What are the most common mistakes when soliciting alumni donations?

1 Know your audience

Before you send out any solicitation, you need to know who you are targeting and what motivates them. Alumni have different preferences, interests, and needs depending on their age, location, degree, career, and involvement with the institution. You should segment your alumni database and tailor your messages and offers to each group. For example, younger alumni might respond better to online giving platforms and social media campaigns, while older alumni might prefer phone calls and newsletters. You should also highlight the impact and relevance of your institution's programs and initiatives to each segment, and show how their donations will make a difference.

2 Build relationships

One of the biggest mistakes you can make when soliciting alumni donations is to treat them as transactions rather than relationships. Alumni want to feel valued and connected to their alma mater, not just as sources of funds. You should communicate with them regularly and authentically, not only when you need money. You should also provide them with opportunities to engage with the institution and other alumni, such as events, webinars, mentoring programs, and volunteer projects. By building trust and loyalty, you will increase the likelihood of alumni giving and giving more.

3 Be transparent and accountable

Another common mistake when soliciting alumni donations is to be vague or secretive about how the funds are used and how they benefit the institution and the donors. Alumni want to know that their donations are going to the right places and that they are having a positive impact. You should be transparent and accountable about your fundraising goals, strategies, and outcomes. You should also provide donors with clear and specific information about how their donations are allocated and spent, and how they support the institution's mission and vision. You should also acknowledge and thank donors for their contributions, and report on the results and achievements of their donations.

4 Offer choices and incentives

A third common mistake when soliciting alumni donations is to assume that one size fits all and that all donors are motivated by the same factors. Alumni have different preferences and expectations when it comes to giving, and you should offer them choices and incentives that suit their needs and interests. You should provide them with different options for giving, such as recurring gifts, matching gifts, planned gifts, or crowdfunding campaigns. You should also offer them incentives that appeal to them, such as recognition, rewards, tax benefits, or access to exclusive benefits and services. By offering choices and incentives, you will increase the appeal and value of your solicitations and encourage more alumni to donate.

5 Avoid spamming and pestering

A fourth common mistake when soliciting alumni donations is to spam or pester them with too many or too frequent requests. Alumni are busy and have many competing demands on their attention and resources. If you bombard them with too many emails, calls, letters, or social media posts, you will annoy and alienate them. You will also reduce the effectiveness and credibility of your solicitations. You should respect your alumni's time and privacy, and limit the number and frequency of your solicitations. You should also give them the option to opt out or change their communication preferences if they wish. By avoiding spamming and pestering, you will maintain a positive and respectful relationship with your alumni and increase the chances of them responding positively to your solicitations.

6 Test and improve

A fifth common mistake when soliciting alumni donations is to rely on outdated or unproven methods and not measure or improve your performance. Alumni fundraising is a dynamic and competitive field, and you need to keep up with the latest trends and best practices. You should test and experiment with different approaches and techniques, such as personalization, storytelling, gamification, or video. You should also measure and analyze your results and feedback, and use them to improve your strategies and tactics. By testing and improving, you will optimize your alumni fundraising campaigns and maximize your outcomes.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?