CCS Fundraising

Type: Article

Building trust in your school, college, or university is more important than ever to maintain giving levels. Public trust in educational institutions is declining overall. Political polarization continues to heighten leading up to the US presidential election, which can be a recipe for increased criticism and controversy. Independent schools and especially higher education institutions are not immune, as evidenced by congressional hearings and presidential resignations. Confidence in higher education has declined steadily over the past decade, with 57% expressing a “great deal” or “quite a lot” of confidence in 2015, compared to 48% in 2018 and 36% in 2023.

As we enter election season, many institutions are wondering how political shifts may impact their fundraising. In these moments of transition, the guidance that comes with strong leadership is essential. Your educational institution can’t control the volatile tides of politics or public opinion, but you can control how you communicate and engage your constituents to uphold your brand. We have outlined four guiding principles to help you build trust and maintain fundraising.

1. UNITE YOUR LEADERS

The most important antidote to the challenges of fundraising under controversial circumstances is a strong and collaborative partnership amongst the Chief Executive Officer (President or Head of School), the Chief Advancement Officer, and the Board Chair. These three key leaders must be aligned and fully supportive of one another throughout the election and transition of power. 

Ensure that trustees are prepared to articulate and defend the rationale for the institution’s actions. 

  • Convene the Board to prepare a shared understanding of the issues. 
  • Maintain frequent contact with the Board, updating them regularly, seeking their advice. 
  • Invite opposition in the Board room but emerge united. 
  • Work together to create mutual understanding about how to face challenges that may impact philanthropy. 

2. FOCUS ON MISSION AND IMPACT

Revisit your institution’s mission and strategic plans and take an inventory of your communication and marketing pieces. Are you telling a consistent story about your impact on students, alums, and the broader community? Do these align with your stated vision?

Frame the polarizing issue in the context of the school’s mission. State clearly that in our learning community: 

  • Human rights are respected and honored. 
  • Inquiry and debate occur in safe spaces. 
  • All students are held to the highest behavioral standards. 
  • All students are protected to safely pursue their studies. 

Openly acknowledge multiple perspectives.

  • Make it a practice across campus to regularly acknowledge more than two divergent points of view. 
  • Encourage educators, students, trustees, and families to exam circumstances from several different points of view, rather than from polarizing views. 
  • Regularly speak to and show empathy for these perspectives throughout the controversy. 
  • Ensure the institution takes a stance with multiple perspectives that is aligned with the school’s mission and values. 
  • Regularly and effectively communicate the stance to the full board and all constituent members. 
  • Resist any attempts by others to fracture your solidarity or to create a scapegoat out of one of you. 

Get clear on your institution’s value proposition.

What sets your institution apart? These differentiators are important for enrollment and fundraising. Feature stories of students, faculty, successful alums, innovative programs, and leading research. Gather and share data validating your impact (e.g., job placement rates, percent of students receiving scholarships or grants, participation rates in unique experiential learning opportunities). Use all communications channels (e.g., website, social media, direct mail, e-newsletters) to cohesively share these stories to provide proof of your positive impact. It’s hard for critics to argue with specific stories of impact backed by data.

In addition to protecting and promoting your brand, impact stories inspire higher giving levels. The number one donor motivation is the perceived or real impact of their gift. Fold this into your stewardship practices to ensure that your donors can see how they support your mission in specific and tangible ways.

3. PROACTIVELY ENGAGE YOUR AUDIENCES

In many public relations crises, a common misstep is poorly timed communication. Information can be leaked and misconstrued by the media to create controversy. A preventative approach to avoid this is regular, proactive outreach to your constituents to keep them apprised of your unfolding initiatives.

The COVID-19 pandemic opened new and creative ways of engaging with constituents virtually. You can continue to leverage this technology to share key updates and invite conversations with alums, donors, parents, and the broader community. What in-person and virtual events does your institution offer throughout the year? Are you reaching all your key constituents? Might there be an opportunity to offer a webinar in which the president or key campus leaders provide updates?

When your board is considering key policy decisions, think through:

  • Who might have a stake in this policy or decision?
  • What information or context can we share in advance to foster understanding?
  • What is the right sequence for rolling this out, and to whom?

Use this information to steward donors in ways that will deter abrupt responses and demonstrate patience and gratitude. 

  • Anticipate which donors may respond negatively. 
  • Create opportunities for frequent and personalized updates. 
  • Regularly seek their advice from multiple perspectives. 
  • Ensure donors fully understand the complex challenges facing the institution’s leaders, and the time it will take for resolution. 
  • Express gratitude for continued support, before support is rescinded. 

4. EMPOWER YOUR VOLUNTEER LEADERS AS AMBASSADORS

Your board members and other volunteer leaders are your strongest advocates. Equip them with stories and proof points they can easily share with their families, colleagues, and peers. This will amplify and provide credibility to your positive messaging efforts.

Gather quotes, video testimonials, or develop stories around these volunteer leaders to illustrate their commitment and confidence in the institution. As alums, donors, and community leaders, your volunteers exemplify your institution’s impact. Showcase their accomplishments and tie this back to their experience at your educational institution. You might consider capturing their responses to the following questions to ensure fundraising trust:

  • How did their time on campus set them up for success?
  • How does it continue to impact their life?
  • What motivates them to give back?

Thoughtful Donor Engagement Builds Trust in and Credibility for School, College, or University

It is a challenging time for independent schools and higher education amid declining public trust and increased political polarization. Fundraising professionals at these schools and colleges can successfully navigate these challenges by fostering collaborative leadership, consistently promoting positive impact stories, engaging proactively with donors and the wider community, and empowering volunteer leaders as advocates. These four guiding principles will help to maintain fundraising momentum while strengthening the trust and support of your biggest school advocates over the long term.

