Higher education institutions focused on advancing donor relationships and engaging alumni in 2025. Fundraising efforts centered on frontline activity, annual and major gift performance, and structured execution across programs.
Of 618 organizations participating in the 2026 Philanthropy Pulse survey in late 2025, 56 self-identified as belonging to the higher education sector. Their responses provide insight into how institutions are managing performance through activity-based metrics, strengthening alumni-driven giving, and investing in technology and systems to support fundraising growth.
Here are three themes that emerged across higher education institutions:
1. Fundraising Performance Management and Metrics
The survey shows that higher education institutions manage fundraising performance primarily through frontline activity metrics. Institutions most frequently track contacts (34%), visits (34%), and proposal close rates (32%), while donor retention (16%) and board engagement (8%) appear less often in routine performance tracking.
At the same time, many institutions report relatively efficient fundraising operations. Nearly half of institutions (47%) report spending less than $0.25 to raise a dollar, including 9% that spend under $0.10. At the same time, one-third do not measure or are unsure of their cost to raise a dollar.
2. Alumni Engagement and Revenue Growth
Most higher education institutions grew revenue in 2025, and alumni continue to serve as a primary source of both new and returning donors. Nearly two-thirds (63%) increased new donors over the past year, up from 51% the prior year, and 47% retained 45% or more of those donors over three years.
Institutions rely on a range of alumni engagement strategies to sustain that momentum. Reunions and events (50%) lead participation efforts, followed by alumni boards (39%), annual giving campaigns (29%), and giving days (24%). Looking ahead, institutions anticipate growth in annual appeals (62%), major gifts (62%), and planned giving (60%).
3. Technology, Systems, and Operational Readiness
Higher education leaders are making technology a top priority. More than 70% identify technology adoption as a key focus for the year ahead, as institutions work to strengthen fundraising operations and engagement systems.
Institutions report AI usage that exceeds sector norms, particularly in donor communications (85%), automation (72%), and predictive analytics (67%). Leaders attribute these tools to improvements in operations (61%), personalized engagement (55%), and campaign targeting (45%), with less emphasis on immediate revenue impact (30%).
Explore the 2026 Philanthropy Pulse Higher Education Sector Spotlight
The Higher Education Sector Spotlight expands on these themes, examining the impact of government funding pressures, cost-to-raise-a-dollar benchmarks, alumni engagement strategies, and the growing role of AI and technology in advancement operations. It also outlines expectations for annual appeals, major gifts, and planned giving as institutions plan for the year ahead.