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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

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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! 👇

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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

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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.

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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

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What started in 2012 as a small social media campaign has grown into a global giving phenomenon that now inspires millions across 90+ countries to support the causes they love, all in just 24 hours. This brings us to the point of this blog. The fundraising platform you choose to build your Giving Tuesday events and fundraisers on can make or break your annual experience drastically.

We’ve curated a handful of platforms designed for education-focused teams to do more with less, so you can spend time building relationships, not battling technology.

6 Giving Tuesday Platforms for 2026

Here’s a closer look at some platforms that can help your institution raise more and engage better for this year’s Giving Tuesday and beyond. Let’s get started:

1. Almabase

Almabase often comes up first when education teams want a platform that balances rich tools with actual ease. It is purpose-built for advancement, blending fundraising, alumni engagement, and events into one modular platform. It shines when teams want depth, data, and scalability with the support of a dedicated team. Here’s how it stacks up-

Key Features

A holistic approach: Almabase comes with a wide range of tools to get the most out of your Giving Tuesday, whether that’s through communication tools or detailed segmentation and insights.
Seamless integrations: Almabase’s Truesync offers an unmatched two-way sync with Raiser's Edge NXT and Blackbaud CRM.
Hyper-personalized communication: The platform offers a smarter way to personalize communication through "no-fuss emails" with real-time reporting and automation
Seamless campaign and event management: No-code features for registration, ticketing, promotion, and follow-up, combined with p2p, matching gifts, crowdfunding, etc. make for a complete donor experience.
Automated workflows & analytics: real-time dashboards to measure campaign success

Best for

Advancement teams that want a long-term, comprehensive platform to integrate fundraising with a strategic alumni engagement and community-building effort.

Pricing model

Almabase offers pricing based on your needs and the size of your alumni and donor base that you want to engage with. You can book a personalized demo and get a quote here.

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2. Givebutter

Givebutter is known for its modern, donor-friendly design and transparent pricing. It combines crowdfunding, peer-to-peer fundraising, and event ticketing in one platform. Here’s how it stacks up –

Key Features

"Free" core platform: Givebutter's primary marketing message is that its core fundraising tools are free to use. The platform operates on an optional donor tips model, which means that instead of a platform fee, it relies on donors to voluntarily contribute to support the service.
Modern & flexible payment options: It supports a wide range of popular payment methods, including Venmo, PayPal, Apple Pay, and Cash App.
Team fundraising tools: supporters can launch their own mini-campaigns under your umbrella.
Strong peer-to-peer capabilities: Givebutter is well-suited for a Giving Tuesday strategy that leverages social networks. It includes features for peer-to-peer fundraising, team fundraising, and live leaderboards.

Best for

Schools, nonprofits, and small teams wanting an easy-to-launch Giving Tuesday campaign platform with built-in social tools and no upfront software cost.

Pricing model

It operates on a 100% transparent tip-or-fee model, meaning it's free to use with a voluntary tipping system. Organizations can choose to cover the platform fee themselves or let donors cover it with an optional tip.

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3. Donorbox

Donorbox is a platform known for its focus on providing a secure, reliable, and conversion-optimized donation experience through its simple, yet powerful, features. It is designed for nonprofits of all sizes, including schools and universities with diverse fundraising needs.

Key Features

No-code donation forms: easily embed mobile-optimized, branded forms, pop-ups, or donation pages, even in multiple currencies and languages.
Robust recurring giving: Donorbox offers an intuitive recurring giving pipeline with automated payment processing and a donor self-service portal, which helps institutions build a sustainable revenue stream beyond a single event.
Quick checkouts & global reach: fast checkout with digital wallets (UltraSwift™), accepts 45 currencies in 96 countries.
Ease of use & integration: The platform is praised for its quick setup, with a campaign creation process that takes only a few minutes and requires no coding to embed on an existing website.

Best for

Mid-sized to large schools and universities that need a reliable, cost-effective, and conversion-optimized tool to run a Giving Tuesday campaign, especially for direct online appeals and recurring giving.

Pricing model

Donorbox offers a free standard plan, a pro plan at $150/month, and a premium plan with custom pricing.

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4. GiveCampus

Givecampus is a fundraising platform for educational institutions, empowering fundraisers at every stage of the fundraising lifecycle. Its core value proposition is its deep understanding of and specialization in the unique needs of schools and universities, from online giving days to volunteer management.

Key Features

Modular fundraising tools: Givecampus has a choice of solutions such as Online Giving, Events, Volunteer Management, or Gift Officer workflows, to build what fits your team's needs.
Robust volunteer & advocacy tools: The platform provides them with a system to manage their prospects and track their outreach efforts, allowing institutions to tap into a network of supporters to drive peer-to-peer giving
Focus on education: Apart from Almabase, Givecampus is the other option that is geared more towards helping educational institutions in this list.
Rich outreach & AI tools: integrated email/text campaigns, generative AI for content, advanced segmentation, personalization links, and detailed year-end reporting.

Best for

Large, established colleges and universities with a strategic focus on alumni engagement and a dedicated advancement team that can leverage its enterprise-grade features for a high-impact Giving Tuesday.

Pricing Model

GIveCampus has three platform plans: Essentials, Professional and Enterprise. On top of this, your price will vary depending on the modules you need.

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5. Bonterra

Bonterra, formerly a suite of tools including EveryAction, is a comprehensive, enterprise-grade solution that has garnered a reputation as a robust fundraising platform for larger nonprofit organizations with complex needs. It aims to provide a single, unified solution for fundraising and donor engagement.

Key Features

Comprehensive all-in-one enterprise solution: Bonterra offers a full suite of tools, encompassing a powerful CRM, grants management, and robust data analytics.
Powerful data & reporting: Bonterra comes with its own CRM to allow your team to make informative reports, analyze comprehensive donor insights, and make data-driven decisions.
Enterprise experience: As a long-time and major player in the advancement space, it comes with quite a few integrations and a dedicated customer onboarding and support team.

Best for

Large universities and institutions that need a long-term, comprehensive CRM and fundraising solution, and for whom Giving Tuesday is a part of a larger, integrated annual giving strategy.

Pricing Model

Tailored to the organization's unique needs, with pricing based on size, complexity, and features.

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6. OneCause

Onecause is a fundraising platform with a particular focus on events, auctions and peer-to-peer campaigns. It is designed to help organizations streamline the guest experience and run successful events.

Key Features

Event & auction specialization: Onecause is known as a robust platform for fundraising events, offering a broad range of tools for organizing, managing, and optimizing initiatives. Its software is designed to streamline the guest experience from start to finish for live, hybrid, and virtual events and auctions.
Seamless guest experience: The platform provides a user-friendly interface that streamlines the guest experience with features like mobile bidding, integrated ticketing, and QR code check-in.
Strong peer-to-peer & text-to-give: The platform is highly effective at empowering supporters to fundraise for their cause. It supports the "Text2Give" feature, a powerful tool for modern Giving Tuesdays.

Best For

Educational institutions with a Giving Tuesday strategy built around a live or virtual event, auction, or other high-energy initiative.

Pricing Model

Onecause has different pricing plans based on which features you need to use between fundraising and text-to-give, auction and events, and peer-to-peer fundraising.

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Bonus suggestions: Simple crowdfunding platforms

Maybe you just need a simple crowdfunding platform this year to complement an event you are already planning with another tool, or you just want to use an easy-to-set-up fundraising page with names that have become synonymous with raising money for causes. If that’s what you’re looking for, here are some of the popular ones to choose from:

GoFundMe
Kickstarter
Indiegogo
Mightycause
Fundly

…and more depending on your institution’s geographic location.

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How to Choose the Right Giving Tuesday Platform for Your Institution

Not every platform is built with education teams in mind, and choosing wrong can cost you both time and momentum. With so many options, the right fit depends on what your team actually needs, not just flashy features. So, while deciding, keep these factors in mind:

Ease of setup: If your campaign timeline is tight, you need something that goes live in days, not weeks, without burning staff hours on configuration.
Customization: Branded giving pages boost donor trust and credibility; the right tool should let you control design without calling in a developer.
Integrated data: A great Giving Tuesday is only the start. Choose a platform that syncs donor and gift data directly into your CRM to fuel year-round engagement.
Support and training: When things break on Giving Tuesday, they need fixing fast. A platform with responsive support keeps your team focused on donors, not troubleshooting.
Cost transparency: Fees can eat into your impact. Understand exactly what you’ll pay in platform and processing costs so there are no surprises after the campaign.

Want a deeper breakdown of these essentials? Take a look at our guide on giving day platform features every institution should consider.

Conclusion

The right Giving Tuesday platform should lighten your team’s load while helping you hit ambitious goals. The platforms we’ve covered are built with education teams in mind; it’s just a matter of matching your goals, team size, and budget to the right solution. Once done, you’ll set yourself up for more than just a one-day win.

6 Great Giving Tuesday Platforms for Schools & Universities (2026)

Find the best Giving Tuesday platform for your school or university. Compare top fundraising tools to boost donations and engage your community.

Sharada Koti

August 26, 2025

12 minutes

Read

We might not see the fruits of our labor in alumni engagement right away - but it's all about planting that seed.

—Colleen O’Neil, Director of Alumni Engagement Programming, University of North Carolina Wilmington

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__wf_reserved_inherit — ICYMI, we're still accepting nominations. Complete yours today!

When you meet Colleen, the first thing you notice is her energy. Fun, driven, and relentlessly creative, Colleen has made a bold impact at the University of North Carolina Wilmington (UNCW), shaping what alumni engagement looks like for a growing institution with over 110,000 alumni. In just under three years at UNCW, Colleen has transformed how the institution approaches alumni programming - by blending strategic metrics with programs that are as joyful as they are impactful.

Colleen takes pride in creating engaging experiences and has been recognized for her work, including receiving awards for outstanding advancement programs and being featured in the CASE Currents Magazine.

The coolest victory pose in Advancement, ft. Colleen and her AB50C 2023 trophy (formerly 50U50).

Bringing professors and pints together

One of Colleen’s most standout programs? Pints with Professors, a creative initiative that invites alumni back into the classroom, pint in hand, alongside the faculty who once inspired them. The event blends the intellectual energy of a lecture with the relaxed atmosphere of a social gathering.

The goal is simple: leverage nostalgia and intellectual curiosity to drive deeper engagement. The result? Nearly 200 attendees for their most recent session—many of whom had never attended an alumni event before.

“They might not recognize our names in their inbox, but they remember their professor’s name. That’s the connection we tap into.”

