Email trivia question: What percentage of non-donor alumni that have either “never made a gift, and don’t plan to” or “have made a gift, but don’t plan to again” also told us they promote their alma mater “regularly” or “all the time”?
Answer: 33%
At PEG Ltd, our Alumni Attitude Study has highlighted findings around the correlation between those who actively promote the university and past, present, and future donors. Recent survey data sheds light on the correlation between alumni promotion and philanthropic support for their alma mater, offering us valuable insights into effective engagement strategies.
Alumni who express a high frequency of promotion for their university, stating they do so “all the time,” demonstrate a substantial likelihood of current and future philanthropic support. This finding underscores the importance of fostering a culture of advocacy among alumni, as those who actively promote their alma mater are more inclined to translate their enthusiasm into tangible support through philanthropic giving. Such individuals often view their alma mater as integral to their identity and are motivated to contribute financially to its continued success.
Even among alumni who do not currently engage in philanthropic giving and do not plan to do so, a significant cohort contributes to the university’s success through occasional promotion. While these individuals may not prioritize financial contributions, their advocacy is vital in raising awareness and bolstering the university’s reputation. As vocal supporters, they extend the reach of the institution’s message, potentially influencing others to become donors or fostering goodwill among critical stakeholders.
Our survey data highlights a notable trend regarding alumni’s future philanthropic intentions based on their level of promotional activity. Alumni who actively promote the university, whether occasionally, regularly, or consistently, exhibit a markedly higher propensity to plan for philanthropic support in the future.
Findings from surveying hundreds of thousands of alumni underscore the interconnectedness of alumni engagement and philanthropy, emphasizing the importance of strategic initiatives to foster a sense of pride, loyalty, and community among graduates. Universities seeking to enhance their fundraising efforts should prioritize initiatives encouraging alumni advocacy and providing meaningful involvement and support opportunities.
For more analysis, visit our Alumni Attitude Insights blog and follow us on LinkedIn.