Supporting student veterans in higher education takes passionate professionals, quality programming, and supportive college/university leadership. Most of us would not be in this space without our own personal dedication to these non-traditional student veterans trying to navigate higher education, improving their place in the world, and impacting their own families and communities. Some of us share the same stories in our own student veteran journeys. But meeting this mission of support takes financial resources, often well beyond what the organization's budget can provide.

Enter Philanthropy

At nearly every college or university exists a fundraising organization, either within the institution or as a dedicated non-profit foundation, employing a team of development officers (DO; also called university advancement or gift officers at some institutions). The DO's job is identifying, cultivating, and soliciting individuals, groups, or corporations with (1) an affinity for the institution and/or a subset capability (in our case, student veteran support) and (2) the desire to donate funds that will help that capability succeed. These donations can support student scholarships, infrastructure improvements, and program funds. More than donations to a school's general fund, directed philanthropy is used specifically for the unit/area where the donor wants the funds to be spent (normally tax-deductible for the donor within some state and federal guidelines). The DO is your voice and partner in finding and cultivating these donors for your student veteran programs.

However, many veteran support staff members do not have regular access to a DO that is focused on veteran support. If you are trying to start or expand your funding for student veterans on your campus, building that partnership with a DO is a crucial step. With a little preparation and an understanding of the donor development process, there are things you can bring to the table that will help your DO recognize a donor's affinity for supporting veterans and open the door to opportunities for that donor to direct their gift to your veterans.

"Tell me about your program."

If a DO brought you a perspective donor, or had to represent you in the donor's living room, are you (or the DO) ready to respond? Your veteran and military-affiliated cohort on campus, whether large or small, has a story to tell. How well your story is communicated, be that a wavetop description or a deep dive with a well-informed donor can be the difference between an interested acquaintance and a major gift donation. When thinking about (or updating) your story, make sure you capture these questions:

• Why does your veteran office exist? (Hat tip to Simon Sinek.)
• How do you serve your veterans?

These first two questions might be all the time you or the DO may have in an 'elevator pitch,' but once the donor shows interest, be ready to dig deeper:

• What are your top 3 student veteran support programs? And which of these programs cost the most each year?
• What are the results of your efforts?
• Which program has the highest return on investment?
• Which of your veteran programs do you need to grow the most?
• What is the greatest student veteran need on your campus?
• But veterans have the GI Bill - why do they need more?

Supporting the answer in each of these questions are the demographics of your student veteran population on campus. Have at the ready these veteran details:

• Total number of student veterans and total number of dependents on your campus
• Average age of your student veteran cohort
• Percentage of transfer students
• Percentage of grad/professional students
• Percentage that are married/have families
• Percentage that has seen combat/been deployed
• Percentage that are female
• Percentage that are first-generation college students
• How many/percentage that are still serving
• Percentage that are active-duty, guard, reserves, activated
• What colleges/departments/majors have "clusters" of veterans.

All this information can be compiled into printed materials by your institution (better if done by the DO's organization - they have resources dedicated to making it look good!). These can include one-page brochures, videos of students and or past donors, and dedicated social media posts, all of which further tell the story and focus the donor's connection to your program and (hopefully) their desire to support you with their philanthropy.

When crafting your story for prospective donors, be willing to take them on a journey that transforms their view of student veterans and how the donor can make a lasting impact. The typical approach to articulating the case for student veteran funding focuses on 'the right thing to do!' narrative and tends to be 'challenge' and deficit focused. This approach weighs on the past, highlighting lost opportunities/years, disabilities, transition pains, combat traumas, and family challenges. This often makes a successful initial connection; it is how many people view veterans; however, while not untrue, with that as our only focus, it reinforces the 'veteran as a victim' narrative.

It is time to articulate the case for student veteran funding differently. Alternative approaches should follow the 'It's the smart thing to do!' narrative and emphasize the strengths veterans bring to any table. These conversations focus on new opportunities, leadership potential, the impact student veterans can make in the community, and are future focused.

With this story, carefully crafted to articulate the value and impact that a donor can have on a student veteran's success, their family's resilience, and/or their successful career transition, both you and your DO are ready to engage a community of willing supporters for your program. Coming soon, we'll discuss the universe your DO operates in, things that with a little understanding and support from you, will increase the likelihood of finding and cultivating a community of patrons that share your passion for supporting veterans and the means to make a lasting impact.

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