Families are ready to give.
Here’s what they need to hear. 

The Drivers of Family Giving report (in partnership with Encoura) asked 8,300+ families what earns their trust — and ultimately, their financial support. Their answers point to a clear opportunity for Advancement teams: build the relationship before making the ask. 

Some top takeaways:

• There’s a gap between how families view their student’s institution and how connected they feel. While 79% of families have a positive impression of their student’s institution, only 58% feel connected to it, suggesting that feeling positive about an institution doesn’t always mean feeling like part of it. 

• Student success is a powerful way to bring families closer. For 81% of families, seeing their student succeed is what most strengthens their bond to the institution. 

• A strong student experience shapes family giving. 70% of families say satisfaction with their student’s experience is very important when deciding whether to give. 

• Families don’t want more communication — they want better communication. They judge what they receive by whether it’s timely, useful, and relevant to their student. 

• Not giving doesn’t mean families aren’t interested! More than one-third have never donated, but would consider it, while 44% are interested in other ways to give. 

So… what else moves families from connection to contribution?

Download the full report to find out →