Bridging the Divide Between
Alumni Relations & Development:
How Focusing on Student and Alumni
Engagement can Positively Impact Philanthropy
Darnell Hines, Jr
Senior Director of Alumni Engagement & Donor Relations
Christine Breakey
Association Director, Alumni Engagement
Claire Gilpin
Assistant Director, Annual Giving
Tell us…
We want to know!!!
1
Context
“In the first place, I advise you to apply to all those
who you know will give something; next to those of
whom you are uncertain whether they will give
anything or not, and show them the list of those wo
have given; and lastly do not neglect those who
you are sure will give nothing; for in some of them,
you may be mistaken.”
-Ben Franklin
2
Alumni Engagement Model
Trust
Engagement Communications
3
Trust
• Earned, not expected
• Gather Thoughts and Opinions
• Act on results
– Reasonable Effort in Affecting Change Sought
• Institution will do what it says it will do
• Recognition in meaningful ways
– Alumni Awards
– Milestones & Career & Life Achievements
– Leadership & Service to the legal profession
4
Communication
• Mission, Vision, Strategic Plan
• Campaign
– Goal
– Priorities
– Timeframe
• Vehicles
– Print, Social Media, Web
• Latest trends, news, research
• Purpose: Further facilitate a relationship
between alumni & institution
5
Engagement
• Often the end result (Engagement Model)
• Volunteer opportunities
• Leadership boards & councils
• Reunion and club committees
• Events
• Mentoring
• Human and financial resources
6
Development Model
• Identification (First Date)
• Cultivation (Dating)
• Solicitation (Engagement)
• Stewardship (Marriage)
7
Identification (First Date)
• Getting to know you (Are we compatible)
• Interests vs. institutional priorities
– How do we align both
• Capacity (if any)
• Engagement
8
Cultivation (Dating)
• Somewhat or nearly engaged
• Discreet set of narrow interests
• Capacity and or “trial gift” amount known
• Meet with students, institutional leaders
9
Solicitation (Engagement)
• Trust obtained
• Engagement was fruitful & rewarding
• Likes long walks on the beach & is
agreeable to 2.5 kids and a dog
• Solicitation is narrowly focused; amount is
right; designation is aligned with donor
interest and institutional priorities
• “Yes” or “no” or “let’s keep dating”
10
Stewardship (Marriage)
• Commitment
– Better or worse
– Good leadership or not
– Personnel transition or not
• First gift is investment
• Trust
• Impact
• Relationship building
11
Development Model
Identification
Stewardship Cultivation
Solicitation
12
Advancement Model
Identification
Trust Communication
Solicitation
Cultivation Engagement
Stewardship
13
Process Overlay
Trust Communication Engagement
Solicitation
Cultivation
Stewardship
Identification
Stewardship Both
14
Process
Trust Communication Engagement
Time
Alumni interest v.
Institutional
priorities
Alumni Interest Money
in giving time
and/or money
Intended Impact
Both
of alumnus/a
15
Student Engagement
• Why?
– Affect student experience
– Most likely to volunteer
– Most likely to give
• Especially those on financial aid
• Student Leadership
• How
– Utilize alumni (cultivation/engagement)
• Mentoring
• Speaker Series
– SBA Alumni Relations Committee
– Ambassadors at alumni events
– Help with student event alumni interactions
• Goals
– Habitual giving
– Understanding of the “why” to give
– Help inspire others
– Graduating class gift
16
Student Engagement
• Student Events
– Alumni Association at Orientation
– Fireside Chat Speaker Series
– BLSA, LLSA, SFPIF
– Intro to alumni association lunch
• Engagement opportunities
• Gather data (contact info, areas of interest, etc)
– Alumni association at convocation
– Bar Exam Presence
– Post Bar Party
• Student Philanthropy
• Student Stewardship
– Beneficiaries
• Scholarships
• Annual fund
• Faculty funds
• Campus Environment
17
Case Study: Young Alumni
Donor Reception
18
Case Study: Stories from the
Clinic and Clinic Challenge
19
Alumni Engagement
• Needs of alumni, not necessarily institution
• Strengthen relationships among alumni
• Facilitate relationship between alumni and
institution
• Identification/Qualification
• Direct them to be engaged based on interest
• Strategic feedback and leadership
• Raise profile of institution
• Help with student activities/engagement
20
Alumni Relations Staff
• Bring in the herd! – Beginning of the
pipeline
• Conduct Engagement,
Identification/Qualification, stewardship
visits
• YES---Solicitations in some cases
• Strategic engagement plans for individual
alumni
21
By providing opportunities for students and young alumni to interact
in impactful and meaningful ways – directly affects students
experience which puts them in the pipeline to be
great volunteers, remain engaged with the school
and more likely to give as alumni .
With this in mind….
Goal: To design events that provide students with
an opportunity to hear from and interact with
motivating and inspirational alumni about their law
school experience and career trajectory in a casual
setting.
23
Examples from Northwestern Law
Alumni Club Participation at Student Events
Fireside chat and other speaker series
Targeted affinity groups
Student Leaders on the AR Committee
Countdown to convocation events – paired with Admissions
and Career Services
Post Bar Presence and Post Bar Party
Dinner by the Dozen
New Student Orientation
Young Alumni on Reunion Committees
Impact
• Students feel they are part of the alumni community from the moment
they are admitted into the Law School
• Students are provided with exclusive opportunities to network
• Alumni show support – students show impact
• Exclusive donor community – specific social events that show the element
of philanthropy
• Participate in leadership roles and provide a voice for fellow students
• Enjoy broad support
• Engagement events provide a successful partnership/experience and put
students in the pipeline to be impactful volunteers and philanthropic
donors
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Impact philanthropy
• Reunions
– Key activity
– Reunion giving
• 14 Alumni Clubs with over 40 events year
• Alumni events
• Group v. Individuals
• Recognition
• Trust
• Communication
• Engagement
26
Results
Trust Communication Engagement
• Alumni Give Regularly
• Alumni Give to Priorities
• Alumni Give in Usable Ways
• Alumni Increase Giving
• Alumni Give to their Capacity
• Alumni Spread the message Time
• Alumni Bring Others Along Alumni interest
v. Institutional
priorities
Alumni Interest Money
in giving time
and/or money
Intended Impact
Both
of alumnus/a
27
Questions?