More Insights

Article

California Wildfires Crisis Response Guide

January 22, 2025

This California wildfires crisis response guide offers simple but impactful steps your nonprofit can take during this immediate response phase.

Video

2025 Philanthropy Pulse Webinar: Data-Driven Insights Shaping the Future of Giving

Wednesday, February 12, 2025

Join us for an exclusive webinar, where we will unveil key insights from the 4th edition of our annual CCS Philanthropy Pulse Report.

SEE ALL IN: Higher Education

Over the past few decades, many corporations have broadened their focus from optimizing profits to include social impact.

Today, corporations recognize the importance of aligning values, corporate culture, and their brand with the holistic needs and interests of stakeholders. This shift is evident as many corporations move from making small donations supporting many causes to adopting a purpose-driven approach emphasizing tangible impact. Increasingly, what a corporation chooses to support is closely linked to the causes and concerns that its customers, employees, shareholders, and other stakeholders care about.

Notably, the health and human services sectors have emerged as significant beneficiaries, receiving 26% of all corporate donations over a two-decade span, making them the predominant recipients of such contributions. Understanding the underlying motivations will help your organization navigate the competitive and ever-expanding landscape of corporate philanthropy and develop a sustainable corporate philanthropy program.

In this article, we share steps to uncover these motivations and guide you through building a robust pipeline of corporate prospects, cultivating meaningful relationships, crafting tailored proposals, and implementing a powerful and sustainable corporate philanthropy program.

How Corporations Give

Companies tend to give back to the community in a variety of ways, including:

Company-Sponsored Foundation/Community Grants

Larger companies may have a private foundation linked to their business and aligned with the company’s mission. Gifts are made through a formalized grantmaking application process. Company-sponsored foundations often focus on the geographic areas in which the company is located, the emerging needs of that market, and key priorities or constituent groups that align with the mission.

Matching Gifts

Many companies offer to financially match donations that are contributed by their employees to a nonprofit. The matching ratio will vary per company—from 1:1 up to 4:1. You may find Double the Donation helpful as a matching gift tool for your nonprofit.

Corporate Sponsorships

Corporate sponsorships are a common type of support that nonprofits can receive from a new corporate partner. These sponsorships are typically associated with a form of recognition at a special event or program depending on the gift level.

Employee Volunteer Grants

For employees who give their time back to local nonprofits, some companies award volunteer grants directly to the nonprofit each year based on the number of hours an employee volunteered.

Build a robust pipeline

A sustainable corporate philanthropy program hinges on developing a robust pipeline of qualified prospects to ensure a continual source of substantial funding. It’s imperative to strategically identify corporations aligning with your organization’s mission and values; you might identify organizations whose mandate and interests focus on improving outcomes for vulnerable and underserved populations that overlap with your mission. Utilize existing databases and resources that monitor and track businesses based on geographic areas. Create a list of 10 to 15 well-respected companies in the local community that you want to build a relationship with. Start with the “About” page on the company’s website and branch out from there.

Consider the following questions:

  • What are the company’s goals, vision, and values? How do they align with your mission?
  • What community issues touch their business?
  • Who from the organization could be a good first contact? Consider a member of the CSR team, Foundation team, community engagement, etc.
  • What is the company’s CSR strategy or giving focus areas?
  • Has the company been in the news recently for a philanthropic investment? If so, what organizations are they supporting and at what level?

Understand Corporate Motivations

Understanding the underlying motivations that drive a corporation’s philanthropic efforts allows you to adapt your fundraising approach accordingly. Corporations are often motivated by marketing and brand alignment or employee satisfaction. Delving into their corporate landscape—including the impact on employees, customers, and stakeholders—offers invaluable insights and a high-level understanding of their values and how they may be philanthropically motivated.

Look at Yourself From Their Perspective

As you seek to uncover corporate prospects, it is equally important to consider how these corporate prospects perceive your organization. There can often be a lack of understanding about why an organization needs philanthropic support. Highlight how philanthropy impacts programs and services and tell that story of impact clearly and compellingly.

Identify and Connect

Next, explore existing connections to key decision-makers within your target corporations. Networking is a valuable tool for accessing and establishing initial contact. Identify individuals who bridge, facilitate introductions, and open doors—personal connections enhance the credibility of your approach.

The power of volunteers to amplify your prospect identification efforts cannot be overstated. Volunteers, including board members and other stakeholders, can play a pivotal role in identifying organizations whose business interests intersect with the populations positively impacted by your services. Their insights and networks expand the reach of your prospect identification process.

These steps culminate in a prospect pipeline that transcends wishful thinking and becomes meaningful and measurable. This comprehensive approach ensures that your identification efforts engage corporations with a capacity that aligns closely with your mission, values, and impact objectives.

Cultivating Strategies for Corporate Philanthropy

Cultivation is not a linear process but a strategic journey to foster genuine connections and long-term partnerships built on mutual trust. Cultivation moves the prospect closer to a successful gift request and creates a relationship founded on shared values and purpose.

To embark on this journey, gather historical and relevant information before creating a cultivation strategy. It is common to see organizations collaborating with corporations across various dimensions like sponsorship, vendor relationships, community engagement, marketing, and media relations. Consult your organization’s compliance and legal departments to ensure an approach doesn’t trigger conflicts of interest. Understanding the breadth of any existing or anticipated corporate partnership or relationship is important before establishing a cultivation strategy.

Initiate this process by identifying the 6Rs of cultivation.

