Making a Dent
I served on a department's advisory board for several years a while back. While on the advisory board, we began a campaign for a new building. It was an eye opening experience. The university has these campaigns down to a science. I was thinking, why don't we just get all the alumni in our department to give $500-$1000/year for 3-5 years or something like that since, as someone noted, we are engineers who make a decent living but not entrepreneurs. The university staff scoffed at anything like that. They showed mathematically that every campaign has to have big donors to make any significant dent. They start with a major gift, then tier the gifts down. They don't even really consider the average "Bully's" donation, except as an afterthought. They target the alumni capable of big gifts, fly to meet them, and beg for their money. This system doesn't use any "grass roots" collection plate system since the donations from that are a small percentage of the target. I think it is a mistake personally because they are thinking short-term, project-based versus a longer-term giving profile. There really isn't that much incentive for the average "Bully" to give to the BDC, is there? Are your season tickets going to be a lot better right away? Are there a lot of special incentives? I'm all for giving to the school, and I do contribute, but you don't owe the school anything. Most people paid for their education. If you want to get people to contribute, you can't take that approach. Additionally, they do contact us to join the BDC and give. I get mail and calls from at least 3 different parts of the school at least quarterly to give, but it does seem a bit haphazard. Who do I give to? The BDC? The College of Engineering? My Department? A scholarship program? Everyone has got their hand out and the average "Bully" don't have enough extra in this economy to meet all these requests. I still think that they can be creative in their marketing and re-engage many more of our alumni, but I'm not sure how to do it effectively.