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.”
Read @Stanford and Alumni Giving and find out more from the Stanford University Director of Market Research.
Tip: Adrian Beney, University of Durham
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