Two Separate Surveys of the Giving Habits, Behaviors, and Opinions of Recent

College Graduates Who Have and Have Not Made a Financial Gift
to Their Alma Mater in the Past Two Years

Overview and Purpose

I graduated from Cornell University in May, 2007. In the three years since graduating from
Cornell I have held two full-time positions in higher education advancement, first at the
Radcliffe Institute for Advanced Study at Harvard University as an annual fund/alumnae
relations program assistant and currently as an alumni relations officer for shared interest
groups at Tufts University. Additionally, since April, 2008, I have served as the volunteer
programming chair for the Cornell Club of Boston, the independently incorporated nonprofit
alumni group that serves and connects the nearly 10,000 Cornell alumni in the Greater Boston
area. As both a young advancement professional and volunteer working with alumni, I tend to
find myself in the position of having to speak on behalf of young or recent alumni in a number
of settings. Both Cornell and Tufts, the two universities with which I currently engage, are in the
middle of ambitious capital campaigns. Although recent graduates are not necessarily the most
affluent or philanthropically-minded alumni of either institution, both institutions have
recognized the importance of reaching out to and engaging these alumni in conversations
about giving and about alumni engagement-related activities. In essence, Cornell and Tufts, as
well as other colleges and universities, are aware that young alumni are their future donor
population and typically have the most energy and time available to commit to their alma
mater. However, I have found that, even as a young alumnus myself who is actively engaged
and in ongoing relationships with many young alumni, I do not always understand the
preferences and/or interests of my fellow alumni. Therefore, due to my unique situation as
both an alumni relations professional at Tufts, alumni relations volunteer with Cornell, and
volunteer fundraiser with Cornell, I decided to survey my friends and peers about their giving
behaviors, opinions of their alma mater, and their connections to their alma mater—out of
curiosity and to share with fellow volunteers and advancement colleagues. I surveyed over 300
of my friends and acquaintances via email and Facebook. Overall, there were 117 respondents,
many of whom are alumni of Cornell University. (Note, though, that there are several responses
from non-Cornell alumni, which makes this a unique data set and not all comments will apply to
Cornell’s practices.) Due to the biased sample of my friends, this is obviously not a
representative sample of all Cornell alumni or alumni of other schools. Because it is important
to understand the behaviors of donors and non-donors alike, I created two different surveys. As
such, I asked the following question in my messages: Have you made a financial donation, of
any size, to your undergraduate alma mater in the past two years? Depending on the
respondent’s answer, they were instructed to click on one of two links that brought them to a
Survey Monkey survey. The reports below are an aggregate of the responses from both the 73
alumni respondents who claimed to have made a financial donation in the past two years and
the 44 alumni respondents who claimed to have not made a financial donation in the past two
years. For each report, the first section is a brief summary of highlights and a synthesis of
feedback received. The second part is the entire survey with charts and exact quotes received. I
hope this information is illuminating and helpful. Overall, as readers will see, I think young
alumni feel most at ease when they are asked their opinions and thoughts on procedures
affecting the way they interact with their alma mater. More often than not, recent alumni, and
alumni in general, enjoy the opportunity to provide feedback to a place that meant so much to
them – whether Cornell, Hobart and William Smith, Boston College, or another college or
university.
Shane Dunn 
 Report 1: A Survey of the Giving Habits, Behaviors, and Opinions
of Recent College Graduates Who Have Made a Financial Gift to
Their Undergraduate Alma Mater in the Past Two Years

A Limited Survey of the Giving Habits, Behaviors, and Opinions

of Young Alumni Who Have Made a Gift to Their Alma Mater
in the Past Two Years

“Because they
helped change my
life and I want them
to be able to
continue shaping
the lives of
incoming students.”
“I believe in giving to
organizations or causes I've
either been affected by or
directly been involved with.
My alma mater is a cause that
has greatly affected my life in
a positive way and I want to
continue to see it have the
same meaning to others.”

Shane A. Dunn
Cornell University, Class of 2007
Boston, Massachusetts
May, 2010
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Executive Summary

Total Number of Survey Respondents: 73

o Total Number of Cornell Alumni Respondents: 46
o Respondents represent Hobart & William Smith Colleges (6), Ithaca College (3),
Boston College (2), Colgate University (2), Amherst College (1), Brown University (1),
Clark University (1), Colby College (1), College of William and Mary (1), Drew
University (1), Franklin and Marshall College (1), Gettysburg College (1), Kenyon
College (1), Saint Michael’s College (1), University of Puget Sound (1), Virginia Tech
(1), Harvard College (1)
26 of 73 respondents are graduates of the Class of 2007. 7 respondents graduated between
2002 and 2004. 23 are graduates of the Classes of 2005 and 2006. 17 are graduates of 2008
and 2009.
Nearly an equal number of alumni will (30) or will not (31) have advanced degrees by
August 1, 2010. 12 are currently pursuing advanced degrees.
70 of 73 respondents’ alma maters organized a senior class gift campaign. 3 aren’t sure.
o 63 of 70 respondents whose alma mater sponsored a senior class campaign
contributed to it. It appears making a gift to a class campaign before graduating
has a positive impact on young alumni giving.
78 percent (57) of respondents made a gift between $25 and $500 in the past two years.
Respondents shared a number of reasons why they decide to contribute. The primary
reasons included because of the impact their alma mater had on them as people and
professionals, because they feel it is important to support future students and
scholarship/financial aid funds, and because of a specific program or department that had
an influence on them.
• The following quote is a poignant response that summarizes respondents’ feelings
nicely: “Because they helped change my life and I want them to be able to continue
shaping the lives of incoming students.”
Nearly half (35) of respondents designate their gifts to the annual fund or area of greatest
need. Donors also designate gifts to scholarship funds, academic departments, Greek
organizations, and other affinity organizations.
63 of 73 donors hope to be able to increase their gifts in the future.
The two primary reasons alumni can’t afford to give more is because they have student
loans to pay off and/or they claim they do not make enough money to afford a larger gift.
Almost all of the donors who responded plan to continue to make an annual gift to their
alma mater.
The preferred method of making a donation is online using a credit card. Most donors are
skeptical of recurring giving, and do not feel comfortable responding to mailed appeals.
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Donors are unequivocally turned off by multiple physical letter appeals requesting
donations. Young alumni believe it is a waste of paper, inefficient, and ineffective.
Additionally, alumni are increasingly turned off by multiple calls from phonathon callers.
Email is the most effective method to reach and encourage donors to make a gift.
Current students, an influential/notable professor or administrator, or a peer is the most
influential signatory of a letter or email, according to respondents.
Suggestions of how colleges can do a better job encouraging alumni to give:
o Send fewer letters and make fewer calls
o Demonstrate the impact of an alum’s gift, even if it’s a small gift, and even if it’s a lie
– draw connections between young alumni giving and student success
o Provide a mechanism for young alumni to know about and understand their giving
records. Young alumni are frustrated when they’re asked for gifts but do not have an
efficient or accurate record of their past giving.
o Steward young alumni, including those who don’t make large gifts.
o Increase affinity allocations
o Increase personalized solicitations
o Inform young alumni that if they are able to make their gift earlier in the fiscal year,
they won’t receive additional solicitations—except on certain occasions.
o Continue to reinforce that small gifts do make a difference. Also, for giving society
levels that are created to encourage young alumni giving, provide tangible benefits.
No one feels connected to a giving society just because they are part of it. What has
their giving level done for the university, and how will that giving level connect them
back to the university?
o Educate young alumni on the higher education philanthropic process. Tell them
early on (maybe after they make their first or second gift) how you plan to
communicate with them, steward them, listen to them, and appreciate them. The
development process should be understood by those who feed into it and support
the university. Its moving parts shouldn’t necessarily be a mystery to alumni. If they
know how it works, and why it works for them and the university, they may be more
likely to get less turned off by the multiple messages they receive.
What turns young alumni off?
o Mailings. They’re inefficient, wasteful, and not cost-effective.
o Sending generic, mass printed mailings and emails that aren’t personal in nature
o Multiple requests per year from several different groups within the
college/university
o Callers
60 of 73 alumni attend alumni events to meet other alumni, socialize, network, connect,
share in school spirit, and to reminisce about their college experience.
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54 respondents say alumni events are successful at engaging them with their alma mater
and, in turn, are an effective means of encouraging future giving.
Most respondents do not have an organized approach to philanthropy, nor do they make
gifts based on potential tax benefits.
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Donor Survey Results

1) Name of your alma mater (undergrad.):

• Total Survey Respondents: 73

o Cornell University: 46 responses
o Hobart and William Smith Colleges: 6 responses
o Ithaca College: 3 responses
o Boston College, Colgate University, No Response: 2 responses each
o Amherst College, Brown University, Clark University, Colby College,
College of William and Mary, Drew University, Franklin and Marshall
College, Gettysburg College, Kenyon College, Saint Michael’s College,
University of Puget Sound: 1 response each

2) Year You Graduated from College:

(Note: There were no Class of 2000 graduates. The class of 2000 graduate
indicated below graduated in 2004.)
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3) By August 1, 2010, will you have an advanced degree (M.A., M.S., MBA, JD, MD,
MSW, MPP, etc.) or be working on completing one?

4) Did your alma mater sponsor a senior class giving campaign while you were in
school?
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5) If yes, did you participate/make a gift?

