by Barbara Barron | Posted August 26th, 2026 | Subscribe to this newsletter
“How can we increase our giving levels?”
Almost annually, I see this question floating around development professionals’ circles and conversations. It’s a good one. When I served as Director at different schools, we debated this.
I’ve also written on ways I helped a school take on this task using a very thoughtful and mission-focused approach. Beautiful work!
Beyond what we call our giving levels – which in general doesn’t matter because the labels rarely mean anything – we need to be transparent when it is time to raise ask amounts. If your school hasn’t looked at this in a few years, it’s time.
And it can’t be just an arbitrary increase, simply because yours have been flat for some time.
You need to show your work and explain the rationale.
Let’s go!
Have you subscribed to this newsletter yet? It only takes a minute.
Steps to take
- Crunch the data. We are living in an inflationary time. The impact all gifts and most especially “leadership” gifts make has been reduced. A gift of $5,000 today has less impact on your program than it did 3 years ago. For instance, if a $10,000 gift offset 50% of a typical financial aid grant in 2021 but now only offsets 30%, you and your supporters ought to know that.
- Prepare the facts. Check in with the business office to learn how different budget lines have shifted. Look at the areas donors are typically most eager to support: financial aid, faculty professional development, tech, athletics, the arts. If costs have risen, gifts intended to support those programs and people should also.
- Pair facts with stories. Once you know the delta, look for stories that demonstrate impact. Return to those areas of highest donor interest. Talk to a faculty member who recently had a great PD experience. Profile a few students enrolled because of your generous tuition assistance program. Highlight a success story from the volleyball or soccer team or the spring musical that shows how robust philanthropic support made those programs thrive.
- NO gap talk! You’ll notice I have not suggested you share any gaps but instead focus on ways giving at all levels at your school make an impact, enhance what you do, help you meet the promise of your mission. Talk about how giving helps advance the school. That’s why we call it an advancement program.
- First talk with your supporters. Start with your top donors (and the Board) to share your findings. Do it one on one. Explain how the impact they want to make is still possible. They may not all decide to level up. But many will.
- Then tell the story broadly. Explain your rationale behind the project as you reveal your new levels with the community. Highlight examples of families who chose to meet the moment and increase their gift in response. No names needed. Just impact and the power of social proof.
The very act of doing this analysis and sharing it is a smart act of stewardship. We want our supporters to know and feel the impact of their support. The research is clear that doing so overwhelmingly results in repeated and increased giving. Plus, we owe it to them to report on impact BEFORE we ask for another gift. Here’s your opportunity.
Good luck! And as always, thank you for everything you’re doing.
Barbara Barron
[email protected]
Share this post:
BARBARA BARRON is one of the most respected and highly sought-after independent advancement professionals in the country, having worked with dozens of schools in every corner of the United States.
She has raised over $20 million for schools where she served as the Director of Development. Barbara is a New York Times bestselling author, speaker, and presenter who currently advises dozens of schools in various capacities. She is considered a thought leader in the world of advancement, with her writing widely shared by professionals in development offices worldwide.
More Advancement Articles
