Alumni Relations Best Practices: How To Ask Alumni For Money
Many schools outside of the United States, and in particular in Europe, could be described as being ‘skeptical’ when it comes to fundraising from their alumni. They do not know how to ask alumni for money.
On the one hand they know the funding model of education is changing with the balance moving away from public funding towards alumni giving.
On the other hand, while many American schools feel comfortable fundraising for the worthy cause of education and to ask alumni for money, most European schools appear awkward in soliciting funds from their alumni.
If I had asked a European school a year or two ago if they solicit alumni – the typical response would be a shrug that things are a little different on this side of the Atlantic!
Simply put, I think most European schools until recently felt they had neither the will nor the ability to create a culture of giving similar to that which exists in the United States.
Times are changing.
Melissa Korn in the Wall Street Journal, wrote an intriguing piece a few months ago on the changing culture in European business schools towards fundraising. And I see that change in my day to day interactions with schools.
Schools in virtually every country in the world are realizing that they need to take a more serious interest in engaging alumni. Maybe not to solicit large funds today, but to begin to lay the foundations for tomorrow and to build critically the culture for future giving. So what are alumni relations best practices in this crucial area?
Elise Betz, Executive Director of Alumni Relations from the University of Pennsylvania recently gave an inspiring key note speech at the Graduway Global Leaders Summit.Her talk entitled ”Cultivating Roots: Building a Culture of Student Philanthropy and Engagement” was a bold example of how a school (albeit a top one), can strategically invest in their culture of giving with an eye on the very long term.
It may take some time, but I am convinced that someone will turn around 20 years from now and bless Elise for the work she and the leadership at Penn did in investing in their philanthropic culture.
It is well worth watching in full Elise’s keynote to see how she installed a tradition and culture of giving. This is undoubtedly examples of alumni relations best practices.
I took away three critical ingredients that were needed to make this ‘new’ culture stick.
Firstly, to get students involved in this culture of philanthropy while still on campus – approaching them once they graduate is clearly too late!
Secondly, to have not just the support but the active participation of the leadership of the University in the campaign to build that culture.
Finally, the determination, innovation and perseverance to get the new traditions and customs to stick. As Elise memorably articulated, schools need to stick to the line that ‘this is what we do here’ when helping to bed down the new culture – ‘a new tradition only takes two years to create!’
I am a believer. I am convinced that if any school, and I mean any school, is determined enough, they could also build a culture of philanthropy and alumni engagement.
Do you have experience of building such a culture in your institution? What are alumni relations best practices in this area?
What remains the biggest obstacle in making a new culture of giving stick in your institution and to ask alumni for money?
Do you agree that every school has the potential to create a philanthropic culture?
Click here to read an excellent article on The Case for Mentoring.