Blog Gallery

Build lifelong relationships

Latest stories, guides, and benchmarks from the world of alumni relations, fundraising, donor engagement, advancement services, events, and higher-education philanthropy

Walkathons are one of the few fundraising events that have stood the test of time. The appeal lies in their simplicity- easy to organize, open to everyone, and surprisingly effective. Whether organized by healthcare organizations, schools, or nonprofits, they bring people together for a shared cause while blending fitness, community, and fundraising into a single event.

Of the 30 largest peer-to-peer fundraising programs in the U.S. in 2025, which raised a combined $1.17 billion and engaged more than 2.63 million participants, many of them were walkathons.

In this article, we've rounded up walkathon ideas from successful healthcare campaigns, along with a few examples from educational institutions and nonprofits.

Amabase fundraising event planning template

‍

15+ Walkathon ideas for better fundraising

Every successful walkathon has something that sets it apart. For some, it's the cause they support. Here are some ideas from real campaigns that you can draw inspiration from:

Sponsor- led walkathons

Walkathon sponsors have come a long way from logo placement and finish-line banners. They show up, bring employees, set up activities, and become part of the day. Here’s how they are doing it:

1. Corporate team sponsorships

*Outpour of participants at the start line of the American Heart Association's Heart Walk, 2025.*

Rather than asking companies to simply sponsor the walk, the American Heart Association turns them into participants. Businesses register employee teams, set fundraising goals, and take part in Heart Walks across the country. Companies that raise $100,000 or more across multiple events are recognized through the National Teams program, with milestones reaching $1 million+. The model has helped bring companies such as AT&T, KPMG, Quest Diagnostics, Labcorp, and ADP into the campaign year after year. Heart Walk is now held in 300+ communities nationwide and continues to rank among the country's largest peer-to-peer fundraising campaigns. In 2025, the campaign raised $121 million, making it the country's largest peer-to-peer fundraising program for the sixth year in a row.

2. Sponsors beyond event day

*Teams facing off during Lurie Children's Corporate Cup, 2025.*

Walk for Lurie Children's gives sponsors a much bigger role than simply putting their names on event signage. On walk day, companies run games for children, welcome families at activity booths, and send employee teams to volunteer. Many of those same businesses show up again at Lurie Children's Corporate Cup, a separate fundraiser where companies compete against one another, such as tailgate games and relay races in an effort to raise money that will help Lurie Children's patients and their families. Together, the two events give corporate partners more than one opportunity each year to support the hospital and involve their employees.

3. Sponsor-led activity zones

*A participant visiting Survivor Lane at the 2025 Greater Washington Region Heart Walk.*

At the Greater Washington Region Heart Walk, sponsors were involved throughout the event, not just as names on banners. Companies formed fundraising teams before walk day, then showed up with employee volunteers, activity booths, and interactive exhibits. Participants could stop for Hands-Only CPR demonstrations, visit sponsor tents, take part in family activities, and spend time at Survivor Lane before and after the walk. In 2025, the event brought together 90 companies, 579 fundraising teams, and nearly 10,000 walkers, raising more than $2.1 million for the American Heart Association.

4. More ways to involve sponsors

A sponsor could match every donation made during a one-hour window on walk day. Another could take over a challenge along the route, with participants stopping to complete a quick game, trivia question, or fitness activity. Sponsors could also support a hospital program, scholarship fund, or community project chosen by participants.

A sponsor passport is another option. Participants collect stamps at sponsor booths during the walk and enter the completed passport into a prize draw at the finish line. They're all simple ideas, but they give sponsors a bigger role and give participants another reason to stay involved throughout the event.

Cause-based walkathons

Cause-based walkathons are among the most recognizable fundraising events in healthcare. Each one is built around a specific mission, bringing together people connected by a shared cause.

5. Promise Garden

*Participants gather at the Promise Garden ceremony before the Walk to End Alzheimer's, each holding a color-coded flower representing their personal connection to the cause.*

The Walk to End Alzheimer's, held by the Alzheimer's Association, is held in more than 600 communities across the U.S. Each walk begins with the Promise Garden ceremony, where participants carry flowers representing those living with Alzheimer's, caregivers, advocates, and loved ones lost to the disease. Last year alone, the campaign raised more than $112 million to support Alzheimer's care, support services, and research.

6. Luminaria Ceremony

*Candle-lit luminaria bags line the walking route during the Relay For Life Luminaria Ceremony, each dedicated in memory or honor of someone affected by cancer*.

Relay For Life is the American Cancer Society's signature fundraising walk, held in thousands of communities around the world to support cancer research, patient services, and advocacy. One of its best-known traditions is the Luminaria Ceremony, where participants decorate paper luminaria bags with names, messages, or photos before placing them along the walking route. As evening falls, the bags are lit, and the walk continues by candlelight, creating one of the event's most memorable moments.

7. Honor beads

*Volunteers ready with the honor beads before the walk.*

Out of the Darkness Walks organized by the American Foundation for Suicide Prevention include Community Walks, Campus Walks, and the Overnight Walk, gives people different ways to take part throughout the year. Before the walk begins, participants receive Honor Beads, with each color representing a different connection to suicide prevention. As the walk gets underway, the beads become an easy way for participants to recognize shared experiences and start conversations with others along the route.

8. Choose your cause walk

Instead of asking everyone to walk for the same cause, participants choose the one they'd like to support when they register. A healthcare organization could offer options like cancer care, heart health, or pediatric services. Universities could let participants walk for scholarships, student wellness, or research programs, while nonprofits could include different community initiatives. Participants receive a colored T-shirt, bib, or wristband based on their choice, making it easy to see the different causes represented as the walk gets underway.

Beyond the examples above, organizations have built successful walks around breast cancer, rare diseases, mental health, veterans, animal welfare, environmental conservation, and many other causes. When the walk rallies behind a cause people can get behind, it gives them a reason to come together and support it.

Challenge-based walkathons

A little competition can change the feel of a walkathon. Bring in team challenges, fundraising competitions, or step goals that start weeks before the event gets participants into the spirit of the event. Here are a few examples of how different organizations have used a little competition to build excitement around their walk.

9. Classroom challenge

*Students during Bishop Chatard High School's annual Walkathon, 2026*.

Every class had something to compete for at Bishop Chatard High School's Walkathon. Students tracked donations through class and student leaderboards, turning fundraising into a friendly competition across the school. The 2026 walkathon raised more than $54,000, reaching 155% of its fundraising goal with support from more than 1,000 donors.

10. Miles challenge

*A group of walkers during the Susan G. Komen 3-Day.*

The Susan G. Komen 3-Day turns the walk itself into the challenge. Participants can walk for one, two, or all three days, covering up to 60 miles over the weekend. Those taking on the full event average about 20 miles a day, making it as much an endurance challenge as a fundraiser. Along the way, walkers stop at pit stops for food and water, spend the night at camp, and return the next morning to continue the journey. Since 2003, the Susan G. Komen 3-Day has raised more than $915 million for breast cancer research, patient care, and advocacy.

11. Companion walk challenges

*A woman with her dog participating in the 30 Mile Dog Walk Challenge*

The American Cancer Society's 30-Mile Dog Walk Challenge puts a different spin on a traditional walkathon. Participants sign up online, create a fundraising page, and join the challenge's Facebook community before setting out to walk 30 miles with their dogs over the course of the month. Along the way, they share photos and progress updates, encourage donations, and celebrate milestones with other participants in the group. Everyone who raises the qualifying donation receives an official challenge T-shirt, and fundraisers can earn additional rewards as they reach higher fundraising milestones. They run multiple virtual fundraising challenges throughout the year, giving supporters different ways to take part from home.

12. Challenge cards

Give each participant a challenge card at check-in instead of the same route checklist. Create a mix of cards so no two participants have the same set of tasks. One card could ask walkers to collect stamps from every hydration station, while another could send them on fun 1k, 2k walks towards specific destinations apart from the finish line. Families could receive scavenger hunt cards with clues hidden along the route, and children could look for mascots, signs, or landmarks. You could also include simple community challenges, such as writing a message on a tribute wall, thanking a volunteer, or taking a group photo at the finish line. Completed cards can be exchanged for a small prize or entered into a raffle at the end of the event.

Themed walkathons

Adding themes to your event can change its outlook entirely. It shapes everything from the invitations and T-shirts to costumes, activities, and photo opportunities. Here are a few organizations that have done it well.

13. Pajama walk

*Participants arrive in pajamas for the annual Pajama Walk,2025 in Charlotte.*

Friendship Circle and ZABS Place built their annual walk around one simple idea: everyone comes in pajamas. Families, schools, community groups, and local businesses all join the walk dressed for the theme. After the walk, the event continues with the Dreamland Festival, featuring carnival games, obstacle courses, inflatables, and live entertainment. An Ability Fair also gives local artists and makers with disabilities a place to showcase and sell their work. The theme carries through the entire day, turning the walk into a community event rather than just a fundraiser. The walk has become one of the organization's signature fundraisers, bringing the community together while supporting programs for children, teens, and adults of all abilities.

14. Candyland

*Campaign artwork from St. Martin of Tours School's Candy Land Walkathon.*

St. Martin of Tours School gave its annual walkathon a Candy Land theme, turning the campus into a colorful course with themed decorations, games, and raffle baskets. Families, students, and staff embraced the theme throughout the event, making it feel more like a school celebration than a fundraiser. The walkathon raised more than $28,000 from 400+ donors, surpassing its fundraising goal while supporting the school's mission of faith, learning, and inclusion.

15. One walk, many themes

A walkathon can be turned into a different experience based on what theme you choose. A school could turn each stop into a page from a favorite storybook or a different country to explore. Hospitals could bring in superheroes, teddy bears, or characters that children already know. Community walks could take on a glow theme, celebrate local neighborhoods, or invite participants to bring their pets along. Small details like themed checkpoints, music, costumes, and photo stations can tie everything together without changing the walk itself.

16. Virtual walkathon

*Participant in the Panther Virtual 5K, 2025.*

Following its inaugural event, the University of Northern Iowa Alumni Association is preparing for the second Panther Virtual 5K. Alumni, students, families, and friends can run, walk, or jog from wherever they are during September. Participants can register for free with a downloadable race bib and finisher certificate or choose the Gold Racer package, which includes an alumni-designed event T-shirt. Everyone is encouraged to share photos along the way, with a Panther prize pack up for grabs, while paid registrations support the UNI Alumni Association Engagement Fund.

17. Hybrid walkathon

*Promotional poster for the Abby's House Hybrid 5K Run/Walk, 2026*

For Abby's House, the annual 5K is one of the organization's largest fundraisers for women and children experiencing homelessness. The event starts in Worcester, but it doesn't end there. Anyone who can't make it on race day has the rest of Race Week to walk or run the same distance wherever they are. Whether participants join in person or virtually, they register through the same event, fundraise for the same cause, and take part as individuals or teams. The campaign also includes an online auction and fundraising awards that continue throughout the week.

18. Nationwide walkathon

*Participants with their medals after finishing the UNCF Charlotte Walk for Education, 2025.*

For years, UNCF's Walk for Education has brought communities together to raise funds for scholarships, strengthen historically Black colleges and universities (HBCUs), and help students get to and through college. Today, the series spans multiple cities across the country, with local walks feeding into one national campaign. The 2025 season included 14 Walk for Education events between August and October, all working toward a shared goal of raising $2 million for scholarships, internships, and student success programs.

The ideas don’t stop here. There are countless ways to put a fresh spin on a walkathon. You could build the route around local landmarks, turn it into a photo challenge, celebrate community heroes, add live performances along the way, create a farm-to-table walk with local vendors, host a twilight walk under the stars, or partner with museums, parks, and neighborhood businesses to make each stop part of the experience. Take inspiration from what others have done, adapt it to your audience, and build a walkathon that feels like it belongs to your organization and the people who support it.

How Almabase helps bring event fundraisers to life

From nationwide walks and virtual challenges to campus traditions and themed events, the examples above show that there is no single idea to make a walkathon successful. Bringing them to life means giving participants an easy way to register, create teams, share their fundraising pages, and invite friends and family to support the cause.

That's where Almabase comes in. It helps foundations manage registrations, sponsorships, donor engagement, and event communications in one place, making it easier to deliver a walkathon that's memorable for the right reasons.

Whether you are hosting a neighborhood walk, a hospital-wide tradition, or a nationwide fundraising campaign, Almabase will ensure end-to-end logistics, so your team can focus on creating a meaningful experience for your community.

If you’d like to see how Almabase can power the next event for your foundation or institution, feel free to book a personalized demo below! 👇

‍

Wrapping up

Walkathons have become a lasting part of healthcare fundraising because of how they grow and change with the communities they support. Whether it's a local hospital walk, a patient-led fundraiser, or a large community event, there's always room to make it your own. We hope these ideas have given you a few new ways to think about your next walkathon. If you're exploring platforms for your next walkathon fundraiser, we'd love to show you how Almabase can help. Book a personalized demo, and let's talk about what you're planning.

Featured

15+ Walkathon Fundraiser Ideas

Walkathons are a great way to raise funds for your foundation, institution, or cause. With inspiration from real world fundraisers, we bring you the best walkathon ideas.

Sharada Koti

July 15, 2026

12 minutes

Read

You may notice that throughout this article, we use the term “investor” when referring to “donors.” This is because Convergent believes in reframing charitable institutions as valuable community assets worthy of investment. By positioning donors as investors, we focus on sustainable funding rather than one-time gifts.

