Mass giving (raising lots of small gifts from lots of people) is an important element of university fundraising efforts. But, given the myriad of other worthwhile causes eclipsing the headlines on a daily basis, should higher education (HE) be worried about where it ranks in the public and alumni’s ongoing giving priorities?
Mass giving is an important contributor to universities
As we all know, HE has come under pressure in recent years like never before. Increased regulation and monitoring, issues with funding and student access, and ongoing pressures of maintaining estates and delivering quality teaching and learning in an increasingly digital world are just some of those pressures.
At times like this, development and fundraising functions become even more important, and these departments have generally performed well over the last ten years. (Analysis of annual CASE Insights in Philanthropy benchmarking data shows that UK universities almost doubled the annual amount fundraised to £1.5bn in 2022.)
But will that trend continue?
Figures from the Office for National Statistics (ONS) indicate that education as a broad sector doesn’t register in the top national concerns (Public opinions and social trends, Great Britain, 14 to 25 February 2024). Out of a list of 13 important issues, education ranked at ninth place – far below the top concerns of the cost of living, the NHS, the economy, housing and crime.
Multiple other headlines are dominating the news like ongoing geopolitical crises and wars, increased reliance on food banks and the looming general election in the UK. HE may still need support, but it faces greater competition when asking people to part with their money, especially in the current climate.
Are people changing their giving priorities?
A recent study of charities by Blackbaud found that 81% of its respondents stated that their number one concern was the current economic situation in the UK leading to fewer donations (The Status of UK Fundraising Report 2023). While in 2023 we can see that the majority of donors – 93% – support organisations by giving donations, the most common reason for donating is to help those in need, a driver many may not consider as applying to HE (Fundraising in the UK: Donor Behaviour Insights 2023).
What can we do to put universities back on people’s list of giving priorities?
So, what could the sector do to appeal to donors in mass giving? Our fundraising experts at Halpin suggest considering the following:
- Share how your research and teaching impact the biggest challenges affecting people. Focus on campaigns that show how your institution is working to tackle the issues people face day-to-day, or that they feel strongly about, and how their support would help advance this further.
- Make the most of donor-led funding. Take the time to understand what donors looking to give money to the university would like to see happen with their funds, and allocate accordingly. Tell people how their gifts have been used in your thanks, so they understand the impact their gift has had, regardless of size.
- Identify outcomes of mass giving spend. Produce communications that focus on tangible and easy-to-understand uses of mass giving funds. For example, mass giving could fund more student counselling sessions, more student hardship funds, and important research. Tell people all the exciting things their money can achieve with your institution.
- Understand how your donors want to give, and focus on providing the opportunities. Different types of donors want to give differently – some like to make a larger donation once a year via telethon, others would like to give on an ad-hoc basis, and some would like to donate without talking to anyone. Adding evaluation questions to your current donation points will help you tailor in the future.
- Consider low-cost things you can share with donors to thank them for their gift and showcase the creativity of your institution. Could an online donors’ lecture be set up, featuring an academic who is working on a key current issue? Could a ‘thank you’ campaign be introduced on institutional social media accounts on a given day every year? Can teams who have been funded by donors provide an update and insight into their work just for donors?
There is room for creativity in maintaining healthy income from mass and public donations – what else has your institution implemented, or taken part in?
As everyone in the sector knows, universities change the world. Keep telling your donors, at all levels, exactly how you’re playing your part in solving current challenges.