6) As a donor in the last two years to your alma mater, how much did you give?
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7) Why do you give to your alma mater?

• It shaped who I am personally, professionally, intellectually, socially ... I believe passionately in

its mission and its goals. And I practice what I preach.
• Love of the school and the extracurricular activities that shaped my growth & development
• I give because I think that making donations to my schools is important. Honestly, I probably
donate because my parents always donated annually to my schools and their own, so I learned
that behavior as a child. Also, most recently I donated because a very nice current undergrad
called and asked me to donate - that made me feel more connected to the school.
• Feel connected
• Love it.
• Support specific groups while I was involved
• I had an incredible experience at Cornell and was a beneficiary of generous financial aid.
Without this aid my attending Cornell would not have been possible. Though I'm in no position
to donate significantly as a young alum, I try to donate whatever I can.
• To support a scholarship fund and to support Cornell Outdoor Education, a department that was
in definite need in funding and played an important role in my undergrad experience.
• Practice what I preach. I believe strongly in what it's doing. I know it has an impact. Philanthropy
is important.
• Because they helped change my life and I want them to be able to continue shaping the lives of
incoming students.
• Feeling of responsibility to return the investment my alma mater made it me.
• Why wouldn't you? Also, because it is the best place on earth.
• I think it's important to support a place that allowed me such a great education and wonderful
life experiences.
• I want the school to succeed.
• To support the school I loved attending
• The cost of my education and the value of my education far surpass what I paid for it. It's my
way of saying "thank you."
• Because I love it and want it to be a great place for future students!
• Because I like getting the alumni magazine.
• I had such a positive experience there and want to ensure that future generations are able to
get as much from their time at Drew as I did.
• To ensure Cornell could provide for the same great experience I had while attending.
• I know how important alumni participation is in rankings and securing large gifts from
foundations. As a former Clark Fund caller, I would always stress how important this was and
still try to convey that even $5 can make a huge difference in terms of participation, especially at
a small school.
• ‘Cause I love Cornell
• I worked as a "phone-a-thon" caller, so I know the stats about how badly the school needs our
help.
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• To sponsor programs/clubs that I think should continue.

• Because I loved it and want people to have scholarships.
• First is to get the alumni magazine. I also give money to the areas of Cornell I was associated
with because they meant so much to me.
• To help current students with financial aid
• Because I am in development myself and know how crucial contributed revenue is to an
organization and I believe in the mission of HWS and its future.
• I gave to specific programs that I was a part of and that I know are struggling for funding.
• Because I enjoyed my experience there and I feel that I had a great education. The donation
went to the annual fund, which supports financial aid and faculty salaries. I benefited from
financial aid as a student there and liked the idea of helping other students. In the future, I will
probably give to more specific purposes (the LGBT leadership scholarship is a likely candidate).
• I gave to specific programs (the varsity track team, and the senior honor society I was part of). I
wanted to give back to programs that I benefited from as an undergrad.
• To help replicate my own positive experience for current students.
• Received a substantial scholarship, plus I care about the institution.
• Want to support my undergraduate major department (which gets little funding); feeling that I
want to give back after getting financial aid.
• Because I received a good education, both in and out of the classroom, at IC.
• I used to fund raise for them and had friends now there doing the same thing.
• I had a great experience and want to make sure that other students have the same/ if not better
opportunities.
• To maintain positive ties and help out.
• Class Dues, felt like I was contributing what I could
• To support the College's government department, to which I credit the skills and knowledge that
have helped me in my career.
• To help support the betterment of the institution and to help current students as I was helped
by donors when I was in school.
• Because I had a great time as an undergrad and I want to support the institution that allowed
me to have such a wonderful college experience. I also understand the importance of giving
back to the school to assist them in their endeavors to provide financial aid and make needed
improvements to the school.
• I believe it's necessary to support incoming students (I received a scholarship when I was an
undergrad and feel others deserve that as well) and for improvements to the campus and
betterment of the school as a whole. My donations, though they may be small at this time in my
life, I feel are an important factor in letting the school know how appreciative I am of the
education I've received and the experiences I've had at the school.
• Cornell offered me tremendous opportunities as an undergrad and continues to be a big part of
my life. I wanted to give a small gift to preserve the traditions and experiences for future
Cornellians.
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• Because I know that I can make a small contribution and I want to help a school that I love so
much.
• I love the school!!!!
• As a token of my appreciation for my experience.
• I loved it!
• I want the school to succeed/have a good reputation and want others to have a positive
experience.
• So much financial aid.
• I got student aid while there so I want to give back.
• Because I benefitted from alumni giving myself, and I know how important alumni giving is to
the University
• I was on the Senior Class Campaign and very involved in extracurricular activities (I can put my
donation directly to those activities). I also feel really lucky to have attended Cornell and hope
that future years have the same experience I did.
• Need is great, being involved, wanting to have an impact.
• I would not have been able to attend Cornell without the support of other donors, so I hope that
I can help others in a similar financial situation attend as well.
• I received a scholarship and financial aid and want others to as well.
• What goes around comes around.
• Support the institution that had shaped me, and a chance to stay in touch with the school/other
alumni.
• Because I benefited from alumni donations when I was a student. I have some responsibility to
donate as an alum and, for no other reason, Cornell rocks and I want to see the best for the
University.
• To stay in touch, vote for board members, receive updates, and overall support the school.
• To support/maintain high quality education for current students.
• I feel that they were very generous with financial aid while I was an undergrad and I want to give
back. I also feel very passionate about the school and am still very involved.
• Sense of responsibility and community.
• To support the school in scholarships, etc.
• I like to contribute to the continuation and betterment of the opportunities that were available
to me.
• So that current/future students can enjoy Colgate as much as I did..
• I gave back to my former athletic team and one of my former college organizations.
• I like my alma mater.
• Part for them to stop bothering me, but mostly to give to an organization that did a lot for me.
• Because I would like others to be afforded the opportunities that I was there.
• I very much enjoyed my time at Cornell and wish to continue my support for my college.
• Loyalty.
• To stay involved in the school and as a gesture of appreciation.
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8) How did/do you designate your gift(s)? (select all that apply)

Other:
• The Library. The library is the one place on campus where EVERY student, regardless of
major, clubs or sports team affiliated or if they received scholarship or not visited. I like
giving where I know the most amount of students/faculty will use my donation, even if it
is not a large donation. (Drew University)
• Need-based scholarships.
• Class
• Endowment
• Annually I give money. I rotate through the three options checked above.
o To the area of greatest need/annual fund/unrestricted
o To a particular academic department/school
o Student activity/shared interest while on campus
• Fraternity Gift Account
• Class/reunion
• Also contribute to my fraternity.
• Intersections Project, a department on campus that played a big role in my undergrad
experience. (Boston College)
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9) Do you wish you had the financial resources to give more each year, or is the
amount of your gift(s) sufficient?
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10) What factor(s) affect your level of giving? (select all that apply)

Other:
• I'm planning on giving more as these circumstances change, but for now my gifts are
appropriate.
• With 4 years of graduate school to pay for, my current donations are more of a gesture
of appreciation than something that I expect to make an impact. Since the money is
coming out of student loans, it almost seems silly to donate at all. Especially because I
am still paying Cornell for graduate school!
• I plan to grow my gift by a little bit each year. Generally I like to give about 1% of my
salary to organizations I am involved with, and I typically give about half of that to
Cornell.
• RENT
• Other "gifts" were in the form of fees (i.e. Cornell Club dues)
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11) Although it’s difficult to predict the future, do you plan to make an annual gift to
your alma mater in the future, or do you think you may stop at some point?
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12) What other types of organizations, if any, do you make financial contributions
to/feel compelled to support?

Other:
• International Red Cross, Cancer Societies, other causes that are advertised to me
• Religious: Jewish Federation, Friends Walks, Runs, Bike Rides for Causes, regardless of
the cause, feel like I am supporting the friend
• Political campaign during 2008 election
• Runs/walks for charity in which friends/family are participating
• Teach For America
• Local Fundraisers
• All of my donations go to Cornell
• Church
• Professional development, health groups that my friends run marathons for, films my
friends are producing, etc
• Animal welfare
• Organizations that I have been a part of, like Sorority and Senior Society
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13) Please describe the method(s) you use to make your gift(s).

Other:
• Send in credit card info.
• Monthly installments after meeting with a member of the annual fund staff.
• Automatic payroll deduction.
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14) Recurring giving is a more recent tool being used to make giving easier. Do you or
would you participate in recurring giving (installment gifts charged to a credit card
or bank account to break up the overall gift size) if it is offered to you?

Comments:
• Admittedly, Cornell recently tested a program like this and I participated in the test
round.
• I prefer not to, although I did participate in Cornell's pilot program when they were
testing a recurring salary reduction.
• I do already.
• It would be a possibility a little down the road, but at this time, I like having the choice
of making a one-off donation.
• I tend to give based on how I am feeling financially at the time. At this point, I would
probably not choose to give a recurring gift.
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15) What form of media is most effective at reaching you to communicate the
importance of giving back? (select all that apply)

Comments:
• The OCCASIONAL physical letter, maybe once every 6 months.
• I actually don't like receiving phone calls from the alumni office or phone-a-thon. I give
every year - donation and time as a regional club member, I don't need a phone call
asking me to give, especially when I do talk with them and they don't seem to know how
involved I am with the school and alumni office already.
• Organization specific newsletters/alumni communications
• We all get too many emails from school, family, work, etc. It may be the easiest way to
reach out to alumni but I would think it is somewhat ineffective.
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16) Which of the following to you is an influential signatory of a letter, email, request,
etc.? (select all that apply)

Other:
• I generally stop reading emails/letters from Cornell once I realize they are asking for
money since I have already made a donation this year.
• Classmate
• If it's someone I like, I am even more likely to give.
• peer solicitation; athletes, professors, coaches of the programs I participated in
• Someone I know/name I recognize from attending or working at the University either a
classmate, professor, group leader, or University administrator.
• Hard for me to say - sorry!
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17) How can your alma mater do a better job of encouraging you to continue to give
back?

