Columbia’s 3-2-1 Plan Keeps Graduate Support From Drifting Away

Fundraisers at Columbia University’s liberal-arts school, Columbia College, were satisfied for years knowing that at least 90 percent of graduating students contributed to the senior-class gift drive. Then the college looked at how many went on to make a second gift to the institution, the year after they graduated. The number was only 12 percent.

So in keeping with universitywide efforts to promote donor loyalty, the college in 2012 started a 3-2-1 program, inviting seniors to pledge that they would give for three years, tell two friends about the pledge, and have their donations matched by an older alumnus.

Last year, roughly 22 percent of those in the Class of 2012 who contributed to the senior gift went on to make a second donation, in the year after they graduated. And more than half of them have already made good on their pledge to give again this year.

Among the 2013 graduates, almost 38 percent of those who participated in the senior gift signed up for the 3-2-1 program.

“The next part of our challenge is how to keep the 3-2-1 momentum going, how do we continue working with these donors going into their fifth-year reunions,” says Allen Rosso, executive director of the Columbia College Fund.

To keep the young alumni giving, he says, the college is considering inviting 3-2-1 participants back to the annual dean’s reception they attended as seniors. Columbia is also considering a new universitywide program to recognize donors who give for a certain number of years in a row.

“A consecutive giving society of some kind would add a really nice piece to our retention efforts,” Mr. Rosso says, “letting them know we really care about their loyalty.”

Share of alumni who made donations in their senior year and the year after graduation:

Before 2012: 12%

Class of 2012: 22%

Behind the increase: New pledge program for seniors