Why Student Success Is the Key to University Philanthropy

The research, which surveyed 8,353 family members across 77 institutions, challenges the traditional model of university fundraising. Instead of focusing on transactional requests for money, schools are finding that donors respond best when they witness tangible student success. Roughly 81% of respondents identified their student's achievements as the primary driver behind their connection to an institution. While 79% of families hold a positive impression of their student’s school, only 58% report feeling a genuine sense of connection, highlighting a significant gap that institutions can close through better communication.

Email remains the dominant channel for engagement, with 78% of families preferring it for institutional updates. However, the data suggests that relevance outweighs volume. Prospective donors are increasingly looking for ways to contribute beyond simple financial transactions; 54% of families indicated they would prefer to direct their support toward scholarships and financial aid. Sarah Kleeberger, senior vice president at Encoura, notes that the foundation for lasting relationships is built when institutions demonstrate that students are supported and thriving. CampusESP CEO Dave Becker echoed this sentiment, emphasizing that successful fundraising is a natural byproduct of keeping families informed and invested in the student journey from enrollment through graduation.