Stanford shares alumni giving research
Howard Lake | 26 October 2000 | News
Jerold Pearson, Director of Market Research at Stanford University, has published a valuable archive of research reports on relations with alumni. For example, they have looked at how e-mail newsletters have related to giving by alumni. Their September 2000 report @Stanford and Alumni Giving focused exclusively on that issue.
The University e-mailed 36,398 addresses. They knew that 92% of all alumni had an e-mail address, including almost three-quarters of alumni 60 or older. Pearson found that “a greater percentage of recipients [of the e-mail newsletter] than non-recipients made a gift (to any non-hospital Stanford designation) in FY2000.”
The e-mail newsletter appeared particularly successful in re-activating lapsed donors. “Among lapsed donors (those who had made a gift prior to, but not in, FY99), 32% of recipients made a gift in FY2000 ” compared to 22% of non-recipients.”
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Read @Stanford and Alumni Giving and find out more from the Stanford University Director of Market Research.
Tip: Adrian Beney, University of Durham
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.