Right prospectRight purposeRight amountRight
timing		Right solicitorRelevant factors or interests

This framework forms the foundation of a cultivation strategy. Invite subject matter experts and intentionally engage them during the cultivation process. If your corporate partner is enthusiastic about a particular service line or program, engage critical stakeholders or volunteers to answer questions and provide additional context.

Preparing for the request

If your organization has multiple locations or member organizations, consider creating one comprehensive approach for each corporate partner to eliminate internal competition and provide a unified and comprehensive request.

In the intricate dance of corporate philanthropy, crafting a proposal is more than a transaction; it is an art form that requires insight and strategic finesse. The pivotal precursor to unveiling your proposal is the briefing meeting, an opportunity to test the ask and gain a nuanced understanding of donor interests.

The briefing meeting is not just a formality but a strategic move to gauge the donor’s level of interest and specific goals. It serves as a crucial checkpoint to avoid surprises when the proposal arrives. From estimating capacity, preferred timing, and understanding their decision-making process, the timing of their budgetary process, and the insights gathered during the meeting pave the way for a timely, uniquely personal, and tailored proposal for your prospect.

Questions to keep in mind as you approach the request include:

  • Is there an application process?
  • Who are the decision-makers?
  • Does a request need to be presented to a board?
  • Is the corporation a local entity of a larger corporation? If so, which are we approaching?

The proposal

Proposals are personalized invitations to a collaborative partnership that creates real impact. Enriched by insights from the briefing meeting, the tailored pitch transforms a generic proposal into an inspiring and collaborative venture—a journey both parties embark on with a shared purpose.

A compelling proposal is a narrative that paints a vivid picture of long-term impact. It provides a detailed overview of the mission, clearly identifying the problem and conveying the consequences of inaction. It also clearly articulates the long-term vision, illustrating how the gift will contribute to achieving these objectives and making a tangible difference.

In personalized storytelling, it is often more compelling to “show” than to “tell.” A winning proposal often will captivate its audience by demonstrating the impact that can be achieved through investment, going beyond abstract ideas to share proof of concept instead. Acknowledging your corporate partner and their values, a strong proposal goes beyond a ‘one-size-fits-all’ approach and can highlight a deep understanding of their unique identity and aspirations.

Stewarding Corporate Relationships

Stewardship is essential to retaining and strengthening relationships with corporate donors. Collaborate closely with your corporate partners to create a stewardship plan meaningful to them. Whether they prefer impact reports, leadership updates, or in-person meetings, it is important not to apply a blanket approach to stewarding these relationships.

corporate fundraising is an investment—but it’s worth it!

Securing major gifts from corporations is about fostering enduring partnerships that create real impact. From building a robust pipeline to impactful recognition, each step contributes to a shared vision of positive change.

In this dynamic and competitive landscape of philanthropy, each step is a commitment to exploring a partnership model to its fullest. Transformative gifts from corporations are increasingly possible but require earnest planning and strategic thought. Investment in people and processes can move your organization from transactional small investments to transformative, long-term alliances that propel your growth.

Forecasting fundraising revenue can be difficult in any given year, especially in 2024, as the economy fluctuates and a presidential election looms. Amid so much uncertainty about the future, it helps to center your forecasting exercises around the following fundamental principles using our downloadable fundraising revenue forecast template.

DOWNLOAD EXCEL FORECASTING TEMPLATE
  • With so much unknown, focus on what you do know. As fundraisers, what we know is our donors—we know who they are, how they’ve given, and when they’ve given. We can use this information to make educated assumptions about how they might give next year.
  • Focus on the funding sources disproportionately impacting the total funds raised. The Pareto Principle applies to many nonprofits, where 80-90% of funds come from 10-20% of donors. If you can understand what this top percentage of donors gives, you can better understand the following year’s fundraising revenue.

Combine our template with the following tips to develop your 2024 fundraising strategies.

Step 1: Get the Lay of the Land

Before making fundraising revenue projections, set yourself up for success by looking at the following resources.

Historic Philanthropic and Fundraising Data

It can be helpful to get an idea of the broader philanthropic landscape for overall giving statistics while keeping in mind that donors continue giving generously despite fluctuating economies. Further, Giving USA projects that total giving will increase in 2024 and 2025. It’s helpful to have this information as a backdrop for your projections.

If you’re on a computer, click on the three ellipses below and then the desktop icon to expand the graph. If you’re on your phone, pinch to zoom in and out.

Similarly, you should spend significant time understanding your own fundraising and donor data. We recommend starting with these basics, but you can pull additional pertinent information into your projections.

Year-Over-Year Total Funds Raised for at Least the Past Five Years

This data around your year-over-year revenue for the previous five years helps you understand your baseline. If you have data going back further than five years, that’s even better for forecasting purposes.

Top Current and Potential Donors and Their Giving Histories

Compile a list of donors (individuals, corporations, and foundations) with the potential to give $10,000 or more in 2024, including prospects who have given $5,000 or more in the past, along with high-scoring donors from your wealth screening ratings.

Subtotals by Method and Revenue Stream

To understand your revenue, look at the funds received by each method. Your revenue streams may include major gift solicitations, online fundraising, direct mail, or grant applications.

Last Year’s Gift

List the number of donors at each giving level in this chart, as a historic gift table is key to understanding your revenue breakdown.

Step 2: forecast revenue from Top Donors

Once you have your data, focus on predicting revenue from your top donor group. Remember, your best prospects are those who have already given generously to your organization.

Set Up a Tracking Worksheet

Given the importance of these few donors, track every top donor by name using the first tab of our fundraising revenue forecast template. This worksheet will allow you to note each donor’s historical giving, what you plan to ask them for in 2024, and what you think they’ll donate.

