GOLDstein Family Challenge
Longtime supporters of the University of Miami, Sandy, B.B.A. ’81, M.B.A. ’85, and Cindy Goldstein, B.S.N. ’79, weren’t satisfied with merely writing a check to their alma mater. This proud Hurricane family wanted to inspire other alumni to give back to the university they love so much. The Office of Annual Giving devised a great opportunity through incentives and fresh communication strategies to capture a population that had been largely untapped: young alumni, the graduates of the last decade. The GOLDstein Family Challenge—the first-ever young alumni challenge campaign at the University of Miami—was born.
The challenge was simple: If 2,013 young alumni contributed to UM by May 31—which would increase the number of donors by nearly 7 percent—the Goldstein Family would make a $25,000 contribution to need-based scholarships. To help illustrate the importance of participation, the campaign featured the Goldsteins’ son, Sean Goldstein, B.B.A. ’12 as the young alumni face of the effort. The theme was “What’s Your Number?” and provided opportunities for young alumni to share their participation online with peers.
The initiative featured mini-challenges, including two from the School of Architecture and School of Communication. A $20,000 contribution to both the SoC and the SoA would be received if the number of young alumni gifts to those schools from their graduates increased by 25 percent and 33 percent, respectively, from the previous year. Both schools surpassed their goals, with the SoC and SoA increasing the number of young alumni gifts by 81 percent and 63 percent, respectively. In addition, a Regional Competition pitted young alumni in Boston against their counterparts in Washington D.C. The contest culminated in a Giving Rally and Networking reception in each city, at which the winning city was announced by Sebastian the Ibis via live webcast. Washington D.C. won the competition, increasing its young alumni giving participation by nearly 8 percent, and Boston increased its young alumni participation by 5.6 percent.
The original goal of 2,013 young alumni donors was reached prior to the scheduled end of the campaign. In response, the Goldstein Family agreed to contribute an additional $10,000 if the new goal of 2,400 young alumni donors could be reached by May 31. At the conclusion of the campaign, a total of 2,821 young alumni had been counted in the GOLDstein Family Challenge, representing a 48 percent increase in the number of young alumni donors over the previous fiscal year.