This spring is unlike any other in recent memory. Tens of thousands of high school and university students will no longer participate in formidable moments: accepted student weekends at college campuses, proms, final concerts and athletic championships. Most notably, the pomp and circumstance of graduation and commencement ceremonies won’t be happening as planned. Not only are these cancellations disappointing for graduates, the postponement of these activities and traditions means that schools, colleges, and universities lose out on meaningful engagement opportunities that instill pride, a sense of unity, and a culture of philanthropy in their youngest alumni. Graduation ceremonies formally close the chapter of the student experience, opening the door for a transition into the alumni experience. Many parents make gifts to their child’s alma mater to celebrate their achievements and accomplishments. Without a traditional moment to honor these achievements, gifts from parent constituencies may be at risk.
Below are a few strategies to address this unique situation:
1. Acknowledge their sense of loss
It’s important, first and foremost, to acknowledge the sense of loss experienced by graduates and their families. This is a difficult time for everyone:students, their families, and the entire school or university community. Empathy is important, particularly if the good intentions of rescheduled ceremonies and activities only “checks a box” and doesn’t fill the void that the students and families will feel.
I spoke with two seasoned fundraising experts who work with the student and family communities. When asked about their thoughts for the short-term, I received similar comments. Rachel Jarvis, Chief Advancement Officer at St. Stephens St. Agnes School in Alexandria, VA said “we recognize the sense of loss experienced by both our graduating seniors as well as their parents during this time. Sarah (Lefferts) Fosdick, Executive Director of Central Initiatives and Family Philanthropy at the George Washington University said, “I believe families need to be given the space to grieve the Commencement experiences they had been anticipating for years. Even though families understand why the decision is a public health necessity, they will experience sadness and frustration at the situation.”
In addition to recognizing the sense of loss felt by students and their families, it is critical that schools communicate openly and freely to keep students and families apprised of plans. Communicating difficult news in a prompt and clear manner helps to instill a sense of transparency and trust between all parties. On the converse, a lack of clear information has the detrimental effect of causing confusion and a lack of trust and confidence in leadership. Trust is gained in drips and lost in buckets. It is difficult to overcome that hurdle and pivot the conversation towards engagement, connection, and philanthropy if trust between a family and the institution has been lost during a crisis.
2. Focus on relationship building, connection, and engagement
All external efforts at this juncture should focus on building and strengthening relationships and connection between students and the institution. The best way to do this is through communication and engagement. Wouldn’t a student feel special if they received a phone call from the head of school offering them congratulations? Imagine how a university student would feel to receive a congratulations card hand-signed by the university president while they are finishing their last semester of college at home. There are many ways to create small, personalized points of connection that make students feel appreciated and acknowledged at what should still be considered a very special time.
Rachel Jarvis is planning two new engagement opportunities this spring. “Each of our seniors will receive a letter from an alumnus with congratulations and we are considering a zero-year reunion, something we’ve never done before.” Thinking outside the box about how to engage and connect with graduating students while marking their transition from student to alumnus will pay dividends.
These opportunities can also assist with facilitating solicitations of families. Sarah Fosdick notes that, “virtual commencement programming could offer digital opportunities for schools and universities to invite appreciative recollections from families, preparing them for more positive responses to solicitations around graduation time.”
More practical ways to continue to engage graduating seniors include:
- Ask recent graduates (and all alumni) to update their contact information, especially email addresses and mobile phone numbers, with the school or university. Updated contact information is important in order to share information and digital alumni offerings.
- Highlight stories of students and alumni helping their communities during this crisis. Ask how alumni have been impacted by COVID-19. A unique element of this crisis is the encompassing nature of its impact: nearly everyone has been impacted in some way. Create a forum to share those stories to bring people together and create a sense of connection.
- Share inspiring video content. This could be a video series with testimonials, past clips from a scholarship dinner, or a montage of inspiring images from across campus.
3. What about asking?
Making an ask of graduating seniors and their families is a standard best practice. Data shows that graduating seniors who make small gifts at the time of graduation go on to give more throughout their lifetime. Soliciting gifts from families in honor of their student’s graduation often yields generous gifts and is the culmination of years of cultivation. The calculus this year is clearly different. Many students graduating high school may be unsure if they will physically head to college next year. College graduates face a challenging job market and may have already had offers rescinded.
Rachel shares that St. Stephens St. Agnes School will “continue to fundraise from our parent community, including parents of seniors, but our approach will likely be different and will extend beyond our current fiscal year. The priority for us right now is engagement and community. If that is done well, philanthropy will follow.”
Sarah says that it is critical to remind families of the true value of the degree that spring 2020 graduates are still earning. “When families understand and appreciate the unique experiences the university provided their students all the way up to — and through — COVID-19, they will be more likely to generously give back.”
However, the timing on solicitations may need to shift. Some families may be ready to give now, but some may need more time. Sarah notes that “for universities that postpone in-person ceremonies, those rescheduled events held at a later date will offer second chances at more traditional stewardship and cultivation experiences for family donors.” She continues, “In cases where an institution is able to deliver high-quality experiences for donors and prospects at a postponed Commencement, it may be most effective to implement engagement opportunities until — and through — the time that the graduation takes place.” Boiled down, an effectively implemented engagement program for this unique class of graduating students and families could prepare those families for graduation gifts at their previously expected donation levels.
Sarah reminds us that trustworthy relationships and the impact of giving matter most, even without pandemic pressures. “COVID-19 can’t take away the meaningful experiences that students recall fondly to their families,” she says. “Those same experiences could be made possible for future generations of students.”
Have an idea to share or want to go over your strategies for graduation season? I’d love to hear from you.