The past few days have seen another round of news about the Trump administration’s cuts to university research funding. Many Americans are now getting a history lesson in how U.S. universities have long been integral to the kind of innovation in science, technology, and medicine that improves the lives of all Americans.
Back in January, our chief strategy officer, Doug Edwards, made a bold prediction: 2025 would be the year that higher ed fights back. On April 14, we saw that happen in a big way, when Harvard’s president, Alan Garber, announced that the university would not concede to the federal government’s demands — relinquishing billions of dollars in funding on the principle of independence from political overreach.
For those of us in higher ed who have been living in a world of high-stakes uncertainty, Harvard’s statement felt like a Braveheart-level rallying cry. And as we watched the conversation play out online in real time across platforms like LinkedIn, it became clear that the university’s stance was moving many folks to give — even those with no affinity to Harvard, and despite its billions in endowment.
And as many of our clients are preparing to launch long-awaited fundraising campaigns with record-breaking goals, they’re also worried about how to encourage philanthropy in the current landscape. With recent events in mind, here’s what we think is most important.
Focus even more on telling tangible stories of real-world impact.
Harvard’s refreshed home page — with the banner “Research Powers Progress” — is a stunning example of reclaiming the narrative. This type of message could easily motivate more supporters and gifts. And it’s a model many other universities can take inspiration from.
Pay attention to what’s prompting every gift.
Giving to a college or university now feels like an action based on personal values: something that goes beyond affinity or the desire to make a difference. Lean into this idea with appeals, testing which stories and calls to action yield the desired response. Track versions and use database codes to understand what’s resonating with your donors, and continue to segment based on what you learn.
Customize your stewardship outreach.
Every gift is an opportunity to learn a little more about what moves a donor to give and the reasons behind that generosity. If your follow-up has a generic stewardship message — one that doesn’t speak to the donor’s specific cause or fund or values — that’s a huge miss. Continue cultivating each relationship with stories and examples that feel true to the donor’s intent, and watch your retention rates skyrocket.
