Category: Fundraising

Alumni Connection and College Student Satisfaction
Julie Bryant

This post was co-authored with Julie Bryant, Vice President for Student Success at RNL. Julie oversees the RNL Satisfaction-Priorities Surveys used by colleges and universities nationwide. She provides service to educators by assisting them in determining relationships between perceptions of importance and satisfaction of students, special populations, campus personnel, and the parents of currently enrolled students. Julie identifies ways these data can inform retention planning and be shared with the campus community. She also oversees the annual national reporting and trend analysis of these data.

Collaborating with 21 institutions as part of our second annual National Alumni Survey was a privilege. Nearly 51,000 alumni participated, and from their direct feedback, we learned more about what inspires their volunteer activity, what is likely to motivate future engagement, generational trends, and how student debt impacts charitable giving.

We also invited alumni to share more about their satisfaction with and current connection to their respective alma maters. Survey responses confirm what feels intuitive: Alumni with a favorable student experience are more likely to feel connected to and give back to their alma maters.

Student satisfaction makes a major difference in the likelihood to give

Alumni who report feeling “very satisfied” with their student experience and the education they received are up to 40x more likely to have donated to their alma mater in the past year than their “neutral” counterparts, and up to 80x more likely than those who report feeling “not very” or “not at all” satisfied with their student experience and the education they received.

Of the eight insights highlighted in this year’s report, this strong correlation between student satisfaction and alumni giving feels important for advancement teams to share with colleagues across departments, campus stakeholders, and executive leadership.

Alumni satisfaction and connection are shaped long before graduation. The interaction students have with faculty, staff, advisors, coaches, and the administration sets the groundwork for satisfaction, affinity, and a philanthropic relationship post-graduation. Therefore, the responsibility of improved alumni engagement, participation, and giving can’t rest solely on the shoulders of the advancement division. It’s a team sport (or should be).

Increasing student satisfaction can lay the foundation for long-term alumni engagement

This research study underscores the importance of influencing student satisfaction while students are enrolled in order to build strong, long-term alumni engagement. Through RNL’s Student Satisfaction Inventory (SSI), we measure student satisfaction and priorities, showing how satisfied students are as well as what issues are important to them. This is actionable data that colleges and universities can use today to inform and shape improved student programming and outreach.

The results from the SSI clearly identify institutional strengths (areas of high importance and high satisfaction) that can be celebrated with current students, alumni, and as part of the recruitment process. Institutional challenges are also clearly noted. Challenges are areas that are still very important to current students, but where they may be more dissatisfied. Identifying these areas provides direction to campus leadership, as they prioritize areas for improvement to show students their feedback matters and that the institution is working on their behalf. By gathering and acting on student satisfaction data, colleges and universities can show that they value students and help set the stage for ongoing engagement.

Through our RNL research, we have found that items related to campus climate and how students feel about being on campus are among the strongest indicators of overall student satisfaction and ultimately student retention. When institutional leadership works to change the experience or the perception students have around areas such as “it’s an enjoyable experience to be a student on this campus,” “the institution cares about me as an individual,” “I feel a sense of belonging here,” and “tuition paid is a worthwhile investment,” they can begin to see an impact on the long-term relationships ideally established between the student (future alum) and their alma mater.

Four things you can do to increase alumni connection

Good friend and strategic advisor on this project Howard Heevner is a fan of disrupting—leaning into new ways of genuinely connecting with students and alumni alike. He challenges fellow practitioners and leaders to:
- Gather direct feedback and actively listen to learn what alumni need to feel our institution is a viable home for their philanthropic support.
- Instead of touting institutional loyalty to inspire financial support, let’s build relationships that provide mutual value to both the individual and the institution.
- Find new ways to support donor passions, choice, and self-determination in giving at all levels to attract a larger, more diverse set of donors.
- Redefine philanthropy so that it is broader and more inclusive, recognizing gifts of service as well as financial gifts.
If you haven’t done so recently, engaging students and alumni through a survey project is an important first step. Do you have budget dollars left to spend this spring? Looking for fresh feedback and useful qualitative data from the audiences you serve to help inform planning for the new fiscal and academic year ahead? If you’d like to learn more about RNL’s survey instruments, please reach to Julie Bryant (Student Satisfaction Inventory) and Sarah Kleeberger (Alumni Survey).
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May 14, 2025
Award-Winning Fundraising Campaigns: RNL and Our Campus Partners Receive Seven Gold Medals

RNL’s award-winning creative team wrote this post, sharing their insights on messaging and design. The team has won more than 100 advertising awards for fundraising campaigns.

