Creating and Executing a Successful Class Agent Program
Download as PPTX, PDF4 likes3,109 views
Creating and Executing a Successful Class Agent Program outlines how Occidental College launched a new Class Agent program to increase alumni engagement and fundraising. The program trains volunteer Class Agents to cultivate relationships with classmates and solicit gifts. It provides tools and resources to Class Agents and coordinates solicitation efforts. Since starting the program, Occidental has seen exponential growth in reunion attendance, increased annual fund participation and dollars raised, and a pipeline of engaged volunteers to help with capital campaigns and other initiatives. The document shares best practices for launching and managing an effective Class Agent program.
Creating and Executing a Successful Class Agent Program
- 1. Creating and Executing a Successful Class Agent ProgramLori Winemanwineman@oxy.eduAssociate Director of Annual GivingOccidental CollegeAGPN, Pomona College, March 24, 2011
- 2. The new way to stay connectedBuilding relationshipsAsk volunteers to do morePreparing for capital campaignPeer to peer solicitation is criticalMaximizing impact of each reunion year2x fundraising1/3 of alumni fund is from reunion yearsWHY a Class Agent Program?
- 3. Ranked #8 in U.S. News and World Report, Top Liberal Arts Colleges
- 4. 2010: Alumni Fund $6.6 million with 53% participation
- 5. Reunion increased from 1,500 to 2,500 attendees in 10 years, and increased reunion giving from $1.1 million to more than $2.2 millionCarleton College: A Case Study
- 6. Occidental CollegeProgram launched in August 2010Over 90 Class Agents from 1951+4 staff managementOccidental College Program
- 7. Before:Small volunteer committees (5-15 / committee) not comparable with each otherInefficient training and oversightLess significant role for the individualAfter:One Class Agent program shares resourcesCompetition among class years (more comparable)Common training and administrationMore significant involvement (“leader of college”)Before and After
- 8. Staying Connected: The Old Way
- 9. Staying Connected: The New Way
- 10. Building RelationshipsExample: 1 staff works with 10 Lead agents and 40 Class Agents, that reach out to 3,000 alumni
- 11. How do you get MORE out of your Volunteers?
- 12. Give Class Agents ownershipLet them set their own goalsGive them the toolsSet clear expectationsChoose dependable volunteers Clearly define their roleGive more to them: they give more backBuild a relationship so they WANT to give moreGet MORE out of your Volunteers
- 13. Engage, Educate, Update, Ask
- 14. Serve as informed leaders of the institution and engage/re-engage classmates Create class goal and strategyCommit to goal in front of entire program (Oxy) Write their own solicitation lettersMake them personal! Ask for targeted gift amounts including leadership levelWrite personal emails, make phone calls, and send facebook messages to cultivate gifts from classmates.Recruit other Class Agents and successorsClass Agent Roles:
- 16. Oversee Annual Solicitations signed by Class Agents Fall: letterCalendar Year End/January leadFiscal Year End Build relationships with Class AgentsOffer basic trainingProvide updated gift information & toolsShow them the big pictureKeep Class Agents motivated and energized.Staff Roles:
- 17. Online portal:Updated gift information for each Class AgentCustom built by our IT TeamTraining materials Handbook, binder, expectations and guidelinesInstitutional updatesEmails of what’s happening on campusTalking pointsEvent calendarsImportant Tools
- 18. Seeking:Leaders on campusConsistent donorsPassionateDependableComfortable fundraisingHow to get first 50 Class Agents in 4 weeks:Library research + Office of Student Life (6)Personal contact (10 – 1 per class)Lunch meetings or phone callPeer to peer recruiting (50)How to Find the Best Volunteers
- 19. CultivationLunch meetings and welcome gifts Make it FUN!Overnight summer retreat + workshopsHappy hours paid by staffStewardship Gifts Ex: Box of dining hall “famous” cookies, tiger hats, school pride tiesVolunteer recognition dinnerCultivation and Retention
- 20. Oxy “Tiger Trainings”6-hour workshop with all Class AgentsSocial proof: peer influenceOverview of agendaTraining and Education
- 22. Most successful events are volunteer drivenIncrease involvement with the campus and alumni communityRegional and local volunteer coordinationAgents work closely with Alumni Relations planning committeeEvents
- 23. 2x fundraising in a reunion year from average donor. Capitalizing on Major gifts ($50K+) in reunion yearBefore Class Agent Program:Reunion Gift CommitteeVolunteers freshly trained & inexperiencedAfter reunion year, no longer volunteersAfter:Class Agents represent every class year (1945+)Volunteer retention and growth Leads to: well trained agents maximizing fundraising during their reunion yearReunion Year Impact
- 24. Capital CampaignBring Class Agent program to the next levelInvolve as many volunteers as possibleCommitted, talented volunteers available to serve as leaders are essentialClass Agents identify, cultivate, and solicit major gifts peer to peer.Increase Annual Fund dollars and capital gifts.