• They're doing it pretty well. :-)

• They really don't need to send me so many emails/letters about donating. Keeping
active in alumni societies and feeling connected to Cornell will get me to give back.
• Nothing.
• I think peer-to-peer requests are always the strongest asks though I recognize they are
also the most labor and time-intensive.
• Facilitate creation of pledge matching programs for donations designated for specific
student groups/departments.
• I'm as committed as one can get.
• Not sure what the key is to make someone want to donate
• No opinion.
• Not sure.
• I think they could do a better job of making their asks a little more personalized. I
understand they solicit a large number of people at once, but a letter or update
regarding the school or alumni stories would get me more interested and excited about
giving.
• Providing specific examples of how donors’ gifts helped.
• Send more stories about what is going on at campus, keep me connected
• Make specific connections to the impact of my donation on the work of the University
• Utilize organizations I was involved with. Promote targeted giving.
• By letting us know after we give who/what our gift is supporting. Even if it’s a lie, it
would be nice to receive a thank you note from a student or professor saying thanks and
that the money is affecting them this way. It makes it more personal.
• Tailor their requests based on what my interests were while I was in college.
• I haven't had a call from them in the last year, so I haven't given yet. So, more calls
would help.
• Not sending generic, mass printed mail/e-mails.
• I think they do a pretty good job but the current students calling is the best way they go
about it.
• By offering to connect me to any help I might need from Cornell.
• More updates on the college, current developments, etc.
• I think connecting with personal stories and examples is the best way to encourage
people to give so the more they can have personal anecdotes and stories, the better.
• Keep showing me the good things that the university is doing
• By making the process easier. I forget about pledge cards when they come in the mail.
An online form would be so much more helpful (and using my mobile phone to donate
would be a dream!).
• They do a pretty good job!
• Make clear where the money is going.
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• Show me real ways in which the money is being used, or will be used. I know this is
hard.
• Highlight developments in the specific departments/offices that I choose to support.
• Get us involved and engaged first, ask for money later
• They do a great job already. I feel very connected to everything going on at the school,
which makes me all the more willing to keep giving back each year.
• Holding local events/networking opportunities on a more frequent basis. Otherwise, it is
very easy to be "out of sight, out of mind."
• Continue to update me on current events, awards, and developments on campus and
within specific organizations in which I'm interested.
• I think that those who want to and can give will give back.
• I want to donate annually, but I always ask the question, “Did I donate this year or was it
last?”
• Explain in more detail how the money will actually be used.
• Personal phone calls and connections are really tough to say no to
• Continue local alumni activities
• Continue giving awesome financial aid.
• Keep sending me stories about current student activities. Love to "relive the old days."
• Have affinity groups I was involved in reach out to me and tell me their
accomplishments and where they need money. Send me thank you notes (email is good)
after a donation. Continue to support young alumni events.
• Explaining what my gift has done - impact of a group of small gifts.
• The program that best encouraged me to donate involved an alumnus who matched
donations. That way I could contribute a little bit, knowing that more money was being
added.
• Provide incentives to give back, like an invitation to a special dinner or happy hour on
alumni weekend.
• You don't really need to encourage me, but my guess is other alumni would give if they
received personal notes from current students who appreciate what financial aid does
for them.
• Make it easy, feel that smallish donations are ok. Remind me of the last time I made a
gift: Sometimes it feels like I just paid, and then I'm asked to pay again.
• Keep us informed as to where the money goes and what it has done in the past.
• No need to do anything - I give as much as I can
• As a student: better connection to alumni groups and history/tradition. As an alum:
more services provided
• Give more information on what the money supports
• By continuing their system of temporarily ending solicitations for those who signify
reasons for not being able to give for a time but wish to do so in the future. When
approached to continue my giving when I returned to grad school, I was placed on a list
that would not be contacted/asked for a time of two years.
• Keep the stewardship coming my way!
• Include alumni special events with giving that make me feel appreciated.
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• Offer even more targeted donation and a clear tracking of what my donation supported,
or helped to support
• I do not think they could
• Send a letter once a year at a specified time so I don’t feel like I’m getting multiple
requests per year.

18) What, if anything, does your alma mater do to turn you off or upset you?

• A feeling that resources are wasted on too many or unnecessary mailings.

• I found out that donations are budget-relieving
• Sending emails/letters about donating too frequently. I often feel that the only reason I
get mail from Cornell is asking me to donate whereas I get lots of mail from my high
school inviting me to events on campus.
• Too many emails
• I don't recall getting a thank you letter or note from anyone after my contributions --
just more solicitations.
• Occasionally feel that quantity and quality of mailings is wasteful.
• It's a big, big university and sometimes you don't feel a connection to it
• Call too often, or email too often.
• I'm currently set up as a pledge gift, so I receive my pledge request as a "bill" type of
document. It's so unappealing as I get enough bills on a monthly basis. I'd rather get
something that contains information about the school.
• send/call too much
• Incessant calling
• Reimagine itself.
• They don't listen to alums’ ideas; they are so slow and reluctant to change, even when
you ask them on installment gifts to only send one receipt to save on postage and paper
waste; they send you a receipt every month, no matter how many times you ask them;
they do events cheaply so people do not feel connected to their alma mater in the sense
that we feel they are only asking for money.
• I dislike when they have random current students call my cell. I like/don't mind when
they are from an organization that I use to participate in.
• The president has made some questionable choices about renting space to far-right
wing groups.
• Sending generic, mass-printed mail/e-mails. The personal touch is always best.
• Waste money.
• It's not too bad, but they do ask for donations quite often.
• Student phone calls for giving can be annoying
• I think they make asks too frequently
• I don't think anything
• The process for signing up on their alumni network website was absurdly difficult to
understand and really turned me off. Now that I'm finally in, I don't even feel like
participating.
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• I dislike the constant phone calls. I've given in the past and continue to plan on giving,
but if I'm busy, I don't want to have to sit through a 10 minute phone conversation with
someone reading from a script. That being said, I can understand why it is
important/might be nice to catch up with a current student to see how things are going
at the college.
• I was in the Ivy Society once because I made a $250 gift. I'm not going to be in it again
for a while... so please stop asking me to donate lots of cash I don't have.
• Recurring phone calls
• Impersonal poorly organized emails
• Multiple mailing solicitations. Honestly, I have filters for my email and you could email
me once a month and I’d just delete it, but sending out quarterly paper solicitations is
just wasteful and annoying.
• They continue to call, email, and send letters informing me that I have not given this
year when I donated several months ago.
• It seems like every communication is geared toward fundraising.
• I do not like when a peer of mine (who may be involved with alumni gift participation)
solicits donations. I would prefer to hear from a current Colby student or an alum I do
not already know.
• As above, phone calls and constant emails for donations. I understand the need and that
it would be difficult to winnow out those who do give already so they do not receive as
much communication as those who do not give at all.
• Multiple requests for money several times a year from the same person/group -
recognize if a gift has already been made and please allow time before another
solicitation.
• Personally, I don't like being called on the phone. I feel sort of forced to make a
contribution.
• Charge undergrads unnecessary fees (such as gym membership).
• Not give me enough reasons to come back to campus or connect with alumni in my new
city.
• Phone calls from students, repeated letters, letters immediately after a gift.
• Use People Hard aka People Soft
• Sometimes I get too much email but it doesn't bother me all that much - a small turnoff
• General letter that doesn't cater to my giving preferences.
• I do feel that they send out A LOT of paper notifications, and that does not encourage
me to donate. Plus, I think they call my parents’ house consistently, even though I do
not live there, to solicit donations (this must be the number they have on hand - I will
not be giving my cell phone number).
• I don't like phone calls, or any other form of communication that feels impersonal (a
generalized letter, for example).
• If I already donated this year, and they send out another letter asking me to donate this
year, it's a little annoying. I know it's nearly impossible to track, but it happens.
• Nothing
• Inconsistent messages, staff turnover, and red tape
 P a g e | 24

• Nothing so far. They keep alumni involved in decisions and updated information.
• Keep track of whether or not I've been solicited/given a gift. I get calls to give an annual
gift after I've already donated!
• Not seeking alumni input in influential professor or RHD dismissals
• Cheesy email gimmicks about how myself and another student (that I don't know) = BC,
or putting BC under my tree. Be straightforward with me and I will donate; don't try and
trick me or use cheesy gimmicks. They aren't effective on me.
• I guess that I get a lot of phone calls asking for money.
• I feel as though I receive multiple letters a year and that is somewhat frustrating
because I don't give to every one and then possibly give my donations more than a year
apart.

19) Do you attend alumni events?

 P a g e | 25

20) If yes, why do you attend alumni events?

