.svg)
Key Alumni Giving Trends for 2024 Year-End Giving Season
Year-end giving has transformed from a simple donation cycle to a deeply personal journey of connection and impact. As we approach the tail-end of 2024, we've witnessing a positive shift in how alumni engage with their alma maters—moving beyond traditional fundraising to create meaningful, lasting relationships that resonate with individual passions and institutional missions.
In this blog, we'd like to take you through some of these key trends that you can use to inspire your year-end giving season plans as well as your long-term plans heading into 2025.
Themed Campaigns and Personalized Options
This year, storytelling has emerged as a powerful catalyst in alumni giving, transforming mere financial transactions into a method of reconnecting graduates with their institutional roots. Institutions are no longer just asking for donations; they're inviting alumni to be part of a continued journey of progress and shared achievement.
1. Boston College’s Soaring Higher campaign, for example, linked giving to community service. It shared stories of how alumni contributions directly supported real-world projects. This heartfelt storytelling created a strong emotional connection, driving donations.
2. Columbia University made giving simple and personal by offering various options, including one-time gifts, recurring donations, and planned giving. Alumni could support causes they cared about—like scholarships, research, or campus improvements—and even choose specific schools or initiatives. This personalized approach connected alumni across generations to the university’s mission.
Giving Tuesday
Giving Tuesday has evolved from a single day of generosity to a global movement that captures the collective spirit of giving. We're seeing institutions harness this momentum not just as a fundraising opportunity, but as a platform for community building and shared purpose that extends beyond this 24-hour window.
1. The University of Cincinnati’s Bearcats Give campaign encouraged alumni to donate to causes that mattered most to them, from specific colleges to student programs. This tailored experience boosted engagement by making giving feel personal and impactful.
2. Kent State University also embraced this approach, allowing alumni to fund meaningful projects like study abroad scholarships or research fellowships. By incorporating matching funds and involving students in volunteer activities, they increased participation and contributions.
3. Boston University leveraged Giving Tuesday to promote sustainability initiatives. Their Sustainability Annual Fund supported programs such as the Climate Action Plan and Zero Waste Plans, drawing in alumni passionate about environmental causes.
Donor-Advised Funds (DAFs)
The landscape of philanthropy is quietly being reshaped by Donor-Advised Funds, with 2024 marking a pivotal moment in how alumni approach strategic giving. What was once a complex financial tool has now become an accessible way for donors to create lasting impact, blending personal financial planning with meaningful, charitable contribution.
The National Philanthropic Trust reports that individual DAF donors granted $47.5 billion to charitable organizations in 2022, demonstrating their significant impact on philanthropic giving.
A Fidelity Charitable study found that 66% of DAF donors believe these funds allow them to be more strategic in their giving.
Many institutions are incorporating DAFs into their fundraising strategies to encourage larger and more sustained gifts from their alumni, particularly those interested in long-term impact.
1. The University of Michigan integrates DAFs into its planned giving strategies, helping alumni create legacies through endowments and large gifts. They provide resources to show donors how DAFs align with their goals.
2. Similarly, Harvard University promotes DAFs as a flexible giving option. High-net-worth individuals can support initiatives like student aid, endowed funds, or research while enjoying the tax benefits and simplicity DAFs provide.
DAFs simplify the giving process, allowing institutions to attract donors who might otherwise avoid the complexities of large-scale philanthropy. Additionally, they appeal to donors seeking flexibility in aligning their giving with personal or family charitable goals.
Mid-Level Donor Focus
For too long, mid-level donors have been the unsung proponents of institutional fundraising. This year, we're witnessing a profound recognition of their true potential—not just as financial
contributors, but as the backbone of sustainable, long-term institutional support and community engagement.
Research from the Association of Fundraising Professionals reveals that mid-level donors are critical to nonprofit sustainability. The 2023 Fundraising Effectiveness Project found that mid-level donors (those giving between $1,000 and $10,000 annually) represent a crucial segment, with their contributions growing by 15.2% in the past year.
A study by the Nonprofit Research Collaborative shows that mid-level donors typically contribute at a more consistent level, with 68% maintaining or increasing their giving during economic uncertainties.
By cultivating these relationships with personalized communication and recognition, institutions can build loyalty and increase long-term support.
George Washington University launched the GW Loyalty Society to recognize alumni who consistently donate above a set threshold. Members receive exclusive updates and invitations to events, building loyalty without requiring major gifts. This approach aligns with research from the Center for Effective Philanthropy, which found that personalized recognition increases donor retention by up to 43%
A Quick Recap
As we look ahead to the remainder of the year, it’s clear that alumni giving trends are shifting in exciting and positive ways. From the emotional power of themed campaigns and storytelling to the growing impact of Giving Tuesday, institutions are finding creative ways to engage alumni.
The rise of flexible giving tools like Donor-Advised Funds and a renewed focus on mid-level donors are helping to build stronger, more sustainable connections.
What stands out most is the continued commitment to fostering a sense of community and connection. As alumni relations evolve, it’s heartening to see these efforts remain focused on creating meaningful, long-lasting ties with alumni. We hope these trends and strategies inspire you as you continue to strengthen your year-end giving campaigns and build lasting relationships with your alumni.
Year-end giving has transformed from a simple donation cycle to a deeply personal journey of connection and impact. As we approach the tail-end of 2024, we've witnessing a positive shift in how alumni engage with their alma maters—moving beyond traditional fundraising to create meaningful, lasting relationships that resonate with individual passions and institutional missions.
In this blog, we'd like to take you through some of these key trends that you can use to inspire your year-end giving season plans as well as your long-term plans heading into 2025.
