A strong annual fund is critical to the growth of any Christian school or ministry. Our team is often surprised to discover organizations that don’t have an annual fund or haven’t fully unlocked its potential to support the mission in meaningful ways.
As you work toward establishing or strengthening your annual fund, here are 10 practical tips to help you build momentum and increase participation:
- Establish an Annual Fund—This is Task #1
Asking people to give to an auction, golf tournament, or “our school” is not enough. They are means to an end—vehicles for giving—but they are not the landing spot. Your organization needs a clear, central fund that givers can support year-round.
- Don’t Call it the “Annual Fund”
Your organization is unique, and the fund that supports critical operational and capital needs should be equally distinctive. Choose a name that reflects your mission and vision, communicates what you are trying to accomplish, and aligns with your name and branding in some way.
- Identify the Key Pillars Supported by the Fund
Help your givers and potential givers understand what their gifts actually support. Yes, this fund keeps the lights on—but it also provides student scholarships, feeds hungry people, and supports critical programs. These pillars must be compelling enough to inspire generosity and broad enough that funds can be used where most needed.
- Start with Your Leadership
Before asking your broader community to give, aim for 100% participation from board members and key leaders. If your executive director, board chair, head of school, or PTF president doesn’t support this fund, it’s disingenuous to ask others to do so. Everyone’s capacity may differ, but all should be challenged to give meaningfully. “Equal sacrifice, not equal giving” is a helpful guide here.
- Align Fundraising Groups Around the Annual Fund
Rather than each group raising funds in support of their own projects, invite everyone to creatively raise resources for the annual fund. A rising tide lifts all boats, and if people work together, the sum of money raised will provide more for each group (and provide it more consistently). This takes time and trust, but as you fulfill your promise that groups will receive a portion of the annual fund each year, alignment will follow.
- Establish Annual Financial and Participation Goals
Eventually, this fund should provide at least 5-10% of your annual budget. Aim for continued growth in amount received, number of gifts, average gift amount, and number of donors each year. Track these numbers monthly (internally) and quarterly (externally to constituent groups) so your community can celebrate as you hit benchmarks, (and perhaps give another gift!).
- Invite Year-Round Giving Through Both New and Existing Communication Channels and Events
Annual fund is a misnomer—we want people to give generously all year. This should be a 12-month plan (typically using your fiscal year calendar, but you can use another 12-month spread if you wish). Map out every fundraising event and appeal; indicate when/how you will report back to and thank givers (annual report, newsletters, etc.); and mark out in-person gatherings where you can talk about how essential this fund is for your organization’s success.
- Leverage Events, Giving Days, and Appeals as Opportunities for Inviting All Constituents to Participate
Hosting a Gala? Participating in Giving Tuesday? Sending year-end appeals? All of these are wonderful occasions to invite people to make a one-time or recurring gift to your annual fund. Pro tip: Simply posting “It’s Giving Tuesday—Give to Us!” or sending one email in December asking for gifts will garner very little response. You need well-planned, multi-channel, engaging, inspiring communication around every appeal and event to inspire maximum participation and generous gifts.
- Share Updates as You Go
Use newsletters, websites, social media, school events, and in-person meetings to thank givers, report out on how funds have been spent, and share progression towards goals. Don’t forget to tell stories of impact— and include pictures and videos—so people experience the joy of seeing their sacrificial gifts making a difference in God’s Kingdom.
- Raise the Goal Each Year
Every year, inch up your goals for dollars raised and percentage of participation from various groups (alumni, past clients, staff). Use segmented communication to invite each person to make a gift that is larger than what they gave the year before—in this way you will be building a culture of increasing generosity at your organization.
These strategies, when implemented with excellence, creativity, and wisdom, will absolutely strengthen your annual fund.
Need a partner to help build or refine your annual fund? Our team has decades of experience designing unique annual fund programs, detailed 12-month development plans, effective major giver strategies, and successful capital campaigns for Christian schools, ministries, and churches. We create things that work for your culture and context by using best practices and avoiding “cookie cutter” solutions.
Contact Jennifer today for a free one-hour consultation—let us help you amp up your annual fund! Get Connected HERE.
No Comments Yet
Let us know what you think