How to Think More Strategically About Alumni Participation
This article is an excerpt from Jim Langley’s book Comprehensive Fundraising Campaigns: A Guide for Presidents and Boards (Academic Impressions, 2016). Over-reliance on marketing academic distinction and under-reliance on building alumni affiliation is one of the reasons that annual alumni giving has been declining for 20 straight years and why, today, fewer than one in 10 alumni are giving back annually to their alma mater. The percentage of alumni giving back to their alma mater is such a key baseline measure in assessing an institution’s ability to stage a successful campaign. Yet institutional leaders often assume that academic distinction is the key driver of this affiliation. The data does not support this. According to U.S. News & World Report, the colleges and universities with the highest percentages of annual alumni giving as of October 2015 were as follows: Princeton University (NJ) 62.9% Thomas Aquinas College (CA) 58.3% Williams College (MA) 56.9% Florida College 54.4% Bowdoin College (ME) 54.2% Middlebury College (VT) 53% Davidson College (NC) 52.9% Wellesley College (MA) 51.4% Carleton College (MN) 50.6% Amherst College (MA) 49.2% These levels of annual alumni participation certainly suggest deep appreciation and affiliation. However, note that academic distinction, as measured by where an institution stands […]
