CASE Insights on Philanthropy 2023-24: What can we learn?
In June 2025, the Council for Advancement and Support of Education (CASE) published its 2023-24 Insights on Philanthropy (formerly CASE-Ross) report. This survey of higher education institutions in the UK and Ireland is our most comprehensive source of data on sector-wide philanthropy trends. It provides a valuable benchmark to understand how your fundraising efforts compare to peers across the sector.
This year, 83 institutions contributed their data, with each classified by CASE into one of five ‘clusters’: Elite, Advanced, Maturing, Defined, and Initiated.
Today we’re sharing our key takeaways from the report. Our reflections echo many of the themes we’re hearing in conversations with university leaders and development teams right now – both in our work with our global clients, and as recent partners at The Venn: University Leaders Forum 2025.
1. Making the case for investment
A continued theme from past reports is that investment brings matching returns. This year, 55 institutions reported an increase in advancement investment, with more securing between £10-£19.99 million in new funds committed – 18, compared to 10 in 2022-23 – leaving fewer remaining in the £5-£9.99 million bracket. Growth in investment was most significant among institutions within these two ranges: suggesting that universities who continue to invest in their advancement teams are seeing tangible growth and moving into higher income brackets as a result. Where we saw the lowest percentage increase in investment are those in the Defined and Initiated clusters, who from our experience (supported by these results) are those who are tirelessly seeking to demonstrate the value of philanthropy within their institutions.
The wider landscape for the UK higher education sector is an extremely challenging one, with significant cuts and cost savings being made across many of the country’s institutions, making securing investment more challenging than ever. That being said, this is not the time for universities to look inward. Doing so will have long-term consequences, not only for institutions themselves but for their communities, the UK and the wider world. Universities are where discoveries are made, boundaries are pushed, and individuals are set on paths to fulfil their dreams and make positive change. Now is the time to be open to partnerships, to focus on the power of philanthropy and engagement, and to work together across institutions to ensure everyone is moving forward. It’s also the time to ensure that philanthropy and engagement have a seat at the table right at the start of discussions, and not simply as an afterthought to plug a gap.
CASE have revised their clusters in this year’s report, with Defined and Maturing representing the same new funds committed bracket (£1-10 million) but split by team size (fewer than 8 fundraising staff vs 8 or more fundraising staff). This could offer a useful benchmark for institutions at the early stage of developing their programmes to make the case for more resources – which, as the data shows, can make all the difference.
2. Donor expectations are evolving
The report reveals that more than three quarters (77.7%) of new funds committed were designated for restricted current use, with just 6.3% unrestricted. This highlights an important truth: donor expectations are changing.
There is a growing desire among donors at every level to give in a way that reflects their desires, needs, personal interests and values, and to deliver clear and demonstrable impact. Across both the higher education and the wider charitable sector, we’re seeing fewer donors making larger gifts to fewer organisations – as CASE’s report notes, total donor numbers have fallen by 21.8% over a five-year period. Increasingly, philanthropists are seeking opportunities to make more complex gifts, or to co-create new initiatives.
This shift brings real challenge at a time when, more than ever, institutions need flexible funding to alleviate financial pressures. However, universities must recognise the reality. Fundraisers will not only need compelling projects, but also greater influence within their institutions – particularly at the CFO level – to create budget-relieving gift opportunities that today’s donors will respond to.
3. Where are funds coming from?
As in 2022-23, trusts and foundations were the largest single source of new funds committed (44.9%), with the two Elite institutions (Oxbridge) indicating that they were the source of 100% of the largest gifts received. Yet paradoxically, the trust and foundation team is often the smallest and least resourced part of a university’s advancement office.
This raises interesting questions. We know that many trusts and foundations are now reevaluating their giving to have an even greater impact. How do we balance this reality with the staggering percentage of income that they usually reflect? Meanwhile, the line between ‘trusts and foundations’ and ‘individual donors’ is blurring. In reality, much of the value is coming from trusts and foundations where excellent relationships have been built with people who influence the outcomes. Is a more ‘major’ or ‘principal gift’ approach now need with trust and foundation relationships?
At the other end of the spectrum, several figures in the report point to the wavering value that small gifts and mass fundraising have for departments. Our own informal research suggests that fewer and fewer major gift prospects are coming through the regular giving pipeline. It could be argued that funds raised is no longer the optimal measure for success in this channel. While small gifts may not shift the bottom line dramatically, they remain vital for cultivating a broad, engaged supporter community. We need to start measuring the value of these programmes by their influence, reach, and the long-term culture of philanthropy they help build: which is where their real value will lie in the next decade.
While alumni gifts made up just under a quarter (24.3%) of new funds committed this year, the report underlines their importance:
“[…] it is our graduates who truly animate the philanthropic spirit of our sector: 69.8% of all donors were alumni. Their gifts, their advocacy, and their willingness to serve as ambassadors day after day form the bedrock of institutional resilience.”
If the largest gifts are from trusts and foundations, but the largest number of gifts come from alumni, there is a delicate balance to be struck by fundraisers in how they approach their donors and prospects. This evidences the need for diversity within a fundraising team pipeline. There is a need for trusts and foundations, alumni, philanthropists, legators and corporates, particularly when the landscape is challenging. We know this can be hardest for small teams who don’t have the resources to do it all, but often these are the teams that have the flexibility and agility to respond quickly. We also need to move more quicky toward an integrated approach to fundraising, where teams share prospects and work on gifts together, across the team. Especially at the higher level, prospects will have distributed influence: across their own portfolios, related foundations or family trusts, and workplace CSR.
Looking ahead
The report celebrates a truly impressive milestone – the 83 surveyed institutions secured £1.52 billion in new funds committed, the highest total to date. The impact of this sum – and of the collective efforts of those who made it possible – cannot be overstated. At the same time, the data highlights real challenges in sustaining this momentum, which should be carefully considered as teams plan for the coming academic year and beyond.
At Cairney & Company, we support and guide university leaders and advancement teams to make the most of the resources – financial and otherwise – available to them, wherever they’re at with their fundraising.
Read the full CASE Insights on Philanthropy 2023-24 report here, and get in touch to discuss what the results could mean for your institution.