Fundraising Talks from the USM Office of Advancement Research

Fundraising Talks

News and updates from the USM Office of

Advancement Research

Upcoming Events

LEVEL UP: MARC 2025 Virtual Conference

When: April 21-24, 2025

Navigating Policy Shifts: How Legislative and Executive Actions are Reshaping Advancement Services

When: May 21, 2025 (Nonmembers: $129)

AFP Webinar: Proven Words That Work - What You Need To Say (Or Not Say) To Get More Gifts

When: May 7, 2025

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Looking for funding opportunities? We've identified a few funds that might be useful to you. Visit the links below to learn more about the requirements and deadlines for these opportunities.

Mellon Foundation Deadline: none

The National Fish and Wildlife Foundation (NFWF) - Chesapeake Watershed Investments for Landscape Defense (WILD) Grants 2025 Request for Proposals Deadline: May 13, 2025

National Geographic Society Freshwater storytelling

Deadline: April 22, 2025

Maryland State Arts Council – Creativity Grants for General Operating Support

Deadline: April 30, 2025

Useful Links

Research Resources

Office of Advancement

University System of Maryland

Sapna Varghese

Director of Advancement Research

301.445.2709

Lois Baker

Prospect Researcher

Bethany Jones

Office Clerk

301.445.1950

Letter from the Director

Welcome to the April edition of Fundraising Talks. With the unpredictable weather we’ve been experiencing, it’s hard to say whether spring has truly arrived—but here’s hoping we can all enjoy the season in its full bloom soon. Just as the weather has been uncertain, we continue to closely monitor the shifting political and economic landscape and its impact on the education sector. Federal budget cuts, fluctuating markets, and fears of a potential recession are all shaping the outlook for fundraising and philanthropy in the months ahead. Nonprofits have already been seeing a trend of "dollars up, donors down"—meaning total giving is rising, but the number of donors is shrinking. In times of economic uncertainty, individuals may feel unable to give, or may delay their giving, increasing the likelihood of a decline in donations.

On a more encouraging note, the Voluntary Support of Education 2024 report from the Council for Advancement and Support of Education reveals that charitable giving to higher education rose by 3 percent in fiscal year 2024. Drawing data from 675 colleges and universities through June 30, 2024, the report shows that giving increased to $61.5 billion from $58 billion in FY 2023.

Here are some key takeaways:

Increased donor giving reflects a commitment to opportunity.

43.6 percent of restricted gifts supported current research operations.
Foundation giving saw the greatest increase, while giving from corporations and other organizations declined by 7.3 percent and 5.5 percent, respectively.
Alumni were the second-largest source of contributions.

Giving by donor type:

Alumni giving doubled when including soft-credit contributions.
42.5 percent of foundation support came from personal and family foundations, many funded by alumni.

Giving by purpose:

Gifts for current operations increased by 2.3 percent.
The overall growth was driven by an 11.7 percent surge in capital gifts, especially endowment contributions.

Endowment impact:

87.2 percent of endowment gifts helped offset essential costs and reduce the financial burden of education for students.

Economic influences:

Giving was positively affected by GDP growth and strong stock market performance.

Foundation giving trends:

Many alumni are now giving through foundations and donor-advised funds, contributing to foundations surpassing alumni as the leading donor group since 2007.

Gift volume and value:

In 2024, 240 institutions reported receiving 28,191 gifts totaling $2.40 billion.

Alumni behavior over time:

As alumni get further from graduation, both the number of donors and their average contributions tend to increase.

As we head into the second quarter of the year, we encourage development professionals to seek new and meaningful ways to engage both current and prospective donors. In times when federal support is limited, building impactful and trustworthy relationships with your donors and communities is more important than ever.

This is also a great opportunity to explore partnerships with foundations and organizations that champion higher education.

As always, we’re here to support you—please don’t hesitate to reach out with questions, comments, or requests for fundraising research assistance.

