Why Donors Give: It’s Not What You Think

Given that annual alumni support nationally has been declining for 22 years and that less than one in ten alumni are currently giving back to their alma maters, it is clear that our core practices and the philosophies that underpin them need to change. In short, we need to elicit more and solicit less. And foremost among the thoughts we should be eliciting is why our alumni give to us or to other institutions. Learning more about the why of giving always strengthens our hand with, and our ties to, every kind of donor – prospect and current – and at any point in our relationship.