• To see old friends and meet fellow BC alums

• to feel connected and meet fellow alumni
• I love Cornell.
• Stay connected
• These events are great ways to meet other alums and I also take a lot of pride in being
able to volunteer my time since I cannot contribute in a significant way financially.
• To meet the people, to socialize with friends, to support my alma mater. And it's my job.
• The desire to revisit and renew my ties to the university.
• To see old friends
• To get together with friends I keep in touch with and catch up with those I may not talk
to as often. Also, it's becoming a good way to network as we grow older and get more
settled in our careers.
• My friends are there and it’s good networking
• To see other alumni
• For fun!
• To reconnect with friends and to meet new alumni in the area.
• Love to reconnect with old friends
• To see friends and build my network.
• I love Clark, and am still very involved. On the local alumni council and my friends all
come too. It’s fun to hang out with like-minded people/those that have shared similar
experiences.
• To display school spirit & because I like supporting Cornell Athletics.
• To reconnect with friends and meet new contacts
• To see people I know.
• They're fun, especially sporting events.
• Have attended a couple to network with other alums
• I do not attend alumni events because I do not hear about events in my area.
• Attended more when I lived in DC; have yet to attend one in Ithaca.
• To see what other alumni are doing and continue to show support for my alma mater
• Re-connect with people I knew, meet new people, "network", feel connected to Cornell
• To see my friends from college.
• To see friends.
• Fun to reconnect.
• Hang out with friends, socialize with other alumni
• To reconnect with friends, professors, and staff, as well as to see changes on campus.
• To support the College and engage other alumni
• To stay in touch with friends and acquaintances.
• First, I plan them so I feel obligated to be there to see the event through, but second
because I like to see old friends and discover how many new faces there are among the
crowd.
 P a g e | 26

• Keeps the Cornell spirit alive outside of Ithaca.

• To see friends; be part of the Brown community.
• Stay connected. Show support.
• To meet other fellow alumni, and because they can be fun.
• To stay connected to my friends and like-minded people
• meet people/make connections
• They're fun, and it's the type of people I chose to engage with for 4 years, and I still
want to.
• I enjoy seeing my friends and like attending business related lectures
• Networking, meeting new people
• Great opportunities to meet with old friends and meet new friends with a similar
background.
• To see friends and support my school
• To meet women. Also class spirit.
• Connections with friends I know, plus professional networking.
• Meet new people, catch up with old friends and to provide general support to the
University.
• Meet with friends, see interesting speakers/presentations, and as an excuse to drink on
weekdays.
• To see friends and hear notable alumni speak
• Meet other alums in the area, stay involved
• I'm the President of my local alumni club, so I have to! ... but in all seriousness, because I
enjoy developing a sense of community
• To see classmates
• I like to network with others from the college and the area. I have a lot of pride in my
school.
• I already socialize with the alumni in my area
• Network and see friends
• They can be fun and a good way to meet alumni in the area
• To see fellow alums, friends from undergrad.
• I am proud to have attended Cornell.
• Enjoy seeing people.
 P a g e | 27

21) If so, are they an effective means of engaging you with your alma mater, and, in
turn, making you feel more connected and willing to give back financially?

Comments:
• I don't feel like we ever talk about HWS. We just socialize with other alumni.
• Our reunions could be better (i.e., by affinity rather than by class year), but I participate
in a number of other alumni activities that are engaging and fulfilling.
• I like seeing people, but it doesn't make me more likely to give money
• The more I feel a part of the University community, the more I will feel good about
giving back.
• See above. Done cheaply/not advertised correctly. Same people coming to same event.
Instead of having a member of the annual fund speak and share the importance of
giving, have a current student. Money behind the dollar is HUGE.
• Try and be in touch with the interests of individual students.
• The more I feel connected to the school, the more likely I am to give money.
• Definitely
 P a g e | 28

• Many of my fellow alums also give back, which makes me that much more likely to keep
giving back as well.
• But there should be more - I live in New Orleans and there is no alumni network here,
despite there being many alumni in the area.
• Bring Cornell closer to home. CU hockey in NYC is great. How about Philly?!
• Holding events in NYC that I can attend. The larger ones (like attending a Cornell hockey
game in Madison Square Garden or a day trip to a beach) are the most effective for me,
although I also really enjoy attending happy hours. Also, events hosted with alumni of
other top tier schools are useful/interesting to me.
• More young alumni events (many are throughout the Greater Boston area. I would
attend more if they were concentrated in Downtown Boston). Also, I love the idea of the
Cornell Wall Street but all of those event are in NYC. Bring some of those to Boston.
• I am a member of the local alumni chapter board, and so I get a lot of input in the
events.
• Sporting events
• To some extent, mostly they are reunion/networking motivations, but perhaps as I get
older they will appeal to my desire to donate, if I can be updated and see how things at
my alma mater are progressing.

22) This question is based on alumni affinities/shared interests. Would you rather
attend events/gatherings focused on (select all that apply):
 P a g e | 29

Other:
• Location based
• I like meeting people that a different experience than me whom I would not have met
otherwise.
• Surrounding class years as well as own.
• No preference, attendance is mostly schedule based.
• I would attend each of these types of events
• Events at bars open to all alumni have the highest turnouts

23) Do you have a philosophy or organized approach to philanthropy/giving to causes

and organizations?

Comments:
• As a nonprofit professional, it's extremely important to me that the cause/philanthropy
are good stewards of money. Though the cause may be extremely worthwhile, I like to
know that my contributions are being used in an efficient and impactful way.
• The urge to give seems to occur on a whim.
• I only give to HWS. That's my approach.
 P a g e | 30

• I believe in giving to organizations or causes I've either been affected by or directly been
involved with. My alma mater is a cause that has greatly affected my life in a positive
way and I want to continue to see it have the same meaning to others. Also, I give to a
youth services organization because my parents and my family have been involved since
I was younger.
• I certainly trust my heart, but I also do my research on organizations. I go beyond the %
going to services (as opposed to overhead) because I don't find that to be a useful
barometer for organizational efficiency and impact.
• I like to do it, but am too disorganized to set up a plan or anything like that, so
reminders help. I give to public radio because I get pitched every time I listen to a
podcast, for example. So it's hard to forget.
• Give to what you think should continue to happen.
• I am more likely to give money to the specific programs I was involved in (athletic team,
honor society, graduate program), because I have a better idea of how the money is
being used. I also want to donate to programs where I know I was fortunate to benefit
from previous alumni support.
• I give to organizations with a clear vision of where the funds will be utilized.
• I believe I am very fortunate to be in the position I am and to have received the
assistance I did and like to give back to those institutions that have helped me while also
providing to those who service people in need.
• I give what is asked of me, so I give at the escalating leadership levels each year. I
budget it in, so I don't have to decide what to give later.
• Not too much, I give back to the organizations and causes that have directly affected me
in some way or form.
• All $ goes to CU
• I donated to the Clinton/Bush Haiti Relief Fund because I saw their commercial on TV,
and it was pretty convincing.
• Put aside money every month
• Donate when friends are doing a race/fundraiser - support them and their efforts.
• Donate time or money when I can, but I am still young and building my savings so I don't
anticipate to contribute a lot financially until I'm older.
• I give to something that means something to me, and that supports
education/rehabilitation (versus welfare/handouts)
• To make a better college experience and being a part of creating knowledgeable
colleagues
• Giving to things that I have a personal stake, interest in or past with.
 P a g e | 31

24) Do you make gifts based on potential tax benefits?

25) Now it's your turn to sound off. How, as a young alum, can your alma mater be
more relevant and effective at connecting with alumni? How can higher education
improve its ability to earn the support of its alumni? What kind of messages are
most effective? It's sort of an "open mic" kind of question. If you have more to
share that didn't come up above, then please share with me your Final
questions/Comments about anything related to this survey and the content of its
questions.

• I too am entrenched, so perhaps I am not the best person to ask. :-)

• It is great that we have the option to determine which department/office receives our donated
money.
• I wish I were closer geographically. Therefore I could visit more often, attend more alumni
events, and therefore feel more connected. The local Cornell Club is not very active at all.
 P a g e | 32

