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Donor Activity Picking Up in Higher Ed

Donor activity is loosening up and increasing at least moderately at colleges and universities, if the results of a new poll are any measure. Nearly seven out of 10 schools have seen an uptick in donor interest over the last six months. Thirteen percent of respondents said they expect donor activity to increase significantly this year; another 81 percent indicated it will increase at least "moderately."

Those results come out of a poll conducted among 31 institutions that attended an online presentation by Campus Management. The company sells Talisma Fundraising and Talisma CRM for managing fundraising and alumni relations.

"The past few years have been extremely difficult for many American colleges and universities, who, because of the 'Great Recession,' have experienced a demoralizing decline in fundraising capital," said Dan Germain, director of Talisma North America. "Increases in donor activity will enable colleges and universities to make important investments in educational support and solutions that will push our students to new levels of success."

  • Campus Management's users shared several practices that have paid off for them in cultivating donors.
  • Segment donors in into subgroups in order to personalize communications and to customize how those communications take place.
  • Cultivate a relationship with the prospective donor to understand what's most important to him or her.
  • Promote donor involvement in the campus through volunteering and events.
  • Show donors how their gifts benefit the organization.

About the Author

Dian Schaffhauser is a former senior contributing editor for 1105 Media's education publications THE Journal, Campus Technology and Spaces4Learning.

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