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The Changing Landscape of Fundraising
May 30 2025 - 8:29am
By: Southwestern Adventist University
Fundraising campaigns have always been a critical part of how universities sustain and grow. But in recent years, there's been a noticeable shift in how these campaigns work and who's contributing to them. While the overall giving to higher education institutions continues to rise, it's coming from a smaller pool of donors, and many of the big gifts are becoming even larger. It's clear: the future of university fundraising is changing, and major donors are leading the charge.
A report from Giving USA reveals that while giving to colleges and universities increased by 7.2% in 2018, individual donations from alumni have decreased significantly. In fact, the total contributions to higher education reached an astounding $46.73 billion, but it was only from a few select individuals making massive gifts. The trend seems to be moving away from smaller, individual contributions and toward fewer, much larger donations.
But what does this mean for Southwestern Adventist University (SWAU)? How is SWAU adapting to these changes in the fundraising landscape? We sat down with George Vander Veer, our Vice President for Advancement, to get his insights on the changing pathway for fundraising campaigns and what it means for SWAU's future. Here is what he shared:
Q: How is SWAU adjusting its fundraising strategies in light of the national trends of larger, more impactful donations?
GV: There is no magic bullet for effective fundraising. Strong results come from clearly communicating the university's needs in a compelling way, demonstrating the impact of our mission in ways that matter to stakeholders, and building authentic and meaningful relationships with supporters that go beyond simple transactions. That will be our focus moving forward. If we do those things well, I believe the university will experience growth and increased support from all types of donors, including major donors.
Q: What role do you see major donors playing in SWAU's future success?
GV: It is always important to have a diverse donor base. Ideally, major donors should represent a healthy portion of our revenue mix without any single donor having an outsized influence. Major donors have the unique ability to help an institution reach its fundraising goals more quickly. That is why we will be intentional about engaging them in meaningful ways and aligning their interests with the opportunities available at SWAU.
Q: Are there any specific initiatives you're focusing on right now to attract larger donors?
GV: We are in a unique moment shaped by generational changes. Baby Boomers are entering retirement, Generation X is at the height of its career trajectory, and Millennials, a much larger generation, are beginning to enter their prime earning years. Each of these generations views philanthropy differently. As a result, how we communicate SWAU's story and build relationships must be tailored to each group. There is no universal approach that will work for everyone. We are developing a variety of initiatives that reflect the diverse needs and expectations of our donor base. We are excited to be working with our current major donors to develop new initiatives, and we look forward to sharing more about these efforts soon.