Taking your Annual Fund to new heights

Segment it.

• Current parents/senior/alumnae/i parents
• alumnae/i
• Trustees current/former
• Grandparents
• Faculty/staff
• Other - vendors, foundations, etc.

Why, b/c you can. No really though this is pretty obvious but it provides opportunities for short term and long term growth. It also allows you to break down information in spreadsheets so you can dig down into the numbers and see from your money is coming.

Malone foundation the give gifts of only $2 million.
Mary Mae Foundation

Generations

Civics

• Tend to give out of loyalty
• Respond to authority figures
• Direct mail responsive
• Reluctant to give over the phone
• Students make great solicitors
  

Boomers

• Respond with emotion
• Students make great solicitors
• Mail and Telemarketing responsive
• Respond to creating change

Gen X

• Pragmatic; cynical
• Think globally - they realize they cannot change the world only certain things
• Visual generation
• They'll answer the phone if you can find their number
• On-line baby.
• Direct mail not the best

Gen Y (millennials)

• Focus on community
• Diversity
• Cell phones
• Less likely to be direct mail responsive
• On-line baby.
• Values $ differently. Don't under ask.

Silly Facebook debate ensues. I was at one time on the Facebook is their space and they'll get offended if we're on it, etc side. That was before I understood it. Get on it. You have a cool product and one that has strong emotional ties with the user. Ask away, just don't spam.

Alumni & Annual Fund

We're all in this together - friendraisers and fundraisers alike. The message needs to be the same.

Annual Fund & Major gifts

• Separate but interdependent programs
• Clearly define a major gift. Major to you isn't necessarily major to me.
• Clear donor strategies
• Remember: Annual Fund feeds the pipeline

Another read: Penelope Burk Donor Centered Fundraising

Annual fund and the Campaign

• Will you include annual fund dollars?
• Will you treat them serparately?
• Will you use the annual fund only during the final year(s)
• Challenge Grants
• No whining...everyone is in this together

The family of funds

• where it's needed most/unrestricted
• faculty
• financial aid
• academic programs
• athletics
• arts
• this tells you more about your donor

Appeal Development

• Don't over think. Simple themes and common sense
• Tailor the message but don't go overboard.
• People give to people.
• Write well and proof read.