Some WSU gift funds, programs
Art Department Scholarship
Athletic Training Program Fund
Biomedical Engineering Scholarship
Criminal Justice Scholarship Fund
English Scholarship Fund
Guitar Scholarship
History Endowed Scholarship
Tom Hanks Scholarship Fund
Urban Affairs Scholarship
Source: WSU
FAIRBORN — Recessions need not be fundraising-busters.
That’s perhaps one lesson from Wright State University’s Campus Scholarship & Innovation Campaign this year.
WSU set a fundraising goal of $265,000 for its 2009 CSIC, a campaign aimed squarely at faculty, staff and retirees for the benefit of students. The effort raised more than $350,000, during an economy many call the “Great Recession.”
The university’s situation might be unique: The target market was some 2,500 faculty and staff, some of whom with tenure, and 700 retirees. Many of these people have studied at WSU themselves.
“Thirty-nine percent of that total population participated last year; 48 percent of the current faculty and staff participated,” said Natalie Rohlfs, WSU director of annual giving. “Both figures are records for us.”
“We’re the sum of our parts, and our parts are really strong,” said Bryan Rowland, WSU vice president of university advancement.
But there may be lessons here for any nonprofit or business that wants to draw greater giving from employees and potential donors.
• Go forward with confidence.
Development staff at WSU were acutely aware of the recession. But they became fully staffed for their annual giving work. And most importantly, according to Rohlfs, they adopted a certain mindset, remembering that donors are interested in students. If donors cited the recession as a reason not to give, staff could respectfully note that tough times are when the need is greatest, she said.
• Remember the purpose of your fundraising.
Rohlfs points to the creation of WSU’s Graduation Fund as a key moment in the past year for university development staff. The fund helps students facing economic hardships as they close in on their degrees.
Though WSU President David Hopkins introduced the fund in the middle of development staff’s operating calendar, staff was able to move forward with it.
“Yes, it’s important to have an operating plan, but it’s also important to be flexible,” Rohlfs said. “You don’t know when a recession is going to hit.”
• When possible, give your donors options.
The university and its foundation has some 1,400 different gift funds available. If a donor wants to help students in a major they tackled years ago, that’s probably possible.
Said Rohlfs, “We have so many funds and giving opportunities, that it’s very possible that a donor can have a match to what their passion is.”
• Don’t forget “old tricks of the trade.”
Of course, you should give donors ways to pay online. But direct mail still works, too.
“There are certain people who would rather receive a letter,” Rohlfs said. “Whether they give or not, they’re learning something about the university.”
Contact this reporter at (937) 225-2390 or tgnau@DaytonDailyNews.com.
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