Young Adults and Peer-to-Peer Fundraising
by Kelsey Luffman

On Monday, The University of Chicago announced the end of its over-$2-billion campaign. Ronald J. Schiller, vice president of development and alumni relations, attributes an increase and giving among student and young alumni to the university’s peer-to-peer program, called “The Chicago Initiative.”

 

Over a period of nine years, the initiative raised $2.38-billion. Over those years, the percentage of seniors who gave climbed from below 50% at the campaign’s start to 77% in 2008.The percentage of young alumni who gave also increased. The Chicago Tribune reports that this year, the university asked graduating students to give $20.08 each.

 

Several years ago, the university took steps to support the students and alumni fundraising by bringing on additional staff who served to answer questions, provide contact information, and help in however they were needed. Trustees also had a hand in encouraging students to give by adopting senior classes. The trustees then met with students and challenged them with donation goals. James Crown, chairman of the board of trustees, adopted this year’s class.

 

Schiller said that this peer-to-peer fundraising vehicle gave the university’s giving so much momentum that he is sure the giving will carry on after the campaign’s completion. “It’s the peer-too-peer structure that will be sustainable and build on itself over time.”

 

The Chronicle of Philanthropy suggests that the story may prompt organizations to support volunteer fundraisers and consider how they can apply the peer-to-peer system in their own organizations to encourage giving among young people.

 

Information taken from www.philanthropy.com

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