Culture Counts: Building a Mindset for Fundraising Success at Your Community College-2013 Culture of Philanthropy Article by Dr Smits

2013 Culture of Philanthropy Article by Dr Smits

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The article explores California State University, Fresno's efforts to define, measure, and foster a "culture of philanthropy" crucial for its successful $200 million fundraising campaign. Despite surpassing its goal, university vice president Peter Smits questioned whether an effective campaign alone signifies such a culture. CASE’s Commission on Philanthropy then surveyed 246 advancement leaders worldwide to validate a proposed definition: a culture of philanthropy is a shared understanding and appreciation for the joy and responsibility of giving and receiving to enhance the institution.<br /><br />Survey participants rated 28 characteristics thought to build a philanthropic culture, with key features including strong leadership, alignment of fundraising goals with the mission, stewardship of gifts, engaged donors and volunteers, and clear mission and vision statements—each endorsed by at least 90% of respondents. Certain factors like athletic conference membership and successful sports programs were viewed as less relevant. <br /><br />Despite agreeing on the importance of many characteristics, advancement leaders acknowledged a significant gap between recognizing these traits' importance and effectively integrating them into institutional culture. For example, only 28% felt successful in promoting alumni giving, one of the most critical yet challenging components. Other areas needing improvement included managing scandals, building a tradition of giving, engaging alumni post-graduation, and encouraging faculty giving.<br /><br />Bright spots identified were institutions’ leadership, commitment to gift stewardship, and the quality of academic programs, which received relatively high effectiveness ratings. To help institutions build these cultures, CASE plans to develop a campus toolkit, while encouraging campuses to engage in conversations about philanthropy and assess constituent perceptions.<br /><br />The study highlights that creating a philanthropic campus culture is complex and ongoing, requiring constant communication and institutional commitment beyond fundraising results.

Keywords

culture of philanthropy

California State University Fresno

fundraising campaign

philanthropic culture characteristics

advancement leaders survey

gift stewardship

alumni giving

institutional commitment

CASE Commission on Philanthropy

campus toolkit