What U.S. News & World Report’s Big Change Means For Higher-Ed Fundraising

Most of your higher education donor prospects, whether they're first-time supporters or long-term donors, already have an affinity for your college or university. They might root for your sports team, champion academic research on campus, or want to pave the way for continued high-quality academics. 

While many supporters are emotionally invested in your institution, they may still hesitate to support your fundraising initiatives. They may ignore your Giving Tuesday email appeals, scroll past your social media posts promoting your recurring giving program, or think, “My alma mater always does the same old thing during Homecoming Week” when they receive an invitation to your annual benefit.  

So, in order to really grab your donors’ attention, you should plan fundraisers that they’ll be excited to participate in. Of course, there’s no need to throw out the current strategies that are working for your organization, like your graduation day email stream that always boosts your progress toward your annual fundraising goal or the Parents’ Week dinner that sells out every year. But you can fine-tune your strategies so that you always plan fundraisers your donors will love! 

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We’ll help you get started by covering three tips: 

1. Learn about your audience’s preferences. 
2. Offer easy-to-use fundraising tools. 
3. Have your campaign culminate in a fun event. 

As you set out to improve your fundraising efforts, consider working with a fundraising consultant. These professionals bring to the table a third-party perspective and years of experience, helping to improve your fundraising strategy in ways you may not have seen.  And their work goes beyond identifying problems—a consultant can help you brainstorm and implement positive changes to your strategy, setting your organization up for sustainable success and growth. 

Let’s dive into our three tips!

1. Learn about your audience’s preferences.

To plan a fundraiser that will resonate with your audience, you need to get to know your supporters and their preferences. 

The first place to look for this information is your organization’s CRM. Review the donor profiles saved in your CRM to identify trends in your audience’s demographics and preferences. For example, you might notice that most of your donors fall within the age range of 45-60. You might use this information to create a more targeted social media marketing plan for your next campaign, leaning into Facebook over a platform that younger generations prefer, like TikTok. 

Another source of information is donors themselves! Try surveying your donors to find out what they want to see in a fundraising campaign. For instance, you might ask your donors, “Where did you hear about our fundraising campaigns?” or “Which of the events listed below are you most likely to attend?” Show your audience that you care about their opinions while gathering ideas. This will help build and maintain stronger relationships with your support.

Leveraging your CRM and surveying your audience of supporters will empower you to step into your community members’ shoes and see your fundraising efforts from their perspective. This way, you can easily plan campaigns and events that they will be excited to participate in!

2. Offer easy-to-use fundraising tools. 

Having the right fundraising tools on your side will help you set up a campaign that is quick, easy, and hassle-free. And convenience will be a major deciding factor in how your supporters feel about your campaign!

Here are some fundraising tools for your next campaign, as well as how they can be used to streamline the process for everyone involved: 

• Online donation form: An online donation form allows donors to give to your campaign whenever they’re able. Make sure to keep the form short and to the point, only asking for necessary information. For example, essential information to collect includes the donation amount, payment details, and contact information. You can further optimize your form by adding a matching gift search tool so your donors can check their eligibility! 

• Crowdfunding page: With a crowdfunding page, you can collect lots of small donations that add up to great results. You’ll simply set up your page on a crowdfunding platform and share the link with your supporters over email, social media, and other online platforms. 

• Social media fundraising page: Many social media platforms now offer fundraising pages. For example, Facebook allows you to set up a fundraising page with a built-in fundraising thermometer that showcases your progress toward your goal. Because these pages are easily shareable and meet donors where they’re at, they can be extremely handy in helping you secure support. 

• Text-to-give platform: A text-to-give platform allows your supporters to give on the go. Donors simply text a designated keyword to a specific phone number. Their text is then returned with a link to your online donation form, which they can use to contribute to your campaign. 

With each of these fundraising tools, one of your main priorities should be to brand the tool to your organization. Even if you’re using an external platform, having your institution’s brand elements present on a fundraising page or other donation tool is imperative. Doing so can reinforce for your supporters exactly why they’re giving and can help establish professionalism and credibility with your audience.

3. Have your campaign culminate in a fun event.

One of the best things about fundraising for a college or university is the tight-knit community that your organization gets to interact with each and every day. So, why not level up your next fundraiser by having your campaign culminate in a fun event, where people who love your school can gather together and mingle? 

