CoolData blog

9 October 2015

Ready for a sobering look at your last five years of alumni giving?

Guest post by Peter B. Wylie and John Sammis

  

Download this discussion paper here: Sobering Look at last 5 fiscal years of alumni giving

 

My good friends Wylie and Sammis are at it again, digging into the data to ask some hard questions.

 

This time, their analysis shines a light on a concerning fact about higher education fundraising: A small group of donors from the past are responsible for the lion’s share of recent giving.

 

My first reaction on reading this paper was, well, that looks about right. A school’s best current donors have probably been donors for quite some time, and alumni participation is in decline all over North America. So?

 

The “so” is that we talk about new donor acquisition but are we really investing in it? Do we have any clue who’s going to replace those donors from the past and address the fact that our fundraising programs are leaky boats taking on water? Is there a future in focusing nearly exclusively on current loyal donors? (Answer: Sure, if loyal donors are immortal.)

 

A good start would be for you to get a handle on the situation at your institution by looking at your data as Wylie and Sammis have done for the schools in their discussion paper. Download it here: Sobering Look at last 5 fiscal years of alumni giving.

 

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