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Turning Wilmington into a reunion destination

Colleen also pioneered Weekend in Wilmington, a June event series designed to bring alumni back when Wilmington really delivers for some fun in the sun and coastal adventures. Inspired by App State’s Winter Weekend, this beachy version includes site visits like the university’s Center for Marine Science and events that spark school spirit and curiosity alike.

The second edition drew over 175 attendees, including many first-time participants. It’s another example of Colleen’s focus on creating experiences that are nostalgic, thoughtful, and grounded in data.

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Tracking engagement beyond the events

One of Colleen’s biggest contributions has been introducing CASE Insights on Alumni Engagement to the heart of UNCW’s alumni engagement strategy. Since joining, her team has implemented data tracking processes that go far beyond attendance lists and gift reports. From social media interactions to career updates, Colleen’s team now captures a more holistic view of alumni involvement.

The result? a strong foundation for engagement with an established baseline, plus an exciting 27% change in total engagement from year 1 to year 2.

“We used to track event RSVPs and gifts. Now we’re trying to capture as many meaningful touchpoints as we can—from career updates, comment threads, class speakers to alums who submit feedback surveys.”

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What’s next for Colleen and UNCW?

Looking ahead, Colleen is focused on two things: expanding campus partnerships and continuing to "engage the unengaged." From handwritten notes to targeted micro-campaigns, her team is experimenting with high-touch, low-cost ways to spark connection. It’s all part of a long-game philosophy:

“We might not see the results right away, but if we make someone feel seen today, they may remember that note or connection years from now—when they’re ready to get more involved or give back.”

We asked Colleen a few fun questions during our rapid-fire round.

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Inspired by Colleen’s story?

Connect with her on LinkedIn and don’t forget to nominate the next great alumni engagement professional for the #TheOG50!

#TheOG50: The one with Colleen O’Neil

We recently sat down with Colleen O'Neil, who is the Director of Alumni Engagement Programming, University of North Carolina Wilmington for a fun interview. Colleen takes us through her journey in Advancement, and shares the secret sauce behind her amazing alumni events.

August 20, 2025

12 minutes

Read

We are not the ones curing cancer. We are changing lives by enabling the ones who will.

- Christopher Amherst, Director of Data Management, University of Chicago

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Christopher Amherst isn’t your typical advancement professional. With a background in computer science and a career that spans pre-internet AI to modern CRM transformations, Christopher brings a uniquely systems-driven, yet deeply human approach to his role as Director of Data Management at the University of Chicago. Since being named an OG50 Champion in 2023, he’s continued to push the envelope on how data can—and should—serve advancement teams and fundraisers, helping them build trust, automate intelligently, and ultimately change lives. Chris is also an OG Star Wars fan.

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Chris posing with his AB50C trophy (formerly 50U50).

Leading a Modern Advancement Data Team

Chris didn’t just join the University of Chicago to manage data; he came in to reimagine how advancement data teams operate. Instead of the traditional records management structure, Chris built a lean, five-person data operations and quality team modeled after modern for-profit data teams.

Think automations at scale. Cross-functional collaboration. Christopher’s philosophy? Build a system that delivers trust in data, so fundraisers and engagement officers can do their best work without second-guessing what’s in the CRM.

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Turning Small Automations into Big Wins

One of Christopher’s proudest achievements is overhauling address entry within the CRM. A seemingly simple update—autocomplete and address validation at point-of-entry—led to reduced cost, improved data quality, and smoother user experiences for everyone.

His team has also introduced automation for householding logic (think: donor relationships and marital status changes), reducing manual work and minimizing errors. These may seem small on paper, but for advancement teams juggling dozens of tasks daily, they’re transformative.

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Looking Forward: Personalization, Purpose, and AI

While Christopher’s team hasn’t gone all-in on AI-powered personalization just yet, they’re getting there thoughtfully. The goal isn’t just sending alumni flashy emails. It’s about deeply understanding what made their UChicago experience special, and reflecting that in how the university engages them today.

As a seasoned technologist, Christopher’s take on AI is both grounded and visionary. He’s excited about the agentic AI future - not because it’s trendy, but because it can free humans to focus on relationships. “AI has been around for decades,” he says. “Now it’s just about using it better.”

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What’s next for Christopher and the University of Chicago?

Christopher is focused on helping his team evolve into a strategic enablement function. That means more automation, better insights, and a stronger foundation for alumni engagement and fundraising personalization in the years ahead.

We asked Chris a bunch of questions during our rapid-fire round.

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And of course, he’s watching the data maturity space closely—hoping to see more teams in advancement shift from records management to true data strategy.

Want to keep up with Christopher’s journey? Connect with him on LinkedIn.

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#TheOG50: The one with Christopher Amherst

We recently caught up with Christopher Amherst, who is the Director of Data Management at University of Chicago. As a thought leader and a veteran in his field, Chris has elevated the conversation around data and technology in the advancement field.

August 20, 2025

12 minutes

Read

Donation request letters remain one of the most effective ways for schools, colleges, and universities to raise funds and strengthen community bonds. Whether sent by email or printed and mailed, these letters go beyond simply asking for money, they tell a story, create an emotional connection, and make donors feel part of something meaningful.

For institutions and organizations looking to boost their fundraising efforts, pairing the right words, tone, and structure with a clear purpose can transform a simple note into a powerful appeal.. Today, we’re helping you craft these letters and providing ready-to-use donation request letter templates alongside best practices to help you craft appeals that truly resonate.

Why Fundraising Letters Still Work in 2025

It’s tempting to think that today, email and social media are all you need. But the data tells a different story. Institutions are still seeing significantly higher engagement from direct-mail appeals compared to digital-only outreach.

Email open rates for nonprofits average about 28.6%, which means many supporters never even see your ask.
In a recent analysis of fiscal-year 2024 fundraising efforts, RNL reports that 3.5 million solicitation emails were opened, generating over 118,000 clicks, demonstrating that effective storytelling and segmentation within email still lead to real engagement and action.

48% of donors say email is their preferred channel for receiving updates and appeals, while 21% still prefer direct mail. This shows that a hybrid approach, combining both digital and physical touchpoints, helps maximize reach and impact.

Free Donation Request Letter Templates

Each of these templates is designed for a specific use case, audience, and channel. You can copy them directly or customize them for your institution.

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School Fundraising Letter

A fundraising letter that supports tuition assistance, classroom materials, and extracurricular programs, sent through email or print.

Subject: Together, We Can Help Every Student Thrive

Dear [First Name],
Every child deserves the chance to learn, dream, and succeed. This year, our classrooms are buzzing with curiosity, but some students are struggling to access the resources they need.
With your support, we can provide essential materials, fund extracurricular programs, and ensure no student is left behind. A gift of $50 can supply an entire class with art supplies for a semester.

Will you join us in making this possible?
[Donate Now]

Thank you for being part of our school community. Your generosity changes lives every day.

With gratitude,
[Your Name]
[Your Title]

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Alumni Appeal Letter (Colleges/Universities)

A template for annual fund drives, Giving Tuesday, or Reunion Giving, shared by email or as a mail-merged PDF.

Subject: Your Legacy at [School Name] Continues

Dear [First Name],
Every time a student walks across the graduation stage, your legacy grows. As an alum, you know how life-changing an education at [School Name] can be.
This year, our Annual Fund supports scholarships, research opportunities, and campus programs that define the [School Name] experience. Your contribution, no matter the size, makes that possible.

Will you help the next generation of students thrive by making a gift today?
[Give to the Annual Fund]

Thank you for keeping the spirit of [College/University/Association Name] alive.

Warm regards,
[Your Name]
[Your Title]

Giving Tuesday Fundraising Email

A short, urgent appeal crafted for global giving days, delivered via email.

Subject: Join Thousands Changing Lives This Giving Tuesday

Dear [First Name],
Today, we join millions worldwide for Giving Tuesday—a celebration of generosity and community. Our goal is to raise $[Goal Amount] in just 24 hours to support [specific program/cause].
Every gift, no matter the size, will help us reach our target and create real change. Your $25 today could fund [specific, tangible impact] for a student in need.

Please don’t wait—this opportunity to make an immediate difference ends at midnight.
[Give Now]

Thank you for standing with us and with the community we serve.

With gratitude,
[Your Name]
[Your Title]

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💌Each email click during Giving Tuesday 2024 was worth an average of $39 in donations—proving that every subject line, call-to-action, and send time matters. Perhaps that's why 33% of donors say email is the channel that most inspires them to give.

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Recurring Gift Appeal

Here’s a version suited for monthly giving programs, sent by email or as a print follow-up.

Subject: Make an Impact Every Month

Dear [First Name],
Every month, your generosity can bring steady, lasting change. By joining our monthly giving program, you can provide steady, reliable support for [cause/program].
Just $15 a month can [specific impact], and over a year, your generosity will [larger outcome].

Become a monthly supporter today and watch your impact grow all year long.
[Join Monthly Giving]

Gratefully,
[Your Name]
[Your Title]

Matching Gift Reminder Letter

A request focused on post-donation matching, sent through email or mailed as a postcard.

Subject: Double Your Recent Gift at No Extra Cost

Dear [First Name],
Thank you for your generous gift of $[Gift Amount] to [Organization Name]. Did you know your donation may be eligible for a match from your employer?
Many companies match charitable contributions, effectively doubling your impact. To check if your gift qualifies, visit [Matching Gift Portal Link] and follow the quick steps.

Thank you for helping us do even more with your generosity.

Sincerely,
[Your Name]
[Your Title]

Capital Campaign Donation Letter

A formal print letter for scholarships, facility upgrades, or endowment campaigns.

Dear [First Name],

We are embarking on one of the most ambitious projects in our history, the [Campaign Name]. This initiative will [describe vision: build a new library, endow scholarships, expand labs].
We invite you to be part of this legacy. Your gift will not only transform our campus but also shape the futures of generations to come.

Please consider a contribution to the [Campaign Name with link]. Together, we can make this vision a reality.

With deepest appreciation,
[Your Name]
[Your Title]

Fundraising Campaign Update Letter

A stewardship message for post-campaign follow-up, shared through email or print.

Subject: Look What We Achieved Together!

Dear [First Name],
Thanks to your generosity, our [Campaign Name] has raised $[Total Raised], surpassing our goal! Your gift helped make [specific result] possible.
[Insert photo of completed project or impact in action]

While this chapter is complete, our work continues. We’d love for you to stay connected as we take the next steps toward [future initiative].
Thank you for believing in our mission. It would not be possible without supporters like you.

Warmly,
[Your Name]
[Your Title]

Donor Thank-You Letter

A stewardship and donor retention note, best suited for email or handwritten delivery.

Subject: Your Gift Made an Immediate Difference

Dear [First Name],
Thank you for your recent gift of $[Gift Amount] to [Organization Name]. Because of you, we were able to [specific impact, e.g., “provide 200 meals to students in need”].
Your generosity inspires us and the community we serve. We are honored to have you as part of our donor family.

We’ll keep you updated on the difference you’re making, but for now, please know how much you are appreciated.

With heartfelt thanks,
[Your Name]
[Your Title]

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What Makes an Effective Fundraising Letter?

Whether you’re writing to a long-time supporter or a first-time donor, your letter should check these boxes:

Personal greeting: Using a name like “Dear Alex” is always more effective than a generic “Dear Supporter.” Go a step further by adding context that shows you know the donor. For example, you can reference:
Their giving history – “Thank you for your continued support since 2019.”
Their interests – “As someone who’s passionate about education…”
Their connection to your cause – “As a fellow parent…”

This level of personalization shows donors that you’ve taken the time to understand who they are, which builds trust and strengthens your appeal.

Emotionally engaging story or stat: For example, “How last year’s campaign funded 50 new scholarships!”. People give to transform lives. Lead with a compelling story that puts a human face on your mission.
Clear, specific ask: Vague requests get vague responses. Your donors want to know exactly what you're asking for and why that specific amount matters. Instead of "Please consider supporting our mission," try "Will you join 25 other donors in giving $150 to provide a semester of textbooks for a student in need?"
Impact statement: This is where you translate dollars into outcomes. Donors need to understand the direct line between their gift and your mission. Create clear, tangible connections by showing exactly what different levels of support can achieve, such as:
- “$50 provides a week of nutritious after-school meals for a child”
- $250 covers the cost of emergency shelter for a family for three nights"
- "$1,000 sponsors a complete financial literacy workshop for 20 adults"

Avoid abstract language like "supports our programs." Instead, paint a picture of the specific change their generosity will create in the world.

Simple CTA: After inspiring them to give, make it as easy as possible to actually donate. Remove every possible barrier between intention and action. Provide multiple ways to respond:
- A reply envelope with a simple form
- A short, memorable URL (YourOrg.org/summer rather than a long, complex link)
- A QR code for smartphone users
- A phone number for those who prefer to call
- Clear instructions for online giving
- Alternative giving or volunteering options (if any)

The easier you make it, the more likely they are to follow through in the moment when they're most motivated.

Gratitude & donor-focused tone: Think of your donors as partners, not funders. They're invested in your mission and want to see the impact they're helping create. When you frame your communication as updates to your donors, you build genuine relationships that lead to deeper, long-term support.

Remember, personalization and segmentation can yield massive improvements. Segmented emails have demonstrated the potential to drive 30% more open rates and 50% more click-throughs than unsegmented campaigns, making audience segmentation a critical success factor for educational institutions.

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Sending at Scale with Almabase

Here’s how we're helping advancement teams connect technology to their storytelling:

Personalization at scale: Speak directly to each alum or donor by segmenting outreach by class year, geography, giving history, or event attendance—without the manual spreadsheet work.
TrueSync with Raiser’s Edge NXT: Keep your database up to date automatically. Every email click, letter open, and donation is logged in real time for smarter follow-ups Learn more here.
Automated follow-ups: Send timely reminders, thank-yous, and updates without lifting a finger, so no donor feels forgotten.
Digital campaign management and email automation: Create, segment, and manage outreach efficiently with built-in tools that save time and boost results.

Conclusion

More than asking for money, donation request letters help keep relationships strong. In a world full of emails and notifications, a letter can stand out because it feels personal and genuine.

With the right timing and smart segmentation, these letters do more than raise funds. They remind alumni and supporters why they matter, spark pride in your community, and strengthen the connection between your school and its graduates.

Donation Request Letter Best Practices + Templates

We're bringing you tips and templates for all your donation request letters and emails to get the most out of your asks with this blog.

Anwesha Kiran

August 19, 2025

12 minutes

Read

For nonprofits and institutions looking to raise funds, every dollar counts. So what if you could double or even triple your donations without asking your supporters to give more? That’s the power of matching gifts. Despite the enormous potential of corporate matching gift programs, billions of dollars in eligible donations go unclaimed each year. Why? Donors either don’t know their gifts can be matched or don’t know how to complete the process.

Integrating matching gifts into your fundraising campaigns is one of the most effective ways to increase revenue, deepen donor engagement, and amplify impact. But it doesn’t happen by accident—it requires strategy, timing, and the right tools.

Below, we’re sharing 10 actionable tips to help your team fully leverage matching gifts in your fundraising efforts. Let’s begin!

1. Educate Your Team First

Before you can promote matching gifts to donors, it’s essential that your internal team understands how they work. From development staff to communications professionals, everyone should be familiar with the basics of corporate matching gift programs.

Therefore, it’s a good idea to hold a short training session or workshop to explain:

What matching gifts are;
How to find out if a donor’s company matches gifts;
What information donors need to submit;
How your organizaiton processes matching gifts.

When your team is well-versed in all things matching, they can confidently communicate the opportunity to donors and answer questions effectively as they arise.

2. Identify and Promote Matching Gift Eligible Donors

Many organizations send out generalized appeals without knowing which donors work for matching gift companies. That’s a missed opportunity. Using tools like matching gift software or employer appends, you can identify where your donors work and flag those who are likely eligible for a match.

Once identified, tailor your messaging for each individual. For example, after a donation is made, you can send a targeted follow-up like: "Thanks for your gift! Did you know your employer, XYZ Corporation, may match your donation? Here’s how you can double your impact in just a few clicks."

Personalized messaging increases the likelihood that donors will follow through, and makes it even easier for them to do so.

3. Integrate Matching Gift Tools into Your Donation Form

The fewer steps a donor has to take, the better. By embedding matching gift tools directly into your donation form, you make it easy for donors to check their eligibility and start the matching process instantly.

Software like Double the Donation (which integrates seamlessly with your Almabase fundraising tools) allows donors to search for their employer as they’re making a gift. It even provides forms, guidelines, and contact information in real time, streamlining the process dramatically.

This simple integration has been shown to significantly increase match completion rates and grow fundraising revenue with ease.

4. Use Automated Email Follow-Ups

Even if a donor skips the matching gift process during checkout, you can still guide them afterward. Automated email follow-ups are a highly effective way to remind donors about their match eligibility.

Consider setting up a series of emails timed to go out after a gift is made. Here’s an example sequence:

Day 1: Thank-you email with a soft mention of matching gifts.
Day 3–5: Dedicated matching gift eligibility reminder
Week 2: Case study or testimonial showcasing how matching gifts create real-world impact.
Week 3–4: Final reminder with clear, simple steps.

In each message, make sure the language is friendly, encouraging, and focused on impact. Include clickable buttons or links to company lookup tools to remove friction and drive supporters through the process.

5. Create a Matching Gift Landing Page

Your organization’s website is an essential resource. Hosting a dedicated landing page for matching gifts can serve as a central hub for all your related outreach efforts.

For the best results, this page should:

Explain what matching gifts are;
Include an embedded company search tool;
Provide instructions and FAQs to help donors get started.

From there, you’ll want to link to this page from your main website navigation, donation forms, confirmation/thank-you pages, email footers, and social media posts. In other words, make it easy for donors to find and refer back to when they’re ready to learn more or initiate a match.

6. Highlight Matching Gifts in All Your Campaigns

Matching gifts shouldn’t be an afterthought—they should be baked into the DNA of your campaigns.

Whether you’re running a year-end appeal, Giving Tuesday initiative, peer-to-peer fundraiser, or capital campaign, consistently highlighting matching opportunities goes a long way. Phrases like:

“Double your donation at no extra cost!”
“Your gift could go twice as far.”
“Check if your company will match your generosity.”

…can prompt curiosity and inspire action.

Add matching gift language and tools to appeal letters, emails, event materials, digital ads, and more. Repetition helps donors absorb the message, making them more likely to participate when the time comes.

7. Work Matching Gifts into Donor Stewardship

Acknowledging and stewarding donors doesn’t end after the first thank-you. In fact, you can build stronger relationships by keeping them informed about the matching gift process.

If a donor completes a match request, send a separate thank-you noting their extra effort and impact. If their match is received, send a special acknowledgment with updated gift totals and a story about what that additional funding made possible.

You can even tag matched donors in your CRM and invite them into higher-touch stewardship journeys or giving circles, reinforcing their sense of value and connection to your cause.

8. Mobilize Your Corporate Partners

If your nonprofit or institution has corporate sponsors or partners, work with them to educate their employees about matching gifts. Many employees aren’t even aware that their companies offer these programs, and a simple nudge from HR or internal communications can spark significant action.

For example, consider asking your corporate partners to:

Promote matching gifts on internal channels like intranets or newsletters
Include your nonprofit’s info in their employee giving portals
Allow you to host lunch-and-learns or info sessions
Host a one-off matching gift campaign specifically benefitting your nonprofit

This not only drives more matching donations but also deepens your relationship with the company—a win-win on all fronts.

9. Share Success Stories

People are inspired by stories. When you share a real story about a donation that was matched—and the tangible impact it created—it makes the concept of matching gifts come alive.

Here’s an example: "When Rachel donated $100 to support local tutoring programs, her employer matched it, bringing her impact to $200. That covered an entire month of tutoring for one child."

Include stories like these in newsletters, appeal emails, social posts, and annual reports. It helps donors visualize the extra power they have, simply by checking a box and requesting a match from their employer.

10. Track, Measure, and Optimize

You can’t improve what you don’t measure. Therefore, try tracking key metrics related to matching gifts, such as:

Percentage of match-eligible donations
Match request initiation rate
Match completion rate
Total dollars matched
Fundraising increase due to matching gifts

From there, you can use this data to find gaps and opportunities. Are donors dropping off after the first email? Are small-dollar donors getting their gifts matched more often than major givers? Are some campaigns more successful than others?

By analyzing trends and experimenting with language, timing, and placement, you can continually refine your strategy for better results overall.

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Wrapping it up

Matching gifts are one of the most underutilized fundraising tools available to both institutions and nonprofits. With a thoughtful approach and a few strategic integrations, you can unlock a hidden revenue stream that requires no extra money from your donors—just a little extra effort.