Themed Campaigns and Personalized Options
This year, storytelling has emerged as a powerful catalyst in alumni giving, transforming mere financial transactions into a method of reconnecting graduates with their institutional roots. Institutions are no longer just asking for donations; they're inviting alumni to be part of a continued journey of progress and shared achievement.
1. Boston College’s Soaring Higher campaign, for example, linked giving to community service. It shared stories of how alumni contributions directly supported real-world projects. This heartfelt storytelling created a strong emotional connection, driving donations.
2. Columbia University made giving simple and personal by offering various options, including one-time gifts, recurring donations, and planned giving. Alumni could support causes they cared about—like scholarships, research, or campus improvements—and even choose specific schools or initiatives. This personalized approach connected alumni across generations to the university’s mission.
Giving Tuesday
Giving Tuesday has evolved from a single day of generosity to a global movement that captures the collective spirit of giving. We're seeing institutions harness this momentum not just as a fundraising opportunity, but as a platform for community building and shared purpose that extends beyond this 24-hour window.
1. The University of Cincinnati’s Bearcats Give campaign encouraged alumni to donate to causes that mattered most to them, from specific colleges to student programs. This tailored experience boosted engagement by making giving feel personal and impactful.
2. Kent State University also embraced this approach, allowing alumni to fund meaningful projects like study abroad scholarships or research fellowships. By incorporating matching funds and involving students in volunteer activities, they increased participation and contributions.
3. Boston University leveraged Giving Tuesday to promote sustainability initiatives. Their Sustainability Annual Fund supported programs such as the Climate Action Plan and Zero Waste Plans, drawing in alumni passionate about environmental causes.
Donor-Advised Funds (DAFs)
The landscape of philanthropy is quietly being reshaped by Donor-Advised Funds, with 2024 marking a pivotal moment in how alumni approach strategic giving. What was once a complex financial tool has now become an accessible way for donors to create lasting impact, blending personal financial planning with meaningful, charitable contribution.
The National Philanthropic Trust reports that individual DAF donors granted $47.5 billion to charitable organizations in 2022, demonstrating their significant impact on philanthropic giving.
A Fidelity Charitable study found that 66% of DAF donors believe these funds allow them to be more strategic in their giving.
Many institutions are incorporating DAFs into their fundraising strategies to encourage larger and more sustained gifts from their alumni, particularly those interested in long-term impact.
1. The University of Michigan integrates DAFs into its planned giving strategies, helping alumni create legacies through endowments and large gifts. They provide resources to show donors how DAFs align with their goals.
2. Similarly, Harvard University promotes DAFs as a flexible giving option. High-net-worth individuals can support initiatives like student aid, endowed funds, or research while enjoying the tax benefits and simplicity DAFs provide.
DAFs simplify the giving process, allowing institutions to attract donors who might otherwise avoid the complexities of large-scale philanthropy. Additionally, they appeal to donors seeking flexibility in aligning their giving with personal or family charitable goals.
Mid-Level Donor Focus
For too long, mid-level donors have been the unsung proponents of institutional fundraising. This year, we're witnessing a profound recognition of their true potential—not just as financial
contributors, but as the backbone of sustainable, long-term institutional support and community engagement.
Research from the Association of Fundraising Professionals reveals that mid-level donors are critical to nonprofit sustainability. The 2023 Fundraising Effectiveness Project found that mid-level donors (those giving between $1,000 and $10,000 annually) represent a crucial segment, with their contributions growing by 15.2% in the past year.
A study by the Nonprofit Research Collaborative shows that mid-level donors typically contribute at a more consistent level, with 68% maintaining or increasing their giving during economic uncertainties.
By cultivating these relationships with personalized communication and recognition, institutions can build loyalty and increase long-term support.
George Washington University launched the GW Loyalty Society to recognize alumni who consistently donate above a set threshold. Members receive exclusive updates and invitations to events, building loyalty without requiring major gifts. This approach aligns with research from the Center for Effective Philanthropy, which found that personalized recognition increases donor retention by up to 43%
A Quick Recap
As we look ahead to the remainder of the year, it’s clear that alumni giving trends are shifting in exciting and positive ways. From the emotional power of themed campaigns and storytelling to the growing impact of Giving Tuesday, institutions are finding creative ways to engage alumni.
The rise of flexible giving tools like Donor-Advised Funds and a renewed focus on mid-level donors are helping to build stronger, more sustainable connections.
What stands out most is the continued commitment to fostering a sense of community and connection. As alumni relations evolve, it’s heartening to see these efforts remain focused on creating meaningful, long-lasting ties with alumni. We hope these trends and strategies inspire you as you continue to strengthen your year-end giving campaigns and build lasting relationships with your alumni.
Blackbaud, the leading provider of software for powering social impact, and Almabase, the digital-first alumni engagement solution, have announced the expansion of their partnership to the education sectors of Canada and the United Kingdom. The partnership will provide institutions with a modern, digital-first solution to improve constituent data, drive self-serve engagement, and boost event participation.
A Unified Vision
The partnership aligns with Blackbaud’s commitment to customer-centric innovation across digital engagement, Advancement CRM, and financials.
“Partners bring integrated capabilities that extend capabilities and outcomes for Blackbaud customers. We are thrilled that Almabase’s offering, integrated with Blackbaud Raiser’s Edge NXT® and leveraging Blackbaud’s best-in-class payment solution, Blackbaud Merchant Services™, is now available to even more of our customers around the world.”
- Liz Price, Sr. Director of Global Partners at Blackbaud
