2026
Drivers of Family Giving Report
What Families Reveal About Connection, Student Experience, and Giving
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What's in This Report
Drivers of Family Giving explores what families expect from higher education institutions after their student has enrolled, what strengthens their connection to an institution, and what ultimately inspires long-term engagement and philanthropy. Drawing on data and insights gathered from families across the United States, this report examines how seemingly separate activities such as communication, events, fundraising, and volunteerism build to shape lasting relationships.
The report aims to offer a new perspective for institutional leaders, advancement professionals, enrollment managers, student success experts, parent and family engagement staff, and anyone responsible for the student experience, on how institutions can strengthen relationships with families 一 not simply to increase participation or giving, but to build communities where students and the people who support them feel they truly belong.
Key Findings
The majority of families feel connected to their student's institutions, but only 15% feel very connected.
Overwhelmingly, the most important factor in building connections with families is seeing their student succeed.
Student experience is the number-one predictor of whether families will give to the institution.
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Drivers of Family Giving Report
What Families Reveal About Connection, Student Experience, and Giving