Where Should I Allocate My Gift? Notre Dame and Ohio State University Launch Online Quizzes to Help Alumni Decide
Many alumni face the same dilemma regarding giving to their alma matter: Where to allocate their donations? Most large universities boast multiple colleges as well as various scholarships, programs and projects. An article featured in CASE Currents magazine that highlights Directed Giving argues that potential donors typically have three basic questions: Where does my gift go? How will it make a difference? and Why does the school deserve my support? While the second two questions can be difficult to answer quickly and simply, universities can more easily address the first.
The University of Notre Dame is seeking to eliminate the classic “Where do I allocate my donation?” question through its new Your Notre Dame Donor Journey online quiz. The quiz—accessible from the Supporting Notre Dame microsite—asks potential donors seven multiple choice questions to gauge areas of interest. Participants are asked about their favorite: Notre Dame song, Notre Dame color, area on campus, campus dining hall, school mascot, break type (spring, fall or Christmas) and favorite weekend on campus (commencement, parents or football season opener).
Your Notre Dame Donor Journey Quiz Homepage and Sample Question
Upon quiz completion, the results page recommends a specific area of support and includes a brief summary of what that particular fund stands for and the type of students it supports. The results page also lets alums share their quiz results on Facebook or Twitter. The results page could be improved further with direct links to donate, instead of forcing potential donors to navigate back to find a contribution page. Placing a “Donate Now” link on the results page would allow potential donors to give to the recommended fund immediately after completing the quiz. While not complex by any means, the Your Notre Dame Donor Journey quiz is an interactive and engaging tool that helps alumni determine the best destination for their money and stirs school spirit by re-connecting alumni with their favorite university memories.
Ohio State University also released an interactive Hey Buckeye Are You Scarlet or Gray? online quiz accessible from the Giving to OSU microsite. The OSU quiz is not specifically geared toward donation allocation, but it does appeal to school pride by asking alumni 10 questions to determine their personal embodiment of the OSU colors. The quiz asks participants a range of intriguing questions relating to their time at the university and specific preferences; one displays an image of Ohio with a number inside it and asks what participants see first, the number or the silhouette of the state, while another asks participants to cover one eye before viewing an image then asks which eye they covered.
OSU Are You Scarlet or Gray Quiz Sample Questions
The Are You Scarlet or Gray results page displays participants’ percentage makeup of scarlet and gray with a brief description of what their score means about their personality and passion for OSU. Participants are encouraged to share their score on Twitter or Facebook. Importantly, the results page includes two Support Your Passion links that begin the online giving process. This clear call to action following the quiz is what the Your Notre Dame Journey quiz results page lacks. Interestingly, while OSU’s quiz does not directly address the various destinations for potential donations, the Support Your Passion page lists 10 programs that range from animals or the environment to athletics or faculty and staff. The page clearly lays out where alumni’s donation will go in addition to the positive impact donations have had on both the school and community.
Other universities seeking to implement an interactive quiz that could help alumni decide where to allocate their donation should seek to combine different features from the ND and OSU quizzes. The ideal quiz would incorporate questions similar in style to those on the ND quiz and include a direct fund recommendation with a brief description like the ND quiz does. The perfect quiz would also appeal to school spirit and include a large and attractive Donate Now link within the results page as OSU includes at the end of its quiz.
- Alumni Engagement