Your educational institution is a pillar of your community. However, you may undermine its stability by approaching your alumni annual fund with a transactional mindset, focusing solely on raising funds rather than on developing relationships with supporters. As a result, you may exhaust your investors and create volatile cash flows in your nonprofit’s financial accounts.

For this reason, it is necessary to shift away from a transactional relationship (in which giving is driven by the expectation of receiving something in return, such as a tax write-off) and toward a sustainable partnership, which is rooted in shared values and strategic alignment.

This guide provides actionable steps to realign your alumni annual fund giving with long-term, mission-critical outcomes. When you treat alumni as true financial partners, you can secure robust, predictable funding that sustains your institution for decades to come.

Understand why alumni give

Different investors have their own reasons for giving, so analyzing giving behavior is an important step to tailoring your investment-driven approach. For example, the Lilly Family School of Philanthropy reported that younger generations tend to support causes tied to social impact and advocacy, so if you want people in this demographic to give more, you have to highlight your mission and the impact you’ve had in your community in your outreach materials.

No two investors are alike. To understand why your supporters choose to contribute, try the following strategies:

Conduct surveys and interviews. Directly asking your investors about their philanthropic priorities removes the guesswork from your outreach strategy.
Analyze past data. Review your organization’s past feasibility studies to discover historical trends in your investors’ preferences and capacity.
Collaborate with development officers. Development officers spend a lot of time cultivating relationships with investors, so they have valuable insights regarding what drives their investments.

Incorporate these insights into your nonprofit’s constituent relationship management system (CRM), so your team can segment your audiences accurately. By the time the alumni annual fundraising comes around, you can deploy tailored messaging, thereby drastically improving conversion rates.

Realign your alumni annual fund with strategic outcomes

Establish your institution’s value by demonstrating strict alignment between your mission, fundraising objectives, and the outcomes delivered to the community. For example, if your organization is planning a STEM initiative for first-generation students, you can frame it like this:

The mission: Empower first-generation students to graduate debt-free and enter high-demand STEM fields.
The fundraising objective: Raise $500,000 through the alumni annual fund to provide full-ride scholarships and stipends for a cohort of 50 local students.
The delivered outcome: Provide an impact report showing that 100% of the funded cohort graduated on time, with 85% immediately securing employment at local companies, thereby boosting the regional economy.

When sharing the impact report with your investors, spotlight a specific narrative (e.g., a student who benefited directly from the funds), then pair that with hard numbers (e.g., “we’ve helped 100 students achieve their dreams like [Student X]”). By incorporating data in the narrative, you’re showing investors that their contributions fund tangible results.

Realigning your alumni annual fund with strategic outcomes can be challenging because there are several moving parts to consider. For this reason, Convergent recommends conducting a development audit, which provides a clear, objective assessment of your current fundraising efforts and a strategic roadmap to improve them. The result is that everyone in your team is aligned with your goals, and you can build a stronger case for investment.

Shift from a donation mindset to an investment value proposition

Shifting from a traditional donation mindset to an investment value proposition fundamentally changes the dynamic between your institution and your alumni. When you operate with a donation mindset, you inherently position the educational institution as a charity in need of a handout. Additionally, a donation mindset relies heavily on emotional appeals and transactional exchanges (e.g., giving a t-shirt or a tax write-off in exchange for money), which ultimately exhaust supporters.

When you reframe your outreach and treat alumni as long-term investors and stakeholders, you unlock distinct benefits that secure sustainable funding, such as:

Clearer ROI: Transactional models historically struggle to demonstrate the rational, value-based ROI that modern investors require. An investment mindset forces your team to clearly articulate the tangible, real-world impact of the funds, providing stakeholders with the proof of success they demand.
Engagement with younger generations of investors: As we mentioned earlier, younger demographics are highly analytical with their philanthropy. They are likely to stop investing if they do not clearly understand the strategic outcomes of their financial contributions. Presenting an investment proposition speaks directly to their desire for measurable impact.
Preventing supporter fatigue: Relying on small-scale emotional appeals and staff-intensive events only leads to investor burnout. When you treat alumni as true partners, you can focus on continuous, data-driven stewardship rather than bombarding them with relentless, piecemeal appeals.

To complete your shift from a transactional to an investment-driven mindset, you’ll need to audit your current communication templates and eliminate passive phrasing. For example, refer to gifts and donations as “partnerships” instead. So, rather than saying “Your gifts are needed to help maintain our current programs,” you can say, “Your partnership with our organization has helped expand our scholarship endowment and directly funds our new STEM initiative.” This subtle linguistic shift empowers alumni, making them feel like co-architects of the institution's future.

Encourage other forms of giving

In addition to launching capital campaigns, your organization should integrate workplace giving into your alumni annual fund strategy. This is because corporate philanthropy programs, such as matching gifts and volunteer grants, significantly amplify the ROI of each contribution.

That said, not many people know about workplace giving initiatives; in fact, studies show that nearly 80% of donors are unaware of whether their company offers a matching gift program. Because of this, you must educate your investors about these programs by:

Integrating workplace giving awareness into appeals: Do not treat corporate giving as an afterthought. Advise your development teams to actively educate alumni about corporate matching gift programs as part of your standard outreach, noting that many investors may qualify for workplace matching without realizing it.
Reminding investors about these programs on their thank-you receipt: When someone contributes to your fundraiser, encourage them to check their matching gift eligibility to maximize their investment. You can set up these automated reminders on your nonprofit’s donor management software.
Adding workplace giving to your “Ways to Give” page: Provide a brief explanation of how certain corporate giving programs work so that investors know how to participate.
Creating educational content about workplace giving: For example, you can write a long-form informational post or create video tutorials on how to check matching gift eligibility.

By leveraging corporate philanthropy programs, you’re shifting the giving narrative away from individual charitable donations toward larger-scale, sustainable institutional investments. In other words, you’re ensuring no money is left on the table, while maximizing the impact of your existing investor base.

As an educational institution, you’re an indispensable community asset, and your funding strategies must reflect this vital role. Transitioning from transactional appeals to a sustainable, investment-focused model ensures that you maintain long-term partnerships with alumni investors. By prioritizing data-driven stewardship and clear ROI, your future fundraising efforts will build a resilient foundation for generations to come.

Featured

Transforming Your Alumni Annual Fund for Sustainability

Transition alumni giving from transactional exchanges to sustainable investments. Discover how to rethink your alumni annual fund for long-term ROI here.

Brian Abernathy

July 10, 2026

12 minutes

Read

Your university’s marketing strategies shape whether donors feel connected to you. They also determine whether a prospective student finds your institution when they start searching, or finds a competitor instead. Done well, they benefit both enrollment numbers and campaign totals. Because guess what? Advancement and admissions teams now compete for the same audience's attention, trust, and money, whether they've coordinated around that fact or not.

In this blog, we’ll go over the best marketing strategies for your university whether you're trying to improve brand awareness, grow donor participation, or get more out of your digital marketing efforts.

What is University Marketing and What's Driving it?

University marketing is the set of strategies used to attract new students, retain and engage alumni, and build relationships with donors and community stakeholders. It spans paid advertising, content, events, email, social media, and direct outreach.

Several forces are shaping how universities approach marketing right now. One of the main factors is in how students and donors find and evaluate universities is changing. A school's digital presence, its website, search ranking, social media, and reputation on review platforms all influence decisions and are questions frequently asked on AI tools.

Over 80% of students now use AI tools to research programs. They ask questions about costs, outcomes, and campus life. A university website that doesn't answer those questions effectively to help AI-assisted searches or feed Answer Engine Optimization gets skipped.

Generation Alpha in particular, who entered high school in fall 2024, grew up watching short-form videos and expect two-way conversations. They want to know what a degree leads to in more specific terms. In this case, personalized and outcome-focused communication works well with them.

For advancement teams, the same principle applies. Alumni and donors expect to feel like the institution knows who they are. When communications feel mass-produced, engagement drops, and donor participation follows.

Why University Marketing Matters More Than Ever

Advancement raised money. Marketing recruited students. For a long time, those were separate jobs with separate teams. But that separation is not so clear cut in 2026.

American colleges and universities received $61.5 billion in voluntary contributions in FY24, according to the CASE VSE report. That number grows at institutions that stay visible and credible all year round, and not just between campaigns.

Here's where the connection between marketing and fundraising becomes inevitable:

Digital presence affects donor confidence because donors research institutions online before they give.
Alumni expect personalized communication. Generic emails see lower engagement and higher unsubscribes.
A university's reputation is influenced by its students, parents, faculty, and donors. This reputation has an impact on donor confidence.
Brand awareness through digital channels keeps the institution visible in the gap between campaigns, so donors haven't gone cold by the next giving day. It also creates familiarity for new donors, which affects their confidence to give again.
Digital channels give fundraising teams real data on what's driving engagement and gifts, so campaigns get progressively smarter.

Advancement, alumni relations, admissions, and communications share more goals than most universities acknowledge. When those teams coordinate around a shared consistent message, their work compounds. When they don't, they often compete for the same audience's attention with conflicting messages.

12 University Marketing Strategies for Modern Advancement Teams

These strategies focus on how advancement and alumni relations teams can use marketing to drive donor participation and deeper engagement.

1. Segment your audience

Sending the same appeal to a recent graduate, parents, and a major donor is a missed opportunity for all 3. Effective segmentation divides audiences by graduation year, geographic location, interest area, giving history, and engagement level. Start with what's already in your CRM, even basic segmentation will get you good results.

2. Personalize email outreach

Personalization today goes far beyond using someone's first name. It means referencing their class year, their program, or the cause they previously supported. Personalized email campaigns consistently outperform generic ones on click-through rates and on conversion to gifts.

3. Invest in video storytelling

Short-form video on TikTok and Instagram Reels generates the highest engagement rates among prospective students, who will be your future donors. It’s also an effective way to invite current students to be influencers or advocates for your campaign. On the other hand, longer-form impact videos work well for alumni and donor audiences. For example, showing how a scholarship changed a student's trajectory or how funding to a particular department helped keep an important program alive. Both formats outperform text-only content for emotional response and sharing.

4. Build a peer-to-peer fundraising program

Alumni give more when asked by people they know. Peer-to-peer campaigns, where engaged alumni solicit gifts from classmates and community members, have consistently raised more per campaign than institution-led appeals. They also extend reach into networks the advancement office can't access.

5. Use student and alumni-generated content

The less scripted and more user-generated your content is (while keeping the core message intact), the better. All audience segments are starting to prefer more organic content over polished scripts. Alumni sharing their own stories reinforces the value of an institution's network for current donors and giving-day prospects.

6. Run giving day campaigns with urgency mechanics

A giving day is a marketing campaign with a deadline. The urgency mechanics that make it work are the countdown timers, matching gift challenges, leaderboards, and other gamification elements on the fundraising page. They are the same tools any timed marketing campaign uses to drive action.

Thomas Aquinas College used this approach to achieve a 45% alumni donor participation rate, raising $142K+ from more than 650 donors.

7. Optimize for answer engines, not just search

New donors and alumni nowadays often use ChatGPT, Claude, and Google's AI Overview to research institutions and causes before they give. They ask questions like "what has [university] done with donations?". Answer Engine Optimization for AI-powered search tools is now as important as traditional SEO. So, if your institution's impact content, donor stories, and program outcomes aren't structured to answer those questions clearly, you won't appear in AI-generated responses. This means writing content that leads with specific answers: how gifts were used, what changed, and what outcomes were achieved.

8. Build a digital alumni engagement program

Mentorship platforms, alumni directories, job boards, and affinity group networks give alumni reasons to stay connected all year round and not just during fundraising campaigns. Engaged alumni are significantly more likely to donate than those with no ongoing relationship to the institution.

Illinois Tech generated 123,000+ engagement activities in a single month after rebuilding its digital engagement strategy with Almabase.

9. Prioritize content marketing

Blog posts, impact reports, case studies, and research-backed thought leadership serve multiple purposes: they improve SEO, build institutional credibility, and give advancement teams shareable material for donor outreach. Content that addresses what prospective new donors actually care about will work wonders over generic promotional material (for example: student outcomes, program impact, institutional stewardship content over generic giving day numbers)

10. Track attribution across the full donor journey

Which email led to which gift? Which event attendance correlated with a subsequent donation? What content on which platform led to the most amount of engagement? Advancement teams that track attribution across touchpoints can plan and allocate marketing budgets toward what works, and stop spending on what doesn't.

11. Make mobile-first the default

Most alumni and prospective donors open emails, visit giving pages, and register for events on their phones. Giving pages and event registration forms that aren't mobile-optimized see higher abandonment rates. Test the entire donor journey on a phone before every campaign launch.

12. Coordinate digital and traditional channels deliberately

Digital-only or mail-only campaigns never consistently outperform integrated approaches. A direct mail followed by a personalized email, or a social ad retargeting someone who visited your giving page but didn't donate, will outperform either channel working on its own. The next section covers the data.

Digital Marketing vs. Traditional Marketing for University Fundraising

According to the M+R Benchmarks 2026 report, direct mail revenue grew 9%, online giving revenue grew 15%, and email revenue grew 16% in 2025. Digital is growing faster, but direct mail is holding its own.

According to the same report, the average direct mail gift was $120. For every dollar raised online, nonprofits in the study raised $0.66 through direct mail. That's a channel that still drives real money and not one in decline, especially with donors who already know your institution.

But digital channels do bring different strengths to the table: lower costs, wider and more accurate targeting, real-time data, and the ability to reach alumni whose mailing addresses have long since changed.

The truth is, the right mix depends on your audience, budget, and your data quality. Older alumni tend to respond better to direct mail. Younger alumni and recent graduates engage more through digital. That's not a reason to run two separate campaigns. You can let channel selection be driven by the audience segment rather than what’s been the norm.

