Driving Higher Ed Donor Engagement: 3 Creative Strategies

From 2021 to 2022, donor retention rates in the education sector dropped from 46% to 32%. For colleges and universities, this sharp decline in retained donors can be frustrating, especially because acquiring new, first-time donors to replace those lost can cost you more in time and resources.

Fortunately, there are strategies within your control that will help you retain more donors. Taking deliberate steps to engage existing supporters in your fundraisers keeps them involved and aware of your goals and progress, motivating them to continue supporting your efforts. Depending on your goals and the engagement strategies you’re already using, you might start by ramping up donor recognition efforts or putting together exclusive events and opportunities for loyal supporters.

In this guide, we’ll explore three ways your university can engage and inspire its donors:

1. Use tailored fundraising tactics.
2. Step up your stewardship strategy.
3. Offer exclusive donor events.

With technological advancements and growing virtual communities, there are more ways than ever to fundraise. To get started, let’s cover how you can choose fundraising methods that are tailored to your donors’ preferences.

1. Use tailored fundraising tactics.

To advertise your development department and fundraising campaigns, you need to follow marketing trends and align with your audience’s communication preferences—the same is true for the fundraising tactics you choose.

Make sure to stay on top of all of the trendy ways to fundraise and brainstorm ideas to meet your audience where they are through your campaigns. Here are some options that can help you tailor fundraisers to your donors’ preferences:

• Crowdfunding campaign. Set up your crowdfunding campaign using dedicated software or a website like GoFundMe. These campaigns should fund a specific project, such as renovating your biology department’s labs or raising money for a scholarship fund. This fundraising tactic is ideal if your donors respond well to campaigns with tangible outcomes.
• Text-to-give. With a text-to-give campaign, all you’ll need is specialized software—then, your donors can give from their mobile phones. Tatango’s guide to higher ed texting recommends segmenting your audience by location and giving behaviors for the best outcomes. This method is a great way to engage younger alumni or those who have busy schedules and may prefer a quick way to donate.
• Networking events. Host a networking event and charge a small entrance fee that benefits your career center or the overall university fund. Because your alumni might be spread across the country or globe, consider offering a virtual component by using video conferencing tools. You’ll be able to attract both established professionals who are looking to further their careers and new graduates who want to start their professional network.

Each of these methods appeals to different preferences, making your donors feel like your fundraising efforts were designed with them in mind. Additionally, these methods will fit into their busy lives and align with their expectations of the donor and alumni experience.

2. Step up your stewardship strategy.

One reason your donors may not be engaged in your cause is that they feel their contributions go unnoticed or simply do not matter. This is the result of a gap in communication between your university and its donors—supporters should always know that you are grateful, appreciative, and in need of their generosity.

To remedy this, you’ll need to revamp your donor stewardship strategy by reaching out and thanking donors more often. eCardWidget’s guide to thanking donors explains that this can help increase retention rates because “donors who feel like they’re a valuable part of your nonprofit are much more likely to continue their support year after year.”

Here are a few best practices that will help you level up your current approach to donor stewardship:

• Personalize communications. Start strong by addressing donors by name at the beginning of the message. Then, describe the gift they made, acknowledge past interactions, and share the impact their contribution will have.
• Be prompt. Be sure to send a message expressing your thanks as soon as you can after the donor makes a contribution. Ideally, you should follow up no more than one week after receiving the donation.
• Send regular updates. Donors appreciate receiving communications that are not directly related to fundraising—it shows them that you value their role in the donor and alumni community. Send updates about the progress and impact of programs initiatives they helped fund.
• Request feedback. It’s essential to show that you want to improve your program and value donor input. Ask them about their experiences as a donor so you can understand what they like and what needs improvement.
• Celebrate milestones. Show that you know and care about each donor’s life and their gifts to your university. Send messages acknowledging important milestones, like the five-year anniversary of their graduation day or anniversaries of their time as a donor.
• Engage consistently. Along with providing updates, make sure to strike up conversations with your donors throughout the year. Send them an eCard on their birthday, wish them happy holidays, or ask them to share a favorite memory from college.

Don’t forget to leverage your CRM to track these interactions and foster relationships with your donors. With the right technology and dedication to communicating your genuine gratitude to donors, you could even see an increase in fundraising contributions!

3. Offer exclusive donor opportunities.

Making your supporters feel like they are part of an exclusive club can enhance their connection to your university and give them a deeper sense of belonging. Give them insider updates, first looks at your new programs, and even access to exclusive, donor-only events.

For example, you might offer the following to your donors:

• Exclusive tours that take them behind the scenes of your athletics department, backstage at your performance hall, and into the dean’s office.
• Special recognition items donors can wear, such as pins, badges, or shirts.
• Invitations to attend board meetings, panels, or committees so they can see how your university operates and makes decisions.
• Donor societies for every giving level, each with its own name and community.

To share about these events with your donors, make sure you are using your marketing tools to reach and engage them. Include details about exclusive content and opportunities along with fundraising appeals to entice donors to engage with your university’s campaigns.

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While committing to strategies that will cultivate more donor engagement can require some extra planning and effort up front, the work will be worthwhile in the long term. By engaging donors more deeply, your university could see results like increased retention rates, higher average gift sizes, and a higher likelihood of donors telling fellow alumni about their positive experiences with you.