A solid fundraising strategy is essential for every area of higher education institutions to thrive, and performing arts programs are no exception. Effective fundraising can help your program put on better shows, train students more effectively, and ultimately boost its reputation for high-quality instruction in the arts.

Alumni are among the top donors to university programs, as those who credit your program with providing them the foundation for a successful career often want to give back. To cultivate alumni donors, you’ll need to stay in contact with graduates so your program remains top of mind and provide opportunities for them to give that they’ll be receptive to.

In this guide, we’ll share five top tips to boost your college performing arts program’s alumni fundraising efforts, including how to:

1. Maintain an Alumni Database
2. Leverage Multiple Communication Channels
3. Send out Annual Surveys
4. Host a Variety of Alumni Events
5. Show Appreciation for Alumni Donors

As you implement the strategies in this guide, make sure to plan ahead so you can effectively budget your time and resources. There are so many vital activities that keep your program afloat aside from fundraising, from scheduling classes to holding auditions to supporting students. Try to develop your fundraising strategy in such a way that you can accomplish as much as possible while minimizing stress for your team. Let’s get started!

1. Maintain an Alumni Database

There are several types of software you’ll likely leverage in your alumni fundraising efforts, including communication tools and an online payment processor. However, the most important platform you need is an alumni database.

Your performing arts program can leverage an alumni database in multiple ways, including to:

• Maintain up-to-date contact information for each of your alumni.
• Keep track of graduates’ career paths and activities so you can feature them in your communications.
• Analyze alumni donors’ giving and engagement patterns to inform your fundraising strategy.

Make sure your database integrates with the other fundraising and management tools your program uses so that you can work seamlessly between different platforms. Additionally, check with your college’s alumni engagement office about their data collection strategy and rules so everyone is on the same page.

2. Leverage Multiple Communication Channels

One key data point to track in your database is your alumni’s preferred communication channels. That way, you can reach out to each potential donor in a way they’ll be receptive to.

To cater to the varied preferences of your alumni base as you fundraise, create a multi-channel strategy that includes communication methods such as:

• Your program’s website. Design a page specifically for alumni that includes a link to your university’s donation page and instructions for how to designate their gifts for the performing arts program.
• Social media. As you create content, keep in mind that different social media platforms appeal to different demographics. For example, potential alumni donors in their 40s are more likely to use Facebook than recent graduates of your program in their 20s, who may instead gravitate toward Instagram and TikTok.
• Email marketing. In addition to email blasts providing information about specific fundraising events or campaigns, create an alumni newsletter that sums up all of your current initiatives on a recurring basis.
• Text messaging. Your program can use text messages to remind alumni about upcoming events, advertise university giving days, and create a year-round donation pipeline through text-to-give.

On all of these channels, make sure to also send communications that aren’t related to fundraising, such as notifications about networking opportunities, individual alumni spotlights, and updates on your program’s other activities. This way, you’ll avoid creating donor fatigue among your alumni and foster stronger relationships with them.

3. Send out Annual Surveys

Sending out a survey to alumni each year not only helps you keep your database up to date—it can also provide new perspectives on various areas of your program’s operations and fundraising strategy, which you can then use to make improvements.

Ask both multiple-choice and open-ended questions about a range of topics on this survey. Which questions you include each year will depend on your goals and the demographic of alumni you’re targeting with that particular survey, but here are a few possibilities:

• Why did you choose this college and program?
• What was your favorite thing about your college experience?
• What do you wish you could change about your experience in this program?
• Are you still involved in performing arts, either professionally or as a hobby?
• Do you feel like this program prepared you for your career after graduation?
• Have there been any recent changes to your contact information?
• What is your preferred communication method for receiving program updates?

Allowing alumni to provide feedback on your program makes them feel valued, therefore increasing the likelihood that they’ll stay connected with you and participate in fundraising activities.

4. Host a Variety of Alumni Events

Another way to reinforce your relationships with alumni is to host events specifically designed for them. To boost attendance, either hold your events virtually or plan them for a time when alumni are likely to be on campus, such as during homecoming weekend.

There are many fundraising events that work well for engaging alumni donors, from auctions to galas to speaker series. Just like with your communications, you should also consider hosting alumni events that aren’t focused on fundraising but instead on networking and socialization. According to Acceptd, it’s important for artists to connect with each other for their well-being as well as to find opportunities in their field, and alumni social events can help them do just that.

5. Show Appreciation for Alumni Donors

Your program’s efforts to create connections with alumni donors shouldn’t stop when they contribute to your campaigns. Instead, effectively showing appreciation to those who give can encourage them to continue supporting your program.

At minimum, send a thank-you email to your alumni supporters after they donate or participate in a fundraising event. For those who go above and beyond, consider expressing gratitude with donor gifts such as handwritten letters, merchandise from your program, gift cards, or invitations to donor appreciation events. 

No matter how you recognize your alumni donors, remember to personalize your thank-you messages so recipients know that you value them as individuals.

About the Author

Jerry Tsai

Jerry Tsai is the President of Acceptd, a Togetherwork company that is the premier recruitment, application, and audition platform for the arts. He is passionate about serving the arts community and loves that art is a way to wind down and enjoy all that life has to offer.