There are hundreds of options out there for fun end-of-campaign events. Here are a few of our favorites: 

• Walk-a-thon: According to Donorly, Walk-a-thon events are the perfect way to conclude fundraisers like peer-to-peer campaigns. This is because these events lend themselves well to pledges prior to the walk itself and they act as marketing for the event. For example, someone might secure a $5 pledge for every mile walked. After they walk 10 miles at the event, the person who pledged that amount would donate $50 to your college or university. 

• An evening of entertainment: For an evening of entertainment, recruit your school’s performing arts students to put on a showcase for your supporters. You can celebrate the end of a special campaign with an evening of music, dancing, and refreshments. 

• Meet-and-greet: Your supporters would love the chance to meet some of your star athletes or history-making researchers on campus. Set up a meet-and-greet and invite supporters who donate to your campaign to come and introduce themselves, get to know their favorite campus celebrities, and take pictures. 

Events like these can bring your community closer and help your supporters create lasting memories that they associate with your institution. To make your event a success, make sure to start planning early. You’ll need to secure venues, arrange catering, and recruit volunteers to make sure everything runs smoothly on the big day!

By using these tips, you can polish your college or university’s approach to fundraising and plan campaigns that your donors will love. As you do, remember to focus on building lasting relationships with your supporters. Show them that you appreciate and value them, and that you’re working to make sure your efforts resonate with them and what they love about your school. Good luck! 

The institution of higher education relies on funding from alumni to maintain the level of excellence it’s worked so hard to establish. When students graduate and go out into the working world, they’re putting the skills and knowledge that they built while in school to use. On an average, higher education graduates earn around twice as much in their lifetime than individuals with only a high school diploma or GED.

This means that your alumni are also the best people to reach out to for fundraising at your institution. Not only do they have a special connection with their alma mater, but as they grow in their respective careers and gain financial stability, they can contribute better to your cause — hence, it’s imperative to keep your alumni in the loop. Your alumni leverage the education they received from your institution. By donating to your school, they can give back to help others do the same.

What does this mean for your organization? It’s your job to help alumni see the benefit of contributing to your school and to develop relationships with them over time. We've curated 4 alumni fundraising strategies that are evergreen and will help you reap alumni fundraising success. However, keep in mind that some other details, such as trends in higher education fundraising, may change depending on the external circumstances in which you’re operating. Keep the latest alumni engagement trends in mind, but don’t forget the importance of lasting strategies as well. Let’s dive in!

1. Segment your alumni audience

Not all alumni are equal. This doesn’t mean you should completely ignore some of them, because they’re all important. However, you should approach them differently depending on who they are and their role in your organization.

For instance, you wouldn’t go to an average recent graduate and ask for a major donation of $1 million. Similarly, you wouldn’t go to a major donor and ask for $25. Instead, segment the supporters within your database. If you don’t yet have a database you like or are looking for a new option, Bloomerang’s donor database guide provides the following steps to find the perfect solution for any organization:

When you have an alumni engagement/fundraising software/platform that empowers the effective organization of alumni data, create segments based on the alumni’s giving recency, frequency, type, amount, reason, and interest. Let’s consider how different types of donors might show these items differently:

• Brand new graduates: These donors won’t have given as alumni before. They’re likely fresh in their careers and don’t have much of a capacity to give. However, they also likely feel a strong connection to the school having only just left it.

• Mid-tier existing alumni donors: Mid-tier donors are too often forgotten, generally due to an over-reliance on major supporters. According to Almabase, 95% of gifts made to higher education institutions come from only 5% of alumni. Mid-tier supporters have already shown they want to contribute and they’re the most likely to become major donors in the future.

• Major alumni donors: Major donors typically come from older alumni who are well-established in their careers. You’ve already developed a relationship with them and likely know these donors by name (some may even have buildings named after them!).

Understanding segments in your alumni database will help you reach out to alumni with messages most meaningful to their engagement with your school. This lays the foundation for an impactful relationship.

2. Leverage prospect research

Higher education institutions generally rely heavily on major giving from alumni. By leveraging prospect research, your institution can identify these valuable alumni and determine who will be most likely to give in substantial quantities to your school.

Prospect research will help you identify both wealth and philanthropic indicators to make this possible. Here’s a breakdown of the difference:

• Wealth indicators provide insight into the capacity that your donors have to give. This insight comes from their publicly available financial information such as real estate ownership, SEC holdings, and the size of previous gifts to other organizations.

• Philanthropic indicators provide insight into an alumna’s affinity to give to the institution. Information such as an alumna’s previous involvement at the school, their current involvement (such as serving on a board), and past giving, can provide insight into whether they’re likely to give. According to DonorSearch’s affinity to give guide, people who give $10,000 to $25,000 to other organizations are ten times more likely to make a donation to another organization than the average person.

