How Does Your Annual Fund Grow?

Any number of metrics defines your success, but when it comes to an annual fund campaign in a small organization, there are primarily three markers of success: an increase in constituency participation, an increase in the number of leadership donors, and an increase in dollars raised. Perhaps you are a one-person shop, which is fantastic for the entrepreneurial self-starter. It can be lonely, it can be energizing, but your perspective and your ability to prioritize the activities that serve the three markers will predict the success of the annual fund campaign. Here are 6 steps to growing your annual fund campaign.

One: Assemble your committee. Your development committee, which should include board members, the Head of School, the CFO, and volunteers with professional development experience, is a crucial part of your campaign. Together, you will set realistic goals for the annual fund participation and amount to be raised. It's not about the size of the group but the enthusiasm and comfort of the members in meeting with people and discussing exciting alignments between donors and the school's needs.

Two: Recruit a team. Create an annual fund management team with liaisons for each grade, alumni group, or affinity group who will help you make individual asks. Lovingly recruit them, train them, lead them, feed them, communicate with them, support them, rejoice in their success, and celebrate them. Although I don't recommend spending all your time trying to get to 100% participation in each constituency (other than the board), this strategy is helpful if you have no real culture of philanthropy and are starting from scratch.

Three: Marketing and communications. You may not have a marketing or communications director on staff if you are working at a small organization. But you have intellect, you have vision, and you have people in your community with skills. Engage them to help you create templates for emails, social media campaigns, proposals, and reports.

Four: Make a Big Pitch. Make a big Back to School Night pitch with a flashy PowerPoint delivered by awesome, friendly parents with a sense of humor; parents, ideally trustees, who you have also recruited to chair the annual fund. Stage a revolution if your school leadership is not on board with this. Seriously. Your annual fund will not grow if development hides in the shadows and the school believes in magical thinking to raise money.

Five: Chart your progress. Statistics are your friend. Even in a small organization with limited resources, you can track your appeals and marketing efforts to gauge success against each other and year to year. Even as low-tech as counting how many gifts came in the week after the big pitch versus last year (when there was no pitch), is helpful as you build your portfolio of successful initiatives.

Six: Call in reinforcements. You know when you need some outside insight. Sometimes, the task is too large, the zeitgeist needs to change, or you are in uncharted waters. Talk to other development professionals, attend a conference, or talk with a consultant. We all need a little help from our friends.

The author, Jill Goodman, is a consultant working with independent school leaders to advance their school’s mission, enhance their processes, and bolster their skills. Learn more about all services here.

This article was updated in 2024