What Fundraising Looks Like for Small Colleges Today

I’ve spent more than three decades raising money for colleges, most of that time at small institutions. I’ve seen good years and lean ones, booming markets and recessions, moments of optimism and moments of real worry. What we’re facing now is different—not because people care less, but because the landscape has changed in ways many colleges are still trying to understand.

Alumni today are more disconnected from their alma maters than they once were. They move more often, feel less institutional loyalty, and are pulled in many directions by family, careers, and causes that speak directly to their values. At the same time, the cost of higher education has become a source of frustration, even for people who benefited from it. Many alumni still believe in their college, but they want clearer answers about affordability, relevance, and impact before they give.

Community organizations face similar pressures. Local businesses are operating on tighter margins, and national philanthropy tends to flow toward large universities, health systems, or high-profile nonprofits. Small colleges, despite being economic and cultural anchors in their towns, often struggle to tell that story in a way that resonates beyond campus boundaries.

The challenge isn’t a lack of goodwill. It’s a lack of connection, clarity, and confidence. People want to know that their support matters, that it’s used wisely, and that the institution they’re being asked to invest in understands the realities of today’s world.

Small colleges can still succeed in fundraising—but it requires a more intentional, human approach that emphasizes relationships over transactions.

Strategies to Re-Engage Alumni and Communities

• Tell clear, honest stories of impact. Show exactly how gifts change students’ lives, strengthen programs, and support the local economy.

• Meet people where they are. Move beyond traditional appeals and engage alumni through regional events, virtual conversations, and shared interests.

• Emphasize the college’s role in the community. Frame giving as an investment not just in a campus, but in the town, workforce, culture, and future.

• Involve alumni as partners, not just donors. Invite them to mentor students, serve on advisory boards, or support internships and career pathways.

• Be transparent about challenges and priorities. Trust grows when institutions are honest about what they need and why it matters now.

• Focus on long-term relationships. Sustainable fundraising comes from consistent engagement, not one-time campaigns.

Small colleges have always thrived on personal connection. In today’s environment, that strength matters more than ever.