Lori Meadows
The factors influencing student giving to universities are multifaceted and complex. While some students are driven by altruistic motives, such as supporting open inquiry and a diversity of ideas, others may be influenced by personal connections to the university or the desire to have a say in its operations. The rise of social media has also reshaped the landscape, with peer-to-peer communication playing an increasingly significant role in student decisions. Additionally, the competitive nature of higher education and the pressure to make a worthwhile investment can impact student giving behaviours. Students are not only influenced by their peers but also by their families, especially mothers, and even future employers. The influence of donations on college admissions has sparked debates, with some arguing that it provides preferential treatment or a second look for certain applicants. Despite varying public opinions about higher education, universities in the US received $58 billion in philanthropic support in 2023, including a notable increase in mega-donors.
| Characteristics | Values |
|---|---|
| Family members | Mothers have the most influence on students' university choices, followed by university faculty/staff/coaches, and high school teachers/coaches/counsellors. |
| Student ambassadors | Student ambassadors can influence prospective students during campus visits. |
| Social media | The use of social media platforms such as Facebook, YouTube, and Twitter as information sources is becoming more influential for students when choosing a university. |
| Friends and peers | Recommendations and endorsements from friends and peers can play a role in a student's university choice. |
| Employers | Employers may have preferences for specific universities based on desired skills or corporate relationships. |
| Alumni connections | Donations from alumni can influence admissions decisions, with relatives of major donors sometimes receiving preferential treatment. |
| University reputation and offerings | Students consider the reputation and academic offerings of a university, including the availability of scholarships and financial aid. |
| Campus visits and events | Visiting a university campus and attending events can significantly impact a student's decision, providing first-hand information and experiences. |
| Research and reviews | Students conduct their own research using review sites and league tables to make informed decisions. |
| Individual preferences and goals | Students consider their preferred study mode (full-time, part-time), course structure (degrees with honours, short courses), and desired outcomes (skills, career goals). |
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What You'll Learn
Student ambassadors and campus visits
A campus visit can significantly influence a prospective student's decision to attend a university. High-touch contact during campus visits has been found to be more influential than high-tech sources of information. Student ambassadors play a pivotal role in this context, acting as the university's most precious and trusted marketing asset.
Student ambassadors provide an authentic voice for prospective students, showcasing the school's offerings and diversity and instilling excitement in prospects. They can answer questions, make prospects feel welcome, and address the emotional challenges faced by international students. Ambassadors also serve as a link between applicants and staff, enabling admissions teams to proactively meet the needs of prospective students.
The rise of digital engagement and recruitment has further elevated the importance of student ambassadors. Gen Z students, in particular, expect digital engagement when making purchasing decisions, including choosing a university. Student ambassadors who stay in touch can decrease dropout rates, and virtual tours led by student ambassadors can increase physical visits to a campus, leading to more applications and enrolments.
To be effective, student ambassadors must provide honest and genuine peer-to-peer interactions. They should be relatable and personal while maintaining professionalism and striking the right balance between formal and informal communication. Additionally, good time management and organisation are essential for balancing ambassador responsibilities with academic and extracurricular activities.
In conclusion, student ambassadors and campus visits play a crucial role in influencing student choices. Ambassadors offer a unique perspective on campus life and can positively represent the university while building relationships with prospective students. Their impact is further amplified by the shift towards digital engagement and the increasing expectations of Gen Z students for digital interaction.
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Family, friends, and peers
Friends and peers also hold sway over a student's university selection. Recommendations and endorsements from peers can paint a university in a positive light. This is especially true with the rise of social media, where peer-to-peer communication allows for the sharing of personal experiences and insights. University schemes that encourage student recruitment through peer recommendations tap into this influential dynamic.
Additionally, high school employees, such as teachers, coaches, and counsellors, are accessible and influential references for students. They are often the targets of university promotions and can act as opinion leaders, providing guidance and advice.
The influence of family, friends, and peers is just one aspect of a student's decision-making process. Students also consider their own goals, research, and campus visits when choosing a university. Ultimately, it is essential for students to make informed decisions that align with their unique needs and aspirations.
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Student's own research
Students' Own Research
Students' own research plays a significant role in influencing their giving behaviour towards universities. With the abundance of universities to choose from, students conduct extensive research to ensure they make the right decision for themselves. They utilise various resources, including review sites and league tables, to gather information and assess the return on their investment. This informed decision-making process reflects the rational and emotional motivations behind students' university choices.
Social media and the internet have emerged as influential sources of information for students. The use of platforms such as Facebook, YouTube, and Twitter has grown rapidly, and universities have recognised their potential, adopting them as communication tools. Student ambassadors, who represent the university, also play a crucial role in influencing prospective students. Their first-hand accounts and campus tours provide applicants with valuable insights into the university experience.