Fourteen entries. Fourteen awards. For the 40th Annual Educational Advertising Awards, RNL’s creative fundraising campaigns stood out, with every one of our entries winning in their categories. And half won gold!

Being recognized by the largest educational advertising awards in the country speaks to RNL’s mastery of higher education fundraising best practices, as well as our creative team’s expertise and collaboration with our campus partners: the judges review for “creativity, marketing execution and message impact.” These campus partners range from West to East Coast, from small-but-mighty to multi-campus. The creative and fundraising tactics behind these seven award-winning campaigns are equally wide-ranging:

Bethune-Cookman University: Giving Day Total Fund Raising/Development Campaign

As an extension of Bethune-Cookman University’s advancement team, RNL developed Giving Day mail and emails inviting donors to honor Dr. Mary McLeod Bethune’s legacy. These eye-catching creative components showcased B-CU’s dynamic 120-year brand and emphasized the history of proud investments in Wildcat Nation.

Bennett College: CYE Total Fund Raising/Development Campaign

Bennett College serves a broad variety of students, the diversity of which was highlighted in this calendar year-end campaign across mail, email and digital ads. The appeal warmly celebrated Bennett’s donors and alumnae to cultivate connection, while communicating donor impact by demonstrating how their investment in today’s Bennett Belles creates a more equitable future.

Commonwealth University of Pennsylvania: End of Year Total Fund Raising/Development Campaign

In RNL’s first year of partnering with Commonwealth University Foundation to solicit funds for three campuses—Bloomsburg, Lock Haven and Mansfield—RNL honed in on what makes each campus unique. For the Fall and Calendar Year-End appeals, our investigative writer identified feature stories to resonate with each unique audience while advancing each campus’s priority focus. Our design director created seasonal pieces, including holiday cards worthy of display and GivingTuesday 2024 designs with branding balanced between the campus and the global day of philanthropy.

Linfield University: Homecoming Special Event Campaign

In our third year of fundraising work with Linfield University, RNL helped develop the first Homecoming appeal of our partnership. Appealing to a 50-year reunion alumni segment, a vintage background texture and historic mascot photo inserted nostalgia. Our writer developed copy in the voice of Mack the Wildcat, and our designer created Mack’s signature from scratch, riding the energy of Homecoming to invite alumni support in a fun, engaging way.

Wittenberg University: Calendar Year End Total Digital Marketing Program

The holidays are the most active time for fundraising, and RNL’s emails and digital ads for Wittenberg University pierced through the noise of the season. Leveraging Witt’s primary red and secondary teal colors, the campaign presents a strong, immediately recognizable brand while calling to mind Ohio winters with graphics and background photos from RNL’s Adobe stock account, expanding on the available assets and adding depth, texture and oodles of visual interest.

West Virginia University: Donor Renewal Total Fund Raising/Development Campaign

Donors have been clear: Knowing how their generosity makes an impact increases their likelihood to continue investing in an institution. That’s exactly what these pieces did for West Virginia University’s donors. Through a mix of visually appealing quotes, facts and links to video stories, the WVU community saw how important their contribution is—and as a token of gratitude and an investment in retention, they received a window cling acknowledging their donor status for that year, which RNL has created with WVU annually since 2020.

West Virginia University: FYE Direct Mail Appeal

During a time of transition, West Virginia University’s fiscal year end letter showcased how the university’s legacy set the stage for the future. With gradients and strategic placements, the RNL designer used bold brand colors to aesthetically balance the black-and-white photos and a timeline of historical milestones. With a broad audience spanning education, health care and community programs, the language and layout inclusively touches on a variety of key points to resonate with all.

Ready for your award-winning fundraising campaign?

RNL creates world-class fundraising campaigns for colleges, universities, healthcare institutions, and nonprofits. Find out how you can benefit from our award-winning creative, insightful analytics, and unparalleled fundraising expertise. Ask for a complimentary consultation.

