Online giving to universities grew 10% in 2020, report shows

Online giving to higher education institutions grew 10% in 2020, according to a new analysis from the edtech company Anthology.

In an annual report published Tuesday based on customers of its “Encompass” platform, a suite of alumni engagement tools, the company found that public institutions saw an even greater rise in online giving at 16%. The analysis, which is based on data from 220 public and private four-year institutions, also revealed a 6% rise in the number of online gifts in 2020, as opposed to the dollar total.

The increase in online giving arrives at a time of economic uncertainty for institutions, as many students consider taking time off and university leaders search for new ways to boost revenue amid the pandemic. While the analysis doesn’t take into account other forms of giving, such as major gifts, Anthology executives said the rising numbers indicate an opportunity for institutions if they know how to capitalize on the trend.