A fraternity fundraising campaign is a huge undertaking. Brothers and their national organization should go into a major campaign with eyes wide open. You have to plan every meticulous detail down to each itemized cost of a project and how you propose to reach your fundraising goals.
However, overloading your alumni donors with unnecessary details too soon and without the right context can hurt your efforts.
You might think that sounds counterintuitive, so let’s go over it one more time.
You want your alumni to get on board with your fundraising campaign. The more they know up front, the better, right? Not exactly. It turns out that showing all your cards right away is a major blunder that will cost you the pot.
That’s not to say alumni can’t grasp fraternity fundraising concepts. If your plan is solid, there’s no reason to insult your potential donors’ intelligence by dumbing it down. They all earned their degrees, after all, and many made their mark on the professional world before you even grew out of your Backstreet Boys phase.
That’s right. We said it. There’s nothing shameful about getting swept up by Nick Carter fever.
The point is that your alumni aren’t planning this fundraising campaign. You are. They don’t have a lot of time to pore over early information that may change as your plan evolves. Don’t make them play guessing games about how much to give. If you do, they’re unlikely to give more when you need it.
Rather than unfiltered information, alumni expect a set of feasible objectives in support of a solid strategy. Don’t just tell them about your fundraising efforts. Show alumni the part you’d like them to play.
If you’re struggling to figure out What Fraternity Alumni Need to Know about Your Fundraising Campaign, never fear. OmegaFi can help.
Alumni Need to Know What You’re Asking For
Never ask your alumni for general donations, or to give in order to “help the chapter.” Don’t suggest they give to a capital campaign with only a broad overview of why. Alumni need to know what, exactly, you need from them.
Alumni need to understand the crucial specifics of your campaign goals. For instance, during a more run-of-the-mill fundraiser, you might ask alumni to fund a scholarship for several brothers, or to sponsor the fraternity president’s attendance at a leadership conference. What will be gained for the chapter by funding these projects? When alumni can grasp a tangible product of their giving, they’re more likely to give.
For major campaigns, the concept is much the same. Let’s say you’re raising money for a new fraternity house. When you ask alumni to give for a “new house,” each may have a different idea of what that means, and may give amounts that don’t add up to your goal. It’s almost impossible to get alumni to give again at that point.
Explain why the chapter needs a house, what the costs are and how the chapter will benefit, then tell them exactly how much you need, dollar for dollar, brick by brick.
Alumni Need to Know When to Give
Most fraternity chapters put out a chapter newsletter. A good newsletter focuses on alumni interests and achievements, and is a cornerstone of alumni communication and engagement. When you’re in the planning stages of a major capital fundraising campaign, you may be tempted to hint at the need for alumni giving. You want to get the ball rolling so when fundraising begins in earnest, you’ve already created a buzz about your project.
Or so you think.
While it may sound good in theory, this approach can do a lot of harm to your campaign. Don’t hint at an imminent campaign and then leave alumni hanging on the to-be-determined details. You’ll only confuse and annoy them, and they won’t have the information they need to determine how much to give.
If you’re looking to purchase or renovate a fraternity house, keep things between the chapter and your housing committee until you have the details and cost analysis nailed down. Approach alumni only when you know how much you need and how they can help reach your goals. Being honest and specific about the chapter’s needs makes giving easier for alumni.
Alumni Need to Know How to Contribute
Make it clear that you aren’t necessarily looking for lump-sum, one-time investments, which can lead to shortfalls in giving and create a hurdle to sustained engagement for alumni. In other words, once they give, they’re done.
Instead, encourage alumni to commit to periodic, recurring donations. This inspires alumni who aren’t already volunteering with your project to feel more engaged.
Offer an easy way to pay online, and create a paper trail of mailed receipts and reminders to back it up. Promote recurring and automated alumni donations over one-time gifts. In any way you can, make giving easier for your alumni.
Alumni Need to Know How Their Help Is Valuable
Alumni want to know not only the value of their donations, but also the inestimable value you place in them. Engaging alumni, giving thanks for their contributions and acknowledging their achievements and motivations creates a lasting bond.
Checks are flimsy, but brotherhood can never be broken.
Professional fundraising consultants can help plan and execute your fraternity capital campaign. They can also help you and your alumni forge closer relationships extending well beyond any single fundraising goal. Consider the potential benefits of hiring fundraising specialists to jumpstart your project.
Is your chapter planning a fundraising campaign? What have been some of the pitfalls and successes you’ve seen so far? What advice would you give other chapters looking to engage alumni donors for a major effort? Let’s discuss in the comments below.
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