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Higher Education Fundraising and Strategic Planning Alignment

Changing Higher Ed

Release Date: 09/23/2025

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Higher education institutions face strained budgets, declining enrollments, and shifting donor behavior—making fundraising a strategic priority, not just an operational function. In this episode of the , Dr. Drumm McNaughton speaks with , CEO of and former university president, about how presidents and boards can strengthen higher education fundraising by Topics Covered: Why fundraising must be integrated into institutional strategic planning The shift from the 80/20 rule to today’s 95/5 donor reality The concept of “mattership” and why donors need assurance that their lives...

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Higher education institutions face strained budgets, declining enrollments, and shifting donor behavior—making fundraising a strategic priority, not just an operational function. In this episode of the Changing Higher Ed® podcast, Dr. Drumm McNaughton speaks with Dr. Bill Crouch, CEO of BrightDot and former university president, about how presidents and boards can strengthen higher education fundraising by aligning it with strategic planning.

Topics Covered:

  • Why fundraising must be integrated into institutional strategic planning

  • The shift from the 80/20 rule to today’s 95/5 donor reality

  • The concept of “mattership” and why donors need assurance that their lives matter

  • Eagles vs. Sparrows as a framework for donor tiers

  • Updating the Five I’s of fundraising with creativity and emotional intelligence

  • Why presidents should dedicate two hours a week to intentional donor cultivation

  • How boards can become fundraising multipliers through accountability and “Perk Banks”

  • The growing importance of local impact in donor decision-making

Real-World Examples Discussed:

  • A philanthropist redirecting gifts locally to ensure her contributions “mattered most”

  • The researcher who cried after 16 years without ever being thanked for her role in million-dollar gifts

  • A president telling his young faculty member, “You’re asking today,” in a million-dollar donor meeting

  • The lasting impression of a three-sentence handwritten note from President George H. W. Bush

Three Key Takeaways for Leadership:

  1. Fundraising must be elevated into strategy, not treated as a background function.

  2. Presidents should focus time and energy on cultivating high-capacity relationships while modeling gratitude across the institution.

  3. Boards need clear expectations and creative tools to fully activate their networks and influence.

Read the transcript: https://changinghighered.com/higher-education-fundraising-and-strategic-planning-alignment/

 

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