How to Create a University Marketing Strategy

Step 1: Define the goal

Generic goals like "Increase alumni engagement" are too broad to act on. Create clear and practical goals such as "Increase donor participation rate among alumni who graduated between 2015 and 2022 by 10% before our March giving day" which is actionable.

Here are some common goals you can include:

Increasing applications or improving yield
Growing brand awareness in target recruitment markets
Increasing event attendance or registrations
Re-engaging alumni who haven't interacted with the institution in over two years
Promoting a new program or research initiative
Increasing the number of first-time donors

Step 2: Identify the audience

Different audiences need different messages, channels, and timing. Know who you're talking to before you decide what to say or where to say it. Typical higher ed audiences usually include:

High school and graduate students, and parents
Transfer students
International prospective students
Recent active alumni and alumni with no giving history
New donors and lapsed donors who haven't given in 2+ years
Major gift prospects
Faculty, staff, and community partners

Step 3: Define the message

Most universities lead with what they're proud of. Rankings, facilities, research output. But for some that might already be common knowledge and in any case, that's not always what your audience is there for.

A prospective student is curious about the costs involved, the campus life, and whether the degree will open doors for them. A donor wants to know if their last gift made a difference and if this one will too.

Build the message around what your audience is asking, not based on internal priorities or what your institution wants to say.

Step 4: Choose the right channels

Channel selection should always follow your audience and your goal, not over team familiarity. Ask yourself,

“Where does this audience actually spend time?” “
What format does this message need?”
“What's the budget?”
“Which channels give you measurable data for the outcomes you care about?”

A giving day campaign has vastly different channel needs than a graduate program recruitment campaign, and marketing is heavily dependent on choosing and making the most out of the right channels for each objective.

Step 5: Create content and campaign assets

Based on what we’ve already discussed above, you'll need a combination of:

A landing page or giving page
An email sequence (usually 3-5 emails for a fundraising campaign)
Social media posts and ads: organic and paid
A short video (for email, social, or the giving page itself)
Blog content to support SEO and content marketing
Event pages with clear registration flows
Donor testimonials or impact stories
FAQs addressing the most common points of confusion

Step 6: Launch, measure, and optimize

A smart team builds a measurement before launch. Set up A/B tests where volume permits and track which channels, subject lines, and messages are actually driving the outcomes important to you, not just opens and clicks, but registrations, gifts, and engagement activities.

Use your analytics tools during and after each campaign to review and carry the findings forward.

Your marketing strategy will continue to improve through several iterations. For longer campaigns, a team that collects data and iterates on the go tends to see better results.

Common Mistakes to Avoid in University Marketing

Here are some common pitfalls that you or your team may want to avoid while marketing your university.

1. Treating your audiences as a homogeneous group

A 23-year-old recent graduate and a 60-year-old major donor share almost nothing as an audience. Generic communications that try to speak to everyone end up reaching no one. Basic segmentation by graduation year and giving history alone will improve your campaign performance.

2. Running campaigns with no follow-ups in between

A lot of advancement teams pour everything into a giving day and then go quiet for months. Donors who give once and hear nothing back are less likely to give again. A newsletter, an alumni spotlight, an event invitation, or impact stories - low-pressure touchpoints between campaigns keep the relationship warm.

3. Optimizing for vanity metrics

High follower counts and strong open rates feel good. But they don't always translate to gifts. Track what actually matters: donor participation rates, year-over-year retention, cost per gift, and lifetime donor value. Track the entire journey, from first impression, to gift, to retention.

4. Writing about the institution instead of the donor's impact

Donors want to know their gift made an impact. Show them, specifically: "Our endowment grew by X%" tells a donor little to nothing. "Here's a student whose scholarship changed what was possible for her" tells donors their impact.

5. Neglecting the donor experience

A slow-loading giving page, a confusing registration process, or a broken confirmation email does more damage than a weak campaign. Donors who hit friction don't often come back. Walk through your own giving journey multiple times and fix on the go.

6. Letting channel preference override audience preference

Some teams default to direct mail because that's what they've always done. Others go fully digital because it's cheaper. Both channels work. The best results come from using them together and letting your audience segment guide you.

‍

FAQs About University Marketing Strategies

How can universities improve brand awareness?

Give current students, recent alumni, and active donors moments and opportunities worth sharing, since organic awareness grows when people with a genuine connection to your institution talk about it publicly. Build on that momentum through consistent content marketing across every channel and paid social advertising in your target markets.

Is digital marketing better than traditional advertising for universities?

Neither of them win out categorically. Both channels work and the right balance changes from one institution to another. Most modern approaches use them together, as in a direct mail piece followed by a personalized email to the same person lets each touchpoint build on the last and reinforces your message.

What social media platforms should universities use for admissions?

For undergraduate programs, Instagram and TikTok see the highest engagement. RNL's 2025 research found that social media mattered most for 56% of students when they first started thinking about college, and students tend to follow college accounts for organic student life content, application information, and major-specific content. For graduate and professional programs, LinkedIn usually performs better. You’ll want to pick two or three that match your audience and invest in them.

How do you measure the ROI of university marketing campaigns?

Define what ROI means for each campaign first, because it changes with the goal. A giving day might be measured by total revenue raised, cost per gift, or donor participation rate, while admissions might look at applications per dollar spent or yield improvement. Track the full funnel rather than the single channel that drove traffic, asking which touchpoints in what sequence led to the outcome you wanted. UTM parameters reveal which email, ad, or post someone clicked, CRM attribution reporting shows which touchpoints led to a gift, and A/B testing tells you which subject lines, messages, and formats perform best.

Featured

University Marketing Strategies: 12 Proven Tactics for Higher Ed

Whether it is to attract admissions, donations, or simply to raise your institution's brand, university marketing plays a big role in your institution's engagement strategy.

Prajnya Yelamali

July 8, 2026

12 minutes

Read

For decades now, fundraising galas have been at the forefront of philanthropic events, and with good reason. It’s a format that combines formality, cause and accessible fun very effortlessly.

The best part about a fundraising gala is that it doesn’t have to follow specific guidelines; you can customise it however you want according to your needs and your donors. It can include just about anything ranging from live entertainment, food, presentations to auctions and awards.

And that’s also why the distinctness of your particular gala is all the more important. We’ll take a look into how these events are planned, and some unique ideas that you can adopt to engage your donors.

Are Fundraising Galas Worth it in 2026?

Galas have been a philanthropy event mainstay for a long time now, but it begs the question of whether they still provide ROI or just function as a general networking event.

The data on this leans towards the former. Overall, in 2025, about 77% of organizations met or exceeded their fundraising goals. The ones that organized purely in-person events or mixed it up with virtual/hybrid events were the standout performers.

But there’s more. Here are a couple of interesting takeaways from the same study:

Around 80% of organizations who incorporated in-person events met their fundraising goals.
In contrast, almost half (46%) the nonprofits who skipped events altogether failed to meet their goals.

This gives us two important takeaways: one being that events in general continue to be a crucial part of philanthropy. Secondly, galas meet both the criteria of being an in-person event as well as an event that can incorporate virtual or hybrid events (or purely any of the three).

All that is to say that galas continue to meet the preferences of donors as well as the innovations of fundraising teams, giving us an easy answer to our question above: Yes, galas are definitely worth it in 2026 and will in all likelihood, continue to be in the foreseeable future.

Exploring the Impact of a Fundraising Gala

With events involving so much of spontaneous conversation, recreation, chance sign-ups, and curating experiences, it can be quite hard to see how extensive the benefits are and the areas they influence:

Relationships with major gift prospects: Community building is an obvious benefit but more specifically, wealthy donors and philanthropists require multiple touchpoints, a lot of trust, and a relationship with not just your team, but the cause itself. All of which can be generated through fundraising galas.
Increased awareness of your efforts and success: There’s no better way to share stories, heartwarming moments, and showcase your progress. Newsletters and blogs are fine, but not nearly as thought-provoking or emotional.
Brand Visibility: Successful galas can attract new supporters. If people recognize the influence you’re able to have on your donors and beneficiaries as a brand, they are more likely to trust you.
Multiple avenues for revenue: Donations aren’t the only support you’ll get. A fundraising gala offers so many more opportunities to contribute. You can generate revenue through ticket sales, selling merchandise, organizing fun workshops, and so much more.

How to Plan a Fundraising Gala

As you might know, a successful fundraising gala sometimes takes months and months of preparation. Coming up with plans and goals is easy enough, but with the amount of moving parts, keeping track of progress across all fronts can be confusing. The step-wise approach outlined below ensures you don’t leave any stones unturned.

1. Form Your Gala Planning Committee

Clearly define every team’s roles and responsibilities. A few key roles to include are:

Event Chair
Auction Chair
Marketing Head
Sponsorship Lead
Volunteer Coordinator
Treasurer/Finance Lead

It’s important to make sure you have enough event volunteers to pull the gala off without a hitch. You will inevitably need help with minor problems and logistics hurdles during the gala itself.

2. Set Clear and Actionable Fundraising Goals

Go through past event data to set a realistic goal. Refresh your lists and segments, check ticket sales from previous galas, and take into account all the revenue sources. The key here is to have goals centered around net revenue, not total cashflow. Setting goals using the SMART framework (Specific, Measurable, Achievable, Relevant, and Time-bound) can help a lot.

3. Decide the Total Budget

Getting this right is crucial, as your fundraising goals are directly dependent on the gala budget. Be as extensive as you can, and categorize expenses to track them better. Separate fixed costs (like venue, catering) from variable costs (merch, printing, staff) and compare it against projected revenue from all the different sources like tickets, donations, and auctions. If your expenses are greater than the potential earnings, reduce costs wherever possible without taking away from the core experience itself.

4. Choose your Date, Venue, and Theme

You don’t really have restrictions as fundraising galas can be held at any time of the year. So decide the date and venue based on your donors’ availability and proximity. You can gauge this through surveys/forms or analyzing participation data from previous events.

*Children's National Hospital's* *annual Children's Ball* *hosted at The Anthem in Washington, D.C. The event pairs a distinct waterfront venue with patient stories and a polished stage experience.*

Depending on projected footfall, choose a venue that has enough space to comfortably accommodate everyone. Before you book it though, gather information on AV capabilities, official capacity, catering conditions, and Wi-Fi speed. Visit the venue in person and take note of power sources, layout, and parking as well. Evaluate the venue based on the participant’s convenience.

5. Decide Ticket Prices

A good way to land on a feasible ticket price is to work backwards from the total cost of hosting the gala. A simple yet useful formula for calculating ticket prices is as follows:

(Total event cost + fundraising goal) / paid attendees = minimum ticket price

On average, gala tickets are usually in the $100 - $250 range. Of course, you also have to account for platform fees if you’re using ticket management software.

There’s really no need for all tickets to be the same price. There are also options like the pay-what-you-want model if you want to provide more flexibility to your attendees. Introduce tiered prices offering different perks. Give discounts to families, students, etc. Early-bird offers are actually great to get some initial ticket sales and momentum going.

6. Arranging the Program and Speakers

Identify your event host early. Finding a good orator who is familiar with your organization, and does a good job of engaging the crowd, can take time. Create an inventory tracker and source equipment for entertainment (speakers, lights, stage props and the like).

At the 2025 St. Jude Children's Research Hospital Houston Gala, organizers scheduled a patient family's story immediately before the live auction. The emotional connection carried directly into bidding, helping the event *raise a record $1.65 million*.

If you’re running a live auction, then contact and book an auctioneer a few months before the event. Set procurement targets for auction items and include 3 or 4 premium ‘big-money’ items that bidders will contest over (like unique art, travel packages, etc.)

Prepare a full-fledged agenda for attendees to refer to and for you to plan around with.

7. Secure Sponsors and Form Partnerships

Getting the right sponsor can not only reduce expenses, but also add to your marketing efforts. Depending on the scale of your gala, choose between local businesses and corporate sponsors. Having a company whose mission aligns with yours (creating affordable health-monitoring devices, for example) can provide a big boost in trust.

Have a tiered system for sponsorships, and clearly outline the different levels of visibility and recognition that your sponsors get like social media shoutouts, speaking slots, banners, and so on.

8. Promotion and Marketing

After you have your list of prospects, promote your gala in as many channels as you can. This means multiple teams with their own responsibilities. You’ll have to create email sequences, a social media post schedule, landing pages on your website, and visual media like billboards and posters. Marketing starts months before the gala. Start off by providing sneak peeks, and gradually reveal details as the event draws closer. Building anticipation takes time.

For your more affluent donors, send out personalized invites through their preferred mode of communication.

9. Set Up Registration Workflows

Open registration around the same time you send out invites. Collect key information such as meal preferences, payment methods, and additional guests to ensure a smooth experience during the gala. Save-the-date emails can be sent a couple of months prior.

Your registration process should only ask for necessary information and should be fairly easy to complete. As the event date approaches, send targeted reminders to certain segments.

Fundraising Gala Ideas

Fundraising galas are heavily customizable, making it easy for you to incorporate themes and programs catered to your organization and its donors. Here are a few gala ideas that can create fun, memorable experiences that inspire your donors to contribute.

1. Silent Auction + Cocktail Party

Silent auctions can be a great alternative to conventional ones as they don’t involve crowding, too much competition, or loud announcements. You’ll have to decide on a bidding app and pay a lot of attention to how the items are presented, but it is well worth the effort.

*The Power of Love Gala* *hosted by Keep Memory Alive combines a cocktail reception with both silent and live auctions featuring exclusive travel, sporting, and celebrity experiences.*

Combined with a cocktail party, this creates a really nice environment for interesting conversations, some friendly competition, and generates good interest for items in the auction. Attendees can bid at their convenience without the stress of time running out or the pressure of matching someone else’s amount on the spot.

2. Casino Night Gala

This one changes the energy of the room entirely. Instead of a seated program with a single fundraising moment, guests rotate between blackjack tables, roulette, and poker throughout the evening, with chips that convert to charitable contributions at the end.

It's also one of the easier formats to get sponsors involved with. Each table can be presented by a different sponsor, giving them more visibility without cramping the experience. You could layer it with a James Bond or Las Vegas theme, but it’s entirely optional, the format holds up even without the extra theatrics.

Note: Check your local regulations on charity gaming events before you start planning as the rules vary quite a bit by state.

3. Live Art Auction

Commission local artists to create work live during the event. Guests watch the pieces come together over the course of the evening, and it goes up for auction towards the end of the night when emotional investment is at its peak.

It works particularly well because it gives people something to gather around and talk about, rather than just passive participation. Art is an important subject of interest for a lot of wealthy donors. But do keep in mind that the work should be compelling enough that guests actually want it, not just feel obligated to bid. Vetting the artists beforehand is not something to skip over.

4. Masquerade or Themed Gala

A strong theme does something a generic gala dinner can't – it gives guests a reason to get excited before the event even starts. A masquerade or a black and white affair creates a strong visual identity perfectly suited for social media. They’re also extremely conversation friendly, with plenty of compliments and ice-breakers being thrown around.

*The Robin Hood Foundation's* *2024 annual benefit* *committed fully to a Matrix theme that carried a narrative and ran through the entire evening, raising around $68.5 million.*

The key is committing to it properly. Half-hearted theming, like placing a few props in a standard hotel ballroom can sour things. The decor, music, dress code, and even the menu should all ideally have the same aesthetic. For healthcare organizations especially, a well executed theme can shift the tone away from the clinical and toward something your donors look forward to all year.

If you’re stuck on deciding a theme or are looking for some inspiration, check out this list by the American Fundraising Association.

How Almabase Helps Teams Run Successful Fundraising Galas

Keeping track of outreach sequences, responses, and registrations while simultaneously planning for event logistics can end up being messy and stressful. Almabase gets some weight off your shoulders by bringing together engagement, giving, and event planning under one roof.

Especially with a gala involving auctions and sponsorships, you’ll need varying registration forms and workflows. With the built-in event builder module you don’t have to worry about losing track of different groups of attendees and the relevant forms. Almabase can also accommodate complex tiered ticketing structures, which you will need to tackle for a large fundraising gala with multiple sub-events.

With Emily AI, you don’t have to take painstaking effort to manually personalize outreach for every segment of attendees. The context-aware AI drafts subject lines and event emails which you can further tweak to your liking.

During the gala itself, ground operations can be hard to manage even with enough volunteers. QR check-ins, payments, and on-site registrations are all automatically synced to your CRM when using Almabase. Additionally, seating assignments and name tags are easy to arrange.

As for tracking and collecting event data, you can do away with spreadsheets (well, most of them). Almabase lets you see registrations, revenue, attendance, and engagement data all at the same place. If you’re selling merch, tracking order count ensures that you’re prepared with just the right amount of stock next time around.

Wrapping Up

Fundraising galas inject some much needed spectacle and celebration when it comes to giving. They’ve been a mainstay in philanthropy for many decades, and will continue being so long into the future. Hopefully, you’ve gained some helpful pointers in planning one of your own and drawing people to your cause.

If you’re on the lookout for tools that could help your team and wish to learn more about Almabase, we’d suggest booking a personalized demo. Happy planning!

Featured

How To Plan a Fundraising Gala + Gala Ideas

The perfect blog for planning your next fundraising gala. We go over the essential steps to planning your next fundraising gala as well as creative ideas you can use.

Hari Govind

July 7, 2026

12 minutes

Read

Get the top advancement ideas from your peers delivered straight to your inbox

Why Creative Fundraising Events Matter for Hospital Foundations

Rising competition for donor attention, the need for diversified revenue streams, and the growing shift toward community-anchored fundraising are changing how hospital foundations engage supporters.

Today's donors, especially younger donors, prefer experiential giving: personal, Meaningful experiences they can feel and remember. In fact, 75% of Millennials and two-thirds of Gen X say they’re more likely to donate after a fantastic event experience.

These trends are reshaping donor engagement and nonprofit fundraising, especially as hospital foundations look for fresh healthcare fundraising ideas that spark connection and long-term loyalty.

Small fundraising events offer alternatives to traditional hospital gala ideas for hospitals and are quickly becoming a reliable way to engage donors and inspire repeat giving — an urgent problem since fewer than 20% of first-time healthcare donors ever return.

Almabase helps make your event planning, and donor follow-up easy, automated, and intuitive, with automated ticketing, branded event pages, QR check-ins, and TrueSync which ensures data that flows directly into Raiser's Edge NXT. What once took days or weeks of manual cleanup now takes minutes, freeing your team to focus on donor relationships instead of administrative tasks.

‍

5 Creative Fundraising Events That Deepen Donor Engagement

Let's look at five fun ideas that can turn your fundraising event into the talk of the town, and how Almabase’s technology makes them easier, faster, and more cost-effective to execute.

1. Salon-Style Gatherings: High-Touch Donor Engagement Ideas for Hospitals

These invitation-only events, typically hosted in private homes or unique venues, create the kind of meaningful access that donors never get from a ballroom full of 300 people.

CommonSpirit's Dignity Health Foundation--Inland Empire turned its board-hosted salons into high-impact donor cultivation tools. They’ve hosted salons in unforgettable locations: a board member's airplane hangar dressed up for the holidays, an animatronics studio, and even a physician's exceptionally gorgeous home.

The results speak for themselves. CommonSpirit’s salons have attracted three major gifts, a new bequest, new relationships with donors showing major giving potential, and deeper board engagement. The team is already planning multiple new salons for FY26.

2. 50/50 Raffles: A Timeless Fundraising Tool for Hospital Foundations

Raffles remain a staple across nonprofit fundraising, and in healthcare they offer an easy entry point for supporters who may not attend a gala. They’re relatively simple and inexpensive to execute, and can be incredibly effective when you add a little urgency or exclusivity.

Manitoba-based Boundary Trails Health Center Foundation raised more than $36,000 (after paying out the raffle winner) in its winter 2025 raffle. Attractive ticket bundles kept momentum rolling—from 10 tickets for $20 up to 200 tickets for $100.

Virginia’s Martha Jefferson Hospital Foundation capped tickets at 200, sold each for $100, and offered a top prize of up to $10,000. With odds of just 1 in 200, its raffle turned into something exclusive and talked about.

3. Tea Party: Small Fundraising Events With Big Impact

High tea fundraising events reach supporters who prefer something small and elegant and are a great way to attract community leaders, long-time volunteers, and donors of all ages who appreciate tradition, hospitality, and a clear sense of purpose.

Peace Arch Hospital Foundation hosts its "Steeped in Elegance" event at a private ocean-side estate, combining a refined luncheon, themed attire, and a tightly curated guest list. The British Columbia-based healthcare foundation tied every detail back to a clear need: renovating the hospital's production kitchen to improve the quality and dignity of patient meals.

4. Craft Beer or Wine-Tasting Events

Tastings offer a relaxed atmosphere where people can socialize while staying connected to your mission. These fundraising events attract a wide mix of healthcare supporters—donors, business leaders, board members, and younger professionals who respond well to casual, social formats.

Ohio-based Magruder Hospital Foundation hosts its Grapes & Grains fundraising event at a local brewery, offering curated beer and wine tastings, guided brewery tours, food pairings, and an online auction that opened two weeks before the event. Proceeds helped the hospital foundation fund a new operating table designed specifically for hip surgeries—a direct, tangible story that donors could rally around.

5. Retail “Round-Up” Campaigns

Round-up campaigns literally meet people where they are—at the checkout counter—and keep your hospital's mission visible in daily life.

Washington-based Tri-State Hospital Foundation runs its Annual Retail Round Up every May. Local businesses encourage customers to round up or make small add-on donations at checkout. Participating retailers include local hardware stores, pharmacies, and fast-food locations.

Let Almabase Automate Your Next Hospital Fundraising Event

Creative events don’t have to create more work. Here are just some of the ways Almabase makes your events turnkey and intuitive with automation and TrueSync functionality with Raser’s Edge NXT:

Build custom event microsites that make it easy to set up premium tables, themed seating, sponsorship packages, RSVPs, or specialty add-ons like dessert auctions.
Automate invitations and outreach with Almabase’s AI Email Builder.
Sync attendee data into Raiser’s Edge NXT through our TrueSync functionality. Every ticket purchase, payment, and donor interaction syncs quickly and easily.
Use QR-code check-ins to keep the arrival experience polished and fast, especially for upscale events where donors expect seamless entry.
Collect payment with built-in compliance and payment processing. Payments flow through Blackbaud Merchant Services, so teams don’t have to worry about fragmented payment tools or reconciliation headaches.
Create flexible ticketing and sponsorship bundles to offer general admission, VIP tastings, early-access pours, commemorative items, or bundled packages that drive higher revenue.

Instead of spending days cleaning data or chasing down payments, your team can spend more time building relationships, deepening donor engagement, and turning your memorable events into lasting support.

‍

See how Almabase helps hospital foundations automate event logistics, strengthen donor relationships, and free up staff time for the work that actually moves your mission forward.

5 Creative Ideas for Your Hospital Fundraising Events

We're bringing you five fantastic hospital fundraising ideas to help you visualize your next event or campaign and kickstart your fundraiser planning process.

Wendy Johnson

November 27, 2025

12 minutes

Read

Giving Days have quietly become one of the most exciting traditions on campus calendars. A single day when alumni, students, and staff come together to show what their community can do. It’s not just about the total dollars raised anymore; it’s about the energy, the storytelling, and the sense of belonging that comes with it.

That same mix of spirit and strategy is what this blog explores. We’ve gathered ten Giving Days that stood out in 2025 and the trends shaping how institutions approach them, along with ideas and insights to help you plan your next one.

What is a giving day?

Simply put, a giving day is a 24-hour digital fundraising campaign run by a university, school, or alumni association to rally its community. The main goal is to get alumni, students, faculty, staff, and friends to come together and make small gifts that add up to a big impact.

Over the years, giving days have become a key part of fundraising. Alumni teams run class challenges, track live leaderboards, and social feeds light up with campus pride. Most institutions use this one-day format to bring their networks to life. According to CASE’s Giving Day Insights 2025 Report, nearly 40% of institutions said their giving day helped them engage more alumni, boost donor participation, and almost 25% reported that these campaigns contributed between 11% - 25% of their total annual fundraising, proving how these short, high-energy campaigns can move the needle in total annual fundraising goals and community engagement.

‍

Top 10 University Giving Days That Stood Out in 2025

From creative campaign themes to all-out campus celebrations, these ten Giving Days show how universities are redefining community spirit in 2025-

1. University of Oklahoma – Giving Day 2025

Raised: On April 8, 2025, OU’s Giving Day broke records raising over $30 million from nearly 7,000 gifts, with donors spanning all 50 states and 21 countries.
Theme: “Bring It Bigger” a call for the Sooner community to unite and amplify their collective impact through one powerful day of giving.
Creative strategies: Leadership gifts ignited early momentum, while global #OUGivingDay stories and a seamless, mobile-first GiveSooner.org experience made it easy for donors worldwide to participate and contribute.‍
Why it worked: An ambitious theme, diverse donor participation, and visible large gifts inspired a powerful sense of shared purpose across the Sooner family.

‍

2. Vanderbilt University – Giving Day 2025

Raised: VU giving day (April 7-11) raised a record-breaking $12.21 million from more than 6,900 donors.
Theme: “Every Gift, A Step Forward” showcased during the inaugural VU Week and built around #VUGivingDay.
Creative strategies: A week-long campus build-up with events and giveaways set the tone, while real-time maps, leaderboards, and 35+ matching challenges drove engagement and global participation from all 50 states and 23 countries.
Why it worked: The campaign combined high-visibility campus energy with clear metrics and a global alumni reach, making giving feel immediate, communal, and impactful.

‍

3. Lawrence University – Giving Day 2025

Raised: Lawrence’s 12th annual Giving Day on 28th October 2025 broke records, raising $2.08M from 1,819 donors across 74 class years.
Theme: “Celebrate all things Lawrence” under the campaign hashtag #LUGives, spotlighting the power of collective giving to the Lawrence Fund.
Creative strategies: Dollar-for-dollar and class-based matching gifts, lively on-campus activities like gratitude walls and Blue & White Bingo, and strong online engagement through donor maps, toolkits, and leaderboards kept the #LUGives momentum high throughout the day.
Why it worked: Unified online–offline energy, strong visual storytelling, and exciting matching incentives.

‍

4. Texas Lutheran University – Day of Giving 2025

Texas Lutheran University Giving Day 2025

Raised: $169,466, successfully unlocking the full $50,000 challenge gift.
Theme: “Be the Difference. Build the Future.” under the campaign hashtag #TLUDayofGiving, rallying the community around supporting students and programs.
Creative strategies: Unlock challenges tied to donor milestones, a clean mobile-friendly giving page with clear fund options, and a strong social push with hashtags, countdowns, and last-call messages all worked together to drive urgency and maximize participation.
Why it worked: The campaign combined a clear, compelling message with match-based incentives, streamlined giving experience, and strong social momentum, making it easy, fast, and engaging for donors.

