CASE III - ICYMI YOUNG ALUMNI PRESENTATION - WEB

Brandi Brooks Davis ’07

Associate Director of Annual Giving,

Young Alumni Programs

University of North Carolina at Chapel Hill

In Case You Missed It: Young Alumni

Latest Trends in Engaging Millennial Donors

@brandibdavis @UNCYoungAlumni

#caseVibe

Millennial Quick Facts

@brandibdavis @UNCYoungAlumni #caseVibe

80 Million Millennials in the US

They spend

$300 Billion annually

They were born between

1980-2000 By 2025 they will be

75% of the global workforce

64% Would rather make

$40K/year in a job

they love, than

$100K/year in a job

they hate

ICYMI: 73% of young alumni plan to give

back to their alma mater in the future.*


#caseVibe

* 2014 Millennial Alumni Report, Achieve



308,000 living alumni

• 1st public university in the U.S.

(founded in 1793)

• Kiplinger’s Best Value in Public

Education 15 consecutive years

• Research one public university

• 7,000+ designations, no specific

annual fund (donor’s choice)

• Decentralized, Annual Giving

Office within Central Development

42,417 solicitable

young alumni



Young Alumni

• 10 years post

graduation

• undergraduate alumni • Classes 2006-2015

$447 Million raised in FY 2015

$1.17 Million from young alumni

4,023 young alumni donors

ICYMI: Young alumni programs at

UNC-Chapel Hill are building a culture of

philanthropy by:

• Building donors’ habits of giving gifts that

are personally significant

• Identifying future major gift prospects early

in their relationships with the institution

• Preparing young donors for a lifetime of

engaging with and giving to our institution


#caseVibe

UNC Young Alumni Giving Programs


Build off our Student Giving Programs Senior Class Gift Campaign - $20.16

19+ years of young alumni programs

Front-line Fundraiser, 100 visits

Direct mail, stewardship, donor qualifications

ICYMI: Alumni who gave to their alma mater on

an annual basis in the 5 years after graduation

gave, on average, 8 times more to their

institution by their 20th year out than even

those alumni who donated the same amount

in the first few years but did not make a

steady habit of it.*


#caseVibe

*Jonathan Meer, Texas A&KM & Harvey S. Rosen, Princeton University

Direct Mail with Infographics

• Share annual report

“By the Numbers” • Young Alumni want

to know where their

gifts are going • What are the areas

of greatest need?

• Sample: Mailed to all FY15 donors

Direct Mail – Dress up the envelope!


Direct Mail – Tips & Best Practices


• Young alumni want mail!

• Keep messages short

• Bold content

• Link to social media

• Include a “P.S.” with online

giving link

• UNC’s Best ROI: Recurring

giving society mailing with car

decal – Carolina Bell Ringers • Challenge: Current Mailing

addresses

Email Engagement & Solicitations


• Use cheeky

language! • Have fun with it.

• Students can

help!

Email Engagement & Solicitations


• Subject: Follow us on

Social Media! (consider using an emoji)

• Keep your alumni

engaged with social media accounts that

promote specific

young alumni friendly

content.

• ALWAYS include a soft

ask or “make a gift” button.

ICYMI: Young alumni want to be featured –

online and in print.


#caseVibe

Young Alumni Donor Feature Stories


• Engagement tool in

the FY15 annual report

• First same-sex couple featured in report

• Showcase their

important role as the next generation of

(major gift) donors

• They will share with

their friends & family

Why haven’t young alumni volunteered

or helped serve their alma mater?


#caseVibe

They haven’t been asked!

UNC GAA Young Alumni Programs


General Alumni Association

(separate young alumni programs)

ICYMI: Research from the Millennial

Impact Project (themillennialimpact.com)

shows that Millennials deem financial

giving just as important as giving of their

time, resources, voice and network.*


#caseVibe

* #GivingTuesday 2015 Attracting Millennial Donors Report, Achieve

Young Alumni Leadership Council

100 members

75-100 members

Key areas represented: Research Triangle,

NYC, DC, Charlotte, Atlanta, LA, Bay Area,

Chicago & Boston

Nominations by development team & current

members


ICYMI: Young Alumni are the next

generation of major donors – they are the

heirs and heiresses.


