Two Saturdays ago, the Straits Times ran a story on alumni donations back to local universities and I was quoted in two paragraphs of the story talking about NUS. Today, I was finally asked by a colleague who read that story whether I really disliked NUS that much.

While the story might have given that impression, the truth is, I gave a very long interview and said alot more things which, taken together with the parts attributed to me in the story, will give a very different impression. I do not blame the journalist because I believe she had her own considerations in crafting her story and besides, there’s still the editor on top of her who can change her story.

Anyway, just to put things in perspective, I did say I threw away donation appeals from NUS but I also said the reason is because the name NUS does not have much affinity with me. NUS is a big institution with many schools and departments. What I have an affinity for is not the institution NUS but the school and department I was with because I spent the bulk of my undergraduate days with them.

I noted that I would have given much more serious consideration if the letter came not from NUS but from my school (Faculty of Arts and Social Sciences) or my department (Communications and New Media). The reason is because NUS is so big and fragmented that students no longer identify themselves primarily as an NUS graduate but rather, they identify themselves as a graduate of their school or department. This might appear as weird but I do talk alot more fondly about my school and department than about the institution called NUS.

I was also quoted giving the example of a fee increase during my undergraduate days and how that episode made students feel NUS was out of touch with them. However, I also noted that NUS has markedly improved in the next following years and there have been many more consultations with students on impending decisions that could have a big impact on them. I also said this is a step in the right direction and will certainly help students feel that NUS cares for them and in turn, this might improve alumni donations in future. The later half of what I said wasn’t published.

Also, I gave my suggestions during the interview as to how alumni donations can be greatly increased. I noted that students have greater affinity for the schools or departments they were with and NUS should consider working with schools and/or departments to appeal to students to donate money. I think there is a greater chance of success if the school’s dean, the department head or perhaps even a very long-serving and popular professor makes an appeal for donations.

I would hesitate to donate to NUS because I don’t know whether my donation would go to my former school or department, or will the money be used for other purposes. However, if I am donating to my former school or department, I do know that my donation will probably go towards benefiting the entities I want my money to benefit. I think a big part of why alumni are not responding to calls for donation is because the university is not doing targeted soliciting. It is important to know what kinds of appeal works with which kinds of alumni. Sending generic donation appeals is akin to randomly shooting in the dark and hoping that something gets hit.

I told the reporter if my department head or a professor I know wrote me an appeal for donation, I would donate. Similarly, if my dean sent an appeal, I would give very serious consideration. I am not sure if I should be thankful to the reporter for not publishing the secret to me opening my wallet but I believe this is the secret to opening the wallets of many alumni. :mrgreen: