This article builds on Magellan’s early learnings from choice store programs across higher education. While our initial article focused on student-facing campaigns, many of the same principles around choice, participation, and engagement apply to advancement and fundraising efforts.

As colleges look for ways to make donor stewardship more personal and intentional, choice stores are emerging as a flexible tool to support those goals. Over the past two years, Magellan has partnered with institutions to test and refine how choice stores can be used in give-to-get campaigns, offering donors the opportunity to select a thank-you item that resonates with them.

In advancement contexts, branded merch choice stores allow donors to select a thank-you item from a curated collection after making a qualifying gift. This approach introduces personalization, creates a moment of positive reinforcement, and provides insight into donor preferences.

Why Choice Matters for Donors

Donor audiences are diverse. Colleges often steward recent graduates, mid-career professionals, and legacy donors simultaneously. What resonates with one generation may not resonate with another.

Offering choice creates opportunities to present a range of items that reflect different tastes, life stages, and interests. Rather than assuming what will resonate, institutions can present a range of options that reflect different tastes and values.

Across the choice store programs we analyzed, advancement teams saw that choice stores:

• Encouraged donors to engage with stewardship touchpoints
• Created a more personal thank-you experience
• Provided data on which items resonated most

Fulfillment strategies vary by institution. Some schools choose to pre-order inventory to enable rapid shipping, while others order items after selections are made to better align with participation. The choice store model is flexible and can be structured based on speed, budget, and campaign goals.

How Schools Are Using Choice Stores in Advancement

Early advancement programs are already revealing how flexible and impactful choice stores can be.

Northern Arizona University used a choice store to build on an established give-to-get tradition. NAU has long offered socks as part of its donor campaigns. Rather than replacing that tradition, the team introduced choice by allowing donors to select from different sock options. This small but meaningful layer of personalization preserved what donors already appreciated while deepening emotional connection. By offering choice within a familiar product, NAU strengthened the experience without adding operational complexity.

In another campaign, an institution layered choice into a higher-giving tier to encourage greater support. All qualifying donors received a branded puzzle. Donors who contributed at a higher level received the puzzle plus access to a curated choice store. This structure maintained broad participation while creating a clear incentive for donors to move to the next level. By strategically integrating choice, the institution enhanced campaign energy and reinforced the value of increased giving.

These examples demonstrate that choice stores are not one-size-fits-all. Institutions can use choice to enhance tradition, introduce personalization within a single product category, or structure it as a tiered incentive tied to fundraising goals.

Applying Enrollment Learnings to Advancement

Many of the same principles that make choice stores effective in admissions translate directly to donor engagement.

• Participation signals interest and engagement
• Perceived value influences selection
• Small choices increase emotional connection

As with enrollment, advancement teams can use choice stores to better understand their audience and refine future campaigns.

Key Takeaways for College Advancement Teams

• Choice stores elevate donor stewardship through personalization
• Offering choice allows colleges to provide items that resonate across generations and audience segments 
• Flexible fulfillment models can be structured around speed, precision, or campaign goals
• Choice stores create meaningful moments without adding complexity

As colleges look for new ways to strengthen donor relationships, choice stores offer a flexible, data-informed approach to modern stewardship. By combining choice with measurable participation, schools can enhance the donor experience while gaining a clearer understanding of what resonates with their community.