If you’re on a computer, click on the three ellipses below and then the desktop icon to expand the table. If you’re on your phone, pinch to zoom in and out.

Note: The data in the table below is fictitious and for illustrative purposes only.

Estimate Each Donor’s 2024 Gift

Remember that what you expect a donor to give differs from the amount you ask for. We recommend being conservative with gift projections but optimistic with request amounts. Fluctuating economic conditions don’t mean you can’t aim high and be bold in gift requests—your mission is always important. Still, it’s best to be conservative in estimating a likely 2024 gift.

  • To start, look at the donor’s past giving and recent behavior.
  • Consider your organization’s “batting average” for gift requests. Historically, how much did funders give compared to what was asked of them?
  • Use research resources like wealth screening tools WealthEngine or iWave to gain context on a prospect’s financial capacity. Or reach out to us about our data analytics services that layer wealth screening results with custom affinity models to provide you with the most accurate estimates and precise insights.

Have a Personal Conversation with a Top Donor

Remember that the best indicators of what a donor might give come from personal conversations with the donor. Calling your top donors to check in is a great stewardship practice. During these calls, you can deduce the donor’s giving potential for the upcoming year. Additionally, these conversations can set up the next step: scheduling a solicitation meeting.

Step 3: Make a Plan for Each fundraising Revenue Stream

Once you have established projections for your top donors, it’s time to look at other fundraising revenue streams. Tab two of our fundraising revenue forecast template will help you track this information. For each revenue stream, look back at its past performance at your organization, then combine that organizational information with current industry trends.

Note: The data in the table below is fictitious and for illustrative purposes only.

Below are some overall trends we see. Remember that these trends are not universal for all organizations—even organizations of similar missions, sizes, and locations see their fundraising evolve uniquely.

Individual Major Gifts and Foundations

Giving by individuals remains the largest source of philanthropy in the US, and according to The Philanthropy Outlook 2024 & 2025, individual/household giving is predicted to increase by 2.6% in 2024 and by 3.4% in 2025.

Corporate Giving

Corporate philanthropy has remained steady in the last few years despite a fluctuating economy, the pandemic, and various worldwide crises. Growth of the Gross Domestic Product, a strong labor market, and low unemployment have strengthened this fundraising area, and corporate giving is predicted to increase by 1.9% in 2024 and by 2.6% in 2025, although these numbers are predicted to be below the historical 10-year, 25-year, and 40-year annualized average growth rates for this sector.

Direct Mail

Direct mail remains an effective fundraising strategy, with almost half of the surveyed organizations in the 2024 Philanthropy Pulse citing direct mailings as a donor engagement tactic. We suggest projecting flat or slightly increased totals here.

Online Giving

Digital giving has been trending up, as evidenced by the 63% of donors who prefer to give online via credit or debit card. We suggest projecting a mild increase, especially if your organization is undertaking digital marketing campaigns and harnessing events like #GivingTuesday.

Special Events

We advise being conservative with estimates around this engagement strategy, even though events are still a top donor retention strategy for 71% of nonprofits.

Bequests

Although bequest giving has declined recently, it remains a widely used gifting vehicle. Therefore, it’s best to plan conservatively.

Non-Bequest Planned Gifts

These gift types may see an increase. For example, donor-advised funds (DAFs) are on the rise, and The Philanthropic Trust estimates that DAFs now hold assets upward of $228 billion. We would therefore advise planning for an increase in non-bequest planned gifts in 2024.

Step 4: Put It All Together in a Gift Table

Next, use tab three of our fundraising revenue forecast template to bring all these data points together on your gifts table.

If you’re on a computer, click on the three ellipses below and then the desktop icon to expand the table. If you’re on your phone, pinch to zoom in and out.

Note: The data in the table below is fictitious and for illustrative purposes only.

The example above shows that most funds (95%) are projected to come from 12 donors. If we focus on accurately projecting these 12 donors’ gifts and making sure these gift projections come to fruition, we’ll be in good shape for 2024. Of course, we still need to get direct mail out the door, launch our online appeals, and fulfill the rest of our fundraising plans, but the bulk of our focus should be on the top part of this gift table.

Step 5: Turn Your Plan into Action

Now, it’s time to determine how to make your gift projections a reality. Tab four of our fundraising revenue forecast template will help plot out your projections month by month.

Keep This in Mind When Building Your Fundraising Revenue Timeline

  • For top donors, the next gift will often be a year out from their last gift. For foundations, the foundation granting cycle will inform timing.
  • You can also plot out the dates of your direct mail appeals and big online giving campaigns, so you know when to expect surges in revenue from these sources.
  • Plotting out sources like bequests is difficult, but most of your revenue should be anticipated in the chart.

Our fundraising revenue timeline template, as shown in the example below, helps you compare projections versus reality. You’ll know early on if you were too conservative or optimistic in your projections. After reviewing your progress, you can adjust your projections for the remainder of the year as appropriate.

If you’re on a computer, click on the three ellipses below and then the desktop icon to expand the table. If you’re on your phone, pinch to zoom in and out.

Note: The data in the table below is fictitious and for illustrative purposes only.

Tips for Successful Fundraising Predictions

Keep the following principles in mind as you continue planning for 2024 and adjusting your course as the year progresses.

  • Take time to pull and organize data and look at key trends.
  • Focus on your top donors.
  • Be optimistic with gift requests but conservative in projections.
  • Lay your projections on a timeline so you can adjust in real time.

Happy forecasting!

DOWNLOAD EXCEL FORECASTING TEMPLATE

Planning for the future of your organization’s fundraising?

CCS offers a suite of services related to organizational planning and fundraising strategy.

