Multiple, Meaningful Touchpoints / Penn Theta of Sigma Alpha Epsilon

GREATEST ACHIEVEMENT. SAE Penn has proven that consistent, ongoing contact with alumni can result in higher average gifts. In the last ten years, the average annual fund gift has grown from $58 in 1999 to over $96 in 2009—in a down economy. That’s an average gift increase of nearly 66 percent. Best yet, SAE just kicked off another successful campaign. So far in the 2010/11 annual fund year, their average gift increased by 20 percent to $115.19, a new all-time high for the chapter.

A CASE FOR MULTIPLE, MEANINGFUL TOUCHPOINTS. SAE Penn understands that a successful alumni relations and fundraising program begins with consistent, ongoing communication with its members.

Just as tired consumers are overrun by hundreds of media messages daily, so are the busy alumni who receive countless appeals from other non-profits organizations. Bottom line: you have to compete for the loyalty and attention of your alumni. And to do this, you must build frequency and value into your communications program.

FREQUENCY, RANGE, AND VARIETY. This organization has expanded its alumni relations efforts by adopting a more aggressive “friendraising” program. Over the years, they have increased the frequency in which its members hear from the alumni association—and they vary the content and purpose of each interaction, or touchpoint. Now, SAE Penn averages more than 9 alumni meaningful touchpoints annually.

But success isn’t all in frequency. SAE also utilizes a wide range of relationship building tactics, including newsletters, emails, web updates, postcards, and special events. They even vary how they communicate with their members; internet and mail. Finally, SAE Penn crafts a full communications plan that alternates the usage of newsworthy updates its annual appeal letters. This plan allows SAE to heighten the emotional connection between the member and its chapter—and then follow it up with an appeal letter. In doing so, they are increasing value in the relationship while optimizing their opportunity to ask for a donation.

The amount of money contributed to an organization is directly linked to the meaning (or value) the donor associates with that community. Failure to enhance meaning reduces that sense of increasing value in the relationship while optimizing their opportunity to ask for a donation. connectedness that is needed in any alumni relations program.