‍

5. University of Utah – Giving Day 2025

‍Raised: On April 8–9, 2025, the U surpassed its goal by raising $2.1 million from 4,723 donors during a 1,850-minute campaign celebrating its 175th anniversary.‍
Theme: “1850 Minutes for the U” honoring the university’s founding year and inspiring the community to give back to the programs and people shaping its future.‍
Creative strategies: Donors chose from 100+ campus projects, with live leaderboards, donor maps, and themed incentives like the limited-edition “Brick-It Block U” for gifts above $175, blending personalization, celebration, and urgency.‍
Why it worked: The anniversary theme, strong visual storytelling, and engaging donor rewards made participation exciting and meaningful.

‍

6. Lamar University – Red Day 2025

Raised: The fifth annual Red Day campaign (Sept 18-19, 2025) brought in over $110,000 from 610 donors and 727 gifts, surpassing the 500-donor goal.
Theme: “Raise the RED,” a 24-hour push inviting alumni, students, faculty, and community to give to the areas that mean most to them.
Creative strategies: Real-time leaderboards and donor maps showcased progress, while matching gifts and donor challenges boosted participation, all amplified through coordinated social media, countdowns, and campus-wide reminders that kept momentum strong throughout the 24-hour campaign.
Why it worked: donor-friendly tools and visible progress delivered transparency, and the campaign’s inclusive “everyone counts” message rallied a broad base of alumni and university supporters. This shows how even mid-sized institutions are scaling giving-day models.

‍

7. North Carolina State University – Day of Giving 2025

North Carolina State University Giving Day 2025

Raised: On March 26, 2025, the campaign pulled in over $50.56 million from 18,565 gifts, exceeding the previous year’s total by ~9%.
Theme: Under the hashtag #GivingPack, the event mobilised alumni, students, parents, and friends in a unified 24-hour push to support the “Pack” and its key priorities.
Creative strategies: Hourly challenges and matching funds fueled friendly competition, while a network of “Pack Leader” ambassadors used shareable toolkits and tracking links to boost participation and expand reach across the Wolfpack community.‍
Why it worked: A clear call to action in a defined time window, combined with storytelling, peer sharing, and visible metrics, made giving feel immediate, communal, and impactful.

‍

8. Kentucky Community & Technical College System (KCTCS) – Giving Day 2025

Raised: On April 16, 2025, KCTCS held its second annual Giving Day, with more than 1,100 donors from 28 states and 91 Kentucky counties coming together to raise over $350,000.
Theme: Unified across the system, the campaign encouraged donors to “Join us … for the community to make a difference” by supporting any of the 16 colleges under the KCTCS umbrella.
Creative strategies: A system-wide campaign site with campus-specific pages, live leaderboards, and match/challenge incentives (e.g., scholarships triggered by donor participation) made individual campuses feel local while leveraging system-scale momentum.
Why it worked: Combining system-wide infrastructure and localized college identity allowed for both broad reach and personalized giving. The matching funds and visible progress helped convert support from a wide donor base across Kentucky and beyond.

‍

9. Southern Illinois University Edwardsville – One Day, One SIUE 2025

Raised: On April 24, 2025, the campaign raised $2,882,965, exceeding its $2 million goal.
Theme: A raceway-themed celebration that unified alumni, students, staff, and local partners to support student-centred priorities across the university.
Creative strategies: A campus-festival format with live entertainment (INDYCAR showcase), major gift presentations, and real-time progress updates to drive excitement and give visibility to impact.
Why it worked: The energetic, themed event format turned giving into a community experience, visible milestones built momentum, and strong engagement from donors, students, and local partners helped amplify both participation and total gifts.

10. La Salle University – Day of Giving 2025

Raised: La Salle’s 12th Annual Day of Giving on April 9, 2025, made history, raising $1.9 million through 1,500+ gifts.
Theme: “Be Known for supporting students,” celebrating La Salle’s Lasallian mission and the collective power of its community to shape student success.
Creative strategies: Unlock challenges that rewarded early gifts and alumni milestones, on-campus events like scavenger hunts and lawn games that kept energy high, and a coordinated digital push with toolkits, graphics, and countdown posts that sustained momentum throughout the day.
Why it worked: A clear mission-driven message, fun participation challenges, and seamless coordination between campus activities and digital storytelling.

‍

What makes a university giving day successful

The best giving days feel well-planned, personal, and full of energy. Success usually comes down to a mix of clear goals, good storytelling, and an experience that makes giving easy and enjoyable. When Germanna Community College, along with Almabase, hosted its first 24-hour campaign, it raised $503,855 and hit 168% of its goal because the message was clear and the experience was simple. Similarly, when Boyd‑Buchanan School launched its first-ever Giving Day using Almabase, they surpassed their goal by 201%; thanks to strong peer-to-peer networks, streamlined giving tools, and an outward-looking social campaign. Successful campaigns like these usually share a few traits:

Clear goals and storytelling that connect people to a cause
A user-friendly giving page that works smoothly on any device
Real-time updates that keep energy high throughout the day
Alumni and student ambassadors who help spread the word
Quick, thoughtful follow-ups that make donors feel valued

To dig deeper into the features and setup that help campaigns perform this well, check out the Almabase blog about giving day platforms and features.

Common Trends Across 2025 Giving Days

So far, Giving Days in 2025 have revealed a few clear patterns in how universities are rallying their communities and breaking records. Here are some common threads that stood out across campuses this year:

Greater reliance on matching gifts and unlock challenges to drive momentum
Ready-to-use social media toolkits empowering ambassadors to spread the word
Clean, mobile-first giving pages that make donating fast and intuitive
Live leaderboards and donor maps add a fun, competitive edge
Global participation celebrated through interactive dashboards and shoutouts
Blended approach of digital campaigns with on-campus celebrations
Clear storytelling that highlights student voices and real impact

How to plan your own successful giving day

The successful campaigns are the ones that plan, use data wisely, and make participation effortless. Here’s a checklist to help you build one that actually delivers-

Plan in reverse: Start from your launch date and build backward. A six-to-eight-week prep timeline gives enough room to design content, onboard ambassadors, and finalize tech. The Almabase Giving Day Toolkit includes editable timelines and task lists you can plug right in.
Set layered goals: Go beyond a dollar target. Track participation, first-time donors, and returning givers to see how your community is engaging, not just how much it’s giving.
Craft a strong story: Choose a clear, human-centered cause and stay consistent across every channel. All your visuals, emails, and posts should tie back to that single message. The Guide for a Successful Giving Day outlines how institutions build narratives that convert.
Segment your outreach: Use data from your CRM to group donors by affinity or recency. Tailor content and timing for alumni, parents, and faculty instead of relying on one broad appeal. Segmentation boosts both open rates and conversion.
Build a reliable tech stack: Your giving day platform should be fast, mobile-optimized, and integrated with your CRM for real-time reporting. Use the Giving Day Platform Features Checklist to audit your setup before launch.
Train and empower ambassadors: Bring in alumni and student leaders early, set measurable outreach targets, and give them pre-approved assets. A small, well-coordinated group often drives the biggest reach.
Keep momentum alive: Use dashboards, real-time updates, and milestone shoutouts throughout the day. Energy and visibility are what sustain participation during slower hours.
Respond fast and personally: Send thank-yous within 24 hours, short, personalized notes, or quick videos work best. Follow up later with a concise impact summary to keep donors connected.

Looking Ahead

2025 has marked a real shift in how higher ed approaches giving days. What started as 24-hour fundraisers has become powerful engagement platforms uniting alumni, students, and staff around shared goals that outlast the campaign itself. Across the country, institutions have broken participation records, grown first-time donor counts, and used these short, high-energy events to strengthen long-term loyalty.

The common thread has been smarter storytelling backed by data. The best campaigns this year didn’t rely on chance; they understood their audience, shaped messages that resonated, and used real-time insights to adjust on the fly. That’s where higher-ed fundraising is heading: intentional, personal, and measurable.

If you’re looking to make your next giving day easier to manage and more effective, book a personalized demo with Almabase and see how you can turn your campaign into something that truly moves the needle.

Top 10 University Giving Days That Stood Out in 2025

Giving Days are a huge part of any advancement fundraising calendar. We picked out 10 inspiring giving days that happened in 2025 to see what we can learn.

Sharada Koti

November 27, 2025

12 minutes

Read

Donor behavior shifts throughout the year, but the weeks leading into the holidays always bring a noticeable rise in generosity. It’s also the moment when many institutions start thinking about how Giving Tuesday matching donations can amplify that momentum and help reconnect with supporters who are ready to make a meaningful year-end contribution and gently encourage renewed engagement to turn one-time donors into long-term supporters.

This is also when the value of a matching donation becomes clearer to donors. GivingTuesday gives you a natural opening to talk about GivingTuesday matching funds, show how they work, and offer easy ways for supporters to submit a GivingTuesday donation match. With some early planning, budget reviews, message alignment, and timing, you can plan your GivingTuesday finances wisely and make the process feel organized rather than rushed.

‍

Today, we’ll explore how to maximise matching donations by setting up a workflow that’s simple for both your team and your donors. You’ll learn how to surface matching opportunities earlier, communicate them more clearly, and remove small barriers that often stop donors from completing a match. With the right steps in place, you can double alumni impact and ensure that every match-eligible gift has a better chance of being completed on GivingTuesday.

When is Giving Tuesday 2025?

GivingTuesday typically falls on the first Tuesday after Thanksgiving, marking the start of the year-end giving rush. This year, it falls on December 2, 2025. Over the years, participation has continued to grow globally, with more institutions using the day to highlight community impact, broaden donor engagement, and strengthen year-end fundraising efforts.

What Are Matching Donations (and Why They Matter)

Corporate matching donations are programs where an employer matches the charitable gifts their employees make. The mechanics are simple- an employee donates, and the company contributes a second gift. In most cases, companies offer a 1:1 match, but many go further with 2:1 or even 3:1 programs, volunteer hour matches, or special giving-day matches for causes their workforce cares about. But despite how simple the process can be, it’s still one of the most overlooked opportunities in fundraising. Each year, an estimated $4–7 billion in matching gift funds goes unclaimed because many donors either don’t know they’re eligible or never complete the match request.

Educational institutions are especially well-positioned to benefit from these programs. Alumni networks span a wide range of industries, including many companies with strong matching-gift policies. Colleges and universities also tend to have clearer communication channels like email, advancement portals, reunions, and GivingTuesday campaigns, where they can regularly surface reminders about matching. Because alumni already feel a connection to their institution, they’re more likely to take the extra step of submitting a match when the process is explained clearly. All of this makes matching gifts a natural fit for education-based fundraising.

How to Maximize Matching Gifts on GivingTuesday ( Step-by-Step)

Here’s a step-by-step guide based on what we’ve seen work consistently well for institutions of all sizes-

1. Start by laying out a clear blueprint for this year’s campaign

Before anything else, map out how you want this year’s GivingTuesday matching-gift plan to run. Outline your core messages, identify which donor groups you’ll focus on, plan your pre-launch timeline, and decide where matching gifts will appear across your channels. A simple shared document helps everyone stay aligned and reduces last-minute stress.

2. Get your data in order and match-eligible donors early

A strong GivingTuesday plan always begins with clean, usable data. Update employer information, fix old records, and tag donors who have submitted matches in the past. Using a CRM like Raiser’s Edge NXT or an integrated platform like Almabase makes this much easier. These tools help you automate employment updates, segment donors based on match-friendly employers, and quickly build lists of supporters who are most likely to complete a match. When you’ve identified these groups in advance, your outreach becomes more focused and more effective.

3. Focus on compelling storytelling

In every successful GivingTuesday campaign I’ve worked on, the turning point has been a strong story. Donors respond when they can see a real person, a real moment, or a real outcome tied to their gift. Instead of trying to communicate multiple impact areas at once, choose one powerful story to carry the message.

This could be a student whose scholarship eased a financial burden, a family supported through an emergency fund, or a program that grew because donors stepped in at the right time. Keep the format simple: a short video filmed on a phone, a quote that feels honest, or a before-and-after snapshot that shows progress.

The goal is to help donors understand why their matched gift matters. When they can clearly imagine the difference their support makes and how matching gifts amplify that impact, they feel more connected to the cause and are more likely to take the extra step to complete a match request.

4. Set a clear, attainable goal

A well-defined goal gives your GivingTuesday plan structure and helps donors understand what they’re contributing to. Instead of announcing a broad target like “Help us raise more this year,” break it down into something achievable and measurable: a certain number of matched gifts, unlocking a board-sponsored match pool, or reaching a milestone within a specific time window.

You can also design smaller “momentum goals” throughout the day, such as unlocking a departmental match during a two-hour window or hitting 50 matched gifts before noon. These micro-milestones work incredibly well because they keep the energy steady instead of saving all excitement for the final hour.

As the day progresses, share updates through email, social media, and your campaign page. Even simple posts like “30 more matched gifts will unlock the next $5,000 in matching funds” help supporters feel like they’re part of something active and time-sensitive.

‍

5. Create one reliable spot that explains matching gifts and encourages participation

Donors are more likely to act when information is easy to find and easy to understand. A dedicated matching-gift section on your GivingTuesday page removes friction and keeps instructions consistent across channels.

This section should include:

a searchable employer tool or a list of major employers known to match
2–3 simple steps to submit a match request
a short video or visual explaining how matching works
FAQs addressing common concerns (processing times, deadlines, documentation)
a brief reminder about why matching matters to your institution

You can also highlight examples from previous years, like “120 donors submitted match requests last year,” or “Top matching companies from our alumni community.”

