Private Donations to Colleges Increase for Third Consecutive Year — CHE
February 22nd, 2007http://chronicle.com/daily/2007/02/2007022202n.htm
Thursday, February 22, 2007
Private Donations to Colleges Increase for Third Consecutive Year
By ERIN STROUT
American colleges and universities raised an estimated $28-billion in private donations in the 2006 fiscal year — $2.4-billion, or 9.4-percent, more than in 2005, according to a report released on Wednesday by the Council for Aid to Education. The significant jump, the biggest one-year increase since 2000, was the result of larger donations from alumni and other individual donors, many of whom were solicited through numerous major fund-raising campaigns.
According to the report, which describes results from the council’s annual “Voluntary Support of Education” survey, alumni and other individual donors gave just more than half of the total amount raised. Alumni donations were up 18.3 percent from 2005, and giving by non-alumni individuals rose by 14 percent. But for the first time in four years, the number of alumni donors did not increase, dropping slightly, by 0.02 percent.
Foundation support accounted for 25.4 percent of the dollars contributed, rising by 1.4 percent, after a 12.9-percent increase in 2005. (In that year, a foundation grant of $296-million to the University of Wisconsin at Madison skewed the results. Without that grant, the increase in dollars from foundations in 2006 would have been 5.9 percent.)
Corporate giving was 16.4 percent of the total private donations in 2006, an increase of 4.5 percent from last year.
Over all, the increase — which was 6 percent when adjusted for inflation — can be attributed to the strong economy and stock-market performance, said the director of the survey, Ann E. Kaplan. “The other side of the coin,” she said, “is that somebody has to be out there asking, and more institutions are asking.”
‘Focused on Ideas’
The top 10 institutions in the survey accounted for half of the total growth in private donations during the 2006 fiscal year, which ended on June 30 at most colleges. Once again Stanford University raised the most money, bringing in $911.16-million, which was $307.56-million more than it raised last year and $316.22-million more than Harvard University’s second-place total in 2006.
Stanford, which ended a $1.1-billion campaign for undergraduate education at the end of the 2006 calendar year, began a $4.3-billion campaign — the largest higher-education fund-raising campaign in the nation — in the fall (The Chronicle, October 11, 2006). Both the end of one drive and the start of another resulted in spikes in donations, said Martin Shell, vice president for development at Stanford.
“There’s a reason why colleges and universities do campaigns,” he said. “They provide a vehicle to raise the most money, and they are focused on ideas that individuals want to invest in.”
Stanford’s $4.3-billion drive is intended to raise money for research programs focused on health, environmental sustainability, and international peace and security. It is also for support of programs in the arts and for improving elementary and secondary schools.
Although Stanford is conducting the largest campaign, several other institutions have mounted major fund-raising drives as well. Of the top 10 colleges in the council’s survey, five are in the middle of efforts to raise $3-billion or more. Twenty-six higher-education campaigns of $1-billion or more are under way nationwide (The Chronicle, February 7).
John Lippincott, president of the Council for Advancement and Support of Education, said he had expected higher education to experience a “solid” year of private fund raising, but not the largest increase in six years.
“It would seem that the impact of the number of institutions in $1-billion campaigns has raised the sights of many colleges,” he said. “It seems that more institutions are establishing very ambitious fund-raising goals, and that certainly contributes to the totals.”
Institutions of all types saw higher fund-raising totals. Liberal-arts colleges enjoyed a 10.2-percent increase in private support, raising $2.54-billion. Two-year institutions raised a total of $197.4-million, up from $162.6-million in 2005.
Alumni Participation Falling
One aspect of fund raising that institutions of all sizes continue to struggle with is the alumni participation rate. It fell from 12.4 percent in 2005 to 11.8 percent in 2006, continuing a trend over the past several years. Even when two-year institutions, which traditionally have much lower participation rates than four-year colleges, are not taken into account, participation is declining, the Council for Aid to Education’s survey shows.
The increase in the dollar amount of alumni giving is due to an increase in the value of the average gift, not a result of more alumni making gifts. The number of alumni of record (people for whom an institution has correct contact information) has increased faster than the number of alumni who donate, making alumni participation rates drop. Many colleges also choose to focus on securing larger donations, not necessarily spending resources on receiving many smaller donations.
The report from the council notes that if alumni give money through a family foundation, a company, or a donor-advised fund, that entity, not the individual, receives the credit.
“Colleges continue to do a good job of capturing alumni information, so we’re going to continue seeing a lag in the participation rate,” said Mr. Lippincott. “But it’s good for the institution in the long term to know all of their alumni.”
For the first time, the survey also calculated a sample from institutions that report alumni with undergraduate degrees separately from other alumni (such as former students who never graduated and alumni who earned graduate degrees), because donors are more likely to give to the colleges from which they earned undergraduate degrees.
Even so, “counting only undergraduate-degreed alumni, alumni participation still declined from 2005 to 2006,” said the report.
Alumni records do not entirely account for the decline in participation, however. Many institutions must decide whether to devote resources to contacting many alumni to donate smaller gifts, or to focus more on groups likely to give larger donations, whether they are alumni, foundations, or other individuals.
At Ursinus College, for example, which concluded a $120-million campaign in November, the emphasis was on the smaller, wealthier groups.
“We had a highly directed, small number of prospects who were ready to support the campaign,” said Hudson B. Scattergood, senior vice president for college relations. “We maintained our annual fund but did not put a lot of time and energy in that direction.”
The strategy worked, with total donations increasing by $2-million from the 2005 fiscal year, while the alumni participation rate dropped by only 1 percent, to a still-impressive 35 percent. (The national average in 2006, according to the survey, was 11.9 percent.) The campaign also exceeded its original $115-million goal. Ursinus officials hope to go on to diversify the college’s base of support.
“Now the campaign is over, and we have to figure out how to continue to raise money,” said Mr. Scattergood. “We’ve built the base, and now we’re working on closer ties to the community.”
The full results of the council’s survey, along with an analysis of giving trends, will be published this spring. More information is available on the council’s Web site.
Copyright © 2006 by The Chronicle of Higher Education
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