Grab Grads Early to Keep Them Giving

The young alumni population is segmented for all e- and direct-mail solicitations, which are characterized by consistent messaging, concise text, youthful graphics and an influx of humor. The e-solicitations are the primary mode for corresponding with this group, and a series of appeals is developed for a given year. Since the implementation of our efforts, the number of gifts through our online-giving Web site has more than doubled because we have been more aggressively driving our alumni to the site to increase pledge fulfillment and to decrease other associated costs.