Fundraising Talks from the USM Office of Advancement Research

Fundraising Talks

News and updates from the USM Office of

Advancement Research

Upcoming Events

CASE Making the Ask Workshop (online)

When: October 3, 2024

AASP 2024 Summit

When: November 12, 2024 - November 15, 2024

Plug In to Due Diligence

When: November 6-7, 2024

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.

France-Merrick Foundation (grants over $50,000) Deadline: December 6, 2024

Mellon Foundation Deadline: none

Teagle Foundation Deadline (concept paper): December 1 (review)

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 September's Fundraising Talks! As we approach year-end and the holiday season, advancement professionals should be preparing strategies for donor engagement and stewardship. This is the perfect time to plan for year-end activities with donors and prospective donors. However, the end of 2024 also brings the Presidential election, which raises questions about how the election might influence philanthropists' giving decisions, both before and after the race. As higher education professionals, it's crucial that we continue to foster strong relationships and affinity with our donors. While recent research and data on charitable giving show evidence of a decline in donors, we must emphasize the importance of prioritizing higher education as a key area for giving.

The "2024 Philanthropic Landscape", the 13th edition produced by CCS Fundraising, analyzed data from Giving USA and other prominent research sources to assess the current state of philanthropy in the U.S. This report offers insights on giving trends by source and recipient, the impact of the election year on giving, and the role of emerging technologies such as Artificial Intelligence. Meaningful communication and engagement with individuals, corporations, and foundations will likely enhance philanthropy and boost revenue for your fundraising campaigns. Key findings from the report include:

The top global philanthropic causes in 2023 included disaster relief, health, and human rights.
While individual giving made up the largest share of total donations, the overall number of donors declined.
Foundation giving reached $103.5 billion in 2023, up 1.7 percent from 2022, driven by a strong stock market. It’s projected to increase by 10.3 percent in 2024 and 5.3 percent in 2025.
Corporate giving increased to $36.6 billion, although it remains a smaller portion of total giving compared to individual and foundation donations.
Education received $87.7 billion in 2023, with higher education benefiting from historic gifts by megadonors, despite declining contributions from both alumni and non-alumni.
Charitable giving increased in 9 of the last 10 U.S. presidential elections, with the only decline occurring during the 2008 global financial crisis. Philanthropy tends to stay resilient regardless of election outcomes.

Institutions should thoroughly research foundations to ensure well-prepared proposals for solicitation. When approaching corporations, it’s important to align your organization’s needs with the corporation’s mission. The CCS report highlights the importance of leveraging technology, data science, and AI predictive analytics to identify likely corporate donors. Hosting alumni events, launching annual giving campaigns, and utilizing targeted digital communications can help higher education institutions tackle their fundraising challenges.This information will be invaluable as we plan our fundraising efforts.

As always, feel free to reach out to us with any questions, comments, or assistance with fundraising research!

Best regards,

Sapna and the USM Advancement Research Team

Be Prepared for Millennial Major Donors

Millennials are poised to benefit from a massive $30-70 trillion wealth transfer and are reshaping philanthropy by prioritizing impact, transparency, and purpose. Nonprofits need to engage this generation now by demonstrating measurable outcomes. Millennials value meaningful and immersive experiences over material goods and expect nonprofits to build authentic and trust-based relationships. This article from APRA discusses ten defining dynamics of millennials and their giving habits. Click here to read more.

Why Consistent Messaging Is Key For Nonprofits, Charities And Philanthropic Organizations

In the crowded landscape of philanthropy, one-off emotional appeals often fail to make a lasting impact. Instead, nonprofits and charities should focus on consistent messaging to build deeper connections with donors which can lead to increasing long-term support. Inconsistent messaging risks disengaging donors, leading to lower contributions over time. Effective storytelling should highlight not just data, but emotional, personal stories of the people being helped and the donors themselves. Leaders can improve their messaging by auditing current content, crafting intentional donor journeys, and creating cohesive narratives that reinforce the organization’s mission and identity. Click here to read more.

The Real Estate Quagmire

While real estate is often the easiest asset for prospect researchers to identify, estimating household wealth based on property ownership is complex. Factors like purchase date, outstanding mortgages, property features, and generational wealth transfers impact a property's true financial significance. Additionally, while rising home prices may suggest wealth creation, they have outpaced household income, creating affordability challenges for many, especially younger generations. Researchers must consider a range of factors beyond simple property value, as homeownership doesn’t always equate to greater capacity for charitable giving. This article from the Helen Brown Group is a deep-dive into this 'real estate quagmire."

Special Report Uncovers New Trends in Spontaneous Giving

The Blackbaud Institute's report, "First Impressions: Spontaneous Giving Insights", reveals key trends in spontaneous giving, particularly among younger and minority donors. Spontaneous donations, though unplanned, are not random—72 percent of such gifts go to familiar organizations. Younger generations, especially Gen Z, are more likely to give spontaneously, often influenced by social media and influencers. Key factors that encourage repeat donations include trust in the organization, ease of giving, and transparent use of funds. Click here to read more findings.

How to Start using ChatGPT in your Advancement Office

This article from the EAB blog discusses how ChatGPT can be a valuable tool for our institution's advancement offices. It suggests practical ways to integrate AI, such as drafting donor communications, generating event ideas, organizing internal schedules, and crafting staff training materials. With 67 percent of higher education staff already using ChatGPT and 96 percent expecting continued use, the article emphasizes the importance of starting small and tailoring AI-generated content to specific needs. It encourages using AI as a strategic partner to improve efficiency and support in fundraising and communication efforts. Click here to read more.