The Giving Edge
Alumni magazines are invaluable for keeping graduates connected, but they can also be powerful tools for driving donations. By strategically incorporating 'donation magnets'—stories that resonate deeply and timely targeted messages—you can inspire alumni to contribute to the university's future.
Storytelling + timing the ask
The secret to maximizing donations lies in timing your ask, integrated seamlessly with engaging storytelling.
As the ancient Greek poet Hesiod wisely said, "Observe due measure, for right timing, is in all things the most important factor." Capturing the right moment can be the difference between securing a generous contribution and missing an opportunity.
The art of asking is about what and when you say it. Imagine your readers have just finished an inspiring story about a breakthrough research project at their alma mater. They're feeling proud and motivated. That's the ideal moment to introduce a message like, "Want to help make more of this happen?"
Aligning your donation asks with the natural flow of emotion and engagement created by your magazine's content can significantly boost your results.
Find a balance
Of course, only some articles should include a direct call for donations. Striking the right balance is essential. A few well-placed, subtle asks throughout the magazine can be far more effective than overwhelming the reader. The key is to make these asks tastefully and at moments when alumni are most receptive.
As fundraising expert Kay Sprinkel Grace says, "People don't give to you because you have needs; they give to you because you meet needs." Your magazine provides the perfect platform to demonstrate how your institution meets critical needs and invite alumni to join that mission.
Your magazine provides the perfect platform to demonstrate how your institution meets needs, and with well-timed asks, you can invite alumni to be part of that mission.
Let's look at a couple of ideas:
Staying Connected: The Alumni Magazine
Let's start with getting donations for your magazine itself. Why not?
Trigger event:
Changes or planned changes to your alumni magazine (e.g., digital editions, special issues).
Content:
Highlight the Magazine's Impact: Feature stories that showcase how the alumni magazine keeps graduates informed and connected to the university. Include testimonials from alumni about the magazine's role in their continued engagement.
Provide details about the change.
Or, if no change is planned, provide behind-the-scenes glimpses into the magazine's creation.
Likely donors:
- Alumni who regularly read the magazine and value staying connected,
- Alumni who appreciate quality journalism and storytelling, and, if you play it well,
- Alumni who would love that little bit of exposure you can give them.
Donation Outcome:
Alumni are motivated to contribute to ensure the continuation of high-quality publications and support future campus developments. Recognizing donors in the magazine and showing the tangible results of donations can inspire others to give.
Visual Suggestion:
A collage of past magazine covers or a photo of alumni reading the magazine in various settings (at home, on a commute, etc.).
CTA Box:
Title: Keep the Stories Coming Message: "Your support helps us continue sharing the latest university news and alumni success stories. Help keep our community connected!" Action: "Donate to Support Your Alumni Magazine"
Staying Informed: University News and Updates
Trigger Event:
The opening of new buildings, additions, or renovations - especially if (partly) funded by alumni donations.
Content:
Announce the opening of new facilities and provide detailed articles about the projects. Include interviews with architects, planners, faculty, and students to offer insights into the purpose and impact of these developments.
Highlighting specific alumni who have donated can create a sense of community and inspire others to give.
Likely Donors:
Alumni who previously donated to capital campaigns and those with a strong interest in the university's infrastructure and growth.
Donation Outcome:
Alumni see the tangible results of their donations and are motivated to continue or increase their financial support. Seeing other alumni donate can create a psychological effect of peer influence, encouraging more donations.
Visual Suggestion:
Image of a new campus building with a "Funded by Alumni" banner.
CTA Suggestion:
Fostering Connections: Reunions and Networking Events
Trigger Event:
Upcoming reunions and networking events.
Content:
Highlight detailed schedules and activities for upcoming reunions. Share testimonials from past attendees that showcase the benefits of these gatherings, such as rekindling old friendships or forming new business partnerships. Emphasize how donations help fund these meaningful events and mention alumni who have supported previous reunions.
Likely Donors:
Alumni from the graduating year(s) and those who value networking and reconnecting with old classmates.
Donation Outcome:
Alumni are encouraged to donate to support future reunions and networking opportunities, seeing the value in reconnecting with their community. Mentioning donors from previous reunions can create a sense of belonging and motivate others to contribute.
Visual Suggestion:
Photo of an alumni reunion with happy attendees and a caption about networking benefits.
CTA Suggestion:
Reflecting on the Past: Nostalgia and Historical Insights
Trigger Event:
Significant anniversaries or historical milestones.
Content:
Create features on the university's founding moments, significant expansions, or pivotal policy changes. Use old photographs and personal stories from alumni about memorable campus events to evoke nostalgia and pride. Include stories of alumni who have donated in honor of these milestones.
Likely Donors:
Older alumni who have a strong emotional connection to the university's history and traditions.
Donation Outcome:
Alumni feel a deeper emotional connection and are prompted to donate in honor of cherished memories and the institution's legacy. Highlighting donations from their peers can enhance this effect.
Visual Suggestion:
Vintage campus photo with a nostalgic quote from an alum.
