If you want to build a robust donor base with high retention rates, focus on engaging students and recent graduates. Creating a culture of philanthropy early on establishes a habit of giving that lasts long after graduation.
Matthew Lambert, Vice President for University Advancement at William & Mary, credits establishing a student philanthropy program 10 years ago with doubling William & Mary’s donor base. The program educates freshmen about the importance of philanthropy and long-term engagement. By positioning annual giving and alumni relations as equal partners, not subordinates, William & Mary built an integrated approach to fundraising.
The key to the program’s success was leadership support. William & Mary’s presidents advocated for an engaged philanthropy model, allowing the advancement team to experiment. “Take risks, try new things, and if we fail, learn quickly and move on,” Lambert advises. Early wins with student more resolute donors over the long run.
For Dan Frezza, Chief Advancement Officer at College of Charleston, the lesson that engagement drives philanthropy came from his time in student affairs. He created a student philanthropy model at Abilene Christian University, recognizing that if students graduate with a habit of giving, they continue as alumni. At College of Charleston, Frezza is focused on building an intentional culture of philanthropy, not transactional giving.
Fundraisers seeking to build donor retention should make student and young alumni programs a strategic priority. Begin with education, create opportunities for students and new grads to make a gift of any size, then steward those donors well with gratitude and impact. The more people experience the power of philanthropy early on, the more likely they are to continue giving over a lifetime. With leadership support, start experimenting, take risks and measure results—the investment in new donors will pay off for years to come.
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