When this page becomes the single source of truth, your team doesn’t have to answer the same questions repeatedly, and donors feel more confident engaging with the process.

6. Involve your board, ambassadors, and volunteers to widen your reach

From experience, some of the most successful campaigns come from institutions that treat their board, ambassadors, and volunteers as active partners instead of passive supporters.

Here’s how they can meaningfully support your matching-gift efforts:

Board members can help by lending their voice and networks. A short message from a board member adds credibility and reaches audiences your regular communication may not.
Alumni ambassadors can share personal social media posts explaining why they give and encourage coworkers, especially those at match-active companies, to get involved.
Volunteers can help with behind-the-scenes tasks like responding to comments, directing donors to your matching-gift page, or posting reminders in campus groups.
Student groups can record quick videos or host a short livestream talking about the impact of GivingTuesday, making the campaign feel more community-driven.

Personal voices create credibility that institutional messaging alone can’t match. When donors see familiar names cheering on the campaign, engagement rises naturally, and match questions get answered faster because the information circulates more widely.

7. Use social media intentionally to keep the campaign active

Social works best when updates feel real and in-the-moment. Institutions that maintain steady visibility tend to see higher engagement and more match participation. A few simple tactics go a long way:

Go live for quick updates
A short livestream of two to five minutes is enough. Show progress, introduce a student ambassador, or give a behind-the-scenes look at your campaign hub. These moments make the day feel real, not scheduled.
‍Use Facebook and Instagram stories to build momentum
Stories are great for hourly check-ins, quick shoutouts, and reminders to check employer match eligibility. Post short updates like “25 matched gifts unlocked this hour” or “We’re halfway to our goal.” Visuals help donors understand where you stand without reading long captions.‍
Use LinkedIn for employer-focused messaging
Highlight companies that are known for matching gifts, tag alumni who work there, or share a short post about how matching programs multiply impact. LinkedIn audiences expect professional, workplace-related content, so this fits naturally.‍
Post short student or staff videos
A 20–30 second clip of a student saying why GivingTuesday matters to them feels personal and encourages donors to participate in a match. It doesn’t need to be overly produced; sincerity is more effective.‍
Respond to comments and questions quickly
When donors ask about match eligibility or where to give, a fast response helps remove hesitation. Real-time support on Facebook or Instagram can move someone from “I’ll do it later” to giving immediately.‍
Spotlight supporters throughout the day
Celebrate when a donor submits a match or when an employer has multiple matched gifts. These acknowledgements help others feel encouraged to act.

These light-touch moments help donors feel connected and remind them to check their match eligibility throughout the day.

8. Make giving simple and quick

A smooth donation experience makes a big difference. Make sure your donation page is mobile-friendly, quick to load, and simple to complete. Add a small reminder like “See if your employer matches your gift” and, if possible, include a searchable employer field right on the page. When giving feels easy, match participation naturally increases.

9. Automate follow-ups to help donors complete their matching gift

A well-timed follow-up is one of the easiest ways to increase completed match requests, and automation makes this effortless. After someone gives, set up an automatic email that reminds them to check their employer’s matching-gift program and submit the required form. When platforms like Almabase sync donor and employment data from NXT, these reminders can be personalized so donors only receive the guidance that’s relevant to them.

This small automation helps capture match dollars that often get forgotten, and it saves your team the time they would otherwise spend sending reminders manually.

10. Acknowledge your donors

A prompt, sincere thank-you helps donors feel seen. Whether it’s a short email, a quick video, or a note from a student, appreciation that feels personal goes a long way. Keep communication clear and transparent so donors know how their gifts are being stewarded. Recognizing the impact of their gift and the potential match sets a positive tone for future engagement. When people feel valued and see the outcomes of their generosity, they stay engaged, trust your institution more deeply, and are far more likely to give again.

Tools to Simplify Matching Gift Management

If you’re looking to simplify how your team tracks and manages matching gifts, the right tools make a noticeable difference. Integrations with platforms you already use can automate much of the work that would otherwise take hours.

When you connect Blackbaud with Almabase, donor identification and segmentation become much easier. Almabase can pull donor data directly from Blackbaud NXT, keep it up to date, and automatically group donors based on factors such as employment information, past giving, or potential match eligibility.

This means your team isn’t digging through spreadsheets or sending generic reminders. You can reach the right donors with clear, timely communication while letting the systems handle the heavy lifting in the background. A small investment in the right software often results in more completed matches and a much smoother experience for both staff and supporters.

Tying it together

A strong matching-gift strategy can make your GivingTuesday campaign more organized, more predictable, and easier for your team to manage. Institutions that plan well usually begin by getting their data in order, identifying where matches are most likely to come from, and making the steps clear for donors from the start. Keeping matching gifts visible throughout the campaign also helps maintain momentum and reduces confusion later.

What often gets overlooked is how much these campaigns teach you. GivingTuesday reveals patterns, who engages early, who responds to match prompts, where communication feels strong, and where your team might need better tools. Treating the campaign as a learning moment helps you shape a smarter, more donor-friendly approach for the future.

If you’re looking to make matching gifts easier to manage, give us a shout or book a demo with us and our team can help you figure out the best way to use Almabase for your goals.

How to Maximize Matching Donations for GivingTuesday

Matching gifts have become a staple of modern fundraising. Learn how you can maximize your gifts by integrating matching gifts into your GivingTuesday and Giving day campaigns

Sharada Koti

November 25, 2025

12 minutes

Read

Texting has quietly become one of the most effective ways to reach donors. In this blog, you’ll see real examples of fundraising texts, understand what makes them effective, see sample fundraising text message templates that work and learn simple ways to use them in your next campaign.

Why Text Messaging Works for Fundraising

Text messages have an open rate of about 98%, while email averages only 20–28%. Even better, nine out of ten texts are read within three minutes of landing on someone’s phone.

SMS also drives faster action. The average response time for a text is 90 seconds, while emails take 90 minutes on average. For time-sensitive campaigns like Giving Tuesday, Fundraising Galas or end-of-year appeals, that speed matters.

SMS also outperforms email when it comes to conversions. Depending on the campaign, texts convert between 21–30%, while email responses stay closer to 2–3%. On Giving Tuesday, organizations that used texting saw 84% higher conversion rates than those that relied only on email.

For institutions using RE NXT or similar CRMs, text messaging can work alongside your existing donor segmentation. You can reach people based on giving history, event participation, or engagement level, through the channel they’re most likely to open.

💡Learn how to use text messaging for donor engagement and fundraising

Fundraising Text Message Examples by Use Case

1. Asking for Donations: General Fundraising Text Message Examples

These examples work well for ongoing or all-year fundraising campaigns when you want to make a simple, heartfelt ask.

Template 1:

Hi [Name], it’s [Organization]. We’re $5,000 away from our goal for [specific program]. Can you chip in $25 today? [Link]

Template 2:

Hi [Name], your gift can make a real difference for [specific cause]. Every contribution helps us keep [impact statement, such as “meals on the table for families in need”]. Donate here: [Link]

Template 3:

Quick question, [Name]. Would you consider giving $50 to help [specific outcome]? Every bit of support brings us closer to our goal. [Link]

Template 4:

Hi [Name]. We’re reaching out to our most engaged supporters first. Can you make an early gift of [amount] to [campaign name]? [Link]

Template 5:

[Name], we have a shortfall in funding for [program]. Your gift of any amount today will help us close the gap. Give here: [Link]

‍

*A clear and urgent fundraising text asking supporters to help build safe homes for families in need.*

2. Creating Urgency: Sample Fundraising Text Messages That Inspire Action

Urgency can be one of the strongest motivators for giving. When your donors know there’s a deadline or a goal within reach, they’re more likely to take action right away. Short, time-bound messages like these can help you make the most of that window of attention.

Template 1:

Hi [Name], we have 48 hours left to reach our goal. We’re still $3,000 short. Can you give $25 right now? [Link]

Template 2:

Only 6 hours remain! We need 50 more donors to unlock our challenge grant. Be one of them: [Link]

Template 3:

Deadline tonight at midnight. Your gift will be matched dollar for dollar, but only if you give before [time]. [Link]

Template 4:

[Name], we're 80% to our goal with just 12 hours left. Can you help us finish strong? [Link]

*Examples of time-sensitive texts that create urgency and inspire quick donor action.*

3. Event Promotion Text Templates

Events give you a chance to bring donors together, celebrate milestones, and raise additional support. A well-timed text can boost attendance and remind supporters why their presence, and their gifts, matter.

Template 1:

Hi [Name], join us for [event name] on [date]. Your participation helps raise funds for [cause or program]. Save your spot: [Link]

Template 2:

Only 20 seats left for [event name] this [day]. Every ticket supports [specific goal or program]. Register now before they’re gone: [Link]

Template 3:

[Name], [event name] happens tomorrow at [time]! Your attendance helps us reach our fundraising goal for [cause]. Here’s a key detail before you arrive: [Key detail]. See you there!

Template 4:

Last call for [event name]! Doors open in two hours. Join us and help make a difference for [cause]. RSVP now: [Link]

*A friendly reminder text encouraging supporters to register for a community fundraising event.*

4. Matching Gift Fundraising Texts

Few messages spark action faster than one that says, “Your gift counts twice.” Matching gift campaigns work because donors can immediately see the bigger impact of their support. A short, clear text that highlights the multiplier effect often drives quick responses.

Template 1:

Great news, [Name]! Every gift made today will be matched two to one. Your $50 turns into $150 for [cause or program]. Give now: [Link]

Template 2:

[Name], a generous supporter is matching all donations up to $10,000. This is your chance to double your impact for [specific cause]. Donate here: [Link]

Template 3:

Your employer might match your gift to [Organization]. Check your eligibility and make your donation go twice as far: [Link]

Template 4:

[Name], we still have $5,000 left in matching funds, but only until [time]. Give today and see your contribution doubled instantly: [Link]

*Children's Wisconsin uses gift matching and urgency to drive Giving Tuesday donations with a clear deadline.*

5. Giving Tuesday Text Message Examples

Giving Tuesday has become one of the biggest global movements in philanthropy. In 2024 alone, supporters contributed more than $3.6 billion, and text messaging played a huge part in that momentum. The immediacy of SMS helps organizations reach donors throughout the day, keeping the energy and generosity flowing.

Here are a few text ideas you can adapt for your next Giving Tuesday campaign.

Template 1:

It’s Giving Tuesday! Join [number] supporters who’ve already given today. Your gift of any amount makes a difference: [Link]

Template 2:

[Name], all Giving Tuesday donations are being matched. Your $25 becomes $50, and your $100 becomes $200. Give before midnight: [Link]

Template 3:

We’re halfway through Giving Tuesday and $8,000 short of our goal. Can you help us close the gap? [Link]

Template 4:

Only four hours left on Giving Tuesday! We need 75 more donors to reach our target. Be one of them: [Link]

Template 5:

[Name], thank you for considering a Giving Tuesday gift. Here’s what your donation supports: [specific outcome]. Give here: [Link]

Timing tips for Giving Tuesday:

Send your first text early in the morning (around 7-8 AM) to catch people before work.
Follow up at midday (12-1 PM) with a short update on progress.
Send one last push in the evening (6-8 PM), reminding donors how close you are to the goal.
Always mention the deadline clearly: “by midnight tonight” helps create a sense of urgency.

Once the campaign ends, send a brief thank-you message the next day. A quick note of gratitude keeps the connection warm and helps donors feel part of the success they made possible.

*A thank-you text that keeps the door open for late donors with a direct link to the giving form.*

6. Re-engagement Fundraising Texts for Past Donors

Your past donors are those who already believe in your mission. They just need a reminder of the difference they’ve made. Re-engagement texts work best when they sound personal, share a quick update, and show donors how their earlier support still creates impact.

Template 1:

Hi [Name], we haven't heard from you in a while, but we'd love to have you back. Here's what we've been up to: [Brief update]. Interested in getting involved again? [Link]

Template 2:

[Name], you gave to [campaign name] last year and it made a real difference. We're running a similar campaign now. Would you consider giving again? [Link]

Template 3:

We miss you, [Name]! Your last gift helped [specific outcome]. We're working on [new project] and would love your support: [Link]

Template 4:

[Name], your support in [year] helped us [achievement]. This year, we're trying to [new goal]. Will you help us again? [Link]

‍

*Re-engagement text that acknowledges the gap in giving while inviting the donor back with a specific project.*

7. Thank-you Fundraising Text Templates

Gratitude matters. Donors who feel seen and appreciated are far more likely to stay connected and give again. Send one of these right after someone gives:

Template 1:

Thank you, [Name]! Your gift of [amount] just came through. You're making [specific impact]. We're grateful.

Template 2:

[Name], your donation means [specific outcome, e.g., '3 students will get scholarships']. Thank you for believing in our mission.

Template 3:

We got your gift of [amount], [Name]. Thank you! Here's your receipt: [Link]. Your support makes our work possible.

Template 4:

[Name], you just became donor #[number] in our campaign! Thank you for joining [number] others who are making this possible.

Template 5:

Your gift is already at work, [Name]. Thank you! Watch for updates on what we accomplish together.

‍

Tips for Writing Effective Fundraising Text Messages

Keep your fundraising sms messages under 160 characters when possible. If you need more space, aim for 300 characters maximum.
Personalize with the recipient's name and reference their past giving or involvement when you can. "You gave last year and it helped us..." works better than generic asks.
Include only one link per message, and use a link shortener to save characters. Make sure the link goes to a mobile-friendly donation page.
Be specific about what donations will accomplish. "Your $25 provides meals for a family" beats "Help us continue our mission." or “support our cause”.
Send messages at the right times. Avoid early mornings (before 8 AM) and late nights (after 9 PM). The best performance typically comes from mid-day (12-2 PM) and early evening (5-7 PM) sends.
Always provide an opt-out option. Include something like "Reply STOP to opt out" at the end of your messages.
Test different approaches. Try varying your message length, tone, and calls to action to see what resonates with your audience.

