All charitable organizations have their own unique supporters, people who are passionate about the cause and support both through donations and through volunteering. An each year, charities continue to spread their message, hoping to expand their network of donors and supporters.
Schools, however, specifically independent and private schools, and post-secondary institutions have a unique advantage in that each year they are guaranteed a new list of supporters. With each graduating class, is a cohort of young people who have first-hand understanding of your mission and, hopefully a passion to help your organization succeed.
At first glance, it would appear that with each new alumnus/a, there is a potential donor. While that is certainly the goal, it isn’t often the reality. As a young alum, their capacity to give would be small and they may not understand the value of their participation in this way. Many schools suffer from the reputation of always having their hands out, ready to ask for a donation. This is at risk of disenfranchising alumni who could support in a more significant way as a volunteer, mentor, recruiter or, eventually, when they are more established, a donor.
Upon graduation, and arguably before, your alumni play an important role in supporting the traditions and values of your school that continue to inspire future generations. Make it your mission to create a life-long bond with the individuals who have helped shape your history and can help to support your future.
Your alumni engagement goals should, first and foremost, include opportunities to participate in the life of the school through community, alumni and professional events. Have them back on campus to share their experiences with current students and provide mentorship. Ask them for advice in program development or other initiatives you are focusing on. Even small opportunities for engagement and outreach will benefit them as an alum and you as an organization. You may even find that, after they have demonstrated their value and commitment to the school as alumni, they become some of your strongest financial contributors!
It sounds easy, so why don’t more schools do this well? It takes time to nurture relationships and time is limited. We must focus on our leadership donors who can help us today – there just isn’t enough hours in the day to do it all. However, while investing in alumni engagement may be the thing you don’t have time for, can you really afford not to? Those young alumni will one day be leadership donors for organizations that valued what they offered when they couldn’t contribute financially. The future sustainability of your organization may depend on it.
We can help you develop your stewardship plan and assess your fundraising plan. Contact us at info@thedennisgroup.ca today to speak to one of our Consultants.
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