Strategies to Encourage Alumni Giving: Win More Donations

Alumni giving plays a huge role in shaping the future of a school or university. When former students give back, it not only reflects their trust in the institution but also enhances opportunities for current students.

But how do you get more alumni involved? Contrary to popular belief, it’s not merely about asking for donations. You need the right strategies to spark interest and inspire graduates to stay connected long after they leave campus. 

In this blog, we’ll explore fresh ideas to boost alumni donations that can make a real difference. Let's dive in!

1. Understand Alumni Motivations

First, it’s vital to understand what motivates alumni to give. Donations aren’t random; they often stem from personal connections. Understanding why they give helps you tailor your message and approach in meaningful ways. You’re more likely to get a positive response when you connect on a deeper level. 

Nostalgia and Loyalty to Their Alma Mater

Many alumni feel a strong bond to their college or university, often because it played a big role in shaping who they are today. 

Walking around campus might bring back memories of friendships, accomplishments, or even life-changing experiences. That sense of nostalgia and loyalty can be a big driver in alumni giving. 

When they give, it’s not just about writing a check. It’s about staying connected to a place that meant a lot to them. Fundraising campaigns that evoke these memories can effectively rekindle emotional connections.

Desire to Support Future Generations

Alumni who donate often want to make a difference for current and future students. They remember what it was like to be in college, whether they struggled with finances or thrived because of scholarships and support. 

The idea of giving back so others can have the same (or better) opportunities is a strong motivator. Highlighting how donations can help fund scholarships, build new facilities or support programs resonates with this desire to make a difference.

Tax Incentives and Financial Benefits

Sometimes, financial incentives play a role in the decision to donate. In the U.S., charitable donations to educational institutions can qualify for tax deductions, making giving more appealing. 

It’s a practical reason, but still an important one. Alumni who are aware of these tax benefits may be more inclined to give, especially during the end of the year when tax planning is on their minds. 

Sharing information about these benefits can be part of your alumni fundraising strategy. It can help donors see the financial upside while also contributing to a cause they care about.

2. Build Strong Relationships With Alumni

Alumni are more likely to give when they feel connected to their alma mater. Think of it like nurturing friendships—staying in touch increases the likelihood of support when you need it.  

Establishing and maintaining a bond with alumni is a long-term investment that pays off when you need their support.

Importance of Maintaining Connections Post-Graduation

Graduation shouldn’t mark the end of the relationship between alumni and the school. Keeping connections alive fosters loyalty and belonging, making alumni feel valued as part of the community. 

Regular engagement through events, newsletters, and personal outreach strengthens the relationships and makes donation requests more natural.

Strategies for Effective Communication

Did you know that only 28% of alumni organizations are using personalized content in their communications, even though research shows that personalized outreach can increase engagement by up to 40%? (Source)

When communicating with alumni, consistency and personalization is important, but how you engage with them matters just as much. Here are a few strategies:

• Send personalized messages: Customize communications based on their graduation year or field of study to make them more relevant.
• Involve them in events: Invite alumni to school functions, reunions, or virtual gatherings to keep them engaged.
• Highlight their achievements: Recognizing alumni accomplishments reinforces their connection to the school. 
• Use social media: Stay in their daily life with engaging posts, stories, and updates on platforms where they are active.
• Make giving easy: Simplify the donation process with online forms or quick links.

Regular Newsletters and Updates

One of the easiest ways to stay connected is through regular newsletters and updates. These can highlight campus news, alumni achievements, and upcoming events. 

Keep the tone friendly and personal so alumni feel like they’re still part of the community. Consistent updates also serve as a gentle reminder that their alma mater is always there.

Personal Outreach Through Phone Calls or Events

Sometimes, the personal touch makes all the difference. A phone call or an invite to a special event can go a long way in keeping alumni engaged. It shows that the school values them as individuals, not just names on a mailing list. 

Phone calls allow for one-on-one conversations where alumni can ask questions, share memories, and reconnect with the school. Events, whether in person or virtual, give alumni a chance to relive their school experiences and strengthen their bond with their alma mater. 

It’s important to find out how alumni prefer to be contacted because 41% report receiving communication through channels they don’t like, such as print instead of digital. (Source) This leads to frustration and disengagement, making it harder to keep alumni interested and connected.

3. Create Engaging Alumni Giving Campaigns

You can’t expect alumni to donate without giving them something to care about. Campaigns that grab their attention and make them feel connected are more likely to succeed. 

Engaging fundraising ideas for alumni associations do more than just ask for money. They offer a reason, a connection, and a chance to make a difference.

Develop Targeted Donation Campaigns

Not all alumni are the same, so why treat them like they are? 

