Fundraising Talks from the USM Office of Advancement Research

Fundraising Talks

News and updates from the USM Office of

Advancement Research

Upcoming Events

When One Size Doesn’t Fit All: Prospect Management for Unique Portfolios

When: November 19, 2025, 1:00 PM – 2:00 PM

CASE Webinar - Charitable Giving and New Tax Law

When: December 5, 2025, 1:00 PM – 3:00 PM

The Neurogiving Conversation: Turning Brain Science into Better Asks

When: December 11, 2025, 12 PM

Tell Me More...

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.

The Teagle Foundation – Cornerstone: Learning for Living
Deadline: December 1, 2025

France-Merrick Foundation
Deadline: December 5, 2025, LOI

Spencer Foundation – Small Research Grans on Education
Deadline: December 15, 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 November edition of Fundraising Talks!

Thanksgiving, Giving Tuesday, and all the festive holiday celebrations are just around the corner as we begin the countdown to another year-end. While states navigate the impacts of federal shutdowns and budget cuts, higher education institutions are finding ways to address new challenges. It’s encouraging to look back at previous difficult times—such as the Great Recession and the recent pandemic—and see how institutions overcame adversity. WalletHub’s recent findings on states where college education costs the most and least rank Maryland 43rd on the list. While higher education costs in Maryland are not among the highest, it’s interesting to see how the state ranks in charitable giving.

WalletHub also analyzed and ranked the generosity of each U.S. state, considering factors such as income donated, volunteer hours, and public charities per capita. Based on their findings, Wyoming, Utah, and Maryland emerged as the top three most charitable states in 2025. Rounding out the Top 10 are Minnesota, Virginia, Colorado, Delaware, Maine, Pennsylvania, and Oregon. Wyoming claimed first place due to high annual volunteer hours and donating about 4 percent of adjusted gross income to charity. Utah ranked second for its highest volunteer rate and donations of around 3.5 percent of adjusted gross income. Maryland ranked third for having the highest percentage of taxpayers who donated to charity, with Marylanders contributing approximately 2 percent of their adjusted gross income. This data can be combined with donor and prospect information to inform fundraising strategies.

Development professionals can use this insight to prioritize outreach in the most charitable states. For example, Maryland ranks in the top three for charitable giving, with over 16 percent of taxpayers donating to charity—one of the highest percentages nationwide. Beyond monetary giving, Marylanders also show generosity through clothing donations and other charitable activities. Advancement teams can tailor outreach based on cultural preferences: offer volunteer opportunities to alumni and friends in Utah, while focusing on income-based giving in Wyoming. Individuals engaged in volunteering are often more likely to donate as well.

By leveraging the wealth of data in your CRM, you can map prospects by state using WalletHub’s rankings. After mapping donors, segment further by age, demographics, interests, and values to create meaningful engagement. It’s equally important to communicate the impact of their volunteer efforts and charitable contributions through real-time stories to build trust and strengthen relationships. As we approach Thanksgiving and Giving Tuesday, remember that an attitude of gratitude goes a long way in philanthropy. Expressing sincere appreciation to donors and volunteers can deepen connections and inspire continued support.

I hope you find these insights helpful and wish you a wonderful Thanksgiving holiday. As always, please feel free to reach out with questions, comments, or requests for assistance with fundraising research!

Best regards,

Sapna and the USM Advancement Research Team

Engaging Millennials And Gen Z In Philanthropy

Responsible for steering billions in the next several decades, Millennials and Gen Z are reshaping philanthropy faster than nonprofits anticipated. 88 percent of Millennials and Gen Z feel ready to lead, though fewer than half of Baby Boomers agree. As digital natives, younger donors demand transparency, efficiency, and participation and prioritize real-time impact over traditional bureaucracy. Gen Z favors peer-to-peer giving through Venmo-style platforms and influencer-driven microfundraising campaigns, such as the "Donate Your Day" initiative by the Fund for Armenian Relief, which has raised over $1.5 million. Millennials, meanwhile, want deeper engagement and they are joining advisory committees, setting fundraising goals, and using their voice and networks to drive outcomes. Both generations view philanthropy as part of their identity rather than a duty, merging it with lifestyle, advocacy, and community building. Click here to read more.

How Not-for-Profits Maximize AI Investments

This article from Grant Thorton outlines how AI is transforming nonprofit operations. However, they warn that maximizing its value requires strategic planning. Many organizations rush into AI adoption without aligning it to mission-driven goals, which leads to wasted resources and limited impact. Experts recommend starting with clear objectives, such as improving donor engagement or streamlining financial reporting, before selecting tools. Successful implementation also depends on strong data governance, staff training, and ethical considerations to maintain trust. Nonprofits should view AI as a complement to human judgment, not a replacement, and prioritize transparency in how AI-driven decisions are made.

What the 2025 Bank of America Study of Philanthropy Reveals About Giving Today

The 2025 Bank of America Study of Philanthropy reveals that 81 percent of affluent households donated in 2024, contributing an average of $33,219, over 10 times the rate of the general population. While participation has declined from 91 percent in 2015, donor generosity has increased by more than 30 percent over the last decade. Giving is deeply values-driven: 68 percent of donors are motivated by personal beliefs, with younger generations emphasizing global justice and older generations favoring religious causes. Volunteerism is rising. 43 percent of donors volunteered in 2024, and those who did gave nearly three times more than non-volunteers. Philanthropy is increasingly strategic, as well. Affluent donors are using impact metrics and giving vehicles while 46 percent make giving decisions jointly with partners, though only 13 percent involve younger generations. Donors prioritize local causes with 79 percent supporting hometown organizations, mostly in basic needs and religious services. Click here to read more of Giving USA's summary of the report.

How to Use ChatGPT for Fundraising: A Starter Guide

Tools like ChatGPT are changing fundraising by offering nonprofits new ways to boost efficiency and engagement. AI tools can help draft donor communications, personalize stewardship messages, and generate creative campaign ideas in seconds. However, AI's success depends on thoughtful integration, as noted in the first article we highlighted from Grant Thorton. AI should complement human expertise, not replace it. Fundraisers must prioritize data privacy, accuracy, and ethical use, because AI-generated content can introduce errors or bias. Training staff to use AI responsibly and setting clear guidelines is a must. Click here to read more.

Building a Culture of Data at your Organization

Building a strong data culture is essential for nonprofits to maximize fundraising effectiveness and long-term sustainability. This article from APRA says that data should be viewed as a strategic asset, not just a reporting tool. Organizations can start by fostering leadership buy-in and creating clear data governance policies to ensure accuracy and trust. Training staff to understand and use data effectively is critical, as is integrating data into everyday decision-making rather than treating it as an afterthought. A healthy data culture also requires breaking down silos and encouraging collaboration across departments. Click here to read the full article.

Reading Between the Lines: Bridging the Gap Between Prospect Development and Gift Officer Strategy

Bridging the gap between prospect development and gift officer strategy is critical for successful fundraising. In this article, APRA emphasizes that while prospect researchers provide valuable insights, those insights can fail to translate into actionable strategies for gift officers. Building stronger collaboration between insights and strategy starts with clear communication. Research teams should tailor information to align with gift officers’ priorities and timing. Joint planning sessions and shared metrics can ensure both teams work toward common goals. Advancement services, prospect development and gift officers should work together to bring success in fundraising. APRA also highlights the importance of trust and mutual respect and encourages organizations to view prospect development as a strategic partner rather than a support function. Click here to read more.