What are the best practices for targeting alumni with different giving capacities?

Don't forget that number of years of consecutive giving is also a very important detail to track. You should notice donors who've given 5 years in a row and certainly 10 or more years. A donor who has given 10 or more years is a likely planned gift donor.

I support a strategic approach to targeting alumni with varying giving capacities by defining clear giving segments. Analyzing past giving history, affinity scores, wealth scores, life stage, and interests provides valuable insights into each segment’s potential and preferences. This data-driven approach ensures that your outreach is both personalized and effective. By understanding the specific motivations and capacity of each group, you can tailor your communication and fundraising strategies to better engage alumni and increase the likelihood of meaningful contributions to your institution.

I recommend a thoughtful approach to segmenting your alumni database based on defined giving segments. Manual segmentation leverages personal insights, while rule-based methods provide structure through predefined criteria. Statistical and machine learning segmentation techniques offer advanced, data-driven approaches that can reveal deeper patterns and trends within your alumni data. Choosing the right method depends on your resources and the complexity of your database. Employing a combination of these methods can enhance the precision and effectiveness of your segmentation strategy, leading to more targeted and impactful engagement with your alumni.

Effective channels and formats of communications are key. Don't make assumptions about communications based on the age of your donor segment. Older donor bases don't necessarily mean that you can't use current social media outlets to reach them. I use a two-pronged approach when I can; I use social media and targeted emails as well as print materials as a back up in some instances. Younger donor populations might be best reached with social media and even texts - an emailed solicitation or invitation will probably be ignored in my experience.

I advocate for a highly personalized approach to tailoring your messaging and offers for each giving segment. By crafting segment-specific value propositions and showcasing relevant stories and testimonials, you effectively highlight the unique impact of donations and resonate with the individual motivations of your alumni. Clear, compelling calls to action, combined with targeted incentives, further enhance the appeal. Additionally, utilizing the most effective communication channels and formats for each segment—whether it be email, social media, or video—ensures that your messages are delivered in the most engaging and accessible way.

It might seem small but personalize your communication with alumni donors: Use their names and acknowledge their past contributions when communicating with them. This fosters a sense of connection and is a small but significant show of appreciation.

One of my major donors only uses a telephone, a fax machine and in-person visits as his means of communication with my institution. Another has communication issues that requires him to use assistive devices when he interacts with us. Don't ignore their special needs and preferences when communicating with your donors.