• Again, as a nonprofit professional who deals with development on a daily basis, I've been privy
to a number of different development techniques and trainings. I believe that one of the lesser
understood things by our alums (who might not be highly engaged in volunteer activities) is why
they get "hit up" by Cornell so many times. The affiliate groups "hitting people up" are almost
seen as competing groups within one institution, and I can understand how one might get
confused. "How is Annual Fund different than class dues or Reunion or the Alumni Association
or my metropolitan alumni group or the individual colleges, etc.?" Many people have a
perception that the money all goes to the same place anyway, so I think a common complaint is
that one is always being asked for money by some body of people at Cornell. For those
volunteers and folks who remain highly engaged beyond graduation, Cornell's Strategic Plan
provides a clearer picture of Cornell's financial needs. As someone who speaks regularly with
volunteers or staff or even professors at Cornell, I understand these needs and rarely ever feel
insulted by being asked. However, I can't give to every affiliate group I was a part of (because
there are too many) so this competition does become problematic at some point. I think those
who only receive letter after letter or AF call after AF call may feel like the development process
is a little too impersonal. But, I have to applaud Cornell for their latest initiative to bolster
volunteer support across the country. The more people who can volunteer with Cornell and
communicate the University's needs to their peers in a personal way, the more effective we will
be in continuing to raise much needed funds for staff/talent retention, financial aid, and general
infrastructure needs.
• I would suggest providing non-monetary ways to contribute for those of us who won't likely
make enough money to significantly contribute in the next several years. Also, though I would
like to participate in alumni events, my current situation of moving every couple of months and
often living internationally makes that difficult. I would love to see Cornell-sponsored
international volunteer opportunities for alumni ... the University could partner with NGO's to
offer different types of volunteer opportunities for time periods ranging from a day to several
weeks. These opportunities could be publicized to alumni from different departments and
majors depending upon the needs of the partner organization. It would be an excellent chance
for networking and professional development for the participants and a way for partner
organizations to access a reliable and well-educated pool of volunteers. It would further
Cornell's (already strong) tradition of public service and, at least in my case, would strengthen
the connection and dedication of alumni, thus increasing their likelihood to make significant
monetary contributions to the University once they are in the financial position to do so.
• I'm not sure what else to say. At first, I was put off that HWS asked me to give back - I had just
graduated and didn't even have a job yet. But after a few years away, and a couple visits back, I
realized (even more) how influential HWS had been in shaping me... and I want to do what I can
so it can continue to do so. I really give very little now, because I don't have more to give, but
hope that eventually I will. I could go on and on about all the wonderful things HWS did for me,
but that's irrelevant to this question. Thanks for sending this Shane! Thinking about HWS
brought up some happy memories!
• I think what gets me are the stories, the videos, the photos, etc. of both current students,
professors, the campus and fellow alums. I see the logo on the envelope and I immediately think
back to the wonderful times I had in college, but when I open the envelope it's more in the form
of a bill than a reminder of the great classes, nights, and concerts. I wish my school did more to
"tug on the heartstrings" if you will. I'm a sentimental person, especially in regards to 4 of the
best years of my life, so I'd appreciate stories, photos, updates, etc. to remind me why I write
the check or type in my credit card number to support the place that holds these memories for
me. I also think that their giving levels detailed could be discouraging as the first listed "level"
 P a g e | 33

begins at $250.Some young alums may not be able to give $250 and may feel their gift of $30 or
$50 is too insignificant, keeping them from giving in the end. Finally, as a development
professional for a non-profit organization, I've always noticed that whenever I use the verbiage
of "a gift of any amount makes a difference" and I can add statistics to explain what $30 or $50
or even $250 will allow the organization to do could make it more tangible for potential donors.
The general understanding of where the money goes can be a huge part of why people give in
the end.
• I feel like often it's my responsibility to connect to my alma mater. I'm not saying it should only
be their responsibility, but living far from school...any extra nudge they can give helps. I have to
go to the website, etc. to hear about what is going on. I do receive the biannual magazine, which
I like, but I don't have a lot of time daily/weekly to go through all of the links and pages on the
website, so I feel disconnected. I'm not sure what the solution is. I could definitely make more of
an effort. The alumni events do seem few and far...especially considering how many alumni are
in Boston. I'd love to do things other than happy hour. Talk more about the school! Also, the
events are only IN the city, during the week, and right after work. For anyone who doesn't live
right in the city, it's inconvenient and that is why my partner and I (both alumni) have not
attended more.
• The face behind the dollar. Making our small donations seem big. Telling us that if ____ people
gave $5 or $10, we could fund _____ (this student scholarship, library books, soccer balls, etc.)
and target it to different people/demographics.
• Well, I'm a pretty good donor because I worked for the fundraising office in college so: a) I feel a
lot of sympathy for the poor kids on those phones, and b) I know what a big difference young
alumni giving makes. I know even if I can only give $5, the percentage of young alums who give
back affects my school's rank in US News and World Report. I know my school has no
endowment and needs all the help it can get, etc. So, if there were any good way to educate
students about that while they were actually at their college, that would probably help.
Obviously, not everyone can be a phone-a-thon caller, but if there were some similar way to get
that information out I bet it would help.
• I think undergraduate affinity groups are the best way to receive funding.
• One thing that Cornell doesn't really let me do is donate directly to the Public Service Center
and, more directly, to Alternative Breaks, which was really my main undertaking at Cornell. I
know it's difficult, but I would like them to give a wider breakdown of
activities/departments/majors that can be donated to. I think I'd also appreciate if they offered
to give phone numbers to anyone who might be needing help from Cornell such as a job
recommendation or to answer questions on their career or anything else. A lot of people might
not need it, but it does provide a chance for people who still care about Cornell to feel like they
are also being cared for too. I think these things would improve donating at any institution.
• It would be nice if Ithaca solicited my opinion more often on future developments, academic
offerings, etc.
• I think my answers to previous questions cover my concerns pretty nicely.
• I do think it's important to help young alumni stay connected, and to keep us interested in
Cornell, even if we are not in the position to provide financial support. While some of my peers
are already in a position where it is easy to donate a couple of hundred (or thousand) of dollars,
and write it off as a tax deduction, there are also many of us who are still paying for graduate
education, or are in the Peace Corps, or other low paying positions, and are looking at large
loans and low salaries when we graduate. I personally would love to give more to certain
programs at Cornell, and certainly plan to down the road, but I am still in the position where
 P a g e | 34

even $25 is a big deal, and will be for at least the next couple of years. I wouldn't give up on
young alums, but I think it is sometimes important to be sensitive when asking young alums for
money, especially in phone-a-thon type situations, because you don't want to discourage people
who may later be in a position to donate.
• I think that in evaluating my desire to give back, and analyzing the desire of others via alumni
involvement in student groups, it is apparent that a personal connection to the
school/organization is crucial to feeling "obligated" or compelled to donate financially. Calling
alumni once a year solely for monetary support is far less effective than establishing a more
personal relationship. This, however, is much more feasible for smaller student organizations
rather than universities.
• If the Cornell Alumni Magazine were free, that would be nice. Cornell should be sending it as a
way to keep alumni connected and engaged -- not as a reward for paying your class dues. My
family receives free monthly magazines from several peer institutions where we went for
various graduate degrees, none of which we need to pay for. I think it says something (bad)
about Cornell that you have to pay to receive the magazine. Plus, it's free advertising for Cornell.
Like me, I imagine many alumni are proud of Cornell, and leave their Cornell Alumni Magazines
out in the open.
• It's a delicate balance between providing alums with a service (i.e., alumni social events,
networking) so that we feel connected and like we are still "getting something" from the school,
and making us feel like our donations are being used for legitimate purposes (i.e., not to fund
the free beer at these events). By having fun free events every now and then, and letting
students choose which department or area of school life their money goes to, or at least
explaining where it does go, these goals could be reached.
• As a graduate student, it's difficult for me to give much back financially to my alma mater.
However, I can give my time, and my college hasn't been receptive to my desire to help recruit
prospective students to attend. Assist current students with the job hunt/graduate school
application process, etc. It's always discouraging to volunteer to help and have your efforts
rejected.
• You pretty much covered all the bases. I have nothing else to add. Hope this is helpful!
• I think I've said my peace above, but this is a great survey Shane! I only wish my alma mater
would produce one (although I know it would definitely not have the same directness and flow
as this) or you could send the results of this to them :). Hope all is well!
• I think it was important to initiate the importance of alumni giving while my class was still on
campus. There was a big 'Senior Campaign' during my final year which puts the idea in your
head that the great Cornell experience is in fact funded in large part by donations. I think
planting the seed early is effective, even if it doesn't elicit a lot of money from recent alums it
may create a loyal giving-population that will eventually have more income.
• I think gift giving would be easier if there are very specific examples of how the money is being
used. Also, on the two instances that an undergrad called me on the phone encourage me to
give, they were quite flustered and it was not the smoothest of conversations. It would be great
if the calls were more specific - maybe someone from my major, or in a class that I previously
took, or from a dorm I used to live in - something that gives me a connection to the caller.
• Cornell doesn't do a great job of: 1. Connecting alumni -- especially YOUNG alumni -- in cities
other than NYC. There are tons of alumni all over the nation, but the alumni network is so
focused on events in NYC that they do not seek to connect people in other cities (except for the
basketball games recently) 2. Giving young alumni reasons to come back to campus. Ithaca is a
beautiful place, and Cornell can encourage tons of giving if they can get alumni to visit campus
 P a g e | 35

regularly. Homecoming is really only for alumni 1-2 years out, but if they can get people to come
back yearly after that, it'd do a lot to sustain connections and encourage donations.
• Anything that connects me more to the current students. Videos are best. I want to feel like I'm
there again.
• Show me how my gift is used, even if it's a small gift. I actually think Cornell does a decent job of
this but, it's important. Staying connected to Cornell is important to me and, sometimes, I'm
almost afraid I'll fall off the lists or something like that if I don't give and let them know I am still
a supporter!
• I definitely think email is more effective than paper mailings at this point. I can read through and
delete if I am uninterested, without wasting paper :).
• As mentioned before, I think that the best way to get the most people together from your alma
mater is to have a social event at a bar, particularly if organized to include a drink/app special as
an added incentive to come.
• When I hear from a current student that they are enjoying Cornell and taking advantage of it,
and they could not have done so without financial aid or grants or whatever, that’s when it
really underscores to me the importance of giving – to facilitate those opportunities for others.
Having that come directly (in non-form letter format) from a current student is a good reminder
of how we actually help and encourages further giving.
• We have an active local alumni group here in NY - "Manhattan Hokies" but I'd like to see more
events in NYC organized by the university. Regional outreach is important!
 P a g e | 36

