"best of class" annual fund strategies

“Best of Class”Annual Fund Strategies

Annual Giving

Annual Giving is reported as the #1 Priority among Catholic High Schools

Covers current year’s operating “Gap” between tuition and actual expense

Average Catholic High School Gap is ~$2,100 per student and increasing

Annual Giving

• Annual giving includes all donations that can be used in the current fiscal year, and is typically comprised of:

Annual FundAuctions and other eventsMajor or Special Gifts

The Annual Fund

Should be the “Cornerstone” of all Annual Fundraising Activities

Average Catholic High School “Annual Fund” is $399,000 out of $658,000 in total annual revenue

Usually includes individual, unrestricted gifts under $10,000

Keys to Annual Fund Success

Explanation of the “Gap” and the importance of the Annual Fund

Consistency and Repetition

Disciplined Execution

Suggested Annual Fund “Pillars”

Direct Marketing Program

Personal Solicitations

“Parent Partnership” Program

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Direct Marketing

At least two mailings to the complete database September and November

Personalized, segmented messages to each constituency group

Recognize past donors and non donors Ask for increased donation level

Direct Marketing

Spring focus on Lybunts and Sybunts Postcards or Letters Phonathon

Targeted Email campaign in between mailings Parents Alumni

Online Annual Fund donation page Drive constituents to the website

Personal Solicitations

Target ~ 20 – 30 in total Best prospects are past donors of $500+ Include selected incoming Freshmen Parents Coordinate with other Major Gift activities Use Wealth Screening data Involve school President whenever possible

“Parent Partnership” Program

Invite parents to a series of 20 – 30 minute presentations in the Fall Goal is to meet with all parents Explain the “Gap” and what the Annual Fund is used for Ask for their support to cover the “full” cost of an education Explain what it means to be a parent at your school

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Setting Goals

• Establish realistic but aggressive Goals:Total gross revenueLimit cost per dollar raised to < $.25Average parent donor rate is 27%Average alumni donor rate is 14%Board participation should be 100%Staff participation should be >75%Measure return from each mailing

Other Considerations

$1,000 Society Member Event “Tuition Assistance” appeal as a separate

program within the Annual Fund Restricted vs Unrestricted donations Automated phone messages prior to direct

mail drops Class/Reunion/Decade Representatives