This information is publicly available, so you could take a DIY approach to find it. However, it’s much simpler to use a prospect research database to learn more about prospective donors. Then, you can search your alumni database to find the perfect match for your next mid-tier or major donation.

3. Empower alumni to reach out on your behalf.

Average new alumni might not have the capacity to donate back to the school in large sums just yet. However, they may still feel a very strong connection to your school, having just graduated. Therefore, you should get them involved as soon as possible.

Ask new graduates to reach out on your behalf to get their friends, family, and connections involved with your institution. You may ask them to:

• Volunteer as a peer-to-peer fundraiser on your behalf
• Attend alumni chapter events and invite friends and family to join
• Serve as leaders of the local alumni chapter to reach other alums

Even if your alumni don’t have the capacity to give or don’t want to give yet, that doesn’t mean they can’t get involved! Encourage all of your alumni to get involved with your institution and to start giving back by reaching out on your behalf.

4. Focus on building relationships

It’s rare that an alumna will turn around to give $10,000 to your school out of the blue. Typically, large donations that exceed thousands or even millions are those that come from someone your institution has developed a relationship with.

Focusing on donor relationships will help keep your alumni coming back again and again, increasing your retention rate and helping you fundraise more. Higher donor retention lowers the cost of acquisition. Plus, alumni will tend to give in greater quantities over time as their capacity increases and their connections to the institution continue to grow.

To build these relationships, your organization should:

• Reach out regularly with updates about the school and its progress
• Call your alumni and engage in real conversations with them
• Show appreciation for all gifts made, no matter how big or small
• Schedule events and opportunities for get-togethers among alumni

Relationships build the foundation for all healthy and sustainable fundraising. By focusing on relationships rather than money, you show your alumni that you care about them, not just their wallets.

Your alumni are thankful for the time they spent learning at your school and developing skills that helped them make it in the world beyond. This connection to your school is special and strong. Therefore, take the steps necessary to build relationships with these important donors and reach out to them using the strategies in this guide for more successful alumni fundraising.

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Frequently asked questions

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1) How do you get alumni to donate?

Alumni donate to an institution and cause that they feel a personal connection with. Alumni donations involve require keeping them engaged, providing a smooth donation process, hosting events that resonate with them, and forming a community of like-minded donors.

2) Why is it important to engage with alumni?

Even the most generous alumni may miss out on an upcoming cause due to a busy schedule. Meaningful and personalized engagement not only keeps alumni in the loop with what's happening but also allows you to widen your reach for upcoming events and fundraisers.

3) What is the meaning of alumni engagement today?

Today, alumni engagement is a mix of online and offline engagement methods. You try to promote in-person interactions but also keep track of your email, social media, and alumni community interactions to keep your alumni base interested and informed.

4) What is the importance of alumni fundraising?

Fundraisers allow institutions to tap into the social goodwill of their alumni to achieve initiatives and events that they might have otherwise not had the funding or reach to accomplish. By maintaining this bond, fundraising also doubles as a crucial engagement channel between an institution and an alumni.

5) What are the benefits of an alumni association?

An alumni association provides alumni with access to career , mentorship, and networking opportunities while keeping them in touch with their fellow alumni. The institution in turn gains a central point of contact for their alumni outreach and communication needs through the association.

As part of the higher education sector, your university likely depends on social campaigns like peer-to-peer fundraising and crowdfunding to fund its projects and initiatives. ‍While these campaigns have the potential for a wide reach, they require effective promotion to maximize alumni support.

How can you retain alumni support long after they receive their diplomas? Let’s explore the top marketing practices your university should employ when planning your outreach strategy.

1. Actively promote matching gifts

Your alumni may be eager to support your university, but many are unaware of the opportunities available to help them maximize their contributions—namely, matching gifts.

Matching gifts are a type of corporate social responsibility initiative wherein businesses match donations made by their employees. Double the Donation defines corporate social responsibility as “a company’s efforts to improve society” in a multitude of ways, from directly donating to supporting employee giving. Matching gifts combine both of these efforts and represent a major revenue opportunity for universities.

Identify match-eligible alumni by looking into your existing donor base. Specifically, take a look at your alumni and major donors who represent your largest match opportunities. Then, secure matching gifts from alumni by promoting the opportunity to match-eligible individuals through:

• Educational resources for your donors
• A matching gift page on your website
• A matching gift database that conducts automatic email follow-ups to remind donors to submit matching gift requests

As you solicit matched gifts, maintain an open line of communication with major employers who offer matches. Periodically review their policies and ask them to notify you if any changes are made to their matching gift program. Both universities and donors should stay on top of employers’ match guidelines to avoid missing out on matching gift revenue.