Word-of-mouth recommendations from peers hold considerable weight in students' decision-making processes. Institutions often encourage this dynamic through referral schemes, actively involving students in the recruitment process. Additionally, friends and family members influence students' choices based on their past experiences and diverse perspectives. This multi-faceted approach to gathering information helps students make well-rounded decisions.
Students also consider the potential outcomes of their university education, including future employment opportunities. The influence of employers extends to their interest in the institutions where their future employees are educated. Furthermore, employers may seek specific skills in their employees or have corporate relationships with particular universities, indirectly influencing students' choices.
Lastly, students are encouraged to trust their relationships and avoid micromanaging the giving process. Building solid connections with administrators and staff can lead to more informed decisions and the ability to reevaluate and modify their giving strategies. This approach aligns with the principle of giving while alive, allowing donors to personally assess the impact of their philanthropy and form meaningful connections with the university.
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Donor intent and accountability
To ensure donor intent is respected and fulfilled, it is advisable to structure donations in increments over a limited term, with continued support dependent on progress reports. This approach, as advised by Jack Miller, chairman of the Jack Miller Center, allows for greater control and the ability to halt funding if the donation is not being used effectively or if progress is inadequate. This incremental approach also enables donors to form relationships with administrators and staff, monitor performance, and reevaluate their decisions.
For example, a $10 million grant to start a new program can be structured over a 10-year period, with an initial upfront payment to cover personnel and infrastructure costs, followed by regular payments upon review of the university's progress. This strategy ensures that the donation is used effectively and that the donor's intentions are met.
Additionally, donors should be aware of the potential tension between their instincts and the academic procedures and governance structures of universities. Donors, often business-savvy individuals with an entrepreneurial mindset, may have different expectations and timelines compared to the slower pace of academic processes. Understanding this dynamic can help donors navigate the complexities of higher education philanthropy and ensure their donations are utilized effectively.
Lastly, while donations do not guarantee admission for students, they can influence the process. The Varsity Blues scandal brought this issue to light, revealing that donations may result in preferential treatment for relatives of major donors or a ""second look"" for prospective students. However, establishing broad and deep ties with a college, such as through alumni connections or long-standing relationships, is more impactful than a single large donation.
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University's financial needs
Universities have a wide range of financial needs, and donations play a crucial role in fulfilling these needs. Firstly, universities require funding for student financial aid programs, academic divisions, and faculty and staff compensation. Large donations often fund endowments, while smaller gifts tend to go towards current operations and research. Universities also need financial support for their infrastructure and building development. For example, Tom Lewis's gift to the University of Kentucky helped establish the Lewis Honors College and its Center for Personal Development.
Another critical financial need for universities is supporting independent study and leadership development among students. Donations that promote individual liberty, the rule of law, and economic freedom can have a significant impact on the ideological profile of future professors and scholars. Additionally, universities require funding for scholarships, which can be a popular choice for donors as they directly support students.
Universities also need financial resources to attract and retain top learners, scholars, leaders, and trailblazers. They aim to create a foundation for the success, leadership, and impact of their students and alumni. Furthermore, universities often have financial obligations towards their local communities, such as addressing antisemitism on their campuses, which requires additional funding.
Lastly, universities need to invest in their research capabilities and innovation. They strive to become centres of knowledge, opportunity, and transformative experiences, and donations can play a pivotal role in making this vision a reality. While universities navigate the complexities of the shared governance structure in higher education, donors can provide the necessary financial support to ensure the success of their research, scholarship, and service endeavours.
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Frequently asked questions
Students are influenced by a variety of factors when choosing a university, including:
- Family members and friends
- Current students and student ambassadors
- High school employees (teachers, coaches, and counsellors)
- University faculty and staff
- Social media and the internet
- Campus visits and open houses
- University rankings and reviews
Giving to universities typically involves philanthropic donations from individuals, corporations, or foundations. These donations can be made during an individual's lifetime or as a bequest after their death. The donations are often used to fund endowments, support financial aid programs, compensate faculty and staff, or fund research and current operations.
People give to universities for a variety of reasons, including supporting open inquiry and promoting diversity of ideas within the academic community. Some donors may also give to their alma maters out of a sense of loyalty or connection to the institution. Additionally, donors can have a sense of influence and impact on the university's direction and priorities.
While donations do not guarantee admission, they can provide a "second look" or preferential treatment for the donor's relatives. The practice of donating large sums to improve a student's chances of admission is often frowned upon and may be perceived as "buying your way in." However, establishing broad and deep ties with a college through relationships and connections can be more influential than a one-time donation.
