Encoura

Study: 8,353 Families Say Trust, Not Appeals, Drives College Giving

Austin, Texas – – September 29, 2026 -- A new national study of 8,353 family members across 77 colleges and universities finds that philanthropic giving is driven primarily by trust and visible student success rather than direct fundraising appeals. Encoura and CampusESP jointly released the findings from "Drivers of Family Giving: The 2026 National Study," based on data collected in May 2026 through CampusESP's family engagement platform.

Family members ranked trust and relevance above fundraising volume

The research shows that families who feel informed about their student's progress and trust the institution are more likely to engage philanthropically over time. Sarah Kleeberger, senior vice president of consulting fundraising management at Encoura, said the surveyed families made clear that seeing students supported and succeeding builds the foundation for lasting relationships with an institution.

Encoura Report: Non-'Big Five' Majors Need Clearer Outcomes Data

Boston – September 15, 2026 -- Encoura has published a new analysis showing that academic fields outside higher education's most popular majors are drawing sustained student interest but lack the outcomes visibility needed to compete for enrollment. The Eduventures Admitted Student 2026 Trend Report, titled "Beyond the Big Five: Exploring Majors Outside the Mainstream," draws on more than 42,000 responses collected over three years through Eduventures Admitted Student Research.

Report identifies a 'Next Five' tier of academic fields trailing the dominant majors

The study defines the "Big Five" fields — Biology, Business, Computer Science, Engineering, and Health Professions — as benefiting from clear career pathways and employer pipelines. It identifies a "Next Five" tier — Visual and Performing Arts, Psychology, Education, Social Sciences, and Physical Sciences — as the next most significant area of admitted-student interest.

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