# Stanford shares alumni giving research

- Link: https://fundraising.co.uk/2000/10/26/stanford-shares-alumni-giving-research/
- Published: 2000-10-26T23:00:00+01:00
- Author: Howard Lake

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](http://www.stanford.edu/~jpearson/@stangifts.htm)
and find out more from the Stanford University Director of Market Research.

Tip: Adrian Beney, University of Durham

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