201: Generational Alumni Strategies

Recorded On: 08/18/2020


"One-size-fits-all” alumni appeals tend to fall short, which is why segmentation is a valuable tool for dividing alumni groups and messages for maximum impact. With the ever-increasing number of communications hitting mailboxes and inboxes, customizing messages to reflect generational tendencies and motivations can be an effective segmentation technique to ensure that solicitations stand out. By implementing approaches tailored to generational interests and behaviors, your appeals will be more likely to capture donor attention and help meet fundraising goals. 

Register now to learn strategies for segmenting appeals based on generational dynamics.

This webinar is eligible for 1.25 points of CFRE credit.


  • Perspectives for understanding how generational classifications and student experiences can influence alumni attitudes and beliefs 
  • Methods for assessing capacity based on life stages and employment levels 
  • Guidelines for creating messages and ask amounts for different groups based on generational preferences, wealth ratings, and giving history 
  • Tactics for evaluating your segmentation efforts 
  • Examples from other institutions, and more!

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Heather Kopec

Director of Annual Giving, Virginia Tech

Heather Kopec is the Director of Annual Giving at Virginia Tech, where she oversees direct marketing efforts and leadership gift solicitations. She is responsible for developing an innovative fundraising program aimed at increasing the alumni giving rate, while also growing current-use funds. Prior to joining Virginia Tech, Heather worked in annual giving at the University of Wisconsin-Madison and at multiple universities as a student calling program manager. She has also served on the Board of Trustees for her alma mater and the nonprofit Free Bikes 4 Kids. She holds an MBA from the Wisconsin School of Business and a bachelor’s degree from Knox College.


Segmenting Alumni Appeals by Generation
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