AT NU, Gold Level is 10 to 19 years of consecutive giving. There are multiple reasons colleges want alums to give: money is obviously the first, but the second, less obvious one, is that alumni giving percentage is part of the USNWR metrics. The reality in elite college admissions fundraising is that most alumni give in the $100-500 range which is not enough to really matter in the scope of multi, multi-million and billion dollar campaigns. Fundraising departments work alumni for annual fund gifts because it helps “build the donor pipeline” and because increasing alumni giving can help positively impact a colleges USNWR rank.
An interesting and little known fact: if a university keeps a “donor file” on you, then you have the legal right to review to review it. Not sure if your university has a file on you? If you are fairly wealthy and have made a few gifts then it is likely they do, complete with a “donor action plan” and detailed strategic “touches” from various people and departments. Watch out if you receive an “alumni award” or, heaven forbid, an “honorary degree” because a big “ask” is sure to follow. And if you are frightened by the amount of data Facebook has on you, then buckle up for when you review your “wealth screen” which colleges purchase on you to access highly detailed data on a your finances.
And all of the above applies to faculty donors too:)