By educating your team, leveraging technology, telling powerful stories, and weaving matching gift opportunities throughout your campaigns, you’ll increase participation, raise more money, and deepen donor engagement.

Don’t let matching gifts be an afterthought. Make them an integral part of your strategy—and watch your impact grow.

10 Tips for Integrating Matching Gifts into Your Campaigns

Double your fundraising revenue with matching gifts! Learn how your team can integrate matching gifts into your campaigns with the tips and tricks here.

August 13, 2025

12 minutes

Read

If you’ve ever tried wrangling alumni data across spreadsheets, email lists, and event RSVPs, you probably already know that keeping alumni engaged is all about combining effort with the right tools.

With dozens of platforms out there promising seamless alumni engagement, it’s easy to get lost while being spoiled for choice. So we’re helping you cut through the fluff. In this blog, we’re diving into two great options - Almabase and Graduway, and breaking down where each shines, where they differ, and how to know which one fits your institution best.

Why Choosing the Right Alumni Engagement Platform is Essential

Your alumni network is a powerful asset for fueling donations, mentorships, referrals, and community goodwill. But with teams or budgets sometimes stretched thin, outreach can sometimes slip into the background, reduced to one-size-fits-all communications..

A good alumni engagement platform changes that. It keeps data updated, personalizes communication, automates touchpoints, and makes your outreach feel intentional- like a message from a friend instead of a mass email. Thoughtful gestures like birthday notes, job change shoutouts, or local event invites remind alumni they matter, and when people feel seen, they stay engaged and give back.

Over time, the platform becomes more than a tool. They evolve to become the engine that keeps your alumni relationships warm, consistent, and scalable. So what does that actually look like? Let’s see how platforms like Almabase and Graduway bring it to life.

Platform Overview: Almabase and Graduway

Almabase

Almabase is a full-stack alumni engagement and fundraising platform built for schools, universities, and nonprofits. What makes us stand out is our focus on making engagement feel personal and scalable. It’s designed to simplify alumni outreach, boost giving, streamline event management, and automate the routine stuff, so your team can focus on the big picture.

Graduway

Graduway is a branded alumni networking platform that focuses heavily on building private online communities for schools, universities, and nonprofits. It shines as a community-first platform. At its core, it’s designed to help institutions launch their own alumni portals; spaces where former students can reconnect, offer mentorship, share career opportunities, and stay engaged long after graduation.

Feature-by-Feature comparison: Almabase vs Graduway

Now that we’ve had a brief look at each platform, let’s break it down further. Here's how Almabase and Graduway compare across key features that matter most to advancement teams.

1. CRM integration and data sync

Both Almabase and Gradyway provide integration and customizable data sync with popular advancement CRMs like Blackbaud CRM, RE NXT, and Salesforce, either through native integration or through connectors.

However, Almabase provides a deeper bidirectional sync with RE NXT and Blackbaud CRM in particular, focusing on minimizing manual work and making syncs as simple or granular as your admin(s) wants it to be.

2. Hosting and managing events

Almabase excels in event management with its user-friendly, no-code setup that allows for the creation of highly customized event pages. Whether you’re planning a reunion, networking night, or giving day, you’ll find RSVP pages, Zoom integrations, branded forms, automated reminders, smart waitlists, and real-time attendee tracking—fully synced to your CRM for detailed analytics. It’s event marketing and operations, simplified.

Graduway also supports basic event setup with registration, waitlists, and promotion features. While effective for simple events, it doesn’t go deep into workflows like ticketing, payment processing, or post-event analytics to the same extent as Almabase

3. Online giving and fundraising

Almabase comes with built-in tools for peer-to-peer campaigns, giving days, and crowdfunding. You can launch branded microsites with live leaderboards, campaign thermometers, and social sharing tools, optimized for mobile and conversion. And yes, gift data flows straight into your CRM.

💡See how Merchant Taylors' School 3X-ed donations with just a one-person team using Almabase

Graduway, through its acquisition into the broader Gravyty ecosystem, offers giving tools via additional modules. These allow campaign launches and donor tracking but are more community-centric and may require extra steps to integrate with advancement workflows.

4. Alumni networking and directories

Both Almabas and Graduway heavily focus on alumni engagement and networking tools and therefore offer intuitive alumni networks with alumni and business directories, maps, affinity groups, and other features designed to create a private alumni community online that provides value.

You’ll likely want to make a decision between the two based on required integrations, whether you also need event management and fundraising tools, and which pricing structure fits better for your budget.

5. Mentorship programs

Both Almabase and Graduway offer dedicated tools for building mentorship programs. Graduway may be preferable for teams focussed on mentorship specifically as it is a core feature that the platform focuses on through structured mentoring, flash mentoring, auto-matching, milestones, and dedicated program dashboards

Almabase has a host of features such as auto-matching, check-ins, and impact tracking with little manual input. However, it is better suited as a part of wider alumni engagement and networking efforts compared to Graduway which may be better as a standalone mentorship-specific tool.

6. Personalized email campaigns

Almabase heavily emphasizes personalization and for emails, this means a built-in email center with dynamic segments, templates, and automation for all your engagement, marketing and personalized communication needs. And with the all-new Emily AI, you can draft subject lines and email copy based on your tone and goals. As for pa

💡See how Samueli Academy hit 97% alumni engagement using Almabase email automation

Graduway offers digest emails and custom newsletters to complement it’s alumni networking focus. However, its email personalization is generally more limited than Almabase’s.

7. Branding and Customization

Almabase provides institutions with a greater degree of control over the branding and customization of their alumni platform while also focusing on no-code, easy setups. The platform provides customization across directories, various pages, email templates, and events. Launch fully branded microsites and emails that feel like your institution, not third-party tools.

Graduway offers branding at the layout and color level, with widgetized dashboards and group-level personalization. That said, its mobile and portal UI remains fairly standardized across institutions.

8. Mobile Access and App Availability

Almabase offers a mobile-responsive web platform, ensuring ease of use and compatibility across devices for alumni or donors. Graduway on the other hand offers a dedicated mobile app for both iOS and Android devices, providing alumni with on-the-go access to the community, directory, and other key features.

It pretty much comes down to a dedicated page shortcut vs a dedicated app and your experience will vary depending on your alumni’s preferences.

9. Onboarding and support

With both platforms, onboarding duration will vary depending on how many features you opt for. Almabase offers dedicated onboarding resources and specialists to help your team get used to the platform. Graduway, as part of the Gravyty ecosystem, will naturally require a steeper learning curve if you want to take advantage of the entire ecosystem’s products.

Both platforms offer email, phone, and live chat support. However, Almabase offers 24x7 customer support as well as automated and specialized support at no additional cost.

10. Data Ownership and Privacy

Both Almabase and Graduway have clear and comprehensive privacy policies that outline their commitment to data protection. Both platforms affirm that the institution retains ownership of its data. They employ robust security measures to safeguard personal information and comply with relevant data privacy regulations. For any institution or organization, a thorough review of their specific terms of service and privacy policy as well as a checklist of federal and regional regulations is highly recommended before making a decision.

Final Verdict: Almabase vs Graduway

At the end of the day, what works best for you between the two platforms comes down not just to the features on hand but also on your team’s available time, resources, and requirements.

If you are looking for an all-in-one engagement, events, and giving platform that fits well into teams of all sizes, we’d suggest you give Almabase a try. However, if mentorship and a private alumni community is your only priority, you can book a demo with Graduway to see if it fits into your team’s requirements.

Ultimately, you’ll want to book demos, ask the hard questions, and pick the tool that complements your culture and simplifies your next year, not one that adds more to your plate.

Ready to Make a Decision?

Book a personalized demo with Almabase to see how Almabase can streamline your alumni engagement and fundraising in one platform.

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FAQs

1. Does Almabase offer mentorship features?

Yes. Almabase allows you to easily set up a mentorship program that comes with a variety of features for reporting and ease of use.

2. Do Almabase & Graduway integrate with Raiser's Edge NXT?

Both platforms can integrate with Raiser's Edge NXT. However, Almabase offers the best two-way native sync in the industry through its Truesync integration

3. Which platform is better for fundraising events?

Almabase comes with dedicated fundraising and event management tools for all your fundraising event needs. Graduway is capable of hosting them as well but may require other products within the Gravyty ecosystem to do so.

4. Can alumni sign up and log in with LinkedIn or other social accounts?

Yes, both platforms support social sign-on options like LinkedIn and other SSO sign-ups.

Almabase vs Graduway: Which Alumni Engagement Platform Is Right for You?

Almabase and Graduway are both great options for alumni engagement. But which option is better for you? Find our as we break down the differences between the two.

Sharada Koti

August 5, 2025

12 minutes

Read

Organizing a school fundraiser is no mean feat, and takes a lot of planning and effort. It’s also one of the most powerful vehicles to shape your community’s experience beyond just raising money. Over time, many of these events become traditions that people look forward to year after year.

Of course, turning an idea into a successful fundraiser isn't at all easy. Every school has different budgets, volunteer capacity, and fundraising goals, so what works for one community may not work for another. While there are many formats and ideas to choose from, finding the one that fits your school and the people who support it can seem just that much more overwhelming.

This blog brings together more than 25 school fundraising ideas, organized by type so you can quickly find the ones that make the most sense for your community. Along the way, you'll find real examples from schools and tips for organizing similar events, so you can put your own spin on these ideas.

Why school fundraising matters

A school fundraiser is an organized campaign or event run by a school, PTA/PTO, parent group, or student organization to raise money for a specific goal, which usually looks like buying new equipment, paying for field trips, extracurricular programs, facility improvements, or scholarships.
Modern school fundraisers today look very different from the humble bake sale: today's campaigns use digital giving, matching gifts, text-to-give platforms, and peer-to-peer fundraising to reach supporters, while also experimenting with fun new formats.

Today, fundraisers help schools in many ways including:

Filling budget gaps when board/district funding falls short for programs and equipment.
Supporting student experiences that wouldn't otherwise happen, such as field trips, sports, arts programs, and clubs.
Giving alumni a meaningful way to stay connected and give back to the institution that shaped them.
Building stronger school spirit by bringing current students, parents, and alumni together around a shared goal.
Creating leadership opportunities for students to learn teamwork, responsibility, and other real-life skills.
Sustaining long-term programs that depend on consistent annual support.

Successful fundraisers do raise money but they also support strong community bonds and remind supporters why their school matters.

Easy and quick-to-launch fundraisers

These are low-lift ideas which require minimal planning and coordination but deliver dependably. They're perfect for filling gaps in your annual fundraising calendar, bringing novelty to your fundraising strategy with new formats, and are also launched relatively quickly.

