Effective higher education fundraising during crisis

When a crisis hits, colleges and universities need to act fast. For advancement leaders, the pressure intensifies to find ways to replace lost revenue, keep stakeholders engaged, and support the institution’s mission. These tough times can be big opportunities to develop campaigns that bring in much-needed, flexible funds to support the well-being and sustained success of the institution.

In this blog, I’ll explore the concept of crisis fundraising and share a few strategies you can implement in your own advancement program.

Examples of Crisis Fundraising

Over my 20+ years in advancement, I have seen teams support a variety of unexpected situations, from natural disasters to sudden shifts in political climates, and of course – the COVID-19 pandemic. While we can’t predict the future, here are a few examples of crises that could benefit from advancement support:

Financial Aid and FAFSA Delays

As we have seen over the last year, FAFSA delays can impact students’ ability to secure financial aid, leading them to opt out of college—which means lower enrollment and tuition revenue. Advancement teams have an opportunity to launch campaigns for emergency scholarships and grants, helping students get the money they need to go to college. A recent example of this was the University of St. Thomas: their team incorporated FAFSA delay messaging in their end-of-fiscal year campaign to create a sense of urgency in their appeals which helped them generate more donations from their community.

EAB FAFSA Resources

7 ways to support (and yield) students despite the FAFSA delay

FAFSA Submission Support Resources

Public Health Crises

Fundraising campaigns during public health crises can make a positive impact on the community. As we all remember, the COVID-19 pandemic forced institutions to pivot to online learning and support students’ basic needs, such as housing, health, and food security. Many schools worked diligently during this time to support their student body. One of my favorite examples is William & Mary, who successfully redirected their fundraising efforts to help students facing hardships from the pandemic and build out their new virtual learning technology​. Emory University and the University of Cincinnati also raised funds during the pandemic for emergency loans and financial aid to help students continue their education.

Campus Support and Safety

In times of social unrest or natural disasters, campuses can experience significant disruption. This is a chance to direct fundraising toward rebuilding infrastructure, supporting affected community members, and enhancing campus safety measures. An example I always think back to are various institutions across Florida creating fundraising campaigns, food drives, and relief funds for those impacted by Hurricane Ian in 2022. This helps restore stability and confidence among the campus community.

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Strategies for Effective Crisis Fundraising

No one wants to be faced with a crisis and not have a plan for how to support their institution. Through working with many schools, I’ve learned some important strategies that can help make your crisis campaign successful and ensure that it resonates with audiences:

Focus on Immediate Needs and Impact

Urgency, transparency, and impact are necessary in this type of fundraising. When building out a campaign, be sure to highlight the immediate needs of the institution, where the funds will go, and the direct impact donors will make. By presenting the case for immediate support, donors are more likely to respond quickly. It’s important to remember that during a crisis, your institution is likely not the only organization asking for money from your donors. So clearly showcasing the need and impact will make a stronger case for them to donate.

1. • Some examples of needs and impact:
     • Highlight how donating to emergency scholarships keeps students enrolled during tough times.
     • Emphasize students’ need for new computers and technology to allow them to continue their education uninterrupted.
     • Outline the importance of health and safety changes you need to make to create a safe campus environment.

Stay Adaptable

Crises are often fluid and unpredictable. Advancement teams need to remain flexible and responsive to changing circumstances. This means being prepared to shift messaging, budget, platform, and focus as needed – while also continuously communicating updates to stakeholders.

Steward Your Donors

Maintaining strong relationships with donors is important, especially during crisis fundraising. You do not want your donors to feel burned out or that you are only asking them for money. While you communicate impact, also show sincere appreciation and gratitude for their gifts. Prioritizing stewardship won’t just enhance the donor experience but will also encourage their ongoing support.

In times of crisis, the role of advancement in ensuring the health of an institution can’t be ignored. Whether facing FAFSA delays, public health emergencies, or campus unrest, adopting strategies that focus on immediate needs, showcase impact, remain adaptable, and prioritize stewardship will prepare your team to navigate any challenge that comes your way.