June 30 marked the end of the 2003-04 fund year at Wells. The college met its Annual Fund goal of $1.55 million in a climate of economic challenges and international concerns. To those who supported Wells this year, please accept my heartfelt thanks on behalf of the college and the Alumnae Association.

Annual, unrestricted gifts give college leaders the flexibility to direct support where it is most needed, including financial assistance for students, faculty development, and experiential learning enhancement. These generous gifts benefit people and are a very special vote of confidence for the work being done at Wells today.

Gifts to the Annual Fund are significant because they help reduce the draw on the college's endowment. For institutions of higher education, endowment size and health means continued security. By preserving principal and growing the endowment, we help shape a successful future for Wells.

Since its earliest days, alumnae and friends have provided the college with an annual revenue stream through their gifts. These funds have proven to be essential in closing the gap between tuition and fees and the true cost of operation, which has grown dramatically in the last several decades. 

Giving Trends - New Directions

New trends in alumnae giving have emerged. Wells continues to benefit from the generous support of many generations of loyal alumnae who make a habit of giving. Typically, once a recent graduate establishes her own habit of giving, her gifts accumulate during her lifetime and have a significant impact in the college community.

In addition to college-wide concerns, Wells faces specific challenges in the area of philanthropy. The largest segment of our alumnae population is the women who graduated between 1970-2004. This group has a significantly lower donor participation rate than previous generations. Because continued participation across classes is a key indicator of long-term Annual Fund success, we are taking a critical look at this and other alumnae giving trends.

Graduates from the 1970s, '80s, and '90s have many competing forces vying for their resources: from paying student loans and mortgages to saving for a child's education. Wells must remain relevant to these women and receive their continuing financial support now and in the future.

To better understand the significance of Wells in the philanthropic activities of more recent classes, the college recently conducted a survey among women in this demographic group. Though most of the 553 survey respondents recognized the importance of fundraising to the health of the college, many expressed a strong desire to receive fewer solicitation mailings and glossy brochures. They are generally open to new ways of giving and being asked to give. With this firsthand knowledge, Wells is positioned to fundamentally change the way it approaches fundraising. 

Changing Needs, Changing Approaches

We intend to re-invent the Annual Fund to better meet the needs of all our alumnae by focusing on building and strengthening relationships. We are putting significant effort into creating bonds with alumnae who graduated between 1970-2004 and new donors. At the same time, we are reaching out more to those who have supported us faithfully.

A central element to relationship-building is good communication with all current and potential members of our extended community. We want everyone to know more about what we offer students now and new initiatives we must pursue in our continuing quest for excellence. We are committed to using all technologies available to solicit gifts more effectively and to better share information. At the same time, we recognize the human factor - our relationships with community members - has been and will be the foundation of support and mutual understanding. 

What Does This Mean for You?

Fewer mailed solicitations: Mailing is expensive but still works well for many donors. We will continue our mail program for those who are comfortable with this system, and we will adopt alternative methods for prospective donors. We learned from many alumnae that multiple mailings simply do not motivate them to give and, thus, are a waste of resources. As we commit to fewer mailings in response to this feedback, please do not interpret this new approach to mean we are not in need of your support. As I am sure you gather from President Ryerson's messages, including the President's Report in this current issue (Fall, 2004) of The Express, your giving to Wells is crucial if we are to achieve our goals. Gifts of all sizes are important; they reflect your belief and pride in Wells and your willingness to help shape a positive future for the college. 

Contact from campus: Volunteer student phoners who call alumnae on behalf of the Annual Fund are very helpful in securing renewed and increased gifts. The experience introduces students to the importance of alumnae giving in the life of the college and gives them direct contact with Wells graduates. We continue to expand the phonathon program, and students will start calling this fall.

Online giving: You asked for it, and now you have it. Using our secure web server and a credit card, you can now make your annual gift to Wells at your convenience - 24 hours a day, seven days a week. Visit www.wells.edu and click into "Make a Gift to Wells Online," which will give you access to the secure online gift form.

Streamlined Reunion Giving:Reunion is a special time to celebrate Wells with an increased gift to the Annual Fund.  The 25th, 40th and 50th reunion classes will honor the college with special project funds.

Giving information of the on the web: Check out our "Giving" website at www.wells.edu to learn about giving options, college fundraising priorities, and ways to make a gift to support Wells.

Together we will make a difference. I ask you to join me in supporting Wells by making a gift to the Annual Fund and by providing feedback on our new ideas. I look forward to hearing from you.

- Tica Edgecombe Barr '68
National Chair of the Wells College Annual Fund 
 

An updated "Message from the National Chair of the Wells College Annual Fund"  appears in each issue of The Express, the Wells' alumnae magazine.