How to Build Trust in Your College or University to Maintain Fundraising

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.