Micro gift campaigns

Every year we sit down to our planning sessions to identify who, how and when we are going to solicit folks. We try out a number of different ideas and efforts and the run away "winner" of those ideas this year has been our micro gift program.  

In simple fashion, it is a granular level participation campaign, asking folks to make a gift to a program they were closely tied to as a student and to do so in honor of a faculty member from that program who impacted their life.  The ask?  $10.  That mirrors what we can do in text giving and is both an easy and manageable amount for anyone - even under or un - employed folks.  

The work on this is not crafting the message - that is simple and direct - support something that mattered to you and do so in honor of someone who mattered to you.  The effort is in the identification of the lists - working with faculty, deans and chairs to get their lists of alumni and friends they are and have been in contact with.  And that is tough work.  The good news is that it makes for great returns - in excess of 12% participation from constituents who had never previously given.  

This year, our efforts were 1 offs - testing it out and trying wording and lists.  Next year, this is a full year effort.  I anticipate a reduction in the participation rate from the appeals but anticipate that the overall return will be well in excess of 10% - and that is a micro gift we can all get with.