1. Restaurant Partnership Nights

Partner with a local restaurant that agrees to donate 10-25% of sales during a designated evening when customers mention your school or present a flyer or invitation. The restaurant handles the food and service and you bring in foot traffic for the evening.

Mary Lyon Elementary School in Chicago partnered with Chipotle for a fundraising night on April 10, 2024, raising funds with minimal effort on the school's part. It largely looked like announcing the partnership, coordination and sending out an email reminder. Chipotle rang up sales from those who ordered and used a dedicated code in the designated location, and donated 25% of the sales.

Why it works: It requires very little set up and comes together quickly. It brings in traffic for the partner restaurant and builds giving into something attendees were going to do anyway.

💡 Restaurant partnerships are among the lowest-friction fundraisers you can run. You can build relationships with 2–3 local spots and rotate quarterly for recurring revenue.

2. Sports and Athletic Tournament

For schools that already have an auditorium, organizing a school-wide tournament is an easy way to generate funds.

The 5th Grade Committee in Hendrick Hudson School District (Montrose, NY) organized a successful kickball tournament fundraiser on January 31, 2025, held in the Hendrick Hudson High School Dome. Multiple grades joined in, making it a huge success.

To organize something similar, you can begin with 6-10 teams, where each pays an amount to enter the tournament. Each match gives rise to multiple fundraising moments including tickets, concessions and merchandising. You can partner with local sellers for the latter.

Why it works: For very low overhead, it generates many fundraising moments and creates a high-spirits moment for all involved: parents, students and local businesses.

💡 To elevate the experience and ensure attendance, you could reach out to alumni athletes who might want to participate.

3. Spirit Wear Sales

Create branded school apparel (hoodies, t-shirts, hats, stationery) and sell through an online platform or pre-order system on your school website. Students, parents and alumni browse an online catalog, pre-order their size, and the vendor ships directly to your school, from where buyers pick it up. You could even host sales each season (fall, winter, spring).

Why it works: It builds school spirit year-round, minimizes delivery-related expenses, and delivers results, since students and alumni are generally interested in school merchandise.

💡 You can use these sales to promote budding designers in your student body, by featuring their art on school merch. This brings an element of exclusivity and appreciation to the campaign and builds goodwill.

4. Penny Wars and Coin Drives

Hold a friendly competition between grades or classes to see who can bring the most coins or bills. Set up labeled jars in the main hallway (one per grade) and update totals daily or weekly on a poster. The winning grade gets a prize (extra recess, pizza lunch, or bragging rights).

Why it works: The competitive aspect keeps energy high, involves all students without much effort, and teaches giving habits early. It’s also a visibly exciting goal to work together towards for the grades.

💡Take this a step further by pairing the prize a secondary incentive ( for instance, everyone who brings money gets entered into a raffle) to boost participation beyond the classroom winners.

5. Bake Sales

In this staple format, students and families bring baked goods to sell them at school events, outside grocery stores, or during lunch.

Why it works: For the low-lift set up of a table with homemade brownies, cookies, and cupcakes, it brings together the community effortlessly. It can be run during a school event or outside a location that gets a lot of footfall on a Saturday morning.

💡Stack your bake sale alongside another school event (game day, book fair) to leverage existing foot traffic. You could even make it a weekly or monthly affair if the format resonates with your community.

6. Pajama Days and Dress-Up Days

Have students pay a certain amount ($2-$5) to wear pajamas, sports jerseys, themed outfits, or other fun themes on designated days. It’s a fun idea that gets students excited and takes very little outside of verbal and email coordination, to set up.

Why it works: It has a remarkably low barrier to entry since students will be able to use mostly things in their closet to participate. It gives them something to look forward to, keeps spirits high and photos are shareable on social media.

💡Themed dress-up days (like "90s day" or "crazy hair day" ) drive higher participation than plain pajamas.

High-revenue annual fundraisers

These events require more planning and upfront effort but deliver significantly higher returns. These can be built into your annual fundraising calendar as anchor events.

7. Fun Runs and Fitness Challenges

In Fun Runs, students collect pledges based on the number of miles or laps they complete during a school-wide run or walk. Alternatively, supporters can also pledge a fixed amount if participants finish the course without stopping.

Brown School in Massachusetts hosted its annual Fun Run in 2025, raising $27,000 with the help of pledges from community members, local businesses, and alumni.

To organize something similar, set up a simple route around your campus and have students collect pledges on the days leading up to the event. On the day of, invite families and staff to cheer participants on and add fundraising opportunities through refreshments or school merchandise.

Why it works: It combines fundraising with physical activity, involves the entire student body, and gives your community an easy way to support students by sponsoring a child, grandchild, or favorite teacher.

💡 Set up an online peer-to-peer fundraising page so alumni who can't attend can still pledge and support participants from anywhere.

8. Read-a-Thons and Academic Challenges

Similar to the Fun Run format, students collect pledges based on academic milestones such as books read, pages completed, minutes spent reading. Weave in friendly class competitions and small rewards help keep motivation high throughout the challenge.

Edgewood Elementary in Scarsdale, New York held its first Read-A-Thon in 2024. Held annually in March, this fundraiser has since raised more than $27,000, showing how fundraising can naturally tie into school routines.

Why it works: It reinforces academic goals while giving students an active role in fundraising. The impact is also easily observable, making donors more likely to participate.

💡 Consider running your Read-a-Thon during National Reading Month in March, when schools are already focused on reading and alumni may be especially eager to support the initiative.

9. Talent Shows and Performances

A student talent show, concert, theatre production, or comedy night is a great fundraising opportunity with ticket sales, concessions, and community support.

Teachers and students in Perrysburg, Ohio hosted a benefit concert that raised more than $4,000 for the district's Full Experience Fund, bringing the community together around student performances.

To organize something similar, invite students to audition and plan an evening of performances for families, alumni, and the wider community. Charge for admission and set up concession stands selling snacks and drinks before the show and during the interval.

Why it works: It celebrates student talent while creating multiple fundraising opportunities through ticket sales and concessions. It also gives families and alumni another reason to reconnect with the school.

💡 Record the performance and offer a virtual viewing option for alumni and supporters who can't attend in person.

10. Fruit and Specialty Food Sales

Instead of a traditional bake sale, sell seasonal or specialty food items such as fruit boxes, chocolate, cookie dough, or candy through a pre-order campaign. Students collect orders, and the school earns a percentage from every sale.

Dow High School's music program raised more than $51,000 through its annual fruit sale during the 2025-26 school year, showing how a well-established seasonal fundraiser can generate significant revenue. Each student sold a $35 dollar box of fruits (navel oranges, grapefruits, tangerines) that families, friends and alumni bought as holiday gifts.

To organize something similar, partner with a vendor and ask students to collect orders from family, friends, and neighbours over a few weeks. Schedule deliveries around the holiday season, when many people are already buying gifts or stocking up on fresh produce.

Why it works: Seasonal food is easy to sell, and the fundraiser can become something your community looks forward to each year.

💡 Choose a vendor that handles packing and distribution, so your team can spend its time promoting the fundraiser instead of coordinating deliveries.

11. School Carnivals and Festivals

Turn your school grounds into a day of games, food, entertainment, and family activities. Revenue can come from admission tickets, game booths, food sales, and vendor partnerships.

The Annual Little Trojan Carnival, hosted by Barnesville ECFE and Trojan Preschool, has become a community tradition by bringing together multiple fundraising activities in a single event.

To organize something similar, you need a host of easily set up, classic carnival games like the ring toss, face painting, and dunk tanks, alongside food stalls or local food trucks. You can also invite local businesses and community organisations to rent booth space, creating another source of income.

Why it works: Instead of relying on a single fundraiser, it brings together several revenue streams while creating a memorable community event that families look forward to each year.

💡 Start planning a few months in advance and partner with local businesses wherever possible to reduce costs and secure vendors early.

12. Trivia Nights and Game Tournaments

Host a trivia night or board game tournament where teams pay an entry fee to compete. To this, add prizes for the winners and refreshments for sale to create additional fundraising opportunities.

The International School of Indiana hosted a Trivia Night in 2024 that raised nearly $9,000 for its annual fund, showing how a simple evening event can attract strong community participation.

To organize one at your school, invite teams of parents, alumni, staff, and older students to compete across a mix of fun and accessible topics. Offer a small prize for the winners and keep refreshments available throughout the evening.

Why it works: It has relatively low setup costs, appeals to a wide audience, and creates a relaxed social event that encourages people to stay, compete, and support the school.

💡 Schedule it on a Friday or Saturday evening and include a few school-themed questions to bring back memories for alumni without making the quiz too difficult. A nostalgia angle built into the event might just increase willingness to give.

PTA and parent-led fundraisers

These ideas are especially well suited to PTAs and parent groups. They work well on their own but also alongside larger school fundraising campaigns.

13. PTA Community Walk-a-thon

A PTA walk-a-thon is a good way to bring families together while raising money for the school. Students collect donations in the weeks leading up to the event before walking laps around the school with classmates.

Sandy Hook Elementary School's PTA in Connecticut raised around $27,000 through its annual Walk-a-Thon in 2021. Students worked towards school-wide fundraising goals, unlocking rewards like pajama days, a homework-free week, and even a relay race where teachers dressed in costume.

For your own version of this, encourage students to collect donations ahead of the event and create fundraising milestones that the whole school can work towards. On the day, invite parents to cheer from the sidelines or walk alongside the students to make it a celebration for everyone.

Why it works: The fundraising spirit is brought alive well before event day, and shared goals encourage every classroom to participate. The celebration at the end gives the whole school something to look forward to.

💡 Instead of rewarding only the top fundraisers, set school-wide milestones with prizes everyone can enjoy. It keeps more students involved throughout the campaign.

14. Silent Auctions for Parents

Host an evening for parents with a silent auction, refreshments such as wine and cheese, and allow time to socialize. Funds would be raised through ticket sales, auction items, raffles, or combination of all three.

Lakewood Elementary School hosts a silent auction each spring, with the proceeds supporting the school through its PTA.

To organize something similar, ask local businesses and school families to donate auction items or experiences, and invite parents to an evening at the school or a nearby venue. You can also sell refreshments or raffle tickets to raise additional funds.

Why it works: It gives parents a chance to connect while supporting the school. Auction items donated by local businesses and families also help keep costs low.

💡 Include a segment to auction student artwork or handmade crafts in the evening. They're very popular and among the top sellers in a school auction.

15. Community Yard Sale or Flea Market

Ask families to donate gently used books, toys, clothes, furniture, and household items, then organize a community yard sale with all proceeds going to the PTA or school.

Shining Rock Classical Academy held its first community yard sale in 2025, turning donated items into a successful fundraiser for the school.

To organize your own yard sale, collect donations over a few weeks, ask your PTA to sort and price everything in advance, and hold the sale on a weekend when families are most likely to attend.

Why it works: Most of the items are donated, so costs stay low while the event brings families and neighbors onto campus.

💡 Start promoting the sale a few weeks ahead through neighborhood groups and school social media pages to attract more buyers.

16. Gift Card and Fundraiser Product Sales

Partner with a local organization or retailers to sell items. These could be gift cards or regular household items. The draw is that families get to purchase common items they were already planning to use, and the PTA or school gets to keep a portion of each sale.

To create your own version of this, partner with a gift card provider or local businesses and offer popular retailers that families are likely to shop with throughout the year. Parents can order online or through the school, making it easy to run more than once.

Why it works: It is simple to organize, requires very little storage or planning, and works because families are purchasing something they already intended to buy.

💡 Run gift card sales ahead of major holidays when many families are already buying gifts, making it an easy addition to their shopping.

Digital and online fundraisers

These events scale easily and help you reach supporters who cannot attend in person. Given their digital nature, they integrate readily with matching gift programs for amplified results.

17. Community Crowdfunding Campaign

Instead of organizing a physical event, rally families, alumni, and the local community around a specific fundraising goal through an online campaign.

Beechen Cliff School's PTA in Bath, UK raised £20,000 (around US$27,000) in just one month through a crowdfunding campaign to improve mental health services, school facilities, and technology. The PTA promoted the campaign through weekly parent emails, QR codes around the community, local press coverage, and support from alumni, helping them reach their goal within weeks.

To organize something similar, start with a clear project that donors can easily understand, then promote it consistently across your school website, email newsletters, and social media. Share regular updates throughout the campaign so supporters can see how close you are to your goal.

Why it works: Supporters can give from anywhere, and smaller donation amounts make it easier for more people to participate. Regular updates also help maintain momentum throughout the campaign.

💡 Invite alumni to become campaign ambassadors by sharing the fundraiser with their own friends and colleagues. Personal recommendations often reach donors you wouldn't find otherwise.

18. Text-to-Give Campaigns

Give supporters an easy way to donate by text message. Set up a text-to-give campaign through a fundraising platform and promote the keyword wherever your school communicates with families and supporters. Include it on event signage, email newsletters, social media posts, and printed materials so people can donate whenever they're ready.

Why it works: It removes barriers to giving by letting people donate in just a few steps from their phones. It also works well alongside other fundraising campaigns and events.

💡 Feature your text-to-give information on email signatures and event programs so supporters always have an easy way to give.

19. Peer-to-Peer Fundraising Pages

An online fundraising classic, this is a great way to mobilize your community. Create individual fundraising pages for students, teams, classrooms, or clubs, then combine every donation toward one larger school goal.

For example, you could ask each participant to personalize their fundraising page with a short message about why they're raising money, then encourage them to share it with friends and family. As donations come in, celebrate milestones and recognize top fundraisers to keep everyone motivated.

Why it works: Every participant reaches a different network of supporters, helping your campaign grow far beyond your immediate school community. Friendly competition between teams or classes also keeps the momentum going.

💡 Give participants an email or social media template so they can start sharing their fundraising page with little effort.

20. Monthly Giving / Sustaining Donor Program

Offer parents, alumni, and other supporters the option to make a recurring monthly gift instead of a one-time donation. You can build this into your annual fundraising strategy: create a giving page with a few suggested monthly amounts and explain what each level helps fund. Once supporters sign up, donations will follow.

Why it works: Monthly giving creates predictable support for your school while making it easier for donors to contribute smaller amounts over time instead of making one large gift.

💡 Show supporters what a monthly gift can accomplish. For example, explain how $25 a month could help fund classroom supplies, field trips, or student scholarships.

High school-specific ideas

These ideas lend themselves to the capabilities of high-school students as they grow up and take up more responsibilities.

21. Student-Led Fundraising Events

Give high school students the opportunity to plan and run their own fundraiser, whether it's a car wash, clothing drive, or social media campaign. With a little guidance, they can take ownership of everything: promotion, invitations, partnerships and budgeting.

On July 27, 2024, the Marshall High School Football Team raised $3,800 at a fundraiser hosted by Wild Blue Car Wash. Wild Blue Car Wash donated 50% of their wash sales to the team, while team members and volunteers also sold refreshments and offered additional services like vacuuming and hand-drying for tips.

By allowing students to partner with local shops and businesses, you will be raising money for your school and teaching them the value of giving back to the community from a young age.

Why it works: It raises money while giving students real experience in planning, teamwork, and leadership. Older students are also more confident taking on larger projects and interacting with the community.

💡 Let students make the key decisions wherever possible. The more ownership they have, the more invested they'll be in making the fundraiser a success.

22. STEM Showcase or Science Fair

Turn student projects into a community event by inviting families, alumni, and local supporters to explore STEM exhibits, research projects, and other academic competitions. Charge admission or pair the event with another fundraiser, such as a silent auction.

To set this up, assign booths to students where they can demonstrate robotics projects, engineering prototypes, coding apps, or science research. As visitors move from exhibit to exhibit, students explain their work and answer questions, giving everyone a closer look at what they're learning in the classroom.

Why it works: It celebrates student achievement while giving families and alumni a reason to visit campus. It also connects fundraising with visible impact.

💡 Invite alumni working in STEM fields to attend as judges, guest speakers, mentors or even collaborators. Their participation adds another reason for families to attend.

Creative fundraising ideas

These are your out-of-the-box ideas which have yielded results in fundraisers and are also easily put together.

23. Recycling and Shoe Drives

Collect gently used shoes, electronics, aluminum cans, or other recyclable items, then partner with a local organization that purchases or recycles them. It's an easy fundraiser that also encourages students to think about sustainability.

Many schools across the U.S. have successfully run shoe drives, using them to raise money while teaching students about recycling and environmental responsibility. USAgain, for example, is an organization that sets up bins around campuses to collect these clothing and shoes and pays for every pound of donated items collected.

Why it works: It has very little upfront cost, requires minimal selling, and gives families an easy way to support the school while getting rid of items their kids have outgrown or no longer need.

💡 Work with a recycling partner that handles pickup so your volunteers only need to collect and sort donations.

24. Book Fair

Set up a book fair in your library or gym and partner with a book vendor to sell new books over several days. You can also include author visits, reading events, or family literacy nights to bring more people through the doors.

To make this format your own, start with scheduling the book fair over several school days so students can visit with their classes as well as after school with their families. If possible, add an evening event with a local author or guest reader to encourage even more visitors.

Why it works: It supports literacy, which is a cause that naturally generates interest. A vendor partnership also makes inventory much easier to manage.

💡 Hold your book fair during the back-to-school season or National Reading Month, when books are already top of mind for many families.

25. Cook-offs and Community Meals

Host a pancake breakfast, chili cook-off, or family dinner and invite the community to enjoy a meal together. Charge per plate and keep the menu simple so volunteers can prepare and serve everything with ease.

To make this a success, choose a weekend morning or evening and recruit parents, staff, and older students to help cook, serve, and clean up. Pair the meal with another school event if you can, such as a game, concert, or open house, to encourage more families to attend.

Why it works: Sharing a meal naturally brings people together, and a volunteer-run menu keeps costs and efforts low, making the experience enjoyable for all involved.

💡 Check with local grocery stores or farms if they want to donate ingredients or offer discounts. Many are happy to support school events.

26. Online Courses or Skill-Sharing Classes

Turn the wealth of skills already available in your school community into a fundraiser by offering online classes in subjects like test prep, coding, acting, creative writing, music, or study skills. Invite teachers, alumni, or older students to lead short online courses and charge a registration fee. These live online sessions make it easy for families to participate from anywhere, and recordings can provide value for those who can't attend.

Why it works: It builds on expertise your school already has without requiring a venue and offers a platform for the community to show off their expertise and share it. This naturally builds credibility, which goes a long way.

💡 Promote classes beyond your own school community. Alumni and families from neighboring schools may also be interested in joining.

27. Holiday Gift Shops and Fundraiser Fairs

Open a small holiday gift shop where students can buy affordable gifts for family and friends before occasions like Thanksgiving, the winter holidays, Mother's Day, or Father's Day. Stock a selection of inexpensive gifts such as mugs, journals, candles, or handmade items, then open the shop during lunch periods or after school for a week.

Why it works: It gives students a fun shopping experience while raising money through items they’ll be able to afford.

💡 Include handmade gifts created by students or local artisans to make the shop feel more unique while supporting your wider community.

How to select the right fundraiser for your school

Every school community is different, and the fundraiser that works for one may fall flat for another. The key is to choose an approach that feels natural to your audience and achievable for your team. Here are a few things to keep in mind:

Define your goals

Be clear on the primary goal: are you aiming for a specific amount, wider participation, or a mix of both?
Tie the fundraiser to a concrete outcome so supporters know exactly what they’re contributing toward.
Set a realistic target and timeline so the campaign feels focused from the start.

Understand how your community prefers to engage

Identify your primary audience- Is it parents, alumni, or a combination of both, and how they typically interact with the school?
Look at where engagement is strongest today (events, email, reunions, online channels) and build around those touchpoints.
Align the format (offline, digital-first, hybrid) with what feels familiar and accessible to them.

Plan around your team’s strengths and support system

Map out who will take ownership of different parts of the campaign (from planning to communication to follow-ups)
Curate events that fit comfortably within your available time and resources.
Factor in any additional support (volunteers, partners, vendors) that can help execution run smoothly.

Use past campaigns as a guide

Review what has driven both participation and contributions in the past.
Identify patterns: events, timings, or audiences that have consistently responded well.
Carry forward what worked and refine areas that can be improved.

Get the logistics and tech right from the start

Keep it mobile-first so people can act in a few taps.
Use one central link for everything (sign-up, donate, details)
Offer simple, reliable payment options to avoid drop-offs.
Add QR codes for quick action during events.
Use a unified system that handles tracking, automation, and event management, so your team isn’t doing everything manually.

At this point, you’re not choosing from a long list anymore. You’re down to options that fit your audience, your timing, and your capacity, and that’s what you move forward with.

