Study: 8,353 Families Say Trust, Not Appeals, Drives College Giving
Austin, Texas – – September 29, 2026 -- A new national study of 8,353 family members across 77 colleges and universities finds that philanthropic giving is driven primarily by trust and visible student success rather than direct fundraising appeals. Encoura and CampusESP jointly released the findings from "Drivers of Family Giving: The 2026 National Study," based on data collected in May 2026 through CampusESP's family engagement platform.
Family members ranked trust and relevance above fundraising volume
The research shows that families who feel informed about their student's progress and trust the institution are more likely to engage philanthropically over time. Sarah Kleeberger, senior vice president of consulting fundraising management at Encoura, said the surveyed families made clear that seeing students supported and succeeding builds the foundation for lasting relationships with an institution.