Laying a Friend-Raising Foundation
Customer: Sigma Nu Fraternity at Auburn University
Problem
- For years they have depended on a handful of affluent alumni to support their needs.
- The alumni were dependable and generous, but it was time for a serious renovation of the chapter house to meet new fire and safety codes, a project demanding a broader base of financial support.
- The chapter had never devoted much time or resources to cultivating other alumni relationships.
- Asking for money without strengthening the chapter’s ties with alumni would yield disappointing results, and could jeopardize future relationships.
Affinity Connection Solution
- Friend-raising must precede fundraising - potential donors must feel an emotional connection with the organization before they’ll support it financially.
- Affinity Connection insisted that the alumni board not attempt any fundraising until the chapter had conducted at least six months of focused alumni relations, with all activities aimed at creating a sense of ownership and strengthening ties between members.
- Affinity Connection implemented a highly-trafficked website, a monthly email newsletter and a print newsletter.
Results
- Annual giving among Sigma Nu alumni had the best first year results in Affinity Connection’s 25 year history.
- The average gift was an impressive $257.
- A capital campaign to raise the $1M for house renovations was launched.