Higher Ed Rules, Healthcare Sags When It Comes To Major Gifts

Why It Matters

The shift underscores higher education’s growing pull on ultra‑wealthy donors, reshaping fundraising priorities across the nonprofit sector and signaling intensified competition for mega‑gifts.

Key Takeaways

• Higher education captured 71% of $10M+ gifts, $10 bn total
• Healthcare nonprofits fell to $1.7 bn, first sub‑$2 bn year since 2020
• Planned giving accounts for 6% of $10M+ gifts, 33 donors 2025
• Average gift size rose to $14.18 m, driven by $10‑24 m and $50‑99 m tiers
• Phil Knight’s $2 bn pledge makes Oregon top recipient state

Pulse Analysis

The 2025 10M+ Gifts Report shows a pronounced tilt toward higher education, which absorbed 71 percent of all donations exceeding $10 million—roughly $10 billion, the highest share since 2018. This surge was propelled by marquee contributions such as Phil Knight and his wife’s $2 billion pledge to Oregon Health & Science University and MacKenzie Scott’s $1.1 billion spread across 32 colleges. California led the count with 35 gifts, but Oregon vaulted to the top of total value thanks to the Knights’ gift, underscoring how a single mega‑donation can reshape state rankings.

Healthcare nonprofits, traditionally the second‑largest recipient class, slipped to $1.7 billion—12 percent of the $10 million‑plus pool—marking the first sub‑$2 billion year since donors re‑engaged after the pandemic. While still above pre‑2020 levels, the sector’s share fell as donors gravitated toward education. Meanwhile, planned giving gained traction: 6 percent of the $10M+ gifts, equivalent to $781.9 million, originated from structured legacy strategies, with donor count rising from 22 to 33 in a single year. This shift signals a growing sophistication among ultra‑wealthy philanthropists seeking tax‑efficient, impact‑focused vehicles.

The expanding pool of donors—355 gifts in 2025, up from 322 in 2024—combined with a rising average gift size of $14.18 million, suggests that mega‑donations are becoming more common and larger. Fundraisers are responding by sharpening donor‑relationship strategies, emphasizing long‑term planned giving, and targeting institutions that can showcase high‑impact outcomes. For colleges and hospitals alike, aligning capital campaigns with donor interests and demonstrating measurable societal returns will be critical to capture a share of this elite philanthropy as the competition for the next billion‑dollar pledge intensifies.