The Changing Face of the 21st-Century Donor

Discover the three key populations where advancement leaders have the opportunity for focused quick wins to establish groundwork for future alumni giving and engagement.

The changing face of the 21st century donor

North America is far more culturally, racially, and ethnically diverse today than ever before. College campuses are feeling demographic shifts, as record numbers of first-generation, international, female, and minority students are enrolling in college and attaining degrees. These changing demographics represent significant challenges for advancement offices, particularly in major giving, which has historically focused on a pipeline of traditional white male donors.

Advancement and alumni leaders can't just recognize the need for change. They also must create and encourage innovative engagement and solicitation strategies for an increasingly diverse alumni base to impact participation and build a pipeline for future gifts.

This study examines three key populations where advancement leaders have the opportunity for focused quick wins that will establish groundwork for future alumni giving and engagement.



The changing demographics of higher education

Colleges and universities are more diverse than ever before. As pressure from competing nonprofits mounts, tried-and-true development strategies are not enough to ensure future gifts. Institutions need to take inventory of their work with diverse alumni and understand how they can impact participation rates and dollars today—while still building a stronger pipeline of donors for the campaign of tomorrow.

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