This week it emerged that donations to Ohio State University have reached record levels this year. The University has received $404 million – up 8% from last year.
How did they do it?
The Columbus Dispatch reported that University officials believed that their enhanced relations with alumni was behind their fundraising success. The school says that they had made an active effort to build on their ties with alumni clubs across the country – and as a result, 74 000 alumni donated to OSU this year.
This shows that OSU has recognized the importance of managing their relationships with their constituents. They have used their alumni club to reach out to former students and have thus been able to prioritize relationships with them – resulting in a greater propensity for these individuals to be generous towards their alma mater.