Degree Name

EdD (Doctor of Education)

Program

Educational Leadership

Date of Award

12-2025

Committee Chair or Co-Chairs

Virginia Foley

Committee Members

Susan Epps, William Flora

Abstract

The COVID-19 pandemic disrupted nearly every aspect of higher education operations, including fundraising and donor engagement. This qualitative study explored how Vice Presidents for Advancement and other senior fundraising leaders in higher education adapted their practices to meet fundraising goals during the pandemic. Using a narrative design, in-depth interviews were conducted with nine participants representing diverse institutions in the southeastern United States. Braun and Clarke’s (2006) six-phase thematic analysis was used to code and interpret the data.

Seven major themes emerged: communications, technology, donor relations, managing a fundraising team, overall giving impact, successful strategies, and the future. Participants described how fundraising teams shifted from transactional to relational approaches, adopting hybrid engagement models and leveraging technology such as video messaging and virtual events. Despite early uncertainties, most institutions maintained or exceeded prior levels of giving, largely due to proactive stewardship and mission-focused outreach.

Analysis of the findings indicated that institutions able to adapt quickly to digital communication, prioritize donor relationships, and foster internal team resilience were better positioned to sustain philanthropic support. Recommendations include continuing to invest in hybrid engagement strategies, segmenting donor communications, and preparing advancement teams for future crises through training and flexible policies. This research contributes to the limited scholarship on crisis-era fundraising and provides practical insights for advancement professionals navigating periods of disruption.

Document Type

Dissertation - unrestricted

Copyright

Copyright by the authors.

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