"best of class" annual fund strategies
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“Best of Class”Annual Fund Strategies
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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
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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
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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
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Keys to Annual Fund Success
Explanation of the “Gap” and the importance of the Annual Fund
Consistency and Repetition
Disciplined Execution
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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
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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
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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
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“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
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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
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