Recognizing that not all alumni are the same allows you to tailor your outreach. By targeting specific groups—based on class year, interests, or experiences—you make your requests feel personal and relevant. A well-thought-out alumni fundraising strategy should always include targeting campaigns this way.

Class Reunion Funds

Class reunions are perfect opportunities to tap into nostalgia. Use the walk down memory lane to encourage alumni donations. Create a class fund where graduates can contribute togethers. This collaborative effort adds a bit of friendly competition and a sense of community. 

The funds raised can go toward scholarships, campus improvements, or any project that needs support. 

Matching Gift Challenges

Everyone loves a good challenge, and matching gift challenges are a perfect way to motivate alumni to give.  

The idea is simple: for every dollar an alum donates, a major donor matches it, doubling the impact. Alumni are more likely to give when they know their contribution will go further. 

Plus, the challenge adds excitement and a sense of teamwork to the giving process.

Highlighting Specific Projects or Scholarships Needing Support

People like to know where their money is going, and alumni are no different. In fact, 48% of alumni say they would give more if they had clearer insights into how their contributions were making an impact. (Source)

Rather than asking for general donations, highlight specific projects or scholarships that need support. Examples could include renovating a beloved building, funding research, or offering scholarships to students in need. Alumni respond better when they can see the direct impact. 

Being transparent about where donations go adds trust and encourages alumni to get involved.

Looking to increase alumni donations? Check out Simple and Easy Alumni Fundraising Solutions To Boost Giving.

4. Use Social Media and Online Platforms

If you want to reach alumni, you need to meet them where they are—online. Social media and digital platforms have become a natural extension of how we communicate, and they play a huge role in staying connected with alumni. 

But simply being online isn’t enough. You need to use these tools strategically. 

Utilizing Social Media to Connect and Engage with Alumni

With over 98% of college-aged students on social media, it’s no surprise that alumni continue to use these platforms post-graduation. (Source) 

Social media isn't just for sharing campus photos or event invites. It can be a way to keep alumni in the loop with what's happening at their alma mater and encourage their involvement. 

However, only 30% of alumni organizations say their social media efforts lead to meaningful engagement. (Source) That means just being active on social media isn’t the full answer. 

The key is not just being present but showing alumni that their connection to the school still matters. 

Importance of a User-Friendly Donation Platform

Your online donation platform is often the first place alumni go when they’re ready to give. But if the platform is clunky or outdated, it can turn people away. 

In fact, less than 30% of alumni are satisfied with their alma mater's online platforms for engagement. (Source) Issues like poor mobile optimization and lack of user-friendly features are common complaints. 

To encourage more alumni donations, your platform needs to be simple, intuitive, and mobile-friendly. The easier it is to give, the more likely alumni will follow through with their donation.

Showcasing Impact Stories Through Digital Content

67% of higher education donors say they would give more if they could see the measurable impact of their donations. (Source)

Sharing impact stories online is a powerful way to connect with alumni. People want to see the difference their alumni giving makes, and digital content allows you to highlight those stories in a compelling way. 

Whether through short videos, social media posts, or blog updates, showing how their donations support scholarships, campus projects, or student programs helps build trust and encourages future giving.

5. Recognize and Celebrate Donors

It’s easy to think that once alumni give, the work is done, but that’s far from true. 

Recognition is key to keeping alumni engaged and encouraging future donations. Without it, alumni might feel like their donations go unnoticed, which could lead to disengagement.

Implement a Tiered Recognition Program

A tiered recognition program gives structure to how you acknowledge different levels of alumni giving. Whether a donation is $100 or $10,000, meaningful recognition can motivate further contributions. 

Did you know that 28% of alumni organizations don’t offer any benefits at all, assuming loyalty or tradition is enough to drive alumni donations? However, offering benefits gives people something to look forward to, strengthening the relationship and increasing their willingness to contribute.

Offering benefits based on donation levels- personalized thank-you notes and mention in alumni newsletters for lower-level donors or exclusive event invitations (networking mixers or campus tours) for mid-level donors—can enhance the sense of appreciation.

For higher-level donors, benefits might include naming opportunities, VIP access to major school events, or even personalized meetings with university leadership.

Research shows that 64% of donors are more likely to give when they receive benefits. (Source)

Celebrating Donor Contributions Through Events and Publications

Nobody wants to feel like they’re just a number, so publicly celebrating alumni giving is important. 

Hosting events like thank-you luncheons, recognition dinners, or exclusive campus tours allows donors to see firsthand how their contributions are making a difference. 

Featuring donors in alumni magazines, newsletters, or social media can also go a long way. A simple spotlight story showing how their donation helped fund a scholarship or a new building project makes them feel recognized.