26) Respondents’ Age:

Respondents' Age
30

25 24

20

15
12
11
10 8
5
5 4
3
1
0
22 23 24 25 26 27 28 29

Respondents’ City/State:
Greater Boston, MA = 31
Upstate NY (Ithaca, Syracuse, Buffalo, Rochester, New York Mills): 11
New York City: 7
Philadelphia, PA: 3
Washington, DC: 2
Durham, NC: 2
Ann Arbor, MI, Atlanta, GA, Denver, CO, Destin, FL, Milwaukee, WI, New Orleans, LA,
San Francisco, CA, Philippines = 1 respondent each
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Non-Donors Survey
 Page |1
Report 2: A Survey of the Giving Habits, Behaviors, and Opinions
of Recent College Graduates Who Have Not Made a Financial Gift
to Their Undergraduate Alma Mater in the Past Two Years

A Limited Survey of the Giving Habits, Behaviors, and Opinions

of Young Alumni Who Have Made a Gift to Their Alma Mater
in the Past Two Years

“I really truly want to donate

and participate more in
alumni events. I unfortunately
am dead broke and barely
have time to sleep. But I am
told that someday I will have
both money and a life, and
then I plan to do what I can't
“I really think breaking now.”
down the numbers and
showing where funding is
going and how it is used is
incredibly important.”

Shane A. Dunn
Cornell University, Class of 2007
Boston, Massachusetts
May, 2010
 Page |2

Executive Summary

Total Number of Survey Respondents: 44

o Total Number of Cornell Alumni Respondents: 21
o Respondents represent: Boston College (3), Hobart and William Smith Colleges (2),
University of Michigan – Ann Arbor (2), Boston University (1), Columbia University
(1), Fordham University (1), Gettysburg College (1), Harvard College (1), Ithaca
College (1), Keene State College (1), Northeastern University (1), Simmons College
(1), Sonoma State University (1), Southern New Hampshire University (1), UMass
Amherst (1), UMass Lowell (1), University of Rochester (1), University of Vermont (1)
More than half (24 of 44) of survey respondents graduated from college in 2007.
29 of 44 respondents will have or be in the process of pursuing an advanced degree.
26 respondents said their alma mater sponsored a senior class gift campaign while 14 were
unsure. 19 respondents did not participate in their class campaign.
Most respondents expressed their lack of income as the primary reason they did not make a
gift in the past two years. Also, many students are burdened with student loans, or are
currently in graduate school.
38 of 44 respondents said it is important for alumni to financially support their alma mater.
Some think that not all alumni should, but only those with appropriate financial means.
31 of 44 respondents don’t plan to or are unsure of whether or not they will make a gift to
their alma mater in the next three years.
Email is the best way to communicate information and news to these alumni.
Respondents said that they are more likely to positively respond to a mailing or message if it
is written/signed by an alum, current student, or influential professor.
Respondents overwhelmingly mentioned that their alma mater can do a better job engaging
them by 1) letting donors, and young alumni, know where donations go and how the money
is used; 2) be more understanding of young alumni and their financial situations, including
when they are still in graduate school; and 3) communicate the option of specific allocations
to programs and departments of interest.
Alumni are turned off by too many phone calls, a lack of understanding that they are still in
graduate school and therefore require a respite from being asked for money, out-of-control
tuition, and lack of career- and life-related services available to alumni.
The respondents appear to be most connected with their shared interests or affinities while
in college.
 Page |3

Editorial
Overall, it appears non-donors feel they don’t have the money to contribute, feel
disconnected from their alma mater, and are frustrated by the lack of clarity on where
donations may go if they donate. It is my feeling that alumni affairs and development
should invest in a sort of “public service announcement” campaign to better educate young
alumni and current students on the importance of alumni-based philanthropy. Students and
alumni must understand the process and necessity of relying on alumni to support their
alma mater. However, I am personally and professionally worried about the impact the cost
of tuition will have on future alumni. Although alumni donations help to support current
students and universities’ financial aid awards, it is not sustainable. Students and young
alumni will feel understandably dejected when they see the cost of a college education is
$50,000, and continues to rise. Moreover, even if they received a scholarship they still may
feel as though the university is responsible for the increasing costs of higher education.
Additionally, student loans should not be overlooked. Even with enhanced financial aid
policies, colleges and universities are going to face additional challenges engaging alumni to
give back when they are burdened by large amounts of debt, especially as graduate school
becomes a reality and necessity for many students of the current and future generations.
Graduate school will increase the debt burden on students and, therefore, will delay the
time in which alumni begin to give back, if at all.
 Page |4

Non-Donor Survey Results

1) Name of your alma mater (undergrad.):

• Total Survey Respondents: 44 – 34 private college/university alumni, 7 public

college/university alumni
o Cornell University: 21 responses
o Boston College: 3 responses
o Hobart and William Smith Colleges and University of Michigan – Ann
Arbor: 2 responses each
o Boston University, Columbia University, Fordham University,
Gettysburg College, Ithaca College, Keene State College, Northeastern
University, Simmons College, Sonoma State University, Southern New
Hampshire University, UMass Amherst, UMass Lowell, University of
Rochester, University of Vermont: 1 response each
o 1 no response

2) Year You Graduated from College:

 Page |5

3) By August 1, 2010, will you have an advanced degree (M.A., M.S., MBA, JD, MD,
MSW, MPP, etc.) or be working on completing one?

4) Did your alma mater sponsor a senior class giving campaign while you were in
school?
 Page |6

5) If yes, did you participate/make a gift?

6) Why didn’t you make a gift to your alma mater in the past two years?

• I live paycheck to paycheck so I just don't have the extra money to donate.
• I don't have the money to do so.
• Don't feel like I have enough income yet
• I won’t give until I am finishing paying for college, plain and simple. If I am paying loans my
undergrad. won’t get money from me
• I didn't have the money to do so. If I can give something, I like to give to friends running
marathons for charity, etc. I also give to my high school before my college since I figure it needs
it more (which I honestly think it does). Once I have a higher income, I intend to give to both my
high school and college, but for now it's my high school first.
• Trying to save money
• Not a lot of extra cash; just spent a lot of money on the school. Paying back my massive loans
from school right now, maybe after that.
• Young, don't make a lot of money, felt like spending it on myself
• I am living off of student loans and can barely afford groceries.
• Because I'm still paying them a lot of money every month in school loans.
• Was working on completing MA / no money in budget
• Laziness and I think my parents get the mailings - not me :)
• I am paying even more in tuition to the same school since I continued to pursue a professional
degree. I have no money...it belongs to the government.
• Not making any $! :(
 Page |7

• Tuition was extremely expensive so I feel like I don't owe them anything, and there are MUCH
better places to donate my money to.
• Financially it was not an option for me. When I've paid off my student loans I will donate.
• Still paying off loans
• Trying to ensure financial stability after college and out in the "real world" has caused me to
limit the amount of donations I make to only a few causes and my college, however wonderful,
isn’t at the top of the list.
• No income
• Because I am still currently a professional student at my alma mater and still paying them a lot
of money for tuition
• I was in grad. school and upon graduating from grad. school I made a sizable contribution to my
graduate institution and there is no money left for my undergrad. institution
• I would prefer to give my money to other organizations and I didn't make that much money
after I graduated
• Student = no income
• I don't feel like I have enough income to give to Cornell yet.
• Because I am still paying off the debt that I have from undergrad.
• Have been a grad. student
• I felt no need to. Senior programs were put together by ambitious students and only a low
degree of support from the school. The enormous cost of the school itself also turned me away
from wanting to give the University any more money.
• I'm a graduate student so my income is limited.
• I continued to get a Master's degree and am now unemployed so I do not have extra money to
donate.
• I really don't have any money to spare between student loans and everyday expenses that
continue to add up.
• Laziness
• I am not fiscally in the right shape to give.
• I am a student with huge medical school loans. When I have money, I will give it!
• My salary has been enough for me to live on and pay my loans back, but nothing more. Cornell
is getting my loan money, so when that's done being paid, I'll be able to give more.
• I don't make a lot of money, and I didn't think the amount I could donate would make much of a
difference.
• I don't have the extra money to give to them.
• I'm not financially stable as it is and at first I received emails about giving, but I haven't received
anything recently to be reminded to do it.
• Low on money and if I donate it’s not always clear where the money goes.
• My alma mater has other alums that make a lot more money than I do.
• Would rather make a substantial gift later and I prefer to donate online.
• I've been in graduate school, and before that working as a private school teacher. I have no
money!!
• I give my alma mater over 700 dollars in loans each month. There is little left to give as a
donation.
• I could not afford it.
• Graduate school cost
 Page |8

7) Do you think it’s important for alumni to financially support their alma mater?

Comments:
• BUT only if alums have the financial means. I think it is inappropriate to expect someone
recently out of college who is still struggling financially to donate.
• Not at this time, maybe at a later point in life
• I think it's really nice to give back to a community that you love. I think I will when I'm more on
my feet financially.
• Not all alumni - only those who feel satisfied with their experience!
• Paying tuition as a student should be enough.
• If financially stable
• When I have a job
• Once you are able to provide money
• It really depends on the financial situation of the alumni.
• However, not if the school charges such enormous tuition/living rates for its current students.
• I think it's important to give if you can. Then again, I include paying off loans in this category.
• I think people who are in a financially stable situation should support their alma mater,
especially in a field that may not receive a lot of institutional funding; but I haven't had a steady
income in four years since my graduation and thus do not feel obligated to donate to my
undergrad.
 Page |9

• I may think differently if I could control how my donation was used.