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April 11, 2025
Stewardship With Heart: Creative Ways to Show Donors You Care
What do you get when you add a stewardship crisis, two expert fundraisers, and a whole bunch of Valentine’s Day puns? RNL’s February webinar, of course! Earlier this year, RNL hosted an hour-long conversation featuring Miranda Fagley and Becca Widmer, where they unpacked their strategies for creating meaningful moments through stewardship.

A tough heart-to-heart: The current state of the world

With geopolitical conflict running rampant, a rocky economic state, and a rapidly shifting domestic political landscape, it’s no wonder donors are wary of the future. During this tough heart-to-heart, we unpacked the various factors that might make donors hesitate before opening their wallets in 2025, and took a deep-dive into how the state of the world is impacting our donors, and therefore impacting the state of philanthropy as we know it. From generational differences and the more dollars/fewer donors trend we have all experiences to evolving donor expectations, advancement leaders are facing unprecedented challenges as the goal-line seems to move every year.

The heart of it all: A look at the donor data

Jumping into the “heart” of our conversation, we went straight to the source—donor expectations gleaned from RNL’s 2025 National Alumni Survey. We noticed a few alarming trends when comparing this donor expectation data with the 2024 Giving USA report, which analyzed giving trends when accounting for inflation across our sector. Total giving declined by 2.1% when adjusting for inflation and, while higher education saw a 6.7% increase in overall giving, even when accounting for inflation, donor numbers across the board were down. There is also an obvious mismatch between donor expectations and reality, as seen in our comparison of RNL’s 2024 Advancement Leaders Speak report with the 2025 National Alumni Survey. Take, for instance, the fact that 66% of donors indicated that understanding the impact of their giving is important to them. This becomes an issue when 43% of advancement leaders reported that their shops have difficulty communicating the impact of specific funds. Storytelling is the name of the game, and it is becoming clear that communicating impact is a key piece of the donor acquisition and retention puzzle.

The broken hearts club: Under-stewarded donors

Many advancement shops are unknowingly leaving a trail of broken-hearted donors in the wake of annual campaigns. Why is thoughtful stewardship important?
1. Connecting donors to your mission and educating them on the impact of their giving is crucial to keeping donors interested in your priorities.
2. Telling your story through a “thank you” is a great way to differentiate your cause and your need in comparison to other organizations in this increasingly noisy world.
3. The simple act of reminding donors of your impact is a great way to retain donors and move them through your pipeline. The more you can encourage donors to see themselves in your mission and important work, the more likely you are to get them onboard as true donor-partners.
On the flip-side, we unpacked that can happen if you don’t steward your donors well, including a shrinking pipeline, excessive spending when you do decide to attempt to reacquire them, and the loss of both short- and long-term revenue. Don’t be a heartbreaker!

Uncovering donor love languages: Do you know your donors?

Words of affirmation. Quality time. Acts of service. These are just a few love languages from Gary Chapman’s The Five Love Languages. Did you know donors have love languages too? It’s our job as mission-centric, donor-focused fundraisers to learn those love languages and lean into them through stewardship, relationship-building, and even solicitation.

In our exploration of donor love languages, we unpacked the first level- generational differences. Hearts are broken generationally when we do not pay attention to context and communicated need. While not always “the answer,” generational segmentation and a slight shift of message can be a simple way to get to the “heart” of what a majority of your donors want and need from your stewardship outreach. And, as we continue to experience generational shifts and the great wealth transfer, leaning into generational values will become even more important to attracting and retaining donors.

Another layer of love language exploration comes from you going straight to the source- your individual donors and what their giving history can tell you. We looked at one of RNL’s solutions for further discovering donor love languages, the RNL360, which offers an opportunity to dive into your database. By illustrating historic AND recent trends in giving and interaction, the RNL360 can provide you with a better understanding of giving and retention by donor type, an analysis of consistency and efficacy of your various giving channels (hello, smart investment in tools and campaigns!), and can help establish baseline metrics which can inform goal setting and future fundraising and engagement targets.

We can theorize all day about what donor expectations are, but the purest source of truth is looking at donor data and asking donors to tell you what they want and need. That’s where RNL’s Market Research solution comes into play. A complementary component of the RNL360, this additional solution allows you to hear directly from your donors by way of a private, but not anonymous, survey administered by RNL, where you can learn more about your donors’ philanthropic priorities, communication preferences, and sense of connectedness.