How to Automate Fundraising Texts Using Almabase

Text messaging works best when it's part of an integrated strategy. Here's how advancement teams can automate their fundraising sms campaigns:

Segment your audience using RE NXT data. Pull donor lists based on giving history, attendance at events, engagement scores, or any custom field in your CRM. This lets you send targeted messages to specific groups rather than blasting everyone with the same ask.
Personalize messages based on donor behavior. If someone attended your gala but hasn't given yet this year, that's a different message than someone who gives monthly. Almabase pulls in donor data so you can reference past gifts, event attendance, or volunteer history in your texts.
Track donations and sync responses automatically. When someone clicks your donation link and gives, that data flows back into your CRM. You don't have to manually update records or track who gave through which channel. The system handles it.
Set up triggered messages for specific actions. Send an automatic thank-you text when someone donates. Trigger a follow-up message to people who clicked your link but didn't complete their gift. Create a welcome series for new text subscribers.
Monitor campaign performance in real time. See how many people opened your message, clicked your link, and converted to donors. Use that data to adjust your strategy mid-campaign if needed.

The result is a text messaging program that runs efficiently without eating up your team's time on manual tasks.

Ready to Build Your Next Fundraising Campaign?

Text messaging can deliver results that other channels struggle to match, but only when you have the right tools and strategy in place.

Almabase helps advancement teams run text campaigns that convert, with built-in segmentation, personalization, and automated workflows that save time while raising more.

Request a demo to see how Almabase can power your next text messaging campaign.

Fundraising Text Message Examples

We've collected a whole bunch of fundraising text message templates for you to use for your upcoming giving days, events, and fundraisers.

Anwesha Kiran

November 24, 2025

12 minutes

Read

With the end of the calendar year approaching as well as the recent news regarding Anthology, this might be a good time for advancement teams to explore some of the best Encompass (or iModules) alternatives available today.

In this blog, we’ll do just that but also take a look at what a transition from Encompass to Almabase might look like for teams. Let’s get started.

iModules (Encompass) alternatives for advancement teams

All-in-one advancement tools

1. Almabase

Almabase is an all-in-one alumni engagement and fundraising software for educational institutions and nonprofits. It provides tools for building alumni communities, managing events, facilitating donations, and tracking engagement metrics.

Key differences include a strong focus on alumni engagement and digital fundraising automation compared to iModules, which has a broader suite for advancement offices. Almabase emphasizes personalized outreach, integrations, hassle-free events and giving. It also boasts comparatively easier set up and active support.

Take a quick product tour →

2. Givecampus

Givecampus is a fundraising platform focused on higher education, known for its social fundraising tools such as peer-to-peer giving, crowdfunding, and giving days.

Unlike iModules, Givecampus specializes primarily in modern fundraising strategies and donor engagement, offering robust social sharing features, video integrations, and campaign management dashboards. Givecampus works best for institutions primarily aiming to run engaging fundraising campaigns and leverage networks for peer-driven giving, including colleges, universities, and K-12 schools.

3. Hivebrite

Hivebrite is an advanced community management platform supporting private networks for organizations, universities, and nonprofits. It enables networking, event management, content sharing, and job boards, all within a branded portal.

Compared to iModules, Hivebrite excels in building versatile online communities and streamlining member interactions. Where iModules centers on advancement and alumni relations, Hivebrite is more customizable and suitable for professional associations, universities with global alumni, and organizations needing diverse community features for members.

4. ToucanTech

ToucanTech is a community and database software enabling schools, universities, and clubs to connect members, manage relationships, and drive fundraising and engagement. It combines CRM capabilities with community engagement tools.

Key differences from iModules include a heavy emphasis on unified data management, private portals, communications, and event features in a modern interface. ToucanTech stands out for integrated CRM and engagement tracking, whereas iModules has deeper legacy advancement functionalities.

5. Gravyty

Gravyty offers AI-powered engagement and fundraising tools for nonprofits and educational institutions, enabling personalized outreach and predictive analytics to increase donor participation.

Gravyty focuses on artificial intelligence to automate donor outreach, steward relationships, and prioritize fundraising tasks. Its proactive AI nudges and email management are not central features of iModules, which is more event and campaign-focused.

CRM alternatives to Encompass

1. Blackbaud

Blackbaud is perhaps one of the most well-known CRM systems for advancement teams in both institutional and nonprofit spaces. Their CRM services are centered largely around Raiser’s Edge NXT (also known as RE NXT) and Blackbaud CRM, both of which have become household names in the advancement industry.

2. Ellucian

Ellucian exclusively focuses on educational institutions through a variety of tools specialized for different teams and tasks. For advancement in particular, you have their CRM Advance which integrates natively with their student lifecycle and ERP-related products.

💡Ellucian has also successfully bid to acquire Anthology's Student Information Systems (SIS) and Enterprise Resource Planning (ERP) since the chapter 11 announcement.

3. Salesforce

When talking about CRMs, it’s pretty much impossible not to mention Salesforce. For educational institutions, you have the Salesforce Education Cloud while nonprofits may find the Salesforce Nonprofit Cloud more relevant.

‍

What a journey from iModules/Encompass to Almabase looks like

Anna Twombley’s team at New England College were iModules users before they adopted Almabase. They were facing a few persistent challenges such as:

Multiple disconnected tools that wasted time with manual data entries
Clunky email and website building process
Confusing alumni and donor experiences
Alumni felt disconnected to their directory due to the learning curve of the platform

Essentially, a lot of staff time was being spent managing the tool itself, which is not sustainable for many advancement teams like theirs. Moving to Almabase on the other hand, allowed them to:

Seamlessly sync data with Raiser’s Edge NXT (RE NXT) to eliminate manual data entries
An updated look to directories, pages, and emails which did not require a huge investment
Easily create pages and events that freed up a lot of time and resources for the team

Their alumni also felt better connected to their alma mater and their fellow alumni with the addition of a cleaner, more accessible platform for both the directory and event-related pages such as giving days and fundraising forms.

You can check out the full recording of our conversation with Anna as well as an overview of Almabase through the link below 👇

▶️Inside New England College’s Future-Ready Advancement Strategy (Plus a Live Tour of Almabase)

Wrapping it up

At the end of the day, it is up to you and your team’s unique needs that will determine your platform of choice for 2026 and beyond. But we hope we’ve been able to give you a good starting point to find the right fit for you.

If you’d like to learn more about Almabase and how we help institutions and organizations for advancement needs, feel free to book a personalized demo call with us below! ⬇️

Frequently asked questions

How seamless is the transition from iModules to Almabase? What support is available during migration?

Almabase provides dedicated personnel for your onboarding and training as you or your team gets used to Almabase. We also provide readily available live chat, email, and on-call support in case you run into any hiccups.

Is Almabase built only for higher education?

Almabase also supports K-12 schools and healthcare foundations managing donor and alumni communities.

Does Almabase have reporting and analytics tools?

Almabase comes with its own set of reporting and analytics tools for giving, engagement, and donor pipeline data.

Best iModules Alternatives for Advancement & Alumni Teams (2026)

Looking for imodules (Encompass) alternatives available for advancement and alumni relations teams? We've picked out some of the popular options that you can consider.

November 21, 2025

12 minutes

Read

From annual galas to class reunions, there are numerous benefits to hosting events for alumni, parents, and other members of your school’s community. These fundraisers are mission-critical, generating the vital resources necessary to move your institution forward.

However, high engagement and an influx of fundraising dollars can easily overshadow a non-negotiable element of event planning: compliance.

Fundraising event compliance is a fundamental infrastructure that protects your school and strengthens donor trust. Not to mention, the consequences of failing to properly manage the legal and tax requirements of a fundraising event can be severe.

This guide details the core compliance pillars that your fundraising officers must prioritize for successful events.

Charitable Solicitations Registration

Charitable solicitations registration is the foundational state-level requirement for nearly every nonprofit organization that solicits funds from the public. Registration is required in approximately 40 states, and organizations must register in every state where they conduct fundraising activities.

The registration process varies from state to state. For example, in Pennsylvania, educational organizations are exempt from registration if they meet specific criteria. Alaska, however, does not offer exemptions for educational institutions.

If your school’s state (or any state in which you’re fundraising) requires registration, the regulation likely applies to any solicitation activity targeting the state’s residents. According to Foundation Group, virtually all forms of revenue generation trigger a registration requirement. This can include:

Fundraising events, like fun runs, galas, or any other organized event your institution hosts that raises money from students, parents, alumni, and the community
Online campaigns, such as a call-to-action in your email newsletter or a button that leads to your donation page
Product sales, including branded merchandise, participation fees for special activities, and any other goods or services exchanged for a monetary contribution

While the rules for educational exemptions are inconsistent and often conditional, assuming an automatic exemption is a high-risk liability. Failure to secure and maintain registration—or proof of exemption—means the institution is soliciting illegally in that state.

The ramifications of non-compliance are serious. A state regulator can issue cease-and-desist orders, levy substantial fines and late fees, and, in extreme cases, demand the return of all funds raised illegally within their jurisdiction. For development officers charged with protecting alumni relationships and institutional reputation, the potential legal exposure and public scrutiny are not worth the administrative shortcut.

Unrelated Business Income Tax (UBIT)

Tax-exempt status does not equate to tax immunity. Fundraising events are often subject to Unrelated Business Income Tax (UBIT) if they regularly generate revenue from activities that are not substantially related to the institution’s educational purpose.

Any tax-exempt organization that generates gross unrelated business income (UBI) of $1,000 or more during its fiscal year must file IRS Form 990-T. This form reports UBI to the IRS and indicates any tax due.

Educational institutions can determine whether a fundraising activity is subject to UBIT by considering:

The nature of the activity. Activities subject to UBIT are conducted with the intention of making a profit. For example, an alumni event is designed to engage and cultivate donors, while a gift store located in the event’s venue may be dedicated solely to selling goods or services.
The frequency of its occurrence. Educational institutions generate UBI when the activity is ongoing. For example, an online store differs from a one-time event because it constantly offers goods and accepts payments.
Its relevance to your school’s educational purpose. Income is considered UBI when generated from a fundraising activity that is irrelevant to your school’s educational purpose.

Keep in mind that Form 990-T doesn’t take the place of an organization’s annual Form 990 filing—it supplements it. Failing to file both can result in severe penalties, such as having your 501(c)(3) status revoked.

Acceptable Product Sales for Educational Institutions

It’s important to note that not all product sales are considered UBI. See the image below for examples of products your school can sell:

A list of ways nonprofits can sell products to generate revenue while still adhering to fundraising event compliance regulations.

Directly promote and engage your mission
Result from exempt activities (e.g., products and services created via a job training program)
Fundraise for a short period of time, rather than operate as an ongoing campaign
Are created or sold by an all-volunteer team (e.g., a charity thrift store run by volunteers)
Exist for the convenience of members and staff

The best way to ensure your school adheres to tax regulations surrounding product sales is to prioritize detailed recordkeeping. Sales data, such as total revenue generated and fundraising expenses, is crucial in determining whether the income qualifies as UBI.

Event Permits and Tax Deductibility

The final layer of event compliance involves managing local-level rules that directly affect the donor experience and the legality of the event itself. This includes securing the necessary permits for games and auctions, as well as properly calculating how much a donor can deduct from their taxes.

Licensing for Raffles, Auctions, and Games of Chance

Beyond federal tax and state charitable solicitation laws, fundraising activities involving games of chance are regulated heavily at the state and local levels. Raffles, lotteries, poker tournaments, and even certain types of silent auctions may be considered illegal gambling unless the nonprofit has secured specific state licenses or local permits.

Many jurisdictions require educational organizations to obtain a separate permit for each game of chance, often with a strict cap on the prize value or the frequency of the game. Local authorities can shut down an event in progress for lack of proper permits, creating a highly damaging public relations crisis for the institution and exposing event organizers to personal liability.

Fair Market Value (FMV)

Every fundraising event that provides something of tangible value to the donor—a gift card, a round of golf, a seat at a performance—is considered a quid pro quo transaction. Fundraisers are obligated to inform donors exactly what portion of their payment is a deductible contribution and what portion represents the Fair Market Value (FMV) of the goods or services received.

For example, if an auction ticket costs $100, but the event includes a dinner that typically sells for $25, then only the $75 excess contribution is tax-deductible. Careful bookkeeping for nonprofits is critical for accurately calculating FMV and reporting it to donors.

Donor Acknowledgments

The IRS requires organizations to provide a written acknowledgment for any contribution of $250 or more that includes the following information:

The name of your institution
The amount of the donor’s contribution
A description of the contribution, if it was non-cash
A statement indicating either that no goods or services were exchanged, or a description and good faith estimate of the goods’ value if provided in return for the contribution
A statement confirming that no goods or services were provided in exchange for the contribution, or that any such provisions were solely intangible religious benefits

‍

Incorrectly stating the FMV or neglecting to provide proper receipts places the burden of proof on the donor in an IRS audit. This can directly damage the relationship and trust your fundraising team has worked so hard to build, ultimately sacrificing your chances of retaining donors for future fundraisers.

Effective fundraising is built on a foundation of operational excellence, and compliance is the most essential element of that operation. With the right strategy and expertise, your school can achieve successful fundraising and capacity building.

