For the last three years, each of us shares an identical history in one respect.  That history has a clear line of demarcation.

Some call it the “C” line.  Any recent experience is either “BC” or “AC” as it relates to the “C” line.  “BC” and “AC”?  You guessed it—before COVID or after COVID.

We experience society in a different way now than we did prior to COVID.  How we work, how we play, how we travel—everything.  And, since COVID struck only three years ago, all of us have experienced society both before and after.

We see many fraternities and sororities that have a similar and just as distinct line of demarcation.  Except it didn’t happen three years ago.  Quite likely, several decades have passed.  It is important to realize the significance this line can play in fundraising.

From the late 1980’s through the early 2000’s, many fraternities and sororities implemented significant leadership/personal development programs designed to prepare brothers and sisters for life after college in ways the university does not address.

The experience of being in the fraternity or sorority changed instantly.  It morphed from being mostly a social organization, to becoming an organization focused on leadership/personal development that also contained a strong social aspect.

With that change, your prospective donors fall into two distinct groups—those who have knowledge and experience with these programs, and those who do not because they graduated before the programs existed.

A key fundamental in fundraising, of course, is to build the case before asking for a gift.  More recent graduates can be reminded of the benefits they enjoyed, and the need to pay it forward.  Earlier graduates may first need to be educated about the programs you are asking them to support.  Does your messaging to them reflect that?