To demonstrate the power of many gifts, XXX is challenging young alumni to give back by offering to match all gifts of $5 or more to any designation at Elon, up to $5,000.
• Venmo @ElonGiving or give online to support Elon and be a part of the GOLD Challenge.
THE DETAILS
• Venmo is now available
• @ElonGiving
• Every donor gets a luggage tag
• For 48 hours, gifts of $5 or more will be matched up to $5,000
• Every gift counts for Elon LEADS
COMMUNICATION STRATEGIES
COMMUNICATION STRATEGIES
• Website
COMMUNICATION STRATEGIES
• Website
• Social Media
COMMUNICATION STRATEGIES
• Website
• Social Media
• Personal Outreach
• Peer to Peer Fundraising
INCENTIVES
• Dollar for Dollar Match
• Elon Experience Drawings
• Class Competition
PLANNING TIMELINE
• January 14 – First conversation on “AG Bootcamp”
• March 6 – Elon Day
• March 14 – Planned GOLD Leadership Day
• April 16 – No GOLD Leadership Day
• April 26 – Ask made for match/challenge funds
• May 1 – First brainstorming
• May 6 - Name picked
• May 9 – Met with University Communications, created webpage
• May 13-14 – 48-hour GOLD Challenge
VENMO
GIFT TRAKING SPREADSHEET
RESULTS
• 489 donors in the 48-hour GOLD Challenge
• 218 new FY donors
• 55 alumni first-ever gift to Elon
• 92% of gifts received through Venmo
• $7,703 raised
• Increased overall participation by more than half of a percent
SUMMARY & FUTURE IDEAS
• Why was it successful?
• GOLD Challenge 2.0
• Volunteer Component