Explore the entire 2025 Philanthropy Pulse report.
fundraising practices in the Primary and Secondary Education sector
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 the average (62%) across sectors. However, the year-over-year revenue 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 under half (44%) 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.
Of all sources, responding schools’ annual fund support comes mostly from parents (27%), a figure that has remained relatively stable year-over-year. Innovative alumni-engagement tactics can help bolster your approach with recent graduates.
projections and priorities for primary and secondary schools
Sixty-one percent (61%) 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
Over half (54%) of donors are prioritizing tuition assistance and scholarships in their endowment gifts. Check out this guide for how to make the case for endowment at your independent school.
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.
Primary and Secondary School 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.
Learn more about 2025 donor acquisition and retention strategies in our article.
Primary and Secondary School Fundraising Campaigns
Almost two-thirds (62%) of primary and secondary schools are engaged in a fundraising campaign.
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 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.
