Grambling State University Boosts Alumni Giving with Data-Driven Engagement

Grambling State University is a 124-year-old public historically Black university with more than 5,000 students representing 44 states and 32 countries. It’s a top producer of graduates in Computer Information systems and is widely known for its research, championship athletics and its World Famed Tiger Marching Band. 

The Situation

GSU had an investor pool of just 711 individuals and gifts from just 1,000, yet it has an alumni base of more than 40,000. Clearly, there was a disconnect. They needed help not only to connect with those alumni but also the tools and technology to find solutions and accommodate growth.  

The Work

GSU realigned their philanthropic vision and partnered with GivingDNA for the transformational tools to evaluate wealth, capacity of giving and areas of interest. It was critical GSU understand their alignment of giving ability and their donors’ interests – not just continue to put out general solicitations.  

GSU knew there was an opportunity to grow their alumni percentage for contribution, and GivingDNA allowed it to refine its strategy and be more effective in its outreach.  

GSU put GivingDNA to work in a powerful and personal way when honoring one of its most celebrated alumni, New York Knicks legend Willis Reed. To commemorate his legacy, the university planned to launch an endowment in his name during a football game near New York — Reed’s longtime professional home. Using GivingDNA’s geo-targeting capabilities, the team was able to quickly identify and reach out to alumni and supporters in the region – people who most likely feel a strong connection to both Reed and the event. 

By avoiding asks to distant supporters and engaging only the most relevant audience, GSU saw immediate results – achieving their target within days. This success underscored the value of smart segmentation and real-time market intelligence, opening the doors to future opportunities. 

GivingDNA gave GSU not only geographic information, but generational information, donor interests, giving capacity, and wealth screening. As the GSU team upgrades to BlackBaud, this integration will only enhance their experience. 

By leveraging GivingDNA’s segmentation tools, the advancement team can identify the right prospects based on age and financial capacity, allowing for more strategic and personalized outreach.  

The Results

Since using GivingDNA, Grambling has grown its number of endowments from 174 to nearly 240 in just three fiscal years — nearly 40% — clear evidence that targeted efforts in planned giving are paying off. 

GivingDNA gave them the tools and knowledge to ask for a larger gift – and the university received a $50,000 endowment. Even without a formal program in place, this data-driven approach is already showing results: 

Looking ahead, GivingDNA  will play a key role in GSU’s 125^th anniversary and capital projects like new dorms and student space as well digital tools like Jotform surveys and Cerkle Broadcast to deliver tailored content. 

This focus on customization and data-driven engagement is helping Grambling State refine its outreach strategies, become more outcome driven, and better meet the expectations of modern donors and stakeholders.