8 questions advancement leaders are asking right now

One of my favorite things about working in the advancement field is the people. It’s a group of intelligent, forward-thinking, and empathetic professionals who share a deep commitment to their institutions and communities. But let’s face it—staying innovative and nimble while striving to hit our revenue goals isn’t easy. But we don’t have to do it alone.

Recently, I had the pleasure of co-hosting a discussion with my colleague, Mark Shreve, where we addressed some questions keeping advancement leaders up at night. From young alumni trends to developing a pipeline, the conversation was insightful, energizing, and a reminder of how much we can learn from one another.

Here are some of the top questions that emerged—and the key takeaways for our field.

1. What is the impact of world events (e.g., international conflicts, U.S. elections) on alumni giving?

World events have always shaped donor behavior, but in today’s hyper-connected world, the impact feels closer to home. For example, divisive geopolitical issues and controversial institutional responses have led to declines in donor trust and giving at some universities. I tell schools all the time – the key is transparency. Alumni want to see how their alma mater is contributing to solutions, supporting students, and driving meaningful change. Institutions that communicate their values clearly and authentically can maintain donor loyalty, even during turbulent times.

2. How are annual giving leaders prioritizing participation versus dollars?

The short answer: you need both, but the strategies you use to achieve them may differ. Participation is about engaging as many donors as possible, even at lower gift amounts, to ensure a broad base of support and future pipeline growth. Dollars, especially unrestricted dollars, are critical for addressing immediate financial needs. To balance the two, successful programs focus on segmented strategies. For example, participation campaigns might highlight collective impact, like “Join 1,000 alumni in supporting scholarships,” while dollar-focused efforts emphasize the transformative power of larger gifts, like “Your $500 gift can provide X.” Both approaches should run in parallel to meet short-term revenue goals while keeping an eye on long-term donor engagement.

3. What are the best practices for recent graduate giving?

Engaging recent graduates is all about meeting them where they are—both literally and figuratively. Social media campaigns, peer-to-peer challenges, and micro-giving opportunities resonate well. Most importantly, recent graduates want to see the direct impact of their gifts. Whether it’s funding scholarships, supporting DEIB initiatives, or contributing to sustainability efforts, tie your ask to something tangible and meaningful to their lives.

4. What are giving trends and engagement strategies for mid-level donors?

Mid-level donors often fall into the “forgotten middle,” but they represent a huge opportunity for growth. These loyal, consistent givers are already invested in your institution—they just need to be asked for more. Run reports to identify donors who have been giving for 5–10 years and focus on upgrading their gifts. Tailor your messaging to reflect their interests, whether it’s supporting athletics, scholarships, or the arts. And don’t be afraid to ask them directly: one institution I worked with uncovered several mid-level donors who had given for decades without ever being asked to upgrade.

EXPLORE: Who are your mid-level donors?

5. How does alumni giving differ for community colleges versus four-year universities?

Community college alumni often feel just as connected to their alma mater as four-year university graduates, but their motivations for giving can be different. Community colleges tend to focus on accessibility and workforce development, so donors are often interested in funding scholarships, technology upgrades, and career readiness programs. Recognizing and celebrating these unique alumni experiences can help grow this type of fundraising.

6. How do we balance institutional marketing (enrollment) with advancement marketing (engagement)?

Some of your best advancement marketing tools might already exist in your institution’s recruitment materials. The key is to collaborate with your campus marketing team and look for opportunities to share and repurpose content. For example, alumni success stories used to attract prospective students can also be powerful in donor communications. Highlighting institutional achievements—whether it’s groundbreaking research or a championship-winning team—can inspire both audiences. By repurposing what’s already available, you can save time, stretch your resources, and create a consistent, unified message for your institution.

7. What trends are you seeing in donor-advised fund (DAF) giving?

DAFs are growing rapidly, and some institutions are adapting. This is a unique opportunity to secure larger gifts from donors who might not have been able to give outright. Make it easy for DAF donors to designate their contributions by providing clear, accessible instructions on your website and gift forms.

8. What trends are emerging for fundraising events and galas?

Traditional galas still have their place, but donors are seeking something more personal and tailored to their interests. It’s less about the formal dinner and more about creating unique, memorable experiences that resonate with specific donor groups. Increasingly, successful galas are volunteer-driven, fostering participation and donations tied to a specific area of impact, such as scholarships for low-income students. Setting clear goals for attendance, dollars raised, and volunteer engagement is essential to maximize their success. Consider ways to lean into what makes your institution special when considering the events offered to your constituents. Maybe your culinary program could host a farm-to-table dinner featuring alumni chefs, or your athletics department could organize an exclusive training session with top coaches for donors. These types of events highlight your institution’s strengths and make donors feel personally connected to your mission while inspiring active involvement and tangible outcomes.

These questions reflect just a fraction of what advancement leaders are thinking about as we approach the start of 2025. If you’re curious about the full discussion, you can watch the webinar here (just 30 minutes!).

What questions are at the top of your mind as we head into 2025? I’d love to hear your thoughts—connect with me on LinkedIn or send me an email at [email protected].