CONTACT US TODAY

Research on how the US presidential election years impact giving is limited. We should look thoughtfully at 2020, the last election cycle, as the COVID-19 pandemic had unprecedented effects on the economy and how Americans gave. The following is what the data suggests about philanthropy in election years.

Philanthropy for Enhanced Democracy

While we don’t know if charitable giving will mimic 2020, recent grants indicate that donors, including mega donors, are willing to give to increase voter participation. The Open Society Foundations granted $50 million in December 2023 to encourage young people and women to vote, while MacKenzie Scott gave $10 million to the State Infrastructure Fund for increased voting participation and protected voting rights.

Aggregate giving in election years

The 2023 Philanthropic Landscape reveals that charitable giving increased in nine of the last 10 presidential election years, save for 2008 during the global financial crisis.  The charitable giving numbers for an election year tend to follow the trajectory seen in previous years, whether it is an upward or a downward trend. This trend has been observed despite variety in elected candidates, and thus indicates that philanthropy has and will remain resilient despite election outcomes.

Political Giving as a Share of All Giving

In the final few months of each presidential election, political giving spikes as a percentage of total giving, then resettles to lower levels shortly afterward. In more recent presidential election years, political giving appears to make up an increasingly large percentage of all giving during the months surrounding the election. The increasing share of giving during election seasons dovetails with other research that more and more Americans donate to political candidates over time. According to American National Election Studies (ANES) data, 12% of US adults say they donated to a political candidate in 2016.

Does Political Giving “Crowd Out” Individual Charitable Giving?

While political giving appears to be around $2.7 billion so far for the 2024 election year, it represents a small fraction of charitable giving, estimated to total $499.33 billion in 2023.

Though it may seem logical that donors of political campaigns may give less to charity in an election year, there is little empirical evidence to support this. In fact, a study by Blackbaud suggested that in the 2012 election, donors who gave to presidential and other federal candidates (as tracked by the Federal Election Commission) tended to increase their overall donations to charity that year.

“Rage Giving” After Presidential Elections

Following the 2016 election, the media widely reported increased donations to politically progressive causes, coined “rage giving.” Several small studies support that donors may be more inclined to donate to causes associated with the losing candidate’s party following a presidential election than they otherwise would be. While many of these studies have relatively small sample sizes and tend to focus on online giving—which grew by 42% between 2019 and 2021—the research provides some empirical evidence for the phenomenon of “rage giving.”

A Chronicle of Philanthropy analysis suggests that a similar phenomenon has occurred during at least three other elections. On average, nonprofits associated with the opposite political ideology of the winning presidential candidate saw a 57.55% increase in contributions compared to the previous year. Organizations associated with the same ideology as the new president saw an average 2.9% decrease in contributions.

Our Advice for fundraising in an election year

While it may be impossible to fully predict how a presidential election will impact philanthropic giving, we can offer insight into successfully engaging with your donors amidst the political climate.

Continue Fundraising Efforts

More than $3 billion was donated to the two major party candidates in the 2020 election, leading to concern about the competition that political giving may pose to charitable giving. While it is important to research the political giving of your largest donors before major requests, history tells us that donors continue supporting their favorite charitable causes during an election year. Record numbers of Americans voted in the 2020 presidential election; the sheer number of voters is an exciting indicator of increased civic engagement in the US, potentially having ripple effects on charitable giving and volunteering.

Practice Empathy and Awareness

Remember that emotions may run high, especially given the increased voter turnout during the last election. It is essential for charitable organizations to lead with empathy when communicating with donors, staff, and volunteers. Stay aware of how the election results may affect the lives of those closest to your organization.

Remain Committed to Your Mission and Communicate With Donors

Now is a time to reaffirm your organization’s mission, purpose, and values. If your mission was relevant before the election, it will be relevant afterward. With this idea in mind, continue donor communications, thoughtfully articulating your cause’s relevance to today’s world. Americans are passionate about various causes, from the environment to the arts to human services. These passions continue regardless of election outcomes, policy changes, and other societal factors.

Americans are generous, no matter the political climate

Today, as always, charitable giving is a way for Americans to support the values they cherish and empower the organizations that contribute to their communities and the world.

To get more data on philanthropy in the US, download CCS Fundraising’s latest Philanthropic Landscape, 12th edition.

More Insights

Video

2025 Philanthropy Pulse Webinar: Data-Driven Insights Shaping the Future of Giving

Wednesday, February 12, 2025

Join us for an exclusive webinar, where we will unveil key insights from the 4th edition of our annual CCS Philanthropy Pulse Report.

Article

Maximizing Fundraising Opportunities in South Florida

December 18, 2024

South Florida is experiencing great philanthropic growth, and the momentum looks likely to continue well into the future. In this article, we help you understand the most important trends and components of the philanthropic landscape that will help you maximize fundraising opportunities in South Florida.

Download the Human Services Spotlight infographic, or explore the 2024 Philanthropy Pulse report in its entirety.

This Human Services Sector Spotlight is adapted from CCS’s 2024 Philanthropy Pulse report to provide an in-depth look at the data provided by 143 survey respondents from that sector.

fundraising practices

Following an 8% three-year decrease in human service nonprofit revenue in 2022, most human services organizations (59%) report revenue increases vs. their prior fiscal year, as compared to 57% across all sectors. Just over half (53%) of organizations get 20% or less of their giving in the form of non-cash assets, which is the highest rate among each of the other sectors.

