New Approaches to Address an Ever-Changing Fundraising Market
There are several trends over the last few years that have impacted the way universities seek support for critical initiatives. They include everything from personalization to online giving, to an emphasis on impact and transparency. In the aftermath of the pandemic, there are also pipeline challenges coming to light that require universities to accelerate the ways they identify, qualify and engage with prospective donors. Most universities have caught onto these trends, but it is what lies ahead for fundraising that may be the real game changer.
Beyond these more familiar approaches, even more change can be seen in just the last year that will continue to impact university fundraising efforts.
With the recent Supreme Court decision on Affirmative Action, universities will need to get creative to ensure their populations remain diverse and reflective of the world at large. This recent decision may also have future implications on legacy admissions that have potential to impact donors as well.
So what should universities be doing right now to address these issues?
- Gauge Donor Reaction: Donors who strongly support affirmative action policies may be more motivated to increase contributions to universities to promote access – conversely, those that oppose affirmative action may pull back on contributions if they feel the university is trying to find creative workarounds to counter this new policy.
- Legal Defense Fundraising: Universities seeking to rally support around confronting this new decision can create pathways for disadvantaged students to seek opportunities through legal defense and diversity programs that will help level the playing field for these students.
- Community Programs: By actively engaging with underserved local communities and like-minded partners, universities can make their presence known, engage the current student body and offer ways to help level the playing field through educational programs and fundraising drives for better school supplies and resources.
New Approaches to Audience Segmentation
Beyond Affirmative Action implications, universities are starting to segment target audiences in new and meaningful ways that are demonstrating an untapped opportunity to approach fundraising differently.
Successful segmentation is about understanding the unique characteristics, interests, and motivations of different donor groups. This allows universities to develop tailored fundraising strategies that resonate with specific segments, ultimately leading to increased engagement and support. With this approach it is key to continually review and update these strategies as donor preferences may change.
A case study on the value of audience segmentation is exemplified in Dartmouth’s The Call to Lead Campaign. Research identified women alumnae as an untapped market often overlooked when it comes to soliciting donations. By uplifting women and their contributions to the university and society as a whole, women felt more valued and recognized, motivating them to donate and be a part of the effort.
“On the cusp of the 50th anniversary of coeducation at Dartmouth, alumnae-led fundraising initiatives have made U.S. philanthropic history: 103 women have each made a gift of $1 million or more to The Call to Lead campaign, strengthening Dartmouth’s position as a leading national model for women’s philanthropy.”
https://calltolead.dartmouth.edu/stories/103-dartmouth-women-commit-379-million-campaign
The same strategy can be applied to other underrepresented groups, to the same effect. By uplifting specific communities and tailoring priorities that resonate with these groups, fundraising can become a powerful vehicle to galvanize communities around a common cause. More to the point, if a university has successfully uplifted these populations and can now highlight them as key donors, it not only proves the case that these priorities have impact, but it also creates an entirely new set of donors for a university to tap into.