Building Values-Based Alumni Relationships in Higher Education with Howard Heevner

Alumni relationships are shifting from tradition-bound loyalty to something more dynamic, personal, and value-driven. In this conversation, the focus turns toward what institutions are getting wrong and how listening more carefully could reshape the future of fundraising and engagement. Howard Heevner brings deep experience from a 30-year career in higher education fundraising, beginning at the University of Iowa and later serving as executive director of annual programs at UC Berkeley. He is also a co-founder of the National Alumni Survey. This large-scale initiative has grown significantly over time, expanding from tens of thousands of responses across dozens of institutions to well over 150,000 surveys. His work centers on understanding donor behavior patterns and challenging long-held assumptions about alumni generosity and awareness. The discussion highlights key shifts: declining donor participation, the emergence of distinct giving cultures across age groups, and the misconception that non-donors are simply uninformed. Instead, many already give elsewhere, signaling a need for institutions to move from assumed loyalty to earned trust. The conversation also emphasizes personalization, better use of technology for listening rather than broadcasting, and the importance of making alumni feel seen, relevant, and considered. Ultimately, it calls for a more responsive, value-aligned approach to engagement and fundraising systems. In this episode, you will be able to: Understand shifting trends in alumni engagement and fundraising behavior. Recognize the importance of moving from assumed trust to earned trust. Identify how alumni giving patterns vary across age and value systems. Learn why personalization improves relevance and alumni connection. Understand the need to make alumni feel seen and considered. Identify gaps between investment in student vs alumni experiences. Episode highlights : [03:30] Overview of the National Alumni Survey Report [05:08] Generational Shifts in Higher Education Fundraising [11:17] Challenges and Trends in Higher Education Fundraising [14:54] The Importance of Feeling Known and Considered [18:25] The Role of Technology in Enhancing Alumni Engagement Learn more about Howard Heevner Connect with Howard: LinkedIn:   / hwheevner   The National Alumni Survey:   / national-alumni-survey   Mentioned in the episode: Hooked on a Feeling: How the passion and devotion for good causes become memories and identities: https://amazon.com/Hooked-Feeling-dev... And for more support with your GivingTuesday and End-of-Year Fundraising, check out my Power Partners Formula and register for a FREE masterclass here → https://malloryerickson.com/free/ Subscribe for more FREE tips on how to raise more money for your nonprofit. / @malloryerickson7946 ✨ ABOUT MALLORY✨ Recognized in read-write, Forbes, Entrepreneur Magazine, and Inc. for her energizing and innovative fundraising strategy and training, Mallory Erickson will revolutionize the way you show up as a nonprofit leader and fundraiser. She is a certified executive coach and fundraising consultant that specializes in helping social impact fundraisers apply life-changing scientific research and personal development frameworks to their fundraising work. Mallory Erickson’s brave, bold, and innovative framework (the Power Partners Formula™️) teaches nonprofit fundraisers to raise more from the right funders so they can stop hounding people for money. Fundraising doesn’t have to be uncomfortable when it is built around a mutually beneficial framework and authentic partnership. WORK WITH MALLORY ⚡️ FREE Webinar on how to Raise More From the Right Funders WITHOUT Hounding them - https://malloryerickson.com/workshop/ 1️⃣ Learn about the Power Partners Formula™️ - https://malloryerickson.com/power-par... 2️⃣ Work with Mallory 1:1 as an Executive Coach, Fundraising Consultant, and Facilitator - https://malloryerickson.com/executive... 🙋🏻‍♀️ Find me on: Instagram: / _malloryerickson LinkedIn: / mallory-erickson-bressler Facebook: / malloryericksoncoach My website: https://malloryerickson.com/ 🎙 Follow my podcast: What the Fundraising at: Instagram: / _malloryerickson Facebook: / whatthefundraising Website: https://malloryerickson.com/podcast Apple Podcasts: https://podcasts.apple.com/us/podcast...