Just over half (53%) of human services organizations anticipate no change in their fundraising revenue in the coming year as a result of the upcoming election and pending public policies. While it is certainly important to research the political giving of your largest donors in advance of major requests, know that history tells us that donors continue to support their favorite charitable causes during an election year.

trends in funding priorities

In the past twelve months, organizations saw an increase in demand or outsized growth of funding for the following specific services.

human services sector projections and priorities

Sixty-seven percent (67%) of participants expect major and mid-level gifts and annual appeals to increase in 2024. Organizations might consider using wealth screening and an RFM analysis to mine your prospect list for meaningful opportunities, particularly after many human service nonprofits expanded their donor databases during COVID-19 crisis support. Seventy-five percent (75%) of respondents believe DEI is important to define their organization’s values, compared to 77% across sectors.

staffing and resourcing in the human services sector

In 2023, 38% of responding human services organizations increased their fundraising staff, compared to about one-third across sectors. This is also the highest rate among each of the other sectors. While 68% of all organizations increased staff pay by 1-10% over the past three years, 69% of organizations in this sector saw an increase. While seeking to attract talented staff, human service nonprofits might consider highlighting this figure and challenging other assumptions at the onset of the recruitment process.

donor acquisition and retention

Fifty-four percent (54%) of organizations indicate that their number of new donors has increased in the past 12 months, which is similar to 57% across sectors. Forty-four percent (44%) of organizations report retaining over half of their new donors over the past 12 months, compared to 67% overall. Human services nonprofits might consider leveraging specialized legacy societies as a powerful donor acquisition and retention tool.

human services data and technology

Sixty-four percent (64%) of participants describe their organization’s reporting and analytics capabilities at a leading level or higher of sophistication, versus 58% across sectors. While 58% of all organizations have not addressed the use of AI technology in their operations, 54% in this sector have not. Human services nonprofits could leverage guiding questions to implement AI in their fundraising practices.

The data on this page was curated from a questionnaire taken by over 600 responding organizations during the fall of 2023, reporting on FY23 results.

EXPLORE THE FULL REPORT

Explore the 2025 Philanthropy Pulse report in its entirety.

This Arts and Culture Sector Spotlight is adapted from CCS’s 2025 Philanthropy Pulse report to provide an in-depth look at the data provided by 103 survey respondents from that sector. A variety of arts and culture organizations are represented in this year’s report.

Types of arts and culture institutions in the 2025 CCS Philanthropy Pulse

fundraising practices

Most arts and culture institutions (58%) report revenue increases vs. their prior fiscal year, about the same rate as last year. Most (66%) of organizations get 20% or less of their giving in the form of non–cash assets, despite evidence that nonprofits accepting non-cash donations grow nearly five times faster on average than organizations accepting only cash gifts.

arts & culture projections and priorities

Fifty-eight percent (58%) of arts and culture organizations predict an increase in annual appeal income in 2025, while 60% anticipate increased income for mid-level gifts. Donor acquisition was ranked a top challenge by 55% of respondents in the sector, followed by board and leadership development at 28%. Fifty-eight percent (58%) believe DEI is important to define their organization’s values, compared to 63% across all sectors in the US. Embracing inclusivity and focusing on DEI issues can be crucial for engaging next-gen donors who prioritize global issues embedded in the arts and culture sector, such as social justice and free expression​​.

The Cincinnati Symphony Orchestra offers a unique case study in DEI engagement. With a goal of eliminating barriers to access, they offer free community concerts, collaborate with community partners, and provide a variety of ticket discounts and pay structures. Learn more about their innovations here.

Subscription Sales at Arts and Culture Institutions

While 36% of respondents do not have a subscription or membership model, 61% of arts and culture organizations report the same or an increase in subscription sales during the past year.

changes in subscription sales in the past year for arts and culture organizations

staffing and resourcing in the arts & culture sector

In 2024, 30% of participating organizations increased their fundraising staff, compared to 23% across sectors. While half of all organizations increased staff pay by 4% or more over the past three years, 52% of organizations in this sector saw an increase. Beyond fundraising staff, many arts and culture organizations are turning to their board members for additional advancement support.

One way to engage your community is through an assoiation board to engage next-generation donors. Read here about the five key steps for association board cultivation, as well as the Nashville Symphony’s implementation story.

donor acquisition and retention

Sixty-five percent (65%) of organizations indicate that their number of new donors has increased in the past 12 months, as compared to 53% across sectors. Fifty-six percent (56%) of organizations report retaining over half of their new donors over the past 12 months, compared to 53% last year in the sector, and 49% across all sectors.

Visitors and Audience Trends at Arts and Culture Institutions

Most (60%) arts and culture institutions across the US experienced an increase in visitors and audience members in 2024 compared to the previous year.

changes in visitors and audience in the past year for arts and culture organizations

arts & culture AI, data, and technology

Forty-three percent (43%) of arts and culture organizations use AI technology in their operations, an uptick from 28% in the previous year, as compared to 53% across sectors. Explore here for valuable insights, strategies, and tools to support your arts and culture institution’s growth in AI.

The data on this page was curated from a questionnaire taken by nearly 650 responding organizations during the fall of 2024, reporting on FY2024 results.

EXPLORE THE FULL REPORT

Download the Faith Spotlight infographic, or explore the 2024 Philanthropy Pulse report in its entirety.

This Faith Sector Spotlight is adapted from CCS’s 2024 Philanthropy Pulse report to provide an in-depth look at the data provided by 50 survey respondents from that sector.

Respondents representing a congregation, house of worship, or parish constituted the most common (47%) type of survey participant. The four most common religious affiliations included Roman Catholic (57%), Anglican/Episcopal (18%), Jewish (8%), and Presbyterian (8%).

fundraising practices

Just under half (48%) of all religious organizations report revenue increases vs. their prior fiscal year, as compared to 57% across all sectors. The majority (52%) of organizations get 20% or less of their giving in the form of non–cash assets.

