Share these talks and lectures with your colleagues
Invite colleaguesResearch paper
Giving CMU Day and every day after: Engaging the next generation of donors at Carnegie Mellon University
Journal of Education Advancement & Marketing,
10
(1),
33-45
(2025)
Abstract
Student engagement is crucial to building the next generation of donors at Carnegie Mellon University (CMU). With the return to campus in the post-pandemic period when student donor numbers decreased, there was an opportunity to rethink student engagement at CMU, testing new strategies to drive the creation of new traditions. Acknowledging the opportunities that the collaborative CMU environment provides, teams from across the institution worked together to research donor behaviour and assumptions and implement a student strategy. CMU’s annual day of giving, Giving CMU Day, pivoted to become the main opportunity for undergraduate and graduate students to both make a gift to CMU and fundraise on behalf of the university organisations and causes important to them, thus strengthening the culture of giving on campus and educating the next generation of donors about the importance of philanthropy throughout the rest of the academic year. This how-to guide outlines the resources, successes and pitfalls of executing this ambitious institution-wide change. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: data-driven approach; engagement; student philanthropy; giving day; annual giving; alumni relations; technology trends
The full article is available to subscribers to the journal.
Author's Biography
Julie Knight is an accomplished advancement professional with over a decade of experience in operations, data analytics and annual giving (AG). Currently at Carnegie Mellon University (CMU), Julie has held leadership roles at higher education institutions nationwide. She transitioned into the field of advancement from academic research and consulting. Known for her data-driven approach and understanding of donor behaviour, Julie has successfully developed strategies that enhance institutional growth and alumni engagement. Her ability to blend analytical insights with a passion for higher education has made her a respected leader in the field of advancement. Julie’s work continues to strengthen connections between institutions and their donors, fostering meaningful relationships. Julie earned a bachelor’s degree from Pennsylvania State University and her master’s and PhD degrees in social sciences from Cardiff University.
Daniella Staudacher has been a fundraising professional for 11 years, seven of which have been with Carnegie Mellon University. She started her time at Carnegie Mellon University (CMU) as a Development Associate at the College of Fine Arts and is now part of the University-Wide Annual Giving (AG) Team. Prior to her work at CMU, Daniella was a fundraiser at a variety of non-profit arts institutions, including the Solomon R. Guggenheim Museum, the Morgan Library and Museum and the New York Botanical Garden, where her focus was individual and corporate membership. Daniella holds her bachelor’s degree in history from the College of Our Lady of the Elms, Chicopee, USA, and a master’s degree in Museum Studies from New York University.
