Fundraising Talks
News and updates from the USM Office of
Advancement Research
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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. 
 
Deadline: May 1
 
The Annie E. Casey Foundation
 

The Abell Foundation
Deadlines: May 3, July 1, October 15
Contact Us

Director of Advancement Research
301.445.2709

Prospect Researcher
301.445.1952

Office Clerk
301.445.1950
Letter from the Director
Dear Colleagues,

We’ve all just marked one year of life during a pandemic and all of its uncertainties, stresses, and perhaps, small blessing. Like our own wellbeing, the future of fundraising depends on a number of factors such as the vaccine’s effectiveness, social and economic matters such as diversity issues, and the performance of stock markets and federal stimulus packages. This month we'd like to share a report that might give you a glimpse of what the future of philanthropy looks like, as well as findings from a survey on advancement professionals.

A recent blog post, The Outlook for Charitable Giving by the Lilly Family School of Philanthropy, outlines predictions for charitable giving in 2021 and 2022. Based on favorable economic conditions in 2021, there might be an increased chance of growth in philanthropy. The Lilly School is very clear that continued “uncertainty regarding health conditions” will likely lead to a less favorable outlook for giving. If there is continued economic growth, these following predictions are likely to be true for philanthropy:

  • Total giving is anticipated to rise 4.1 percent in 2021 and 5.7 percent in 2022.
  • Giving by American individuals and households is predicted to increase by 6.0 percent in 2021 and 3.9 percent in 2022.
  • Giving by foundations (community, private or family, and operating) is predicted to decline slightly by 1.0 percent in 2021 and then grow by 8.8 percent in 2022.
  • Giving by estates is predicted to increase by 1.1 percent in 2021 and by 11.9 percent in 2022.
  • Giving by corporations is predicted to increase by 4.3 percent in 2021 and by 6.4 percent in 2022. 

Additionally, the Advancement Moving Forward report by Washburn & McGoldrick is here, and we’d like to share some insights from their most recent survey of fundraising professionals. This January 2021 survey is the fourth part of a series that looks at the impact of the pandemic on development operations. Based on the results, we see that there is increasing confidence among fundraising professionals in their ability to achieve FY21 fundraising goals. Sixty-five percent of respondents were confident that they would be able to achieve their goals versus seven percent who are not so confident. The top fundraising priority for the fiscal year appears to be capital projects. Financial aid and unrestricted operating funds are also considered among top fundraising priorities in the findings. The survey reveals that getting appointments with prospects and donors remains a challenge. Furthermore, the engagement process has become difficult for fundraisers, especially when prospects are in the solicitation cycle. Sixty-nine percent of respondents are having difficulty with the qualification process. Other findings in the survey indicate that many fundraising professionals are facing Zoom fatigue, are concerned about budget and staff reductions, and are recognizing the importance of self-care. Looking ahead, we need to keep momentum going with prospects and donors, create innovative ways of qualification, and build a pipeline of new prospective donors.

We would be remiss if we did not mention that March is Women’s History Month. Research by The Women’s Philanthropy Institute highlights that women’s wealth is rising. Women are more likely to give and give differently than men. As we learn about how women shape fundraising, 2021 might be a good year to re-think and evaluate fundraising processes in higher education. As always, feel free to reach out to us with questions, comments or any assistance with prospect research!

Best Regards,
Sapna and USM Advancement Research Team
Did you know?

The University System of Maryland Foundation has access to a library of recorded webinars from the Annual Giving Network (AGN) that you may watch at any time from your computer. While we cannot currently gather in person for professional development events, this work from home period provides a great opportunity for you to learn on your own time! Please click here to see what webinars are available from AGN.
 
If you are interested, please email Linda Bowman (lbowman@usmd.edu) and she will help you access these webinars for free. Please do not try to access these webinars on your own, as you will be charged a fee.

Please also note that the Foundation only has access to free AGN webinars, not workshops. Workshops are available at a marginally discounted rate.
Recently, EAB spoke to 30 presidents and chief advancement officers from regional colleges and universities across the United States to hear which outreach, engagement, cultivation, and solicitation strategies they are employing as they move beyond the initial check-in calls of 2020. Based on the conversations, EAB says that these institutions:

  • Demonstrate advancement’s commitment to the student experience to help build loyalty during challenging times.
  • Provide multiple giving opportunities for donors and aren't afraid to ask.
  • Invent and expand virtual engagement opportunities to extend your reach and impact.
  • Increase access to the president to create a sense of community that is often missing in the online space.
  • Focus on the “middle tier” to cultivate the next generation of major gift donors.

Click here to read more about each action these universities have undertaken.
In an uncertain fundraising landscape, some corporate partnerships can offer stability, and cultivating these partnerships can be a valuable exercise in the future. Aly Sterling Philanthropy recommends using the follow four tips to expand corporate partnerships:

  1. Use virtual platforms to express gratitude
  2. Secure sponsorships through letter writing
  3. Encourage matching gift programs
  4. Hire a fundraising consultant to help with strategy

These strategies may also help diversify your institution's overall fundraising approach. Click here to learn more about each of the four tips.
The benefits of using social media to increase a nonprofit's reach are well known by now. Social media platforms are free to use, can attract new donors and keep existing ones engaged, and can spread the word about an organization's mission. Large nonprofits such as the World Wide Fund for Nature, the Make-a-Wish Foundation, and Save the Children often utilize social media platforms to achieve their fundraising goals in new and innovative ways. How can your institution emulate these larger nonprofits' social media behavior? What platform will allow you to best interact with your audience? This in-depth article from Forbes explores the most popular social media platform and success strategies for each.
Based on conversations with three dozen alumni directors from public and private institutions around the world, Marts and Lundy has compiled their forecast for alumni relations in 2021. Overall, many are concerned with the after effects of COVID and the uncertainty surrounding budgets, resources, and the prevailing emotional toll of the pandemic. Institutions believe that they can benefit from the lessons they learned last year, especially in digital engagement and programming. A continuing concern on the forefront of alumni office's minds is diversity, equity, and inclusion. Alumni offices are obligated to engage alumni and donors and recruit and retain professionals of color. Read more here.
This think piece from Forbes argues that as a result of the pandemic, donors may no longer find capital construction projects or endowed faculty positions big priorities. Instead, donors will have greater empathy and inclination to support students directly. There may be a shift away from what donors view as amenities toward what they view as essential. Forbes notes that it is unclear if this shift will become permanent and notes that it will differ from institution to institution depending on the donor base. Read more here.