Eighty-one percent (81%) of religious institutions achieved 0-20% of their endowment in 2023. Religious institutions might consider leveraging endowment fundraising tactics from the education sector to inform an alternative approach to sustainable funding.

religious institutions’ projections and priorities

Fifty-two percent (52%) of participants expect major and mid-level gifts and annual appeals to increase in 2024. With a renewed focus on digital giving, faith-based organizations might consider highlighting faith-based values in online communications. For example, Jewish synagogues could include a Tzedakah donation page on their website.

Sixty-eight percent (68%) of respondents believe DEI is important to define their organization’s values, compared to 77% across sectors.

To support pastoral planning, houses of worship participated in a myriad of staff exercises (below). Religious leadership could leverage our seven steps for planning, implementing, and integrating a visioning workshop at their congregation.

staffing and resourcing in the faith sector

In 2023, 18% of responding organizations increased their fundraising staff, compared to about one-third across sectors. While 68% of all organizations increased staff pay by 1-10% over the past three years, 48% of organizations in this sector saw an increase. In one national survey of Christian institutions, 37% cited staff recruitment and retention as their top challenge. Improved benefits, increased pay, and a focus on staff referrals may help support funding and retaining top talent at your faith institution.

donor acquisition and retention

Sixty-four percent (64%) of organizations indicate that their number of new donors has increased in the past 12 months, as compared to 57% across sectors. Sixty-four percent (64%) of organizations report retaining over half of their new donors over the past 12 months, compared to 67% overall. Faith-based institutions might consider leveraging specialized legacy societies as a powerful donor acquisition and retention tool.

Notably, 66% of Catholic respondents achieved over 80% of their annual stewardship appeal goal. Successful parishes leverage peer-to-peer strategies and archdiocesan resources to ensure an efficient approach to fundraising.

data and technology in the faith sector

Forty-eight percent (48%) of participants describe their organization’s reporting and analytics capabilities at a leading level or higher of sophistication, versus 58% across sectors. While 58% of all organizations have not addressed the use of AI technology in their operations, 70% in this sector have not. Faith institutions could could leverage guiding questions to implement AI in their fundraising practices.
 

The data on this page was curated from a questionnaire taken by over 600 responding organizations during the fall of 2023, reporting on FY23 results.

EXPLORE THE FULL REPORT

Explore the 2025 Philanthropy Pulse report in its entirety.

This Higher Education Sector Spotlight is adapted from CCS’s 2025 Philanthropy Pulse report to provide an in-depth look at the data provided by 52 survey respondents from that sector.

Many institutions are wondering how the presidential election may impact their fundraising in 2025. Long-term trends suggest a stead increase in funding; the most recent data reports that higher education institutions received $58 billion in annual charitable donations, with growth in to unrestricted endowments and irrevocable deferred gifts.

Types of Higher Education institutions in the 2025 CCS Philanthropy Pulse

fundraising practices

Most institutions (81%) report revenue increases versus their prior fiscal year, which is higher than the overall rate across sectors (62%). Sixty-three percent (63%) of schools get 20% or less of their giving in the form of noncash assets. Though often overlooked, there is potential in retirement assets for charitable giving; institutions of higher education might consider focusing on noncash donation vehicles that offer personal financial advantages during major gift conversations.

higher education projections and priorities

Fifty-one percent (51%) of participants expect deferred gift commitments to increase in 2025, followed by an expected increase in foundation (49%) and mid-level (49%) gift increases.

Likewise, fifty-one percent (51%) of respondents believe DEI is important to define their institution’s values, compared to 63% across sectors. Fundraising for DEI initiatives at colleges and universities will remain a key topic of conversation amidst policy changes and variable governmental support.

staffing and resourcing in the higher education sector

In 2024, 58% of responding institutions increased their fundraising staff, compared to 29% in the previous year. While half of all organizations increased staff pay by 4% or more over the past three years, 53% of schools in this sector saw an increase. Managing fundraising efficiency and staff ratios in light of these evolving sector dynamics remains an important way to maximize ROI and employee satisfaction.

donor acquisition and retention

Alumni continue to be a key source of new and existing donors among institutions of higher education. Fifty-one percent (51%) of higher education institutions indicate that their number of new donors has increased in the past 12 months, an increase in six percentage points from last year, as compared to 53% across sectors. Fifty percent (50%) of schools report retaining over half of their new donors over the past 12 months, compared to 49% overall. Colleges and universities might consider sourcing new donors by re-engaging those closest to their organization, including board members and faculty.

Priority Alumni Engagement Strategies

data and technology in higher education fundraising

Forty-nine percent (49%) of arts and culture organizations use AI technology in their operations, an uptick from 30% in the previous year, as compared to 53% across sectors. Explore here for valuable insights, strategies, and tools to support your arts and culture institution’s growth in AI.

The data on this page was curated from a questionnaire taken by nearly 650 responding organizations during the fall of 2024, reporting on FY2024 results.

EXPLORE THE FULL REPORT

Explore the 2025 Philanthropy Pulse report in its entirety.

This Primary and Secondary Education Sector Spotlight is adapted from CCS’s 2025 Philanthropy Pulse report to provide an in-depth look at the data provided by 97 survey respondents from that sector.

fundraising practices

Almost half of primary and secondary schools (45%) report revenue increases versus their prior fiscal year, a 10% drop in last year’s estimation, and lower than than the average (62%) across sectors. However, the year-over-year reveneue has increased according to NAIS Facts at a Glance, as median funds received were $1.5 million, a $1 million gain from 2023, for independent schools.