When it comes to effective stewardship and solicitation, knowledge is power.

Engagement strategies with heart: RNL experts share their takes

Our two experts shared their take on stewardship and engagement with heart, with overlapping themes of getting personal, telling your story, and taking the time to really listen to what donors are telling you they want to hear from you.

Miranda’s take
1. Get specific: steward in ways only YOU can.
2. “Single” out your society members with a special ‘thank you.’
3. Take the time to survey your donors- understand what you THINK will resonate and get feedback/confirmation from them.
Becca’s take
1. Put gratitude on repeat.
2. Turn generosity to belonging.
3. Keep impact front and center.
4. Asking is omnichannel, so thanking should be too.
Our main takeaways?
1. Consider the landscape: context is everything
2. Take a hard look at donor data:
3. Understand the “why” behind stewarding annual donors: Tell. Your. Story.
4. Get to know your donors’ love languages: ask your donors directly
5. Steward in ways only YOU can: don’t be afraid to get a little wacky
Want to learn more about the RNL360 and Market Research to uncover your donor love languages and steward more thoughtfully? Connect with an RNL fundraising expert today!
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April 11, 2025
Turning Insight Into Action: The 2025 RNL National Alumni Survey
51,000 alumni weigh in on giving priorities, engagement preferences, and more.

This blog features an excerpt from Howard Heevner, fundraising industry leader and co-author of the
2025 RNL National Alumni Survey.

RNL’s 2025 National Alumni Survey was just released and, while the insights gleaned from this report are always valuable, one could argue that this data is worth its weight in gold during times of extreme uncertainty like we are currently facing in our sector. After all, there are a few universal truths that strategic fundraisers understand, regardless of differing priorities, levels of experience, or overall philosophy:
- “Hope”‘” is not a strategy.
- Stewardship matters.
- You will never regret confirming your flight departure time ahead of an important donor visit…
- When in doubt, go straight to the source: your donors.
RNL’s National Alumni Survey gives fundraisers a valuable opportunity to refine their engagement strategies by focusing on what truly matters—understanding donor expectations. By analyzing responses from more than 51,000 alumni across generations and institutions of all types, this report sheds light on alumni sentiments toward their alma maters, their giving priorities, generational volunteer trends, and the motivations behind their contributions of time, talent, and financial support.

Facilitated by RNL’s Sarah Kleeberger, this report also benefits from the expertise of longtime RNL partner and industry leader Howard Heevner. Howard provides both a foreword and conclusion to the report, offering insightful commentary, practical applications, and a forward-looking perspective on the future of donor engagement.

Excerpt from the 2025 RNL National Alumni Survey Report,
written by Howard Heevner:

Howard Heevner

As part of RNL’s second annual research study, we are again sharing the collective wisdom of 51,000 alumni representing a broad spectrum of higher education. The opportunity to provide a conduit for these voices to be heard is an honor, and along with the team at RNL, we are excited to share the feedback alumni from 21 institutions.

In higher education, we often spend our time looking inward or looking at other institutions instead of turning to those we wish to connect, engage, and inspire to be in a closer relationship with our institutions. For decades, we have been able to rely on an expectation of loyalty from our alumni because that’s how it’s always been. However, so many factors have changed the nature of that relationship and those expectations. Among them are the rising costs of education, the implied and often explicit promise that degree achievement will provide you with a pass to greater opportunity, and the increasing mistrust of institutions and higher education.

There is a growing concern for our pipeline of donors. We have seen a dramatic decrease in alumni donor counts across the United States over the past three decades. These trends pre-date the pandemic but seem to be exacerbated post-pandemic. Many schools are struggling to acquire new donors and are searching for new methodologies to do so. However, it seems most often we are taking the fractured giving structures that brought us here and bringing those into these new strategies. Maybe the issue isn’t our tools or strategies, but our ability to authentically connect with our alumni.

Ready to dive into the data yourself?

Download your copy of the 2025 National Alumni Survey, featuring eight key findings about alumni giving and connection taken from more than 50,000 alumni, as well as additional insights from Howard.
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March 28, 2025