CTA Suggestion:
Celebrating Accomplishments: Remarkable Alumni Career Journeys
Trigger Event:
Alumni achieving significant milestones.
Content:
Feature stories of alumni who have transitioned into remarkable careers or achieved significant successes. Highlight operational efficiencies gained by alumni or showcase successful startups to demonstrate the long-term value of an education at the institution. Mention how these alumni have donated back to the university.
Likely Donors:
Alumni who have achieved similar success and feel a sense of pride in their association with the university.
Donation Outcome:
Inspired by these success stories, alumni are motivated to donate to support future generations and similar initiatives. Seeing successful peers donate can further encourage them.
Visual Suggestion:
Profile of a successful alum with their career achievements highlighted.
CTA Suggestion:
Making a Difference: Alumni Impact on Society
Trigger Event:
Alumni involved in significant volunteer work or social entrepreneurship.
Content:
Highlight alumni contributions to local charities or international volunteer efforts, such as dedicating weekends to a food bank. Showcase alumni-founded social enterprises and the positive impacts they have on communities. Include mentions of alumni who have donated to these causes.
Likely Donors:
Alumni passionate about social causes and community service.
Donation Outcome:
Alumni are inspired to donate to support the university's mission of fostering socially responsible graduates and impactful projects. The psychological effect of seeing peers donate can drive further contributions.
Visual Suggestion:
Photo of an alum volunteering, with details about their impact.
CTA Suggestion:
Showcasing Faculty Excellence and Cutting-Edge Research
Trigger Event:
Prestigious awards and groundbreaking research by faculty.
Content:
Highlight studies on renewable energy solutions or awards received by faculty members. Provide interviews with leading researchers to offer insights into future advancements and the university's role in addressing global challenges. Mention alumni donations that support these research initiatives.
Likely Donors:
Alumni interested in research and innovation, particularly those involved in similar fields during their studies.
Donation Outcome:
Alumni are encouraged to donate to research funds and faculty support, seeing the importance of their contributions to ongoing innovation. Highlighting peer donations can enhance this effect.
Visual Suggestion:
Image of a faculty member receiving an award, with a brief description.
CTA Suggestion:
Empowering Future Leaders: Alumni Guidance and Mentorship
Trigger Event:
Successful alumni providing mentorship and career advice.
Content:
Feature career advice columns from alumni experts, including renowned business leaders or tech entrepreneurs. Showcase diverse career paths and mentorship stories to inspire current students and recent graduates. Mention how mentor alumni have also donated to support these programs.
Likely Donors:
Alumni who have benefited from mentorship programs and those who are committed to supporting the next generation of graduates.
Donation Outcome:
Alumni are motivated to give back financially, ensuring that the university can continue to offer robust support systems for students and young alumni. Seeing mentor alumni donate can encourage others to do the same.
Visual Suggestion:
Photo of a mentoring session with a caption about giving back.
CTA Suggestion:
The Transformative Power of Innovative Content in Alumni Magazines
Trigger Event:
Technological advancements and multimedia opportunities
Content:
Incorporate virtual campus tours, video updates, and interactive infographics to transform the reading experience. Highlight personal stories, celebrate historical milestones, and showcase faculty achievements to reinforce the value of the alumni network. Mention donations that have enabled these technological advancements.
Likely Donors:
Tech-savvy alumni who appreciate innovative communication methods and those who are visually and interactively engaged.
Donation Outcome:
Demonstrating the tangible impact of alumni donations through these multimedia elements inspires more alumni to contribute financially. Highlighting donor contributions can motivate others to follow suit.
Visual Suggestion:
Screenshot of an interactive campus tour or infographic.
CTA Suggestion:
Key Takeaway
Strategically leveraging trigger events in alumni magazines, such as new campus developments, reunions, and alumni achievements, can significantly boost alumni donations.
By crafting engaging content that highlights these events, showcases peer contributions, and includes compelling calls to action, alumni relations professionals can inspire alumni to donate more generously and frequently, ultimately enhancing financial support for the institution.
Your Next Move: Step-by-Step
Identify Trigger Events
Regularly review the university calendar and coordinate with departments to pinpoint critical moments that resonate with alumni.
Plan Content Strategy
Align your storytelling with these events, creating a content calendar.
Tell Your Story
Write detailed articles and features that explain the significance of each event.
Compose Compelling Calls to Action (CTAs)
Design straightforward, emotionally resonant calls to action strategically placed to coincide with high points of engagement in your content.
Publish and Promote Content
Share the content across multiple platforms, including social media, email newsletters, and the university website.
Use targeted communication to reach specific alumni groups most likely to donate.
Monitor and Analyze Impact
Track engagement and donation metrics, gather alumni feedback, and continuously refine your strategy to maximize impact.
Repeat the Process
Regularly review and update your content calendar with new trigger events.
Maintain a consistent flow of engaging content to keep alumni connected and invested in the university’s growth.
Conclusion
Implementing these strategies can transform your alumni magazine into a donation powerhouse. Start with small, targeted efforts, measure the outcomes, and evolve your approach to keep alumni connected and invested in your institution's future.
