Magazine article Diverse Issues in Higher Education

What Works!

Magazine article Diverse Issues in Higher Education

What Works!

Article excerpt

How Spelman College Boosted Alumni-giving Participation

PROBLEM

During fiscal year 2006, which ended June 30,2006, alumni giving dropped from 2005 to just 16.3 percent.

"We know that 16 percent in no way reflects the love, dedication, commitment... alumni (feel for) the college," says Reshunda L. Mahone, Spelman's director of annual giving and institutional advancement. "Typically our alumni are accustomed to giving a gift during their reunion year celebrated every five and 10 years. They would save up and make a nice contribution when they're on campus."

ACTION

Officials came up with the "Every Woman ... Every Year!" campaign, to encourage annual giving rather than reunion-year giving. "We shifted the focus from the amount of the gift to the act of giving," Mahone adds.

In addition to plastering the campaign logo throughout campus, in alumni mailings and on the college's Web site, Spelman challenged the alumni of various groups to raise donations from fellow group alumni. Regular donors who had been members of the Glee Club, for instance, were charged with getting fellow Glee Club alumni to donate. …

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