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.
Report outlines a six-point checklist for institutional giving strategy
The study translates its findings into concrete guidance for colleges: build trust before asking for engagement or gifts, lead communications with student outcomes rather than solicitation volume, create non-monetary participation opportunities, tailor messaging to distinct family segments, and focus outreach on "not yet" families who remain open to a future relationship.
Engagement window extends well beyond commencement, study finds
The data indicates family engagement does not end at graduation. Institutions that continue sharing student outcomes and demonstrating the impact of prior support after commencement create conditions where giving becomes a natural extension of an existing relationship rather than a one-time transactional request.
Encoura expanded its lifecycle portfolio through recent acquisitions
Encoura, which has operated since 1972, broadened its scope across enrollment, marketing, student success, alumni relations and advancement following its 2025-2026 acquisition of Ruffalo Noel Levitz and Anthology's Lifecycle Engagement and Student Success portfolio. CampusESP's platform connects more than 500 institutions with over 7.5 million families across the student lifecycle, from enrollment through advancement.
Dave Becker, CEO of CampusESP, said family giving begins with student success rather than a fundraising appeal, and that colleges building informed, connected family relationships create conditions that naturally lead to giving.