Higher Education Fundraising and Strategic Planning Alignment

Sep 23, 2025

Dr. Bill Crouch, CEO of BrightDot and former university president, shares his 40 years of expertise in nonprofit fundraising. He discusses the crucial integration of fundraising into strategic planning amidst challenges facing higher education. Dr. Crouch introduces the concept of 'mattership,' emphasizing that donors seek assurance their lives matter. He addresses the shift to a 95/5 donor strategy and the importance of personalized gratitude. Learn how boards can amplify fundraising efforts and why presidents should dedicate time to cultivate relationships with donors.

Ask episode

AI Snips

Chapters

Transcript

Episode notes

ANECDOTE

Chauffeur Mentorship Moment

Bill learned fundraising by chauffeuring a president to donor visits and asking questions on return drives.
The president once put Bill on the spot and told him, 'You're asking today' during a million-dollar ask.

INSIGHT

Donor Need: Mattership First

Donors need affirmation that their lives and choices matter before they give to your cause.
Bill Crouch calls this donor need 'mattership' and centers fundraising around it.

INSIGHT

Know The Donor Before The Proposal

Wealthy donors judge proposals by how well you know and value them, not by institutional pedigree.
Personalize proposals with donors' tastes (art, music) to signal you truly see and invite them.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

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:

Fundraising must be elevated into strategy, not treated as a background function.
Presidents should focus time and energy on cultivating high-capacity relationships while modeling gratitude across the institution.
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/

#HigherEducationFundraising #HigherEdStrategicPlanning #HigherEducationPodcast