Steal this idea: What schools, universities and charities can learn from each other about fundraising
Fundraising is often siloed by sector. Schools, universities and charities each have their own traditions, challenges and approaches, and it’s easy to remain focussed on your little ecosystem – but what happens when we break down those walls and learn from one another? In the recent Cairney & Company webinar, we brought together leaders from all three sectors to explore this question, and the insights were eye-opening.
Crossing sectors: The reality check
Moving from one sector to another can feel like stepping into a different world. Catherine Mulgrew, who transitioned from higher education to schools, described the shift as “a lesson in patience and adaptability.” Universities often have large, well-resourced teams with specialists in stewardship, research and data. Schools? Not so much. Fundraisers wear multiple hats, and strategic decisions can take longer to land.
Charities present a different challenge. Gavin Maggs, now CEO of Children with Cancer UK after 25 years in higher education, noted that charities run on passion and urgency – but sometimes at the expense of structure. “Purpose in spades,” he said, “but you need clarity and systems too.” By contrast, universities often have several layers of bureaucracy and policies, which can feel a world away from the operating style of many charities.
Three strengths, one ideal fundraiser
Each sector brings something unique to the table:
Universities: Rigour, strategy and process
Charities: Storytelling and urgency
Schools: Warmth and personal connection
The best fundraisers blend all three – combining the discipline of higher education, the emotional pull of charities and the authenticity of schools.
Impact is non-negotiable
Charities know that if they can’t articulate need and impact, they won’t raise a penny. Education can learn from this clarity. Donors increasingly demand transparency: What difference will my gift make? How will you measure success? As Catherine Hart put it, “If you can’t articulate the need, you won’t raise the money.” Universities and schools must embrace this mindset, ensuring that the outcomes and change they are driving are visible and compelling to their supporters.
Shared challenges across sectors
Despite their differences, schools, universities and charities face similar headwinds:
Economic pressures: VAT changes for schools, tuition fee uncertainty for universities, rising costs for charities
Leadership expectations: Boards often see fundraising as a quick fix, without understanding the time and investment required
Staff wellbeing: Teams are under strain, and retention is a growing concern
The solution? Culture. Organisations that nurture teams, manage expectations and invest in fundraising will thrive. As Simon Lerwill reminded us, “We can’t afford not to invest in fundraising.” The solution isn’t simple, but there are organisations in each sector who have solved one or more of these problems. We need to make it easier to learn from each other and to share best practices, while continuing to press for change at the Senior Leadership or government level.
Supporting cross-sector talent
When someone joins from another sector, onboarding matters. Mentoring, vocabulary guides and intentional introductions can make all the difference. Encourage new hires to share practices from their previous roles – rigour from charities, intimacy from schools – and blend them into your culture. Done well, these transitions can be transformative both for the person joining the team and for the team itself.
Looking ahead
As financial strain bites, engagement-only roles may evolve to include fundraising responsibilities. Generational giving patterns are shifting, and donors want more than warm words – they want impact. Collaboration across sectors, creativity in income streams and a relentless focus on purpose will define the next era of fundraising.
We in the sector know that fundraising isn’t a nice-to-have. It’s essential. And with so much knowledge to share with each other, the magic happens when we share ideas, challenge assumptions and learn from each other.
A warm thank you to all our webinar speakers: Catherine Hart, CEO of Target Ovarian Cancer; Catherine Mulgrew, Head of Development at The Glasgow Academy; Gavin Maggs, CEO at Children with Cancer UK; Simon Lerwill, Director of Development at Herford College, University of Oxford.
We’d also like to thank our very own Kurstin Finch Gnehm, Senior Partner at Cairney & Company for being a wonderful host, and Forumm for hosting on their platform.
If you’d like to watch the webinar you can view it here: Steal this idea (please)