Sixty-two percent (62%) of schools get 20% or less of their giving in the form of non-cash assets.

annual fund updates for primary and secondary education

Just over half (51%) of all primary and secondary schools report that their annual fund increased in 2024. For more information on how to reinvest in your annual fund, check out our three-part article series for primary and secondary schools.

Annual Fund Changes During most recent campaign

Of all sources, responding schools’ annual fund support comes mostly from parents (31%), a figure that has remained relatively stable year-over-year. Innovative alumni-engagement tactics in this article can help bolster your approach with recent graduates.

Sources of Annual fund support

projections and priorities for primary and secondary schools

Sixty-one percent (62%) of participants expect major gifts to increase in 2025, followed by an expected increase in mid-level gifts (50%) and annual appeal (44%). Seventy-four percent (74%) of respondents believe DEI is important to define their school’s values, compared to 63% across sectors.

Endowment Gifts at Primary and Secondary Schools

Half (51%) of donors are prioritizing tuition assistance and scholarships in their endowment gifts. If you are looking for guidance on how to make a case for endowment at your school, check out this guide for three practical steps to support a growing endowment.

Donor priorities in primary and secondary school endowment gifts

staffing and resourcing in the primary and secondary school sector

In 2024, 17% of responding schools increased their fundraising staff, compared to 30% in the previous year. While half of all organizations increased staff pay by 4% or more over the past three years, 52% of schools in this sector saw an increase. Notably, the median salaries for directors of advancement and directors of development for 2024 were $151,107 and $105,000, respectively.

donor acquisition and retention

Fifty-four percent (54%) of schools indicate that their number of new donors has increased in the past 12 months, an increase in six percentage points from last year, as compared to 53% across sectors. Sixty-five percent (65%) of schools report retaining over half of their new donors over the past 12 months, compared to 49% overall. Whether or not your school is in the position to campaign, key tactics like strengthening your culture of philanthropy and establishing a major gift initiative can help onboard and sustain key supporters.

Primary and Secondary School Fundraising Campaigns

Almost two-thirds (62%) of primary and secondary schools are engaged in a fundraising campaign.

Percent Composition of Current Fundraising Campaigns at Primary and Secondary Schools

AI, data, and technology for primary and secondary schools

Fifty-two percent (52%) of primary and secondary schools use AI technology in their operations, an uptick from 45% in the previous year, as compared to 53% across sectors. Explore here for valuable insights, strategies, and tools to support your school’s growth in AI.

The data on this page was curated from a questionnaire taken by nearly 650 responding organizations during the fall of 2024, reporting on FY2024 results.

EXPLORE THE FULL REPORT

Explore the 2025 Philanthropy Pulse report in its entirety.

This Health Sector Spotlight is adapted from CCS’s 2025 Philanthropy Pulse report to provide an in-depth look at the data provided by 84 survey respondents from that sector.

Survey respondents represented the following types of healthcare organizations:

fundraising practices

Nearly six in 10 healthcare institutions (59%) report revenue increases versus their prior fiscal year, a jump in 10 percentage points from 2023, as compared to 62% across all sectors. Nearly three-quarters (72%) of all healthcare organizations get 20% or less of their giving in the form of non-cash assets. Healthcare nonprofits might consider corporate funding partnerships with digital health startups: nonprofits would align with industry-focused and tech-forward initiatives, and healthcare companies would partner with mission-aligned efforts to appeal to their value-based investors. Most (64%) fundraising operations are fully centralized.

Healthcare Organization’s Fundraising operations

Most (96%) healthcare organizations are either becoming more centralized or staying the same.

Changes in Healthcare Organization’s Fundraising operations

health sector projections and priorities

Fifty-seven percent (57%) of participants expect major gifts to increase in 2024, compared to 56% for mid-level gifts and 48% for events. Sixty-three percent (63%) of respondents believe DEI is important to build trust and strengthen community relationships, compared to 49% across sectors. Various tactics for understanding the needs of your community, including asking emergency room physicians about health equity issues, could offer direction for fundraising needs to align your actions with your values.

Most institutions report philanthropic grants (21%), major gifts (20%), and events (15%) as their top sources of fundraising income.

Sources of fundraising income at healthcare institutions

staffing and resourcing in the health sector

In 2024, 24% of responding healthcare institutions increased their fundraising staff, as compared to 34% in 2023. While half of all organizations increased staff pay by 4% or more over the past three years, 53% of respondents report doing so in the health sector. Healthcare nonprofits might consider creating opportunities for upward mobility and other tactics to support staff amidst a fast-paced and high-achieving work environment.

The top two engagement tactics for physician’s involvement in fundraising efforts include participating in outreach initiatives (30%) and giving personal donations and contributions (27%).

Physician Engagement in Institutional FUndraising

donor acquisition and retention in the health sector

Fifty-one percent (51%) of healthcare organizations indicate that their number of new donors has increased in the past 12 months, down from 65% last year, and lower than the cross-sector average (54%). Forty percent (40%) of institutions report retaining over half of their new donors over the past 12 months, compared to 49% overall. Healthcare nonprofits might consider leveraging specialized legacy societies as a powerful donor acquisition and retention tool.

data and technology at healthcare institutions

Fifty-nine percent (59%) of healthcare organizations use AI technology in their operations, an uptick from 43% in the previous year, as compared to 53% across sectors. Explore here for valuable insights, strategies, and tools to support your arts and culture institution’s growth in AI.

The data on this page was curated from a questionnaire taken by nearly 650 responding organizations during the fall of 2024, reporting on FY2024 results.

EXPLORE THE FULL REPORT