Promoting your fundraiser campaign

You’ve got the ideas lined up, and the D-day is near. But even the best idea won’t raise a dollar if people don’t know about it. This is where promotion comes in. Here are the best practices for how to spread the word and get the community genuinely excited to participate.

Start with a clear promotion calendar

Plan your full campaign in advance: launch, follow-ups, milestone pushes, and final stretch
Map what goes out, where, and when (email, social, groups, on-ground)
This keeps communication consistent instead of last-minute and scattered

Use a coordinated mix of channels

Email for direct asks and key updates
Social media for visibility and repeat exposure
Parent groups, alumni networks, and newsletters for reach
On-campus touchpoints like pre-events, posters, and announcements to reinforce it

Vary the ask as the campaign progresses

Don’t repeat the same message; highlight different ways to participate
Call out quick donations, event sign-ups, sponsorships, or bundled options
Include small, mid, and high-value ways to contribute within your messaging

Build momentum with visible progress

Share timely updates on progress, contribution amount, and participation numbers to create a buzz
Highlight groups or segments participating, use milestones and countdowns to bring attention back

Enable class reps, alumni leads, and volunteers to share within their circles, as personal sharing adds credibility and improves response.

Keep low-effort giving always accessible

Maintain a simple, always-available donation link
Use QR codes and quick-pay options across touchpoints
Capture contributions from people who prefer quick, no-friction actions

Close the loop once the campaign ends

Share what was achieved and where the funds are going
Show the outcome through photos, updates, or short stories
Thank contributors and make it clear what their support made possible

When promotion is planned this way, you don’t have to rely on one big push. It builds steadily through consistent, well-timed touchpoints.

How to involve parents and volunteers/ Turning your school community into active participants

Fundraising, especially at the school level, requires a great emotional connection. This means that school fundraisers have more people turn up when it starts to feel like something people are running with you rather than for you. That difference usually comes from how you involve them.

Here’s what helps make that happen:

Give people a reason to be involved beyond giving- Invite parents, students, and volunteers to participate in parts of the campaign, such as planning, outreach, and on-the-ground roles. Instead of managing everything centrally, break it up into classes, batches, or groups. Let each group take charge of its piece. It builds accountability without adding pressure.
Recognize effort while the campaign is still running- Call out volunteers, highlight contributions, and acknowledge participation in real time. It keeps energy up and shows that involvement is noticed.
Keep roles flexible and time-bound- Not everyone can commit long-term. Short, clearly defined roles (helping for a week, managing a specific task) make it easier for more people to step in.
Make participation feel social, not transactional- Group-led efforts, friendly competition, or shared goals bring people in. It feels less like an ask and more like something to be part of. Show how many people came together and what that made possible. That sense of collective effort carries over into the next campaign.

Fundraising missteps to watch out for

Even the best fundraising ideas can fall short if they’re not executed thoughtfully. Schools often make the same mistakes, and avoiding them can save your team time, energy, and donor goodwill-

Relying on one big event- A gala or auction can be exciting, but if it’s your only fundraiser, you risk donor fatigue and unpredictable revenue. Balance marquee events with smaller, recurring campaigns.
Ignoring digital donors- Alumni and parents who live far away still want to contribute. If your fundraiser doesn’t have a digital option, you’re leaving money and engagement on the table.
Failing to communicate impact- Donors give when they see results. If you don’t show how funds translate into scholarships, facilities, or student programs, enthusiasm will fade quickly.
Overcomplicating participation- If it takes too many steps to donate or volunteer, people drop off. Keep processes simple and accessible.
Neglecting gratitude- A thank-you note or public recognition goes a long way. Forgetting to acknowledge contributions can damage relationships and reduce future support.
Burning out your core team- Advancement staff and volunteers can’t carry everything. Spread responsibilities across parents, alumni, and student leaders to keep energy high.
Not having the right technology in place- Outdated systems make it harder to track donors, personalize outreach, and run campaigns smoothly. Without the right tools, even great ideas can stall, which is why investing in the right platform is critical.

How Almabase fuels successful school fundraisers

School fundraising can be challenging as it often involves complex planning and a lot of time and resources. But having the right fundraising platform that aligns with your mission and your capacity to deliver can be a game-changer. Almabase helps you do exactly that.

It provides an integrated platform designed specifically for advancement and alumni relations teams. You get purpose-built solutions that simplify your workload, including:

A fundraising platform that’s easy to set up and manage
Streamlined event management for both in-person and virtual campaigns
Personalized communication tools to reach parents and alumni wherever they are
QR code check-ins, Virtual event ticketing, instant payments, and much more
Analytics and reporting that highlight donor impact and campaign success
Fundraising and event data that syncs back seamlessly with your CRM

Almabase helps address all the challenges from infrastructure to logistics, so your team can focus on building authentic relationships and driving long-term support.

Conclusion

Successful school fundraising requires a thoughtful approach that considers your community's unique interests and capacity. The most effective fundraisers not only generate necessary funds but also build school spirit, engage families, and create lasting traditions that strengthen your educational community.

If you’re a school on the lookout for a partner for your next fundraiser, do give us a shout! We’d love to help 🤗

FAQs

What is a school fundraiser?

A school fundraiser is an organized campaign or event run by a school, PTA/PTO, parent group, or student organization to raise money for a specific goal. This could be equipment, field trips, facility improvements, extracurricular programs, scholarships, or emergency support.

What are some good ideas for a school fundraiser?

Some of the most reliable school fundraisers include fun runs, bake sales, car washes, silent auctions, spirit wear sales, book fairs, restaurant nights, and text-to-give campaigns. The best choice depends on your school’s budget, volunteer capacity, and the kind of community participation you're hoping to create.

What school fundraisers make the most money?

Fun runs and fitness challenges typically raise the most, often bringing in $5,000–$30,000+ depending on participation and constituent size. Silent auctions, peer-to-peer campaigns, corporate challenge fundraisers, and product sales can also generate anywhere from $2,000–$20,000+, especially when paired with matching gift programs or strong community support.

25+ Proven School Fundraising Ideas That Actually Work (2026)

School fundraising brings unique excitement as well as challenges. Whether you're looking for a solution or a fresh batch of ideas, this blog should help.

Almabase

July 31, 2025

12 minutes

Read

Despite an increase in the amount of donations, the number of donors continues to decline, a worrying trend that just goes to show the importance of engaging and retaining donors. This brings us to the question of engaging and retaining supporters in a way that translates to financial support. Essentially, how do you bridge the gap between alumni engagement and actual donations?

Today, we’ll be looking at four schools that managed to provide this bridge and not only engage their alumni but also turn engagement into meaningful gifts.

Why Alumni Engagement Doesn't Always Lead to Giving: What Many Schools Miss

First, it’s essential to understand why the transition from engagement to giving often fails

1. Meaningful Alumni Participation on Giving Days

Giving Days are often the centerpiece of institutional fundraising, but many schools struggle to drive significant engagement. Traditional national participation rates remain low even after focused campaigns.

Overall, alumni giving participation has declined from 8.5% to around 7.8% in 2023. While alumni may engage with Giving Day emails, social media content, or livestreams, most don’t convert into donors.And the broader context reveals why: solicitation fatigue is real. According to recent data, 72% of alumni report experiencing “solicitation fatigue,” and 68% feel they are asked for donations too frequently. This overexposure not only diminishes the effectiveness of Giving Days, but also reduces the likelihood of alumni giving at all.

Contributing factors include:

Lack of segmentation: Without targeting audiences meaningfully, by grad year, affinity, or past involvement, the asks feel impersonal.
No peer-driven momentum: Giving Days that lack class-based challenges or visible contributor signals rarely spark viral action.
Lack of clear impact messaging: If alumni don’t see how their donation fits into a tangible outcome, it’s harder for them to commit.

Without these elements, Giving Days become missed opportunities, or just disconnected fundraising moments that fail to build on the genuine relationships alumni crave with their alma mater.

2. Disengaged Alumni Networks

A major driver of declining alumni giving is emotional disconnection. While institutions often assume that engagement ends at graduation, the data shows otherwise. According to Ruffalo Noel Levitz, alumni who feel a strong sense of connection to their alma mater are 23× more likely to give than those who don’t. Similarly, those who report being satisfied with their college experience are 4× more likely to donate.

This reinforces a crucial point: the seeds of generosity are sown long before an ask is made. Schools that cultivate meaningful relationships during and after college, through community, relevance, and shared purpose, see dramatically better outcomes. Conversely, younger alumni who feel alienated from institutional priorities or disconnected from impact areas are far less likely to give.

3. One-Size-Fits-All Communication

Despite access to better tools and data, most alumni offices continue to default to mass communication strategies such as newsletters, blanket appeals, and generic event invites that fail to reflect the diversity of alumni interests, experiences, and life stages. The result is predictable: 93% of alumni teams admit that the “benefits” they offer carry little or no perceived value. Although 81% of organizations track alumni satisfaction through Net Promoter Score (NPS), less than half do so consistently, which means negative feedback often goes unaddressed.

Perhaps most telling is this: the number of institutions with opt-out rates of 10% or higher (alumni actively asking not to be contacted) has grown 79% since 2015. That’s not disengagement; that’s alienation.

The takeaway is clear. Generic messaging could be actively harming your prospects by deteriorating trust over time. Without segmentation, relevance, and intentional feedback loops, even well-meaning communication strategies can push alumni further away.

Worse, a poorly timed or impersonal ask can make alumni feel like they’re only being contacted when the school needs money.

4. No Digital Path from Engagement to Donation

Social media engagement may look strong on the surface, but it rarely leads directly to action. Only 30% of social media followers ever convert into event attendees or donors. One major reason: the data sits in silos. Alumni data often lives in disconnected tools: email platforms, event apps, outdated spreadsheets, CRM systems, social media analytics. Without integration, advancement teams lack the full picture of an alum’s journey.

Even when engagement happens, it doesn’t inform the timing or content of fundraising asks. When alumni RSVP to a webinar, like a Facebook post, or update their contact info in a directory, those signals are often not integrated into the institution’s CRM or donor pipeline. Advancement teams miss the opportunity to respond with timely, context-aware outreach. That means schools are often “flying blind”, or missing chances to act on interest or, worse, sending irrelevant asks that erode trust. As a result, interest dissipates and potential donors quietly disengage.

The Real Problem: Engagement Without Progression

Each of these problems points to the same core issue: many schools still treat engagement as a separate function from fundraising. But in reality, engagement only gains value when it leads to action.

The schools you’ll read about next found a different path. They understood that successful advancement means treating alumni as more than donors-in-waiting: as long-term community members. And in doing so, they turned passive followers into active supporters who, in turn, became lifelong donors.

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Real Stories: How these 4 Schools Drove Donations With Better Alumni Engagement

These case studies show how personalized outreach, digital integration, and clear value exchange can transform alumni relations and fundraising outcomes.

Boyd-Buchanan School: Prioritizing Community Before Contribution

The Challenge: Boyd-Buchanan's advancement team inherited boxes of handwritten alumni notes with no digital system in place. With just two staff members, they faced a choice: spend months manually entering outdated data or build something entirely new.

The Strategy: They chose innovation over administration. Rather than chasing alumni with immediate fundraising appeals, Boyd-Buchanan committed to a relationship-first philosophy. Their core belief: meaningful connections must come before financial contributions.

How They Built Their Community:

Digital-First Launch: Using Almabase, they created a modern alumni platform that captured engagement data automatically as alumni participated
Organic Growth Tactics: Word-of-mouth referrals and social media campaigns drove platform adoption without expensive advertising
Consistent Value Delivery: Weekly personalized emails featuring class-specific stories and school updates kept alumni genuinely interested in staying connected
Seamless Event Experiences: Streamlined registration and communication systems made every alumni interaction feel effortless and professional
The Trust-Building Approach: Their first alumni event was a casual "Coffee and Donuts" gathering designed purely to reconnect graduates with their school community. This low-pressure environment built authentic enthusiasm that carried forward to their homecoming celebration later that year.

The Payoff: When Boyd-Buchanan finally launched their inaugural Giving Day, they weren't asking strangers for money, they were inviting an engaged community to support a cause they already cared about. The result was significantly higher participation rates and sustainable fundraising momentum that continues today.

Boyd-Buchanan proved that schools don't need extensive resources or donor databases to succeed. They need patience, authentic relationship-building, and technology that makes engagement natural rather than transactional.

🔍Check out the case study here.

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Archbishop Riordan High School: Gamification Drives 550% Growth

The Challenge: The school was stuck with outdated fundraising infrastructure. Their donation forms weren't mobile-optimized, they had no real-time campaign tracking, and they couldn't harness the power of peer networks during critical giving moments.

The Strategy: They transformed their Giving Day into a mobile-first, competition-driven experience. Class-year challenges turned alumni into enthusiastic fundraising ambassadors for their peers. Live leaderboards and real-time donation updates created infectious energy that spread throughout their alumni network.

The strategy worked because it met alumni where they actually were: on their phones and tablets, connected to their classmates, and ready to engage in real-time.

How They Transformed Their Campaign:

Mobile-First Design: Working with Almabase, they rebuilt their entire donation experience for smartphones and tablets, where most alumni actually engage.‍
Social Giving Integration: A simple, secure and seamless donation feature which took less than a minute to complete allowed donors to share their giving across their entire social media network, turning every donation into potential peer-to-peer recruitment.‍
Real-Time Tracking: Live donation updates and measurable social influence data created infectious momentum throughout the campaign.

Riordan tapped into fundamental human psychology: competition, community pride, and instant gratification - while making the giving experience seamless across all devices.

🔍Check out the case study here.

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Merchant Taylors’ School: Aligning Engagement with Mission

Merchant Taylors' School demonstrates how institutions with limited resources can maximize impact by prioritizing meaningful engagement over immediate fundraising asks.

The Challenge: Merchant Taylors' School in the UK operated with just one staff member responsible for alumni relations, advancement, and events. With such limited capacity, they needed a strategy that would deliver maximum engagement without overwhelming their small team.

The Strategy: Rather than focusing solely on donation requests, Merchant Taylors' chose to build a comprehensive culture of alumni contribution that went far beyond financial giving. They recognized that alumni wanted to contribute their expertise and experience, not just their wallets.

How They Built Sustained Engagement:

Mentorship Programs: Connected graduates directly with current students, giving alumni meaningful ways to share their professional expertise
Volunteer Advisory Groups: Established structured opportunities for alumni to contribute to strategic school initiatives and decision-making
Seamless Data Integration: Ensured every interaction was automatically captured in their CRM through platform integrations
Value-First Approach: Positioned alumni as valued advisors and mentors rather than potential donors
The Dual-Purpose Strategy: This approach accomplished two critical goals simultaneously: it reinforced to alumni that their expertise and voice still mattered to the institution, while providing the advancement office with rich engagement data to inform perfectly timed fundraising asks.

The results validated their patience-first approach:

Annual donations tripled compared to their previous baseline
Active alumni website users grew from 900 to 3,400
90% of contactable alumni engaged at least once in the first year

Merchant Taylors' earned the right to ask for financial support by first demonstrating genuine investment in their alumni's continued connection to the school community.

🔍Check out the case study here.

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Punahou School: Driving 7,000 Monthly Engagements Digitally

Punahou School's approach shows how institutions can overcome geographic barriers by creating digital infrastructure that transforms alumni from passive recipients into active community contributors.

The Challenge: Punahou School in Hawai'i faced a unique obstacle: maintaining meaningful connections with a large, geographically dispersed alumni network. With more than half their graduates living outside the islands, traditional engagement methods like reunions and local meetups couldn't provide the consistent touchpoints needed for sustained relationships.

The Strategy: Their solution was Ka 'Ohana Punahou (The Punahou Family)—a comprehensive digital ecosystem designed for year-round alumni engagement. They recognized that digital engagement needed to be an everyday experience, not a campaign-driven effort.

How They Built Always-On Community:

Class-Year Groups: Organized alumni by graduation year to maintain peer connections across distances.
Professional Networking Directories: Created searchable databases for career connections and business opportunities.
Job Boards: Facilitated alumni-to-alumni professional opportunities and career support.
Interactive Content: Encouraged ongoing participation rather than seasonal check-ins.
The Community-First Approach: The key insight was treating alumni as active participants rather than passive recipients. Alumni were actively supporting each other, sharing opportunities, and building genuine community online.

The scale of engagement was remarkable:

7,000-8,000 alumni interact with the platform monthly
Over 5,000 alumni profiles were updated in year one
More than 15,000 messages exchanged through the directory
70% of contactable alumni engaged with the platform in the first year

Punahou created digital infrastructure that served real community needs. Alumni became active contributors, connectors, and mentors.

🔍Check out the case study here.

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What We Can Learn From These Schools

Although the four schools profiled in this article approached alumni engagement differently, varying in size, geography, and available resources, certain strategic patterns consistently emerged.

1.Segment Before You Solicit

Generic, one-size-fits-all outreach continues to be a widespread pitfall. Yet schools that segmented alumni by class year, past involvement, or affinity groups consistently saw stronger outcomes.

At Archbishop Riordan High School, real-time tracking was a defining feature of their 550% Giving Day revenue increase, demonstrating the motivational power of peer identity when coupled with competition and visibility.

Similarly, Almabase enabled Boyd-Buchanan to capture and act on fresh data from specific alumni segments, dramatically improving targeting and conversion.

2. Make Engagement the Path to Giving

These institutions didn’t treat giving as the first step in the relationship. Instead, they led with meaningful experiences such as mentorship, volunteerism, networking opportunities, and allowed financial contributions to follow organically.

Merchant Taylors’ School, for instance, focused first on time and talent by establishing mentorship hubs and advisory boards. Only after building community and trust did they see donations triple year over year.

3. Create Always-On, Digital-First Touchpoints

In a mobile-driven world like today, alumni engagement must be designed for accessibility and continuity. Punahou School’s digital alumni portal, Ka ‘Ohana Punahou, offered job boards, class communities, and directories that kept alumni engaged month after month. The result? Over 7,000 monthly users and a 70% content engagement rate in Year 1.

This kind of always-on infrastructure shifts engagement from event-driven spikes to sustained digital presence, which is an essential foundation for any modern fundraising pipeline.

Conclusion

These four schools prove that declining alumni engagement is a solvable challenge. The solution is to flood inboxes with more appeals or to create flashier campaigns. Instead, it requires a fundamental shift toward strategic relationship-building powered by the right digital infrastructure.

Each institution succeeded by understanding a core truth: sustainable fundraising flows naturally from sustained engagement. Whether it's Boyd-Buchanan's patient community-building, Archbishop Riordan's mobile-first competition, Merchant Taylors' value-driven volunteerism, or Punahou's always-on digital ecosystem, the common thread is clear: technology should amplify authentic relationships.

The advancement teams that thrive in today's landscape are those who can segment alumni meaningfully, create seamless digital experiences, and position giving as the logical next step in an already-valuable relationship.

FAQs on Alumni Engagement and Fundraising

1. What are the best alumni engagement strategies for schools?

The most effective strategies are those that go beyond communication and foster real, ongoing relationships. These include:

Personalized outreach based on class year, geography, or past involvement.
Peer-led challenges and campaigns, such as class-year competitions and leaderboard integration.
Mentorship and volunteer opportunities that give alumni meaningful ways to contribute their time and expertise
Digital community platforms for alumni to connect, support, and collaborate year-round.
Digital storytelling that connects nostalgia with tangible impact, helping alumni see how their support makes a difference.

These strategies work because they create value for alumni first, before any fundraising ask is made.

2. What makes a Giving Day successful?

Successful Giving Days are built on more than just mass emails or nostalgia. High-performing campaigns often share four characteristics:

Segmented outreach with relevant messages for different alumni cohorts.
Mobile-first, personalized giving pages to reduce friction in the donation experience.
Gamification, such as class-year competitions and leaderboards, to create momentum.
Real-time updates and peer-to-peer engagement that make alumni feel part of something active and urgent.

Giving Days that are integrated into a broader strategy and not treated as one-off asks are far more likely to generate meaningful participation.

3. How do I convert alumni engagement into donations?

Conversion happens when engagement is continuous, meaningful, and measurable. The most successful institutions follow a clear progression:

Start by offering value through volunteer roles, mentorship, networking events, and alumni recognition.
Track engagement signals such as event attendance, portal logins, or directory updates.
Tailor your fundraising asks based on those signals and the individual’s relationship with the institution.

As shown in the Merchant Taylors’ and Punahou case studies, when alumni feel their time, voice, and expertise are valued, they’re more likely to give, even without needing a hard sell.

Still have questions? Talk to an expert and get your own personalized demo! →

How Four Schools Turned Alumni Engagement Into Sustainable Fundraising

School fundraising is no easy task. Learn how four schools turned their alumni engagement into fundraising success as well as what you can learn from them.

Anwesha Kiran

July 30, 2025

12 minutes

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