Learn how to approach senior parent giving the right way

Topics: Donor and Prospect Relations, Advancement, Fundraising, Major Gifts and Campaign Strategy

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Diana Barnes

Diana Barnes, Analyst

A student's senior year creates a prime opportunity for parent fundraising. And yet, more often than not, colleges and universities find that many parents are no longer interested in supporting the institution by their child's senior year. Unlike alumni, a parent's first gift is often the biggest, as many institutions fail to live up to the ideal of ensuring parents give more every year.

In this ideal state, the first gift would be the start of a strong giving trend. Each year would bring more substantial giving, and senior year would be the capstone moment when high-capacity parents establish their family's legacy at the institution.