2. Market on multiple communication channels

Communication is the foundation of a successful fundraising campaign. While some approaches are more effective than others, the best results come from incorporating multiple channels—especially for larger donor bases.

There are two types of marketing your university can leverage, and each type has a plethora of channels you can use to spread the word about your campaigns:

• Inbound marketing is a method of targeted advertising that involves attracting potential supporters based on their interests in your cause. Inbound marketing includes:
  • Search engine optimization (SEO): Revamp your website to rank more highly on search engine results pages for keywords related to your cause. Many institutions also collaborate with SEO experts like Tanot Solutions, to strengthen their backlink profile and improve domain authority through strategic link-building initiatives.
  • Blogs: Write educational blog content that attracts alumni to your website and inspires them to give.
  • Videos: Create compelling videos that showcase your university’s accomplishments and drive viewers to support your work.
  • Podcasts: Invite faculty and industry experts to discuss relevant topics in a podcast to establish your institution as a thought leader.
  • Organic social media posts: Share original, unsponsored content on your social media channels to keep your school top of mind for alumni who follow you.
• Outbound marketing is a broader advertising strategy that focuses on reaching a wide audience through channels such as:
  • Pay-per-click (PPC) campaigns: Use search engine advertising, like Google Ads, to get your website in front of as many eyes as possible.
  • Direct mail campaigns: Send engaging flyers to a large mailing list to appeal to those who respond more positively to traditional direct mail.
  • TV commercials: Create a TV commercial promoting your university and directing viewers to your website. Incorporate QR codes to simplify access to your website without interrupting their watching.
  • Newspaper ads: Place an advertisement in your local newspaper to capture the attention of community members who may not otherwise hear from your school.
  • Social media ads: Boost your social media posts with paid advertisements so your content appears not just to your existing followers, but in the feed of any user who might engage with the post.

Remember, communication is a two-way street. You won’t just want to send messages to alumni, but to stay in touch with them over time. Ensure that alumni and any volunteer fundraisers feel free to voice their feedback or concerns.

3. Leverage nonprofit storytelling

Effective communication is about more than just an open line of communication—it’s about powerful storytelling, too. Stories encourage alumni to form stronger connections with your university’s mission, students, and impact.

As part of your marketing approach, implement the following storytelling strategies into your content:

• Use powerful imagery. Visual elements like photo galleries or clear infographics quickly capture your audience’s attention.
• Incorporate quotes and testimonials. Let your students and faculty do the talking by incorporating their direct quotes into your content. This will be especially effective for reaching alumni with personal connections to those individuals, such as the former student of a featured professor.
• State campaign goals. Explaining exactly what your university needs and how a donor’s contribution will be used draws a direct connection between the supporter and your work.

Storytelling and powerful imagery compel users to share content with their networks, so it’s crucial that you make your storytelling components shareable. For example, you might place a “Share” button next to the content on your alumni website that makes it easy for viewers to repost an article or video to their social media channels.

4. Link to your fundraising page

In all your digital marketing materials, make it easy for viewers to take action by directing them to your donation page. Make the most of clear calls to action, prominent buttons, and QR codes across all the channels you use. To ensure shareability, use an effective social campaigning platform and the right social media platforms.

Additionally, when alumni land on your fundraising page, they should be able to take action easily. Check to ensure your donation form can be quickly completed and doesn’t require any unnecessary steps. With a compelling marketing strategy and simple form, your university can seamlessly convert alumni into dedicated supporters.

Now that you know the best marketing practices, share this information with your fundraising team, and plan your best campaign yet! Then, as donations start to roll in, be sure to show your appreciation for donors’ support and continue to engage them by offering additional involvement opportunities. The more active your donors are in your university’s activities, the more likely they’ll be to continue their support.

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About the author

Adam Weinger is the President of Double the Donation, the leading provider of tools to nonprofits to help them raise more money from corporate matching gift and volunteer grant programs.

Double the Donation's robust solution, 360MatchPro, provides nonprofits with automated tools to identify match-eligible donors, drive matches to completion, and gain actionable insights. 360MatchPro integrates directly into donation forms, CRMs, social fundraising software, and other nonprofit technology solutions to capture employment information and follow up appropriately with donors about matching gifts.

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