• For those that have extra cash, yes. For those that are working lower-paying jobs (especially in
the non-profit and education sector), I don't think they should be expected to contribute.
• As soon as I'm able to, I plan to contribute.
• Once they are able to do so

8) Do you plan to make a gift in the next three years?

Comments:
• If I can afford to I definitely will.
• Hopefully.
• Sadly, probably not, as I will enter grad. school and be even more in debt in this time frame! I
plan to give in about five years and then, consistently
• Once my regular loans are paid off, maybe.
• I will still be in school. When I graduate, get a job, and support myself (or family), then I will
consider sending financial support back to my alma mater.
• I don't feel a strong enough tie to my school, and with my low salary/loans, I can't afford any
wiggle room.
• When I am financially able to donate, I will.
• I'll still be in school and living off loans...
 P a g e | 10

• I will still be working on my J.D./Ph.D. - no income.

• As soon as I get a full-time job!
• We'll see how I am financially. If I had a job that paid more, probably?
• Hopefully if I have a job!
• Now going onto a PhD...still no money!!
• One can only hope!

9) What other types of organizations, if any, do you make financial contributions

to/feel compelled to support?

Other:
• NPR
• None - I give my time volunteering vs. my money
• Political Campaigns
• Medical research
• I support via volunteering because I can't afford to give at this age.
• NPR
• My sorority (donations to their semi-annual philanthropy events)
• Homeless, natural disasters
• NPR, Wikipedia
 P a g e | 11

• If my friends are involved in organizations and soliciting donations for their causes, I usually try
to help them out with their goals.
• Progressive Political Groups/Non-profits
• Often compelled to support. I try to do so in a non-monetary way.
• Political Campaigns
• Religious organization

10) Recurring giving is a more recent tool being used to make giving easier. Do you or
would you participate in recurring giving (installment gifts charged to a credit card
or bank account to break up the overall gift size) if it is offered to you?

Comments:
• I'm not a huge fan of a regular debiting arrangement.... feels a little too Big Brother for me.
• Within the next couple years, no...I am still in school. When I graduate, yes I would consider this
option.
• I like to be in control of what monies I give and when I give them.
• I think a lot of other people probably would, but I don't think I would use that.
• That seems to take the meaning away from it to a certain extent.
• Yikes, makes me nervous. I have been burned by recurring payments too many times.
• That would be very easy and trackable for tax purposes.
 P a g e | 12

• Yes, but again, after loans are paid.

• Would I be able to specify the size of the recurring gift?

11) What form of media is most effective at reaching you to communicate the
importance of giving back? (select all that apply)

Comments:
• The phone calls are annoying and embarrassing right now because I am not at a point in my life
when I am prepared to give.
• I toss a lot of stuff that doesn't look important that I get in the mail and by e-mail.
• I personally think phone calls are invasive, especially if it’s from a friend trying to elicit a
donation.
 P a g e | 13

12) When you receive communication from someone on behalf of your alma mater,
who are you most likely to positively respond to?

Other:
• Any friendly, understanding person...title is not important to me.
• Professors from my major and minor degrees
• I heart Cornell
 P a g e | 14

13) How can your alma mater do a better job of encouraging you to continue to give
back?

• I don't honestly think there's much they could do. I want to give back because I received a full
scholarship and will when I am able. I don't think they could do much to persuade me to if I
didn't want to do so.
• They do a pretty good job, but I haven't gotten any phone calls...
• They could specifically ask for less. If they asked for $10, I'd probably say, "Sure."
• Have more events in cities for alum
• Tell me about a specific program I am donating to rather than a general fund?
• Let me choose which department my money goes to
• Understanding that while I am in school and not making money, they might as well take me off
their phone list.
• Make it cost less to go there in the first place! Maybe incentives for giving... like scholarship
opportunity to for continuing education?
• Wait 2-3 years before asking....recent grads have money and many are paying loans
• Making calls...I find it harder to say no that way
• Encouragement is not necessarily the problem. I am flat out not willing to give back until I have
a job. Suggestion: they can leave me alone until I have left the University for good.
• Nothing - I already feel hounded enough.
• Use the money for meaningful uses.
• Show how monies are spent, who receives what, how many people my gift can impact.
• I do like the idea of the small installments so it doesn't feel like such a huge contribution to our
bank accounts.
• I think it’s doing a good job and I feel encouraged-- I just don't have the money.
• Allow me to target my gift to something of my interest
• It would be nice to know exactly where my money was going, i.e., creating a new science lab
• Ask/encourage maybe only once a year as part of a large campaign
• I think I would be significantly more likely to pay (perhaps overpay) to attend some sort of event
for Cornell rather than just writing a check. That way there's more of a connection with the
school.
• Have not been contacted recently
• Organize events for alumni such as bringing them back to campus for lectures from interesting
speakers.
• I'm not sure - right now I don't bring in enough income to donate.
• Nothing, I feel that they communicate very well.
• Allow for preferences to where they money will go (i.e., recreational sports, Greek life, student
organizations)
• Create value added program (Cornell Entrepreneur Network events should ask for scholarship
donations)
• I like the call from a student, or even better, from a professor that I've had in the past. Great
way for alumni to reconnect with professors and vice versa.
• Wait until I have a job
• Well, "giving back" can be defined in many ways. I do give back, just not financially.
• Indicate where specifically the funds raised would go
 P a g e | 15

• They do a good job of informing me of the situation they are now in, with the current economy,
and I think giving us that background is good. I am also strongly tied to my minor degree
professors through our newsletter and alumni network, which makes it more personal.
• Make it more clear how money is used
• Be specific about what our contribution would be going towards, or give us an option of what
we can donate to (i.e.,: sports complex, financial aid, etc.)
• Make the new generous financial aid packages for low income families retroactive, please!
• Make donating to specific academic programs more simple

14) What, if anything, does your alma mater do to turn you off or upset you?

• They call me constantly - I know the number so I do not answer. They then sent me a letter
telling me to answer when they call. That made me angry. If I had money to give I would
answer.
• Nothing as of yet...but repetitive phone calls would do it
• Hiring upper administration based on diversity standards like a check list instead of on academic
merit
• I think current students call me too frequently; once a year would be fine
• The phone calls from students
• Nothing, I love HWS
• Ask too often and too early after graduation
• They send me postcards with brief stories of recent grads who are giving money to the
University. It makes me upset that the University assumes I am in the same position in life. I
would appreciate it if they recognized that I am still one of their students and valued the
$60,000+ a year I am already paying. In other words, better records to show that I am still a
student would be nice; I am an "undergrad alum" but I am not a "goner" yet.
• Clearly they try too hard to "maintain the connection" just to get the money.
• Asking for money at all annoys me after having paid them so much in tuition.
• I don't like phone calls from Alumni Hall.
• Asking for money, and especially asking my parents for money, while a was a senior was very
upsetting and I felt it was disrespectful of what we had already financially invested in the
institution.
• Not realize that I am still actually an enrolled student paying tuition, even though I am an
undergrad alum.
• Call me...constantly...and not leave any messages
• They ask for money as soon as I graduate - it is frustrating especially when I barely make enough
money to pay rent.
• Too many emails!
• Senior year, a friend called and asked me to donate--I thought it was weird and sort of a sneak
attack. It was definitely not appreciated.
• Nothing in particular comes to mind.
• Recently, cutting funds from the Ethnic Studies programs
• Nothing.
• Continues to raise tuition to absurd amounts.
• Too many emails
 P a g e | 16

• I get mailings quite often and I think that it is a waste of paper. I'm less inclined to give through a
mailing and putting a check in the mail.
• Nothing now
• Keeps lights on in some buildings all night, which is a waste of electricity and $$ donated!
• I started getting calls the week after graduation asking for money. They still call my parents'
house every single day, and also send me snail mail and email solicitations. It's too much.
• Nothing - I love my alma mater!!
• The cost of tuition and lack of career services

15) Do you attend alumni events?

16) If yes, why do you attend alumni events?

• I like to catch up with other Cornellians and see what they are up to.
• To meet people (I only attend events for young alums specifically)
• I do appreciate my fellow alums, however I am not financially prepared to make donations
• To see fellow alums, to celebrate our colleges
• I always like seeing other alums and talking about good ol' Cornell
 P a g e | 17

• Because I do have school pride and I enjoy seeing other alums

• Interesting setting or event; knowledge of other alumni friends going
• Nice to meet new people and see old friends
• Because I enjoy interacting with the people i graduated with
• Friends in the Boston area
• I am proud to be a Cornell grad and I have local college friends, so it’s a good excuse to get
together.
• To keep connected with old friends and keep current on what's going on at my University
• Usually during Cornell sports games to cheer on the Big Red :)
• Affinity, social, networking, to learn something new!
• Get connected to other alums and expand my network of friends (professionally and
personally).
• Basketball watch parties and other social events
• Networking dinners, happy hours
• to see other alumni and support my alma mater
• Only fraternity events
• To enjoy art and sport and the company of familiar faces

17) How do you identify with your alma mater? Would you rather attend
events/gatherings focused on:

Comments:
• I just like attending events, as long as they are not scheduled at 6pm on a Thursday in the city
when it’s impossible to make such a commute when working outside of Boston.
 P a g e | 18

• Both class year and Greek house

• All apply! (It won't let me check more than one)
• Secret Society

18) Are alumni events an effective means of engaging you with your alma mater?