Unfortunately, 68% of alumni feel they’re asked for donations too frequently without enough recognition, which diminishes their connection to the school. (Source) 

Regularly celebrating donor contributions can change that dynamic and make them feel appreciated rather than just solicited.

6. Create a Culture of Giving

Alumni giving should feel integral to the community rather than an afterthought. Cultivating a culture of giving makes contributions feel natural and meaningful.

Integrate Giving into the Alumni Experience

One way to build a culture of giving is to incorporate it into the regular alumni experience. That means going beyond sending donation requests. The more involved alumni are, the more natural alumni donation becomes.

Try including alumni fundraising in events that are already happening, like homecomings or class reunions. You’re not asking them to donate out of the blue; it’s part of celebrating the community they’ve been a part of for years. 

When giving opportunities are presented in a positive, community-focused way, people feel good about supporting something they love.

Encourage Volunteerism as a Pathway to Donations

Volunteering is often the first step toward deeper engagement. Some alumni might not be ready to give financially, but they’re more than willing to volunteer their time or expertise. They can contribute in other ways, like mentoring current students or helping organize alumni events. 

Alumni who engage as volunteers develop a deeper emotional connection to the school, leading to increased donations over time.

Establishing Alumni Clubs Focused on Philanthropy

Alumni clubs are often seen as social gatherings, but they can be much more than that. Why not establish alumni clubs that are specifically focused on philanthropy?

In this way, you can create a lasting impact on both the alumni community and the institution. These clubs offer a space for like-minded alumni to come together, not just to network or reminisce but to collaborate on projects that actively support their alma mater. 

These clubs help transform the act of giving into a collective, ongoing effort by raising funds for scholarships, supporting new campus initiatives, or coming up with creative alumni fundraising strategies.

Clubs also help in keeping the momentum going year-round, rather than just during one-off campaigns. 

7. Offer Flexible Giving Options

Make giving easy by providing options that suit different lifestyles and budgets. Allow alumni to choose their donation amounts, whether one-time or recurring, to foster a sense of control and comfort.

Give Alumni the Power to Choose

Giving alumni the flexibility to choose how much they want to donate, whether it’s a one-time gift or a monthly contribution, can make all the difference. Providing a range of options lets them feel more in control of their alumni donation and can lead to more consistent support.

Introduce Micro-Giving Opportunities

For some, the idea of donating large sums can feel overwhelming. Micro-giving allows for smaller, regular contributions that accumulate over time. This approach is especially appealing to younger graduates or those early in their careers, making it easier to participate in alumni fundraising. Even smaller amounts, given regularly, add up over time. Letting alumni know that every little bit counts can make them feel like their contribution is valuable, no matter the size. 

Offering these flexible options encourages participation and also builds a stronger connection between alumni and the cause. They feel appreciated and empowered to give in a way that feels right for them.

8. Involve Alumni in Decision-Making

One of the best things you can do to encourage alumni giving and win more donations is to involve alumni in decision-making. 

Form Alumni Advisory Boards for Fund Allocation

Alumni advisory boards allow graduates to have a say in where their donations go. These boards, comprised of alumni from diverse backgrounds, can provide insights into where funds will have the greatest impact. 

This approach builds trust and also makes alumni feel that their contributions are being used in a way that reflects their values.

Crowdsourcing Ideas for Alumni Projects

Another way to engage alumni is through crowdsourcing. Alumni are likely to have fresh ideas for projects that can benefit the school or future graduates. With crowdsourcing project ideas, you can use their collective creativity. 

It could be as simple as an online platform where alumni can suggest and vote on different initiatives, from scholarships to campus improvements. Involving them in this process makes alumni giving more interactive and focused on what alumni actually care about.

Make Alumni Giving Easier and More Effective with BetterWorld

Tired of the same old alumni fundraising strategies that don’t hit the mark? BetterWorld has the solution you've been looking for. 

BetterWorld’s platform offers tools that make alumni giving simple and more efficient. You won’t have to stress about setting up your campaigns or engaging alumni—BetterWorld's software does the heavy lifting.

Here’s how we can help boost your alumni fundraising:

• Our donor engagement software connects with alumni of all ages while keeping them involved and ready to give.
• Easy-to-use donation software provides a smooth online experience, helping you set up and manage successful campaigns with ease.
• Specifically designed for alumni fundraising, our alumni engagement platform makes it easy to activate and engage alumni in no time.

What features come with BetterWorld?

• Quick 5-minute setup.
• Unlimited everything—no limits on events or donations.
• Automated payments and receipts,  no extra work on your end.
• No ads, ever.
• And the best part? It’s completely FREE, with no hidden fees! You get to keep every dollar you raise.

Ready to give it a try? Sign up today and see how easy it is to manage and increase alumni donations!