Customer: Sigma Nu Fraternity at Auburn University
Problem
For years they have depended on a handful of affluent alumni to support their needs.
The alumni were dependable and generous, but it was time for a serious renovation of the chapter house to meet new fire and safety codes, a project demanding a broader base of financial support.
The chapter had never devoted much time or resources to cultivating other alumni relationships.
Asking for money without strengthening the chapter’s ties with alumni would yield disappointing results, and could jeopardize future relationships.
Affinity Connection Solution
Friend-raising must precede fundraising - potential donors must feel an emotional connection with the organization before they’ll support it financially.
Affinity Connection insisted that the alumni board not attempt any fundraising until the chapter had conducted at least six months of focused alumni relations, with all activities aimed at creating a sense of ownership and strengthening ties between members.
Affinity Connection implemented a highly-trafficked website, a monthly email newsletter and a print newsletter.
Results
Annual giving among Sigma Nu alumni had the best first year results in Affinity Connection’s 25 year history.
The average gift was an impressive $257.
A capital campaign to raise the $1M for house renovations was launched.
