Asking alumni ‘what if…?’ recruited younger donors

Background

Living through the pandemic and cost-of-living crisis had been challenging for Imperial College students - a fundraising acquisition campaign for student assistance was timely and much needed. 

The campaign objectives were:

• Increase new regular giving donors 
• Lower average donor age to build retention numbers and secure longer-running gifting.

Solution

Imperial College worked with PS London to develop a powerful strategy to reach prospect donors.  At its heart was alumni and donor research that included 1-2-1 interviews, competitor analysis, desk research and behavioural psychology insight relating to the giving sector.

This qualitative research was supported by a large data segmentation exercise. The data was segmented into 20 segments, with 1 being least likely and 20 most likely to donate. The propensity model resulted in three distinct groups: 'cold acquisition' with higher and lower propensity to donate for direct mail and telethon channels, and 'warm acquisition' for long-lapsed previous donors.

Almost half the data file was recent graduates - a much younger demographic than previous campaigns.

The research and insight led to a single-minded poignant proposition that empowered generosity and ignited a sense of pride and nostalgia: 'Give Imperial's future pioneers the same chance you had'. 

The key insight behind this was that people were more likely to donate if there were benefits to them (impure altruism) compared to only benefits to others (pure altruism). Imperial College brought this strategic insight to life through the dual meaning in the 'What if?' concept - clearly benefitting students but also recognising donors' own achievements and successes.

The creative concept asked alumni to reflect on their own lives and what studying at Imperial had allowed them to achieve - asking them to consider 'What if?' they hadn't been able to finish their time at Imperial? This construct allowed Imperial to look back and celebrate accomplishments of historic alumni pioneers such as Dr Narinder Singh Kapany and Dr Maggie Aderin-Pocock, as well as featuring current and inspiring success stories.

The campaign spanned a number of channels including initial mailing; telethon; reminder email; reminder mailing; welcome mail pack, thank you pack and a social campaign including LinkedIn 'channel hacks' - a first for Imperial. 
Mail reached an audience of over 50,000, across 158 countries, with an average donor age of 44. This was a significant shift that provided huge opportunity for lifelong engagement with alumni.

Results

With 297 new donors, £116,788 raised and a 32-year drop in average donor age, the campaign exceeded targets.

Source: DMA Award Entry 2023. Public Sector