As the global wave of rising cost of higher education and popularization of higher education, funds problem become the common problems of the development of colleges and universities, colleges and universities social donation is more and more get people's attention. But how to improve social donations of subject in school is relatively fuzzy, structural equation model was used to construct the donations will influence factor model, the gratitude, improve the degree of trust and management influence how and to what extent donations of main body, through the single factor analysis of variance, the anniversary will affect willingness. Through the research conclusion proposes ways to improve social main body donation willingness.