Study: Family Giving to Colleges Anchored in Student Success
A new national study reveals that family philanthropy to higher education institutions is rooted in student success, trust, and relevant communication, not simply fundraising appeals.
Encoura and CampusESP have released a new study examining how families support higher education institutions. The research indicates that family generosity stems not solely from fundraising campaigns, but is more deeply connected to student well-being, trust in the institution, and its communication.
The national study surveyed over 8,300 family members across 77 colleges and universities. Key findings show that 87% of respondents cited student satisfaction as highly important when deciding to give. Student success emerged as the strongest connection point to the institution for 81% of participants.
While a majority of families (79%) hold a positive view of their student's institution, only 58% feel connected to it. Email remains the primary information channel (78%), with 63% satisfied with current communications, suggesting opportunities for enhanced relevance.
The study provides institutions with guidance on building trust before solicitation, focusing on student outcomes, and demonstrating student success. A significant portion of families who have not yet donated (37%) would consider future giving, particularly if directed toward scholarships or financial aid (54%).