What’s really been happening in giving to universities in the past decade? Ten years back, the seminal Pearce Review of Philanthropy to UK Higher Education helped the sector change philanthropic gear. Now, CASE and More Partnership have collaborated to revisit the learning and the predictions of the well-thumbed Pearce Report. Digging deep into 10 years of data, interrogating the experience of higher education thought leaders and drawing on responses to a sector-wide survey, for the first time we can suggest evidence-informed recommendations for different kinds of institutions to make the best of the cards they are dealt by their history, geography and mission. As a new Vice-Chancellor, a Director of Development arguing for investment or an advancement professional contemplating your next move, what are the best options for your circumstances? Understanding your own playbook means that between us we can support an even stronger environment for philanthropy to advance the great ambitions of our institutions.