Comments:
• They should be but the current alumni staff are a waste of space
• Sometimes, but I am excited to attend one back at school vs. at a bar
• I just wish I had more time to go.
• Not so far.
• I'm just not that attached anyway...after multiple transfers, I do not really identify with my alma
mater.
• I live more than 1,000 miles away from my alma mater.
• It would be if I lived in the area of my alma mater, which is the only place they hold events.
• Never attended
• I would go to them, but I currently live outside the country
 P a g e | 19

19) Now it's your turn to sound off. How, as a young alum, can your alma mater be
more relevant and effective at connecting with alumni? How can higher education
improve its ability to earn the support of its alumni? What kind of messages are
most effective? It's sort of an "open mic" kind of question. If you have more to
share that didn't come up above, then please share with me your final
questions/Comments about anything related to this survey and the content of its
questions.

• There wasn't a very well respected student body at UMass Lowell . I think I take it the most
seriously when I hear from an organization I was very involved with - the International Relations
Club. We had a professor that we all adored and they recently had a fundraiser honoring
him/supporting the program. It was expensive to attend but I had planned on going (until an
important event conflicted). That is the first time I've really wanted to be involved again because
I got so much out of being a part of that group.
• I really think it's an issue of not having a large enough income at the start of your career to feel
like you are able to give some of it away. I feel like there are other things I need to be saving for.
• I think that alma maters should constantly acknowledge how little their young alums have while
encouraging them to give a little ($5, $10 a year) and holding specific events for them to keep
them happy and engaged so that when loans are less, we can give bigger gifts remembering how
supportive our universities were to us when we were less rich.
• I would be interested in different types of gatherings - perhaps a running club or a book club. I
know there have been some trips - perhaps more of those or day trips. Or special rates or times
at a local museum where all alums are invited?
• Don't schedule events for happy hour in the middle of the week. Don't schedule events so early
in the night on week days. Lots of people may live close to the city, but work outside of it and
need time to commute.
• I really truly want to donate and participate more in alumni events. I unfortunately am dead
broke and barely have time to sleep. But I am told that someday I will have both money and a
life, and then I plan to do what I can't now.
• I think relating the money to a specific project of projects would help motivate alumni. General,
"we want to raise $1,000,000" campaigns seem less authentic. If the message was, here are the
wonderful things we can do with the money such as: increase scholarships, build a much needed
facility....I could see where the money is going. Also, I would feel a part of moving the school
along in its goals. I want to know future plans and projects before giving money to a $1M
campaign.
• I think it’s important to remind people that small gifts count. In my early professional life, I
didn’t have a lot to give - so perhaps I would have been more apt to give if I wasn’t embarrassed
to give something like $10-$25?? At this point, I kind of figure that the little money I have to give
is better spent where I feel it can really make an impact (charities etc.). UVM has more money
that a lot of my local non-profit friends :) Hope this helps!
• I've shared my thoughts above, thanks!
• It's hard to be supportive of my alma mater when I don't feel that it helped me all too much
with what I want to do, and when I was so dissatisfied with my experience. It would be nice to
feel connected just for the sake of connection - i.e., holding free alumni events to maintain a
connection to the university and know what what's going on - rather than receiving updates
shrouded in an ask or having costly intellectual/social events to stay involved. It's also hard not
 P a g e | 20

being in a major city - the connection is so much weaker when any events have much older
alum.
• I think when we're younger there should more a focus on social activities and less a focus on
money-- that can come later once we're already roped in ;)
• I think it is great to be connected with alumni through modern social means such as Twitter and
Facebook. I would like to be supported with career options and having someone to speak with
regarding any future life/work questions that one would need support with especially in New
York City. I would be more willing to pay for events or donate money to my alma mater if I
received a benefit at this point in time and when I have more money to spend I would donate to
my alma mater.
• I think events like the current ones are great (watch parties, happy hours, wine tastings).
Maybe, once I am in a more financially stable position, I would be more likely to give if it was
more specific (like giving to a specific scholarship or building renovation on campus) rather than
just a blanket donation to CU. This very well may already exist (I haven't looked into donating in
detail), but if not, it'd probably be a good idea.
• Personally, I think there are only a few people who could get me to donate to my alma mater.
These people are my academic adviser (who I took 2 classes with while attending BU and who I
formed a personal connection with that extended past the classroom) and anyone on the
current executive board for my sorority. Anything having to do with financially supporting my
alma mater would also need to be something that would also benefit either of the above
mentioned parties (so basically, my indirect support of my university would come from direct
support of the connections I have with people still integrated into the university community).
• My one vested interest in Cornell right now is to see the continued growth and development of
ethnic studies (especially Latino Studies). I would also like to see Cornell take the lead in hiring
more professors of color. These things might encourage me to donate at some point (not while
I'm still in school).
• I think that Cornell does a good job with periodic emails. Personally I also subscribe to the online
version of the school newspaper. Also, I think that Cornell's recent run to the Sweet Sixteen
showed how much Cornell is capable of rallying alumni support. Extra note on question 5
(senior class gift): I graduated a year early, and was studying abroad my final semester. I may
not have been on the class lists, and I know that a lot of outreach was done by phone, and I was
inaccessible via the numbers they would have been calling since I was abroad. If I had been
contacted, I would have given something.
• I really think breaking down the numbers and showing where funding is going and how it is used
is incredibly important. I think individual accounts from students and staff who use such funding
would also be interesting to show how the money is being used. I think it is also much more
effective to ask for donations through email so people can just give their credit card
information, etc. The letters sent through the mail feel more like collection notices rather than a
funding effort. (They're also a waste of paper and postage)
• Social events. For instance, alumni LOVE REUNION because of getting back on campus and it is a
party. Cornell-sponsored social events with open bar = best way to engage (sadly!). Also I am
really into the idea of affinity groups. Like affinity groups for young alumni to networking in
healthcare, energy, finance, etc.
• I think that colleges and universities could be more helpful with job search resources, especially
in the current state of the economy. What if there was a mentor program between undergrads
and alum in specific industries (meaning that a mechanical engineer might be matched with
someone at Boeing)? One other idea would be to have a Class "hang out" where there would be
 P a g e | 21

a designated bar or restaurant in a city that you could go to every, let's say, Sunday night for
trivia or something. Get together for a regular gathering.
• Since I already pay loans out the wazoo, how about this: Currently I pay 8% interest on one of
my giant Cornell loans. What if instead, they charged me 6% interest and charged an extra 1.5%
for a Cornell donation. It could be setup the same way loan payments are, with a direct
withdraw from your bank account. This way, it encourages all of us loan payers to sign up, since
it'd be a total of 7.5% interest instead of 8%, AND Cornell still gets cash money each month.
Then, at the end of our loan repayment, they can ask us to continue giving $20/month or
something (which is clearly already less than our payments each month!). Just a thought!
• I like donating to specific causes, so if I know Cornell is raising money for a specific reason, I am
much more motivated to donate. Personally, I read my Facebook home page frequently, and am
a member of Young Alumni Associations on Facebook. I would read and feel more in touch with
the university if I saw more postings on my FB wall. It would be great if we could get discounts
on things by being a member of an alum association or something like that. That's probably hard
to set up though.
• I feel like I'm knowledgeable of the situation at my alma mater because of the sheer fact of my
being in a program that discusses higher education at length. Most other alumni I feel would be
less equipped to understand the university's need for financial support from its alumni
population. With that said, I am also not forthcoming in donating to SSU because of my current
financial situation in that I don't have a lot of money, most of it right now is from loans for
graduate school. Soon, I will most likely be hounded by my graduate school for financial support
which will just be more frustrating that two institutions will be asking for money and I will not be
able to give any.
• Try to get really effective alumni class reps, someone who will reach out and get current news
about alumni, plan regional events, etc. It would be so great to get class email updates or
something, rather than twice-a-year in the BC Magazine, which I'm sure a ton of young alumni
don't know they can get for free anyways.
• GREAT JOB! :)
• I'm a big supporter of alums donating to their alma mater, and have donated to my high school
several times since graduating. I haven't donated to BC yet simply because I haven't been able
to; national service is rewarding work, but not financially speaking :-). That being said, I think BC
could do a better job of tailoring their appeals to young alums with that in mind - particularly as
so many of them are struggling to get a handle on their student loans! Asking for large
donations several times a year is a bit much at that age. I've noticed that my high school does
tailor their appeals and events based on the age of the alum, and I think that makes a lot of
sense.
 P a g e | 22

20) Respondents’ Age:

Respondents' Age
14 13

12 11

10

6 5

4 3
2 2 2
2 1

0
22 23 24 25 26 27 28 29

Respondents’ City/State:
Greater Boston, MA = 23
New York City: 4
Chicago, IL: 2
Ithaca, NY: 2
Philadelphia, PA: 1
Ann Arbor, MI: 1
Atlanta, GA: 1
Belfast, Northern Ireland: 1
Columbia, MO: 1
LaGrangeville, NY: 1
Santa Fe, NM: 1