A recent survey by the Donor Participation Project found that advancement leaders need help demonstrating the return on investment of donor participation efforts to higher administration. How can fundraisers build a compelling case for these broad-based fundraising programs?
Start by quantifying the long-term value of today’s donors. For example, compare the number of recent graduates who make a gift within five years of graduating to the number who become high-level donors in 10-15 years. Use predictive modeling to estimate the lifetime value of these entry-level donors and the potential major gifts in the pipeline. While the ROI of donor participation efforts may be harder to prove than major gifts, show how they build the foundation for future fundraising success.
Focus on engaging new donors, not just chasing participation rates. Measure success through metrics like donor retention and upgrading over time instead of focusing narrowly on the number of gifts each year. Demonstrate how enhanced engagement—through digital campaigns, customized communications, and in-person events—leads to higher lifetime value and major gift potential.
Educate leadership about modern fundraising strategies. Explain how tactics like social media marketing, online giving days, and data-driven appeals are necessary to reach today’s donors. Discuss how other departments on campus, like admissions or student affairs, have adapted to engage their audiences, and how advancement needs to keep up. Ask for the resources and organizational support required to build a robust digital and analytics program.
Make the case that a long-term, campus-wide fundraising strategy requires investment in both infrastructure and innovation. While donor participation efforts may be less glamorous than principal gifts, they establish the foundation for a healthy, sustainable development program. With the right data, messaging, and vision, fundraisers can convince their leadership of the vital role that broad-based fundraising plays in the overall success and financial health of the institution. Overall, taking the time to articulate their vision, strategies, and needs can help fundraisers gain the support required to grow donor participation and build the pipeline of the future.
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