Parents (and grandparents) represent an ideal donor pool for your institution’s fundraising efforts. Their solicitation cycles are shorter than those of alumni, and their interest is very personal. They are passionate about their children and their children’s educational experiences.

Your efforts to engage parents must focus on their values and concerns when it comes to your institution and their student. By showing the impact of their donations on the student experience and the mission, vision and values of your institution, parents can become your best advocates.

One thing that distinguishes parents from other donors is the shorter timeline for cultivation and engagement. The good news is that they’re already interested. Act fast and be bold to bring them into the fold and get them engaged.

Parental interest in your institution is generally highest in their student’s freshman year. You should connect with them as early as possible — even before their child sets foot on campus.

Parents can help your institution in the following ways:

Give them simple ways to connect in each of these areas that don’t require too much volunteer management.

– Enrollment
– Connections
– Speaking on campus
– Events
– Giving

Consider developing a parent’s leadership giving society for current and former parents (and grandparents). Giving level names should be creative to connect with your institution.

– Bronze – $1,000 or the year of your organization’s founding
– Silver – $5,000
– Gold – $10,000
– Platinum – $25,000 plus

Develop a gratitude program associated with each level of giving. Examples include:

– Early move in
– Receptions with the president
– Virtual/in-person meetings with the president
– Early room and roommate selection
– Reserved seating at commencement, graduation, athletic and cultural events

*Your institution needs to determine what is possible and appropriate. One point of caution with parent fundraising … sometimes parents attempt to leverage their philanthropy for the benefit of their child and their experience at your institution. The development office should have clear boundaries guiding their “support” of a parent donor. Some requests are appropriate, and some are not.

Ideally parent and grandparent donors direct support to your annual fund. Consider rebranding the annual fund to give donors two options, like:

– Campus improvement fund

– Scholarship fund

These two funds will support commitments your institution has already made to campus maintenance and unfunded scholarships. Also, make sure you provide ongoing communication demonstrating the impact of their gifts with videos, photos, testimonials, etc.

A process needs to be developed to identify, cultivate and solicit parents and grandparents. It should begin as soon as possible after a new student is “deposited” with your institution. Partner with the enrollment office on this.

1. Identification/Research

– Segment new families into two categories: annual gift prospects vs. leadership gift prospects.

2. Cultivation

– Consider hosting a group reception for all leadership gift prospects at orientation or registration.

3. Invitation

– The leadership prospect event must be followed immediately by a formal invitation (mail/email) and follow up calls and visits.

– Annual gift prospects should receive mail and email solicitations.

4. Stewardship for Leadership Givers

– Leadership givers are stewarded through the gratitude program (see above) and personal outreach.

 – All donors should receive communication demonstrating the impact of their investment.

Annual gifts through the parent’s leadership society may represent just the start of a parent’s giving to the institution. 

– Be bold about asking them to consider a major gift/pledge to support a transformational project/program that connects to one of the school’s priorities.

– This ask can be made BEFORE the end of a student’s first year.

Also, don’t forget about “alumni parents and grandparents”. Put a plan in place to keep them (and their children (your alumni)) engaged.