Fund effort for YSU on track

Excitement generated by YSU’s centennial has helped boost donations.

By HAROLD GWIN

VINDICATOR EDUCATON WRITER

YOUNGS-TOWN — Contributions to Youngstown State University’s Annual Fund jumped by more than 20 percent last year, and officials say the drive is on target to reach its goal of $1 million in fiscal 2009.

The total and the size of the average gifts have been growing steadily over the past several years, and the university set the $1 million mark as part of the university’s centennial celebration now going on.

The Annual Fund is composed of financial contributions made to YSU on a yearly basis, and is separate from the Major Gifts, Special Projects and Planned Gifts programs, which are generally large, one-time donations.

Paul McFadden, chief development officer, is quick to credit the work of Catherine Cala, director of the Office of University Development, and Jacquelyn M. Daniel, annual giving coordinator in that office, with the ongoing success of the Annual Fund drive.

A double-digit increase like the fund experienced last year isn’t the norm for an Annual Fund campaign, Cala said. It shows that YSU’s program has a lot of room to grow, she said. The fund jumped by 18 percent in fiscal 2006.

A good deal of that success can be attributed to “midlevel” donors who increased their annual gift from the $500 range to the $1,000 range last year, Daniel said.

Alumni, a major source of financial support for any institution, are a key component of YSU’s drive.

“They still have a sense of attachment to the university,” Cala said.

Right now, about 6 percent of YSU’s “reachable” 77,000 alumni give back to the university financially.

Reachable are alumni for whom the university has accurate addresses.

The level of contribution is about average for an urban state school, McFadden said, adding that YSU would like to get up to the 8 to10 percent range.

Alumni aren’t approached immediately upon graduation, Daniel said, explaining that the university waits five years before soliciting their financial support, giving them time to get established in their careers.

YSU faculty and staff have been very generous and represent 7 percent to 8 percent of total contributions to the fund, Daniel said.

“People that work here support the university,” she said, noting that the Annual Fund approaches the university employees each fall to kick off the campaign, and many employees give $1,000 or more each year.

This year’s campaign goal is $930,000 and, as of this week, a total of just over $650,000 has been pledged, Cala said.

This year’s drive ends June 30.

The buildup to YSU’s centennial celebration and the actual centennial events themselves have been a boon to the Annual Fund, Cala said. It’s an exciting time for the university, and people want to be a part of that, she explained.

The campaign begins with the university faculty and staff and is followed by a Phone-A-Thon telemarketing drive targeting alumni and friends of the university.

This year’s Phone-A-Thon will run from Feb. 11 to April 5 with paid student callers and some volunteers targeting 45 specific groups.

Daniel said student callers can earn scholarship funds if they are successful in garnering significant financial support for the Annual Fund.

Daniel said the university also uses a professional calling company in the spring and summer months.

As the cost of direct mailing rises, YSU has looked at new ways to reach alumni, and online giving has proved to be a successful approach, Cala said.

The idea was initiated in 2003 and the participation rate in online giving jumps annually, now representing about 2 percent of all pledges, she said.

The Office of University Development works closely with university Marketing and Communications, Cala said, noting that department concentrates on keeping alumni in tune with what’s happening at YSU, an important component of the Annual Fund effort.

Unlike some schools, YSU allows Annual Fund contributors to direct specifically where their money will go.

People can be as detailed as they want, sending their money to individual scholarship accounts, single departments or limited programs, Daniel said, noting that about 60 percent of the donations are directed in that fashion.

Raising private dollars has become increasingly important for public universities as the state percentage of support has declined. At one time, Ohio picked up about 70 percent of YSU’s costs.

Today, the number is closer to 30 percent, school officials have said.

“Fundraising is absolutely critical for the function of our university,” Cala said.

gwin@vindy.com