3 Myths About Fraternity Fundraising that could be Stalling your Success
When it’s time to raise money for a fraternity project, whether it’s a facilities renovation or a scholarship fund, $1 million or $100,000, it’s important to make the most of your efforts. After all, your housing corporation or alumni board are volunteers. Maximize your next project by avoiding these 3 common pitfalls that are causing you to fall short of your goal or keeping you from getting started.
Myth #1: If everyone gives a little, we’ll raise a lot
You set a goal. You look at your alumni database. You do some math.
Inevitably someone exclaims, “If every Brother gives <INSERT MANAGEABLE DOLLAR AMOUNT> we can easily meet or even exceed our goal!” This miscalculation can leave you thousands of dollars away from your goal.
Consider this your gentle reminder that the 80/20 rule even applies to your Brotherhood. While you might know better than counting on 100% participation, you might still overestimate: the best fundraising projects achieve 30-40% participation, but plan for 20% of your Brotherhood to contribute 80% of your total, then ask accordingly.
If you’ve been keeping a database of donors, focus first on your most engaged donors–those who have given generously and consistently over time. Create a more personal solicitation that acknowledges their past support and clearly explains how they can make a difference now.
Myth #2: Donors give to fulfill a need.
Every fraternity has faced an urgent facilities need at some point and while these issues are essential, don’t be fooled into thinking that communicating a dire need will inspire your alumni to give.
In fact, depending on the circumstances of your fraternity, focusing solely on urgent needs can deter giving if alumni perceive that funds are being squandered on emergency repairs rather than on long-term sustainability.
Need does not inspire: donors give to make an impact not to fulfill a need. This distinction is critical but can be tricky. Be cautious not to let your perspective as a volunteer set the expectation for the general alumni point of view.
Make sure you are regularly communicating a strategic plan for the house and for the fraternity’s future and framing giving is an opportunity to make an impact rather than an obligation to address a crisis.
Myth #3: Our chapter is shut down, we can’t ask for money
A suspended or closed active chapter doesn’t have to be the end of alumni fundraising. In fact, these circumstances can even be an advantage. Some of the most successful fundraising results from among the hundreds of fraternities we’ve served have been achieved by alumni-only organizations. Why? Because your Brotherhood doesn’t cease to exist without a house or active members. Alumni are the lifeblood of your fraternity and their friendships are worth investing in.
With cultivation and stewardship, alumni will give generously to fund reunions, tailgates, banquets and other ‘fun with a purpose’ experiences; and, if it’s feasible, to plan for the return of your active chapter. Keep your communications going, or even ramp them up. Plan for events near campus or in cities where large groups of your alumni live. Feature your alumni with profiles and recaps of reunions.
The takeaway?
Remember that your alumni brothers–despite their positive experiences with the fraternity–will not give out of obligation. Don’t count on a gift from every alumnus and don’t count on their support simply because times are tough. Making sure your communications are personal and consistent and that you are addressing the long-term impact of donor generosity can help you grow alumni participation and make sure donors are there when you need them most.
Even if your fraternity doesn’t have a house or an active chapter, alumni will give support opportunities to celebrate their friendships and their life-changing experiences. Keep your communications frequent and consistent and make sure you’re offering reunions and events to keep alumni connected to each other and to their fraternity experience.
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