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:
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.