#caseVibe

Young Alumni Leadership Council


Expectations: Two-year term (optional third year)

Attend annual meeting and incur travel costs

Host at least one event in their region during term

Serve as an ambassador for UNC

Encourage giving among their peer network on social

media outlets

Make an annual contribution in an amount reflective of

their ability

Cultivate and solicit at least 10 young alumni donors

Understand and educate peers about alumni resources

Annual meeting held in April on campus Alumni pay for their own travel experiences

Friday: evening reception with administrators and

prominent faculty

Saturday: morning presentations followed by

afternoon work sessions

Opportunity for Q&A with Chancellor

Strategic planning & built-in focus groups for new

programs

Training on frontline-fundraising best practices with

mock “making the ask” sessions

Volunteers share upcoming events & lessons learned

with hosting regional philanthropic events


YALC Member Meeting & Training

Stay Connected & Engaged


Private &

Regional

Group Pages

Public

Twitter List

Private

Group

Page

Quarterly

Meetings &

Trainings

Use a variety of online tools to keep young alumni engaged

and connected in addition to email.

ICYMI: Peer-to-Peer fundraising has a

promising future as a fundraising strategy.


#caseVibe

Host or Host Committee incurs event expenses

Flexible event guidelines (pasta dinner, formal

reception/benefit, happy hour, etc.)

Host invites their network or have a list of top

donors provided to create guest list

CAF Staff provides minimal assistance

Challenge: Annual giving staff, not event staff


Young Alumni Regional Events

Spring 2016

Nacho

Grandma’s Museum • Nacho Bar

• Art Making

• Scavenger

Hunt

• Museum Trivia

• $15/person

Ask Volunteers to Steward Peers Sample Peer-to-Peer Email Text


Dear (Nickname),

I enjoyed our conversation earlier this week and I am very happy that you

have decided to support Carolina with a gift to _________ this academic

year. Thank you for your pledge of $_____. Your gift – no matter the size – will

make a difference.

In the next few days, Carolina Annual Giving staff will send you a gift form

and reply envelope for your convenience in fulfilling your pledge. If you

prefer, you can make you gift online at giving.unc.edu/gift.

Go Heels!,

Jane Smith ’07

UNC Young Alumni Leadership Council Member

[email protected]

http://annualfund.unc.edu/gift

mailto:[email protected]





Social Media Campaigns

Social Media Campaigns

• Use challenges

and matches for

campaigns (ask board members)

• Snapchat: Make

your own

Geofilter

Social Media Ambassadors Identify your key social media influencers Check their Klout Score – klout.com

@UNCYoungAlumni @brandibdavis

UNC’s Tool Kit: Social Toaster

UNC’s Tool Kit: Social Toaster

• 140 (67%)

of the online ambassadors

were

millennials • Gamification

• Challenges

• Prizes!

• We create

content, they

share it!

ICYMI: ~80% of charitable gifts from

Millennials this year will be made online.*

(60% of the internet is used from a mobile device)


#caseVibe

*Kestrel Linder, @GiveCampus

UNC’s Tool Kit: GiveCampus

• Volunteers asked for a peer-to-peer platform

ICYMI: You should meet your donors where

they spend their time - have an online

presence, utilize mobile devices

and engage them on social media.*


#caseVibe

*Kestrel Linder, @GiveCampus

UNC’s Tool Kit: Ruffalo Noel Levitz


70% Student callers said taking a

credit card over the phone

from young alumni was easy. Ruffalo Noel Levitz 2014 Survey

USA, Canada, Australia n = 714

92% Student callers are more

likely to give because of

their experience.

- Renew them!

700 Student (phonathon) callers

survey results:

UNC’s Tool Kit: Ruffalo Noel Levitz


Ruffalo Noel Levitz 2014 Survey USA, Canada, Australia

n = 714

What Worked - What Didn’t


What works for UNC may not

work for your school

Start with a small group of

volunteers, grow annually

Engage with donors how the give Give online – thank online

Work with development officers to

identify (family) prospects

Don’t let volunteer management

consume your young alumni

program (quarterly check-ins)

They don’t use checks – make mobile

giving easy.

It’s OK to say no! You are not an

event planner, you are a fundraiser.

Brandi Davis ’07

[email protected]

linkedin.com/in/brandibdavis

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CASE III - ICYMI YOUNG ALUMNI PRESENTATION - WEB

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