CASE V Exploring and Encouraging Young Alumni Giving A.K.A. Asking More of Our Young Alumni Tim Ponisciak, University of Notre Dame Carol Phillips, Brand Amplitude

Q1 What percent of millennials gave to nonprofit organizations in 2010? Answer: 93% *Source: Millennial Donors Report 2011: Achieve/JGA

Q2 How many millennial donors gave to 3 or more nonprofit organizations in 2010? Answer: 61% *Source: Millennial Donors Report 2011: Achieve/JGA

Q3 How many millennial donors gave at least $150 to at least one organization? Answer: 42% (almost 20% gave $500 or more, in total) *Source: Millennial Donors Report 2011: Achieve/JGA

What does this mean? We may be asking too little of our young donors Young Alumni Participation Rate FY2011 * Insidehighered.com, July 12, 2011 * *

Notre Dame Young Alumni 20,000 Young Alumni (0-10 years out) 32% of young alumni give annually Collectively donate $3,000,000 each year

Notre Dame Young Alumni Strong Feelings! – ND is a cherished experience – It is an experience that is regarded as unique, a privilege

Notre Dame Young Alumni I like to call it the happiest place on earth – Disneyland’s got nothing! I found friends of a lifetime, discovered my passions, and fine-tuned my intellectual capacities. When you meet another ND grad, you know they understand the ND experience, and how it shaped your life. It’s different than how others described their University experience.

Notre Dame Young Alumni Consider Notre Dame their home. They are a member of the Notre Dame family For which activities have you been back to campus since graduation?

Notre Dame Young Alumni

Young Alumni Giving Challenge 1.Increase current giving participation rate of 32%, to align with general alumni rate of 42% 2.Migrate existing donors to higher giving levels $500+ (353) <$500 (2,730) <$100 (1,360)

Key Questions What’s the right amount to ask? – Don’t want to ask too little or too much What do we offer in return? – What do they want from us? What’s the right way to ask? – Key messages that appeal to young alums – What vehicles to present message “Just Right”

Research Approach Survey of young alumni donors – Compared responses from donors who gave under $100 to higher level donors – Assessed interest in a young alumni recognition society Four online focus groups – Explored message and benefit options among interested alumni donors

Key Findings High levels of interest among high ($100+) and low(<$100) donor segments

Key Findings A recognition society gives them a target to reach for They particularly liked the idea of being recognized, along with their peers I think it'd be nice to give young alums a target… I know a lot of friends just give the minimum because they don't see a reason to give more Like being defined as young alumni. Makes me feel proud and involved.

Key Findings Right amount: $500 – Big enough to be meaningful to a school, but not out of reach for a young alum $500, it's high enough above the minimum to make you feel like you're doing something extra, but not unrealistic for a lot people. $500 seems pretty good.

Key Findings Modest Benefit Expectations + + Personal Acknowledgement Regional Events Football Benefits

Other Findings General mailings not memorable Mailings that make a connection to student life are more impactful Ideally, young alumni want to direct their giving

Other Findings 4 Prefer Online Donations Quarterly Fundraising

Introducing… the Corby Society Committee of 25 young alumni advisors Introduced via , print, e-newsletters and social media Minimum donation: $500 Most recent class year: $250 Launched in September 2010

Introducing… the Corby Society Main Benefit: Tickets and Parking Passes

Initial Invitation

Member Engagement

Results of the Big Leap 470 members in Year One. (approximately 2% of young alumni) $224,000 raised, half of which was incremental Increase of 100% for donor group

Questions? Contact Us! Tim Ponisciak Assistant Director, Notre Dame Annual Giving Carol Phillips President, Brand Amplitude