Family Giving to Colleges and Universities Starts With Student Success, New National Study Finds

Research From More Than 8,300 Family Members Reveals How Trust, Relevant Communication, and Visible Student Impact Can Strengthen Engagement and Philanthropy

AUSTIN, Texas, Sept. 29, 2026 /PRNewswire/ -- Encoura^®, an industry-leading educational technology, marketing, and research organization, and CampusESP, a leading provider of AI-powered parent and family engagement solutions for higher education, today announced the release of Drivers of Family Giving: The 2026 National Study, a new research report showing that family philanthropy is rooted in student success, trust, and meaningful relationships — not simply in receiving a fundraising appeal.

Conducted in May 2026 through CampusESP's parent and family engagement platform, the study includes responses from 8,353 family members across 77 colleges and universities. It examines how communication, engagement, and the student experience influence families' connection to an institution and their willingness to give.

Key Insights:

• The student experience matters more than the ask. 87% said satisfaction with their student's experience is very important when deciding whether to give.
  
  
• Student success is the strongest connection point. 81% of respondents said seeing their student succeed most strengthens their connection to the institution.
  
  
• Goodwill is high, but connection can grow. 79% have a positive overall impression of their student's institution, while 58% say they feel connected to it.
  
  
• Email remains the essential channel. 78% rely on email as their primary source of institutional information, and 63% are satisfied with institutional communication — underscoring the opportunity to make outreach even more relevant and useful.
  
  
• Many families are open to future giving. While 32% have donated in the past, 37% of families who have never donated said they would consider giving in the future.
  
  
• Families favor student-centered impact and broader participation. 54% would direct a future gift to scholarships or financial aid, and 44% are interested in contributing beyond financial giving.

"We went straight to the source to uncover what families really want from the colleges and universities their students attend," said Sarah Kleeberger, senior vice president of consulting fundraising management at Encoura. "More than 8,300 family members told us what they value, what builds trust and connection, and what can lead to deeper engagement and giving. Their message is clear: when institutions help families see that students are supported and succeeding, they create the foundation for lasting relationships."

"Family giving doesn't start with a fundraising appeal. It starts with student success," said Dave Becker, CEO of CampusESP. "When families see their student thriving and feel informed and connected along the way, colleges build the kind of relationship that can naturally lead to giving."

The study translates the findings into a checklist for institutions: build trust before asking for engagement or gifts; lead with student outcomes; communicate for relevance rather than volume; create opportunities to participate beyond writing a check; tailor engagement for distinct family audiences; and focus on "not yet" families who may be open to a future relationship.

The research also reinforces that family engagement extends beyond enrollment and does not end at commencement. By sharing meaningful student outcomes, showing the impact of support, and creating authentic opportunities to participate, institutions can make giving a natural extension of an established relationship built on a shared commitment to student and alumni success.

The full study can be downloaded from Encoura's website: https://www.encoura.org/resources/papers/2026-drivers-of-family-giving-report/.

Members of the media who would like to speak to the author of this report can contact Todd Boullion at [email protected].

About Encoura, LLC
Encoura is an educational technology, marketing, and research organization serving thousands of higher education institutions across the nation. Since 1972, Encoura has been a leading provider of strategic consulting, data science, and engagement solutions that connect institutions to the communities they serve. In 2025 and 2026, Encoura expanded its capabilities with its acquisition of Ruffalo Noel Levitz (RNL) and Anthology's Lifecycle Engagement and Student Success portfolio. This combined expertise now spans enrollment, marketing, student success, alumni relations, and advancement, providing institutions with comprehensive solutions to achieve their goals throughout the student lifecycle.
For more information, visit https://encoura.org.

About CampusESP
CampusESP helps colleges and universities engage the parents, families, and supporters who help students succeed. More than 500 institutions use CampusESP's platform, AI, and family engagement expertise to connect with over 7.5 million families throughout the student lifecycle, from enrollment and orientation through student success and advancement. Learn more about CampusESP and explore its research on today's college families at CampusESP.com.

Members of the media can contact Todd Boullion at [email protected].

SOURCE Encoura