Annual Fund giving climbs 16 percent

by Joe King

Gifts to the NIU Annual Fund are on the rise, thanks to alumni who are answering the call – literally and figuratively.

The Annual Fund, which depends heavily upon telephone solicitations to bring in monetary gifts for the university, saw giving increase by 16 percent July through January of 2003, compared to the same period one year earlier. The fund appears on pace to reach its goal of $945,000 this fiscal year, said Meghan Marsden, director of the fund.

Marsden said the reasons for the success are many, including the increased use of direct mail appeals and personal visits to past donors. Not to be discounted, however, is the excitement among alumni over the Huskie football team last fall.

“The buzz around the football team was much different than it was last year. They were excited to see so much positive attention given to NIU,” said Tricia Mucklow, a senior art education major who is one of 70 students helping to staff the phones seven days a week, making up to 100 calls per shift. The Huskie Telefund is supervised by Annual Fund Assistant Director Jennifer Czarnecki.

While it was the football team that got alumni talking, it was their colleges or departments that benefited from their generosity. “That is the goal of the Telefund,” Marsden said. “The bulk of what is raised is designated to the colleges.”

“The Annual Fund is one of the key building blocks of giving to the university,” said Mallory M. Simpson, president of the NIU Foundation. “It allows alumni to remain connected to the university, and the money raised supports programs that really enrich the educational experience for students.”

More than 1,400 new donors have pledged their support to the Annual Fund so far this year, which is good news for the future. Historically, only a small percentage of those who have never made a gift to the university do so when contacted. After that, however, it becomes something of a habit. About 70 percent of past donors are likely to make another gift to the university when contacted again, Marsden said.

While the Telefund remains the primary means of contacting alumni, the advent of call screening technology has prompted the increased use of direct mail solicitation, which has paid dividends this year. Those efforts are being directed by Michael Adzovic, the Annual Fund’s assistant director of Direct Mail and Special Projects.

“You have to be willing to adapt your methods, and this change has been an important one for us this year,” Marsden said.

Annual Fund staff also are beginning to make personal visits to past donors, not only to solicit further gifts, but to thank them as well.

“Stewardship is a huge part of our job. The major donors get all kinds of publicity for their gifts, but we try to make sure that we thank everyone who gives, no matter what the amount,” Marsden said.

“All gifts, no matter the size, are deeply appreciated,” Simpson added, “and combine to make a tangible difference in the experience of our students.”

2-23-04