Giving donors reasons to give is an important part of case-building. Don’t underestimate the simple power of a top ten list. Here is a list of ten possible reasons to give to get you started brain-storming your own reasons to give at your institution.
You can create a dedicated webpage out of these and then promote one per week or day on social media and then repeatedly re-post the website. Make sure your text explaining each of these reasons has links to your giving page.
#10: Tuition is not enough.
Tuition usually only covers a portion of the cost of an education. See if you can use this reason to give to present this data. Emotional appeals are great for many donors but others want to see the numbers and facts.
#9: Open doors of opportunity.
Community support is critical to helping hard-working students graduate. Many of your students could not afford an education without scholarship assistance. Make that case with this reason to give.
#8: Invest in today’s students, tomorrow’s leaders.
A gift to your institution helps to clear a path to a degree for many students. Perhaps quickly mention a story of what one of your recent graduates is doing that is impressive and noteworthy.
#7: Gifts help your institution attract major gifts and grants.
Foundations and corporations often consider charitable support to be an indication of merit. For example, they may look at the percent of alumni giving, the percent of employee giving and the total dollars raised each year when evaluating a grant application. A gift sends a signal to these outside funders that your institution is worthy of their support.
#6: Maintain the value of a degree from your institution.
Giving, as we know, is key factor considered by accrediting agencies and ranking institutions like U.S. News and World Report. It’s important to communicate to our constituents that especially if you are a graduate, your gift will help the institution maintain accreditation and increase its reputation, thereby increasing the value of a degree from your institution. Even a small gift makes a difference.
#5: It doesn’t take much!
Your gift, combined with the gifts of others, can have a very powerful impact, regardless of the amount. No gift is too small to make a difference! Together we can reach our goals but we need your participation.
#4: It’s a worthy tradition.
Your institution has been educating people since its year of founding and it is likely that your institution has been sustained by generous gifts at every step along the way. It is vital that today your alumni and friends carry on this important tradition of generosity.
#3: Amplify your values.
When you give to your institution, you are giving to students who are also future leaders. What do you students do when they leave your institution that is unique and valuable? Whose lives will your students change?
#2: The world needs your institution.
For this reason to give you will really needs to dig into what makes your institution unique among other institutions. What do you offer the world that no one else can?
#1: Now is the time…
Make an investment in your institution so that it can expand its mission. Explain why your institution is unique and precious and that the time is now to make a gift which will be tangible evidence of the hope we all share for how this institution can change the world.
For many in the fundraising world, this week marks the end of the fiscal year and the beginning of another.
No matter how rough or chaotic this fiscal year may have been for you and your team, the good news about annual giving is that you get a chance to start over every July 1st (or whatever date your new year begins).
Not every area of development has his benefit of a clean slate each year. Building campaigns must get done no matter the date on the calendar and if you come in the middle you can't start over, you have to start where you are and figure it out.
So, take this chance to plan out your new year. Every mailing, every thing you did this year whether it was successful or not has provided you with valuable data in order to move forward in knowledge.
Like New Year's Day, make some resolutions for this new year. Resolve to have a plan. Resolve to produce quality work that raises serious dollars for your organization. Resolve to be proactive and not reactive. Resolve to make this year better than the last one.
Jessica Cloud, CFRE
I've been called the Tasmanian Devil of fundraising and I'm here to talk shop with you.