April 7, 2014
Columbia’s 3-2-1 Plan Keeps Graduate Support From Drifting Away
Fundraisers at Columbia University’s liberal-arts school, Columbia College, were satisfied for years knowing that at least 90 percent of graduating students contributed to the senior-class gift drive. Then the college looked at how many went on to make a second gift to the institution, the year after they graduated. The number was only 12 percent.
So in keeping with universitywide efforts to promote donor loyalty, the college in 2012 started a 3-2-1 program, inviting seniors to