Amazing New Research for University Philanthropy
Great advancement strategy begins with understanding people, not assumptions. The National Alumni Survey is providing one of the most comprehensive looks yet at what alumni actually think, value, and expect from their institutions. Its early findings reinforce a simple but powerful truth: graduates who feel informed, connected, and genuinely known are far more likely to become engaged donors. The future of university philanthropy may depend less on asking better questions and more on listening better.
I recently had the opportunity to see some of the first two years of results from the National Alumni Survey, and I walked away with the same reaction I have when I encounter truly useful research: I wanted to keep reading.
Too much of higher education advancement relies on assumptions. We often believe we know what alumni think, why they give, or what motivates them to stay connected. The National
Alumni Survey is taking a different approach. It asks alumni directly and does so at a scale that gives the findings real credibility. With more than 155,000 responses collected across its first three years, it is becoming one of the most significant research efforts focused on alumni engagement and philanthropy.
Several findings stood out to me.
One is that alumni generally feel positive about the education they received but are less enthusiastic about their ongoing relationship with their institution. That distinction matters. A satisfied graduate does not automatically become an engaged alumnus. Relationships require attention long after commencement.
Another finding reinforces something many advancement professionals have sensed for years. Alumni are generous people. They are giving to charitable causes. The challenge is that many are choosing organizations other than their alma mater. That shifts the conversation from "How do we ask better?" to "How do we build stronger relationships and demonstrate greater impact?"
I was equally interested to see that connection and meaningful information are among the strongest predictors of giving. Alumni who feel informed and connected are significantly more likely to support their institution. The report also highlights that many alumni do not feel "known" by their university. That is a powerful reminder that personalization is no longer a luxury. It is becoming an expectation.
What excites me even more is what this project represents for the higher education sector.
Most colleges and universities, especially smaller institutions, could never undertake research of this magnitude on their own. The cost, logistics, statistical expertise, and benchmarking would be beyond reach for many advancement shops. By creating a national framework that institutions can join, the National Alumni Survey gives smaller colleges access to insights that would otherwise be unavailable. They gain not only their own results but also meaningful comparisons against national data.
That has the potential to improve strategy, inform boards, guide investment, and challenge long held assumptions with actual evidence.
For years, advancement has talked about becoming more data informed. This feels like a meaningful step in that direction. It is research designed not simply to describe alumni, but to help institutions build stronger, more authentic relationships with them.
I have a feeling we are only seeing the beginning of what this work will produce. If the first few years are any indication, the National Alumni Survey will become one of the most valuable resources available to advancement professionals. I, for one, cannot wait to see where it leads next.