Many organizations benefit from the expertise of compliance experts who specialize in the nonprofit regulatory environment. These professionals handle the painstaking administrative and legal requirements of compliance, allowing development officers to focus entirely on their mission.

Fundraising Event Compliance: Permits, Taxes, and More

Fundraising event compliance is an often-overlooked yet essential aspect of raising money for your school. Learn the essential compliance requirements here.

November 18, 2025

12 minutes

Read

Every hospital fundraising event is an opportunity to turn attendees into donors. When your post-event stewardship is fast, personal, and data-driven, you’re more likely to turn one-time guests into loyal supporters.

The difference between a successful gala and a transformational one lies in your ability to turn the energy and passion of the live event into meaningful, ongoing donor support, using the right healthcare fundraising strategy and technology to make it happen efficiently and securely.

Almabase simplifies hospital foundation donor cultivation with automation tools that make every follow-up faster and more personal.

Our event management platform automatically syncs attendee data directly to Raiser’s Edge NXT, allowing you to personalize communication at scale. Built-in email, text, and video tools let your team send targeted thank-yous, impact updates, and future invitations without manual data entry or list sorting.

See how Almabase helps hospital foundations automate event follow-up for fundraising and strengthen donor relationships after every event.

Five Ways to Engage Donors After Your Fundraising Event

For more than a decade, Almabase has helped hundreds of nonprofit organizations plan successful events and turn them into long-term donor relationships.

Turn hospital event attendees into donors

These are five of the most effective steps we’ve identified to turn event attendees into loyal donors.

1. Capture and Sync Attendee Data for Effective Donor Pipeline Management

Almabase’s Raiser's Edge integration for hospital foundations ensures all data flows accurately and securely.

Registration details, ticket purchases, donations, and check-ins flow directly into donor profiles—no spreadsheets required. And automatic tagging of attendees by type (sponsor, bidder, volunteer, or first-time guest), makes it easy to segment your list and send more personalized follow-up communications.

2. Send Same-Day Thank-You Notes to Fundraising Event Attendees

Send a thank-you email to all attendees the same day as the event. Call or send handwritten notes to top supporters within two days.

Personalized, automated donor follow-up ensures your hospital foundation stays top-of-mind after every event. Almabase’s AI Email Builder makes it easy to personalize messages by participation type, such as table sponsor, auction bidder, or volunteer, and cuts creation time from 20 minutes to less than one.

3. Personalize the Next Touchpoint

1 Week Later: Segment by engagement level and tailor your donor outreach accordingly.

First-time attendees: Share a quick “what your participation made possible” highlight and invite them to learn more about your foundation by sharing a link to a video or blog post.
Returning guests: Send an impact story and a gentle recurring-gift invitation.
Major prospects: Schedule a personal call or a handwritten note from leadership.

By tracking attendee behavior in real time (donated $0 vs. $100+, purchased add-ons, checked in), Almabase automatically triggers personalized, behavior-based outreach.

Our multi-channel automation keeps your message consistent across email, SMS, and print. Outreach remains timely, relevant, and aligned to each supporter’s engagement level.

4. Show Fundraising Event Attendees Their Impact

2 Weeks Post-Event: Send a concise “Event Impact” email that demonstrates what their participation accomplished. Share event photos, total funds raised, and a powerful patient story to highlight impact: “Your support helped raise $250,000 to expand the neonatal ICU.”

Use storytelling to build emotional connections and trust—two essentials in healthcare fundraising success.

Add a next-step call-to-action. For example:

“Sign up for updates about funded projects.”
“Watch a short video on how your support is saving lives.”
“RSVP for our next healthcare fundraising event.”

Almabase’s partnership with Storyraise simplifies this kind of impactful outreach. By enabling digital donor reports with visuals and video, we help hospital foundations create interactive updates that show donors their impact and deepen donor engagement over time.

5. Keep the Connection Going to Retain More Fundraising Event Attendees

4 Weeks Post-Event: Send a short survey to capture feedback and insights you can use to personalize future outreach. Then, transition attendees into your ongoing donor communications so they continue receiving impact stories and invitations year-round

Almabase automates this process through our healthcare donor management software, built to link event and donor data in real time. With TrueSync for Raiser’s Edge NXT, every interaction—whether a gift, registration, or memorial campaign—is instantly reflected across systems, eliminating manual updates and ensuring staff always have a current view of each supporter’s activity.

Using Almabase’s Grateful Community Engagement tools, families and patients can easily create memorial or gratitude campaigns to honor loved ones, invite others to give, and keep supporters emotionally connected to your mission throughout the year

These HIPAA-secure features empower healthcare foundations to strengthen long-term relationships, unify event and donor data, and build a sustainable culture of gratitude across every touchpoint.

Built for Hospital Foundations

Hospital foundations need secure, compliant technology that simplifies post-event stewardship. Almabase is fully HIPAA-ready and SOC 2 Type II certified. Almabase’s Raiser’s Edge integration helps hospital foundations maintain real-time data accuracy and compliance.

By connecting every registration, check-in, and gift directly to Raiser’s Edge NXT, Almabase helps hospital foundations convert fundraising event attendees into donors, ensuring every event fuels long-term engagement and sustainable growth through automated donor follow-up and smart segmentation.

Frequently Asked Questions

How can hospital foundations retain gala attendees and turn fundraising event attendees into donors?

Hospital foundations can convert event attendees into donors by using automated post-event stewardship tools like Almabase to send personalized thank-yous, share impact stories, and sync engagement data directly to Raiser’s Edge NXT for targeted donor cultivation.

What tools help automate post-event follow-up for fundraising?

Almabase’s healthcare donor management software includes AI-powered email tools, TrueSync integration with Raiser’s Edge, and automated workflows that streamline donor communication, saving staff time and improving engagement accuracy.

Why are post-event donor engagement and stewardship important for hospital fundraising events?

Post-event stewardship and donor engagement keeps the momentum going after galas or auctions, turning one-time guests into repeat supporters. Consistent follow-up strengthens relationships and improves long-term donor retention.

How does Almabase support donor pipeline management for hospitals?

We automate data syncing, tagging, and segmentation through Almabase’s Raiser’s Edge integration for hospital foundations, helping teams track donor journeys and manage cultivation workflows efficiently.

‍

How Hospital Foundations Can Turn Fundraising Event Attendees into Donors

Learn how your hospital foundation can turn event attendees into donors and loyal supporters through well-planned stewardship and follow-ups.

Wendy Johnson

November 11, 2025

12 minutes

Read

In today’s competitive fundraising environment, schools and nonprofits are constantly seeking ways to maximize revenue and deepen their relationships with donors. Luckily, matching gifts present a powerful opportunity not only to increase donations but also to foster long-term donor loyalty.

By engaging one-time donors through matching gift programs, institutions can transform them into lifelong supporters who remain committed to their cause year after year.

This article will explore the importance of matching gifts in donor retention, share strategies for leveraging them to build long-term relationships, and provide actionable tips for schools to engage their donors effectively throughout the giving lifecycle. Specifically, we’ll cover:

What Are Matching Gifts and How Do They Work?
The Power of Matching Gifts for Schools
Turning One-Time Donors Into Lifelong Supporters
Best Practices for Engaging Matching Gift Donors
Building Long-Term Relationships with Matching Gift Donors
Tracking and Managing Matching Gifts for Future Success

By turning one-time donors into repeat givers, schools can build a robust foundation of support that sustains their mission for years to come. Now, let’s dive into how matching gifts work and explore how they can be leveraged to boost engagement and retention among your donor base.

What Are Matching Gifts and How Do They Work?

Before delving into strategies for using matching gifts, it's essential to understand exactly how they work. A matching gift program is a corporate giving initiative in which an employer agrees to match an employee's donation to a nonprofit organization. The match is typically made dollar-for-dollar, but can sometimes be at a lower or higher ratio.

For example, if a donor gives $100 to a school, and their employer offers a 1:1 match, the total gift to the school becomes $200. This process is a great way to encourage more giving, as it enables donors (including alumni!) to maximize their impact without increasing their own contributions.

The Power of Matching Gifts for Schools

For schools, matching gifts are an untapped resource that can significantly boost fundraising efforts. Many employers offer these programs, but donors often aren’t aware of the opportunity, and schools don’t always actively promote them. By effectively encouraging participation in matching gift programs, schools can increase the total value of donations, which has long-term benefits for both fundraising goals and donor retention.

In other words, matching gifts can serve as a powerful tool to not only increase funds but also to strengthen the relationship between a school and its supporters. These programs allow schools to expand their donor reach by motivating donors to give more, while also demonstrating to donors that the school is proactive in maximizing the impact of their contributions.

1. Expand Your Donor Pool

Matching gifts are an easy way to expand your donor base without recruiting new supporters. By promoting the opportunity for donors to maximize their gifts through matching, schools can encourage existing donors to contribute more and encourage potential donors to get involved in giving.

2. Enhance Donor Retention

When donors know that their contribution will be doubled or even tripled, it creates an additional layer of satisfaction. This added value makes donors feel good about their contributions, and as a result, they’re more likely to support the school again in the future. Therefore, by encouraging matching gifts, schools can foster lasting donor relationships.

3. Maximize Donations Without Asking for More

For many donors, the prospect of a company match is an appealing way to make their gift go further. By tapping into matching gifts, schools can increase revenue without asking donors for higher contributions. This makes matching an attractive strategy for schools that want to increase donations while respecting donor budgets.

Turning One-Time Donors Into Lifelong Supporters

While matching gifts can significantly boost donations in the short term, their true power lies in building long-term donor loyalty. By strategically engaging one-time donors and encouraging them to take full advantage of matching gift opportunities, schools can cultivate a repeat donor base that remains engaged year after year.

1. Create a Personalized Experience

The key to converting one-time donors into lifelong supporters often lies in personalization. When schools reach out to donors about matching gifts, it’s important to make the communication feel personal. Send thank-you emails or follow-up messages that highlight how matching gifts have enhanced the impact of their donation. Make donors feel appreciated and valued for their generosity.

2. Keep Donors Informed

Transparency is crucial in building long-term relationships. Keep donors informed about how their matched gift was used, whether it's for scholarships, school programs, or facility improvements. By showing donors the tangible impact of their contributions (both the original and matched portion), you reinforce their connection to the school and encourage future support.

3. Encourage Repeat Giving

Once a donor has engaged in matching gifts once, it’s essential to keep them involved in the future. Send reminders about matching gift opportunities each year, especially during key fundraising periods such as Giving Tuesday or year-end campaigns. For the best results, ensure the process for submitting a match request is clear, simple, and as easy as possible for donors to complete.

Best Practices for Engaging Matching Gift Donors

To ensure matching gifts are used effectively, it’s a good idea to implement best practices that streamline the process and keep donors engaged. These strategies can make a significant difference in both immediate fundraising results and long-term donor retention. Here are a few of our recommendations:

1. Promote Matching Gifts Early and Often

Donors need to be made aware of matching gifts before, during, and after their donations. Ensure your messaging highlights matching gift opportunities across donation pages, thank-you emails, social media posts, school newsletters, and more. The more information you provide, the more likely donors are to take advantage of these programs.

2. Simplify the Matching Process

To make it as easy as possible for donors to submit their matching gift requests, provide clear, step-by-step instructions. Partner with matching gift platforms, such as Double the Donation, to automate the process and provide a user-friendly interface for both donors and schools.

3. Follow Up with Donors

Once a donor has made a contribution, send a thank-you message that includes instructions for submitting their matching gift request. Follow up with reminders, especially as year-end deadlines approach. Offering assistance during this process can be an additional way to build trust and increase the chances of a donor returning.

4. Incorporate Matching Gifts Into Regular Campaigns

Don’t limit matching gift appeals to just your major fundraising campaigns. Instead, integrate matching gift reminders into your regular communication efforts, whether that’s through email newsletters, donor thank-you letters, or social media posts. Regular engagement will keep matching gifts top of mind for donors.

5. Leverage Corporate Partnerships

Work with companies that already have matching gift programs in place to promote these opportunities within your community. For instance, if a local business is involved with your school, ask them to help spread the word about matching gifts among their employees. This partnership can lead to increased donations and stronger community ties.

Tracking and Managing Matching Gifts for Future Success

Finally, to ensure matching gifts become a long-term part of your school’s fundraising strategy, you’ll need to track and manage these gifts efficiently. Here’s what we recommend:

1. Monitor Participation Rates

It’s important to track how many donors ultimately get involved in matching gift programs and how much funding they generate for your school. Therefore, regularly review your matching gift data to identify trends and areas for improvement.

2. Analyze Donor Behavior

By analyzing the behavior of matching gift donors (such as how often they give and whether they return for future donations) you can refine your strategy to maximize engagement. Personalized communication, targeted outreach, and regular reminders can all help boost donor retention.

Wrapping Up & Next Steps

Matching gifts offer schools a powerful tool to turn one-time donors into lifelong supporters. By promoting matching gift programs, simplifying the donor experience, and engaging supporters year-round through matching gifts, schools like yours can maximize fundraising while fostering long-term donor loyalty.

Now is the time to incorporate matching gifts into your fundraising strategy. Start by promoting matching gifts more effectively, tracking participation, and following up with donors to ensure they take full advantage of these programs. By doing so, you’ll build a loyal donor base that helps support your school for years to come.

Matching Gifts: From One-Time Donors to Lifelong Supporters

Discover how matching gifts transform one-time donors into lifelong supporters. Learn strategies to maximize retention for schools and nonprofits alike.

November 7, 2025

12 minutes

Read

See how leading institutions put these ideas into action

Request a Demo