“Engagement is the key to giving.”
Anyone who has worked in philanthropy has heard some version of this phrase. The real question isn’t whether engagement matters. It’s whether institutions are intentionally creating the kinds of experiences that build lifelong trust.
Nowhere is this more important than in higher education. As public confidence in colleges and universities continues to shift, trust has become one of the most valuable assets for educational institutions. I believe the strongest predictor of future philanthropy goes beyond simple engagement. It’s what I call the tether of trust: the lasting connection students develop through meaningful relationships, shared experiences, and a sense of ownership in the institution.
When that tether is strong, alumni stay connected. They volunteer and advocate often and become generous donors. Three forms of engagement help strengthen that.
1. Relationships: Trust Begins with People
Ask almost any alumnus, “Who was your favorite professor?” and you’ll likely see an immediate smile.
That single question often unlocks stories that have been waiting decades to be told.
Occasionally, however, someone pauses and says, “I really didn’t have one.”
Those conversations are different.
I’ve found that alumni who never formed a meaningful relationship with a faculty or staff member often have much weaker emotional connections to the institution itself. The path toward significant philanthropic investment is typically much longer because people don’t develop loyalty to institutions; they develop loyalty to people.
Colleges and universities should intentionally create opportunities for authentic relationships through mentoring, small-group conversations with campus leaders, student advisory councils, and meaningful faculty engagement. Advancement teams can also identify and celebrate faculty and staff who naturally build trust with students, creating ambassadors whose influence extends well past graduation.
2. Participation: Experiences Create Belonging
Research consistently shows that high-impact educational experiences improve student success.
They also build future donors.
Study abroad, internships, undergraduate research, service learning, first-year programs, capstone projects, and leadership experiences all deepen a student’s sense of belonging and investment in the institution.
Advancement leaders should view the funding of these opportunities not simply as supporting student success, but as cultivating future advocates for the institution.
One element is especially important: students should understand that donors made these opportunities possible.
When students recognize philanthropy as an investment in their own experience, they begin to understand giving as part of the institutional culture, not simply something alumni do decades later. Colleges and universities can begin shaping that understanding on day one by including advancement in the first-year experience.
Similarly, student-led fundraising shouldn’t be treated as a separate or peripheral activity. Student giving programs, crowdfunding initiatives, and club fundraising efforts should be integrated into the overall advancement strategy. They give students their first experience participating in philanthropy rather than simply benefiting from it.
3. Involvement: Invite Students Into the “Room Where it Happens”
Student government, advancement initiatives, and other leadership opportunities offer valuable insight into how an institution operates. Students begin to understand the financial realities, strategic priorities, and impact of philanthropy. To borrow a phrase from Hamilton, they get to be “in the room where it happens.”
These experiences give students a behind-the-scenes glimpse into institutional decision-making and financial realities. Administrative leaders should look for ways to invite more students into these conversations. Whether these engagements are formal budget presentations or informal q-and-a sessions with leadership, these inside looks into the business of higher education provide transparency, and transparency builds trust.
These lessons are not limited to higher education. Every nonprofit benefits when its supporters participate in meaningful ways. These individuals get to know the people behind the mission, understand how decisions are made, and see the impact of their investment. Relationships, involvement, and transparency aren’t merely engagement activities. They are trust-building strategies. Trust is our only true currency in the philanthropic world, and Johnson, Grossnickle and Associates helps colleges, universities, and nonprofits strengthen this tether of trust. By identifying meaningful engagement opportunities and using data to better understand donor potential, we assist our clients in cultivating lifelong champions for their mission. If you’re thinking about how these ideas apply to your organization, we’d be happy to continue the conversation.