Warm regards,

Sapna and the USM Advancement Research Team

Data Reveals 2024 Charitable Giving Neared All-Time High

The Blackbaud Institute’s 2024 Trends in Giving Spotlight report highlights the resilience and innovation of the fundraising sector, showing that overall giving grew by 1.9 percent—returning close to pandemic-era highs. Online giving also reached a new record, with a 2.2 percent year-over-year increase. Healthcare led all subsectors with an 11.3 percent rise in giving, followed by animal welfare and environmental organizations. Despite it being an election year, nonprofits saw strong end-of-year giving, with 34 percent of donations made in the last three months. The average individual gift reached a record high of $937, demonstrating strong donor engagement. These insights are based on data from over 8,500 nonprofit organizations, representing more than $55 billion in fundraising revenue. Click here to read more.

Is This a Joke? A Look at PD’s Most Unique Research Requests

In the world of fundraising, prospect development teams play a vital role in turning ambitious, often imaginative requests into actionable insights. In this humorous article from APRA Connections, prospect professional professionals were surveyed about the most unusual research requests they’ve received—ranging from identifying a donor based only on “M Something, maybe Powers or Bowers” to being asked for Elon Musk’s home phone number. Most responses were funny, but also heartwarming. Some requests pushed the limits of what’s possible—or appropriate—like tracing luxury license plates or looking for unnamed WWII veterans. Click here to read the full article.

Transactional to Impactful: Redefining the Donor Experience

Donor experience (DX) and sustainer experience (SX) are gaining momentum as key strategies for improving donor retention across all giving levels—not just the top tier. While nonprofits often focus on major donors, even small, thoughtful gestures for annual or sustaining donors can transform routine transactions into meaningful experiences. The key is shifting away from a transactional mindset and toward one of intentional design, similar to how companies like Disney curate every moment of customer interaction. Simple acts like personalized thank-you notes or thoughtful event details can make a big impact. Nonprofits should take inspiration from great customer service experiences and implement small, scalable changes that engage donors' senses and emotions. Over time, these incremental improvements can significantly enhance donor satisfaction and loyalty.

Steady Strategies for Shifting Times: How PD Can Mitigate Uncertainty

Prospect development professionals are navigating growing uncertainty amid shifting regulations and political change. Many are concerned about reduced federal funding and increased reliance on private philanthropy. Some donors are pausing giving due to economic pressures or mission misalignment, while others are stepping up support—prompting prospect development teams to review donor data, adjust ask timelines, and reconsider engagement strategies. Operational instability, like hiring freezes and travel restrictions, is echoing early pandemic patterns and making transparent internal communication more critical than ever. DEI programming is also under scrutiny, influencing how nonprofits frame scholarships, diversify boards, and conduct due diligence on prospective donors. Prospect development professionals are encouraged to explore deferred or planned giving strategies as donors seek more flexibility in uncertain times. Above all, prospect development teams are reminded to be adaptable, support one another, and continue aligning their efforts with the organization’s mission, even without having all the answers. Click here to read the full article.

The Perfect Match: 5 Strategies to Build Corporate Partnerships in Today’s Climate

As government funding becomes less reliable, nonprofits are increasingly turning to corporate partnerships as a vital revenue stream. These relationships can provide more than just event sponsorships. They can also offer volunteer support, board leadership, and deeper engagement when tied to programmatic alignment. Nonprofits are encouraged to go beyond traditional gala sponsorships by customizing opportunities that reflect corporate partners’ industries and values, such as designing program-specific workshops or educational content. Researching companies thoroughly, by looking into their community engagement and charitable interests, can reveal untapped potential for collaboration. Building authentic relationships with corporate representatives and maintaining ongoing communication are key to sustaining and growing these partnerships. Ultimately, strong corporate partnerships can enhance credibility, provide sustainable funding, and create meaningful, mission-aligned collaborations.

Strategic Approaches to Fundraiser Metrics in a Campaign

Effective fundraiser performance metrics are essential for successful campaigns and require a balance of accountability, motivation, and adaptability. Institutions can model growth by calculating the average increase needed in fundraiser productivity by setting strategic and realistic goals that reflect individual capacities and portfolio differences. A bottom-up approach to individual goal setting allows for considerations like ramp-up time, portfolio maturity, and donor retention, while incorporating buffers and stretch targets can accommodate annual variability. Campaigns are rarely linear, so it’s important to focus on average run rates over time and adjust goals based on different campaign phases. Clear expectations and flexible frameworks help maintain morale and reduce turnover while aligning individual and institutional goals. Ongoing performance analysis and strategy adjustments ensure sustained progress, making structure and adaptability key to long-term fundraising success. Click here to read more.