- 25. Class Agents:More than 2x giftsRegular giving to leadership givingLifetime donorsAlumni fund:Increased participation and $$School events & reunions:Exponential rise in attendanceMeasurable Results
- 26. Identify what your institution needsPresent to volunteers and board a plan for new Class Agent ProgramCreate a FUN, interesting program overview document for alumni (main recruiting tool)Set common goalsBuild online tools& training materialsPlan first training workshopHow to Start
Editor's Notes
- #9: -Add lead Agents in graphDanielle gives Webb school example-Lori gives Oxy school examples
- #10: Give a little helpPush them to do moreSet clear expectations
- #11: -Before/after-Goals: fundraising, dollar, participation, reunion attendance-Setting clear expectations, job description, define role clearly to get a meaningful commitment
- #12: -Recruit: lead agents are important with recruitment-Slide Notes: Agents are Ambassadors, Advocates, and FundraisersResponsibilities:Serve as an informed alumni leader to represent the goals and mission of the institutionRemain current on alumni programs and school initiativesEngage/re-engage classmates with the institutionIncrease alumni attendance at reunions and eventsMake an early gift to the Alumni FundRecruit additional class agentsWrite letters, make phone calls, and send emails to Classmates to cultivate and solicit gifts to the alumni fund.Engage, educate, update, askSocial MediaFacebook/linked-inOnline communications (emails, website news)
- #13: As much we were afraid of negative responses, we had no negative responses and one alum wrote a note with their check, doubling the size of their gift because they thought letter funny
- #14: Danielle, to add bullet points on what staff duties at Webb schools--3 series follow-up emails to go out in May/June prior to FYE3 Annual Solicitations signed by Class Agents (give specifics at Webb/Oxy)Fall: letter signed by class agentCalendar Year End /Jan: postcard, emails, facebook messagesFiscal Year End : letter and/or emails and facebook-Staff provide Agents with current classmates contact and giving info-Keep Class Agents motivated and energizedBuilding relationships as a team
- #15: Danielle – to add bullets on any important tools/resources used at Webb schools(Example: going out to Margaritas w/ Sally)
- #16: -Peer to peer recruitment is best.-Use your existing volunteers and contacts -1:1 lunch mtgs. between staff and potential Agents-Danielle and Lori give examples of how both Oxy and Webb Schools find the best Class Agents!
- #17: -Volunteer Recognition Thank you dinner, or happy hourGifts (ex: box of dining hall “famous” cookies, tiger hats, school pride ties)-Dinner + meeting with trustees-Stewardship visits
- #18: -Lori can talk about Oxy’s new Tiger Trainings with Agenda bullet points on next slide.-Danielle talk about education meetings/trainings for her class agents at Webb schools Training and education:-Workshops, retreats, or bi-annual meetings-Bi-annual training sessions (Aug. and Jan.)
- #20: TODO: Danielle insert event photo-Danielle to explain this slide and give specific Webb School examples of events and how Class Agents help make events most successful
- #21: TODO: Work on these bullet points(Use specific numbers.) $2500 -> $50K in reunion year. They need to be asked properly. BY THEIR PEERS.-Oxy: In 5 years, we will have our ideal volunteer program laid out, and every reunion from then on will have the most selective, best and well trained volunteers to fundraise for large reunion gifts.
- #22: -Prepare for a capital campaign.-Capital campaigns rely heavily on volunteers to be effective.-We need to find the right volunteers, and have them prepared and trained as Class Agents to take fundraising to a campaign level.
- #23: “School centric relationship building among alumni of all classes/decades”-Danielle: to also give specific examples of Webb successful school events and reunion attendance due to Class Agent program-Lori – mention that because the Class Agent program has just begun at Oxy, we are anticipating increased measurable attendance but are still focusing on building the program to see results.
- #24: Can’t ask alumni to volunteer if you can’t say how they fit into the needs of the institution, and what you will provide to make them an effective volunteer