The Latest Donor Trends and What They Mean for Your Independent School’s Fundraising
For years, traditional patterns and practices have defined most independent schools’ fundraising efforts and results. However, recent insights from CASE and the National Association of Independent Schools data partnership, Data and Analysis for School Leadership, reveal transformative shifts in the funding levels among single-sex and coeducational schools. These shifts are indicative of trends and evolutions taking place in education, and they signal a fundamental change in donors’ philanthropic behavior.
In this blog, we’ll isolate key findings from this part of the research and dissect why they matter to heads of school and advancement leaders. The philanthropic landscape is evolving, and understanding the implications of these insights is essential for informing successful and sustainable independent school fundraising strategies.
Tradition Holds for Coed Boarding Schools
Co-educational boarding schools have long held a reputation for successful fundraising. This trend endures and the CASE Insights on Philanthropy in Independent Schools report confirms it. Coed boarding schools continue to be leaders in raising philanthropic dollars, significantly outpacing their coed day school counterparts.
Why does this matter? For school leaders and advancement directors, these findings underscore the importance of maintaining and further cultivating strong relationships with alumni donors.
Because their students live on campus, boarding schools benefit in the long term from their completely immersive experience. Boarding school alumni are historically highly connected and engaged with their alma mater. This typically translates into a significant source of funding from alumni, which is another important takeaway from the research. A robust alumni engagement strategy is critical to fundraising success for any independent school.
All-Boys Schools Remain a Consistent Force
All-boys schools have consistently been prominent players in independent school fundraising. They traditionally excel at garnering large gifts and that pattern of success held true in the latest research. Boys’ boarding schools received a larger overall amount of support than girls’ boarding schools, and among day schools, boys’ schools received more funding than either coed or all-girls schools.
Why does this matter? For all-boys schools, this finding reinforces their strength in fundraising and emphasizes the importance of establishing a reliable donor base.
On the other hand, the disparate difference in overall donations suggests that large but infrequent gifts from “super donors” may be common. As donors age, it will become imperative to strengthen the bottom of the pyramid and diversify funding sources. School leaders need to start considering now how they can adapt to changing donor demographics, especially with the emergence of millennial and influential female philanthropists.
All-Girls Schools Present a Surprising New Shift
This is where we see an apparent paradigm shift. All-girls schools have historically faced stronger headwinds in philanthropy, often lagging behind their coed and all-boys counterparts. Philanthropy can take various forms—time, talent, and treasure. And in the past, girls’ schools have predominantly seen more volunteer engagement than monetary donations.
However, the CASE Insights on Philanthropy in Independent Schools report delivers a new revelation: All-girls schools, both boarding and day schools, are now receiving the highest amount in terms of dollars raised per student. This shift in the fundraising landscape suggests a significant change in how women are engaging in philanthropy.
Why does this matter? For all-girls schools, this exciting finding indicates a shift in opportunity. It signals that their alumnae and parents are stepping up in new ways, redefining the potential of women in philanthropy. For all school leaders, it’s essential to understand this shift in how women are choosing to participate in philanthropy and to shape fundraising strategies that can harness this newfound momentum.
Donor Dynamics Are Evolving
The CASE Insights on Philanthropy in Independent Schools report also reveals nuanced changes in donor dynamics.
- Alumni: Strong alumni fundraising strategies remain a cornerstone of independent school giving. For advancement professionals, nurturing alumni relationships should remain a top priority. Alumni contributions are essential for maintaining the school’s legacy and financial health. Encouraging a culture of giving among alumni ensures a sustainable stream of support.
- Current parents: Parents have a vested interest in the success of the institution their children attend. Parents play a vital role in philanthropy, confirmed in the CASE Insights report with parents landing just behind alumni as a top source of donations. Schools should seize opportunities to foster a sense of community among parents and involve them in fundraising initiatives. Their support can significantly impact the school’s financial stability.
Case in point: Read how the Academy of Saint Elizabeth increased annual fund donations by 64% after harnessing the goodwill and support of alumnae dads.
- Grandparents: In recent years, grandparents have emerged as a noteworthy donor group. Some grandparents are passionate about leaving a lasting legacy through their contributions, especially with institutions that have positively impacted their family members. Schools should not underestimate the potential of grandparent donors. Acknowledging their unique influence and motivations can lead to meaningful partnerships.
- Millennials: Millennials approach philanthropy differently from older generations. They aren’t as automatically loyal as their predecessors. Instead, they’re drawn to captivating narratives that highlight the urgency of funding specific initiatives. Moreover, they place a strong emphasis on results and transparent reporting.
Adapting to millennials’ preferences is not just beneficial, it’s essential for future fundraising success. Schools should harness the power of digital platforms, leverage peer influence, and craft a compelling brand story. Clarity about your fundraising mission and your brand’s significance and reliability are key in engaging this generation effectively.
Identifying and understanding these new developments in the fundraising landscape provides a foundation for stronger decision-making. School leaders and advancement professionals must tailor their fundraising strategies to diversify their funding sources and strengthen engagement with these diverse donor groups. The ability to navigate these changes will be instrumental in securing the resources your school needs long term.
See the Data Straight From the Source
Keep an eye out for more insights and strategies as we continue to examine this inaugural CASE Insights on Philanthropy in Independent Schools report. You can also join discussion groups with colleagues in our CASE Insights Cohorts.
Helpful Links From This Article:
- The Report: CASE Insights on Philanthropy in Independent Schools
- Discussion Groups: CASE Insights Cohorts
- Be Part of the Data: CASE Research Surveys
Tools to Take You Forward:
CASE gives you access to the data and the actionable tools to support better school fundraising strategies: