For the Betterment of All: Motivating Factors With Significant Impact on Annual Giving Practices in Independent Schools

In an increasingly individualistic society in which the economic forecast has been uncertain for the past several years, independent schools have struggled to understand donors’ motivations for giving. In addition, schools continually examine the way their annual giving campaigns articulate how donors’ gifts align with the schools’ missions and future strategic goals. This case study aims to form an understanding of giving practices for independent schools. Because annual giving is central to the financial sustainability and success of a school, this study’s aim is to fully examine the extent to which school constituents (parents, grandparents, alumni, faculty members, parents of alumni, administration, and students) are involved in the annual giving process and aware of its impact. There is a distinct disparity in the outcome of fundraising efforts of long-standing independent schools and institutions with existing endowments and newer independent schools. The question becomes, How do the latter schools better educate their constituents about the importance of the annual fund? Using qualitative data elicited from survey and interview methods, this study examines the motivating factors that have a significant impact on annual giving practices.