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Dear Fundraising Professionals,
Welcome to the first
issue of PEJE's Fundraising E-Letter, distributed to Jewish day school
fundraising professionals and to heads of school. Whatever your level of
fundraising expertise, we hope that you will enjoy these monthly
communications. Feel free to forward
this e-letter and to encourage your colleagues to subscribe. We also
welcome your feedback and suggestions for future topics. Email Suzanne Kling with your ideas.
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Planning the Annual Campaign |
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If
you've spent much time in day school development, you probably have
considerable experience with annual campaigns. The most successful
campaigns are those that implement a strategic, comprehensive plan. Here
are a few tips to consider:
- In order for a campaign to run smoothly, identify and complete
preliminary tasks. For example, have you identified all of your
constituencies? What collateral materials will your campaign need
(stationery, newsletters, brochures, pledge cards, etc.)? Have you set
up volunteer committees? And PR and marketing campaigns?
- Anticipate various infrastructure needs, such as data management.
Are all potential donor lists up to date? Has everyone been trained to
use the software?
- Effective planning takes into account a variety of ways to approach
donors. Do you know whom to reach via telemarketing and direct mail
campaigns? Who should be approached in person?
- Since the annual campaign involves a large number of people, make
certain that everyone knows what's expected of them: volunteers, head of
school, development staff, faculty, and board of directors.
- Finally, a comprehensive plan is one that sets goals -- ones that
account for both present and future needs. In short, the successful
annual campaign is a year-round affair, and with some careful planning,
it'll seem that one campaign flows easily into the next.
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Q&A with Herb Tobin, PEJE Senior Consultant and
Fundraising Expert |
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How
do you set an annual campaign goal?
You need to consider three
factors when setting goals for the annual campaign: First, the
budgetary factor. What's the absolute minimum the school needs to
balance its budget? Next, aspirational factors. What things would
you add to the school if you had the money? Find out what's not being done
due to lack of funds -- an enriched curriculum, an arts specialist, three
more Judaic teachers -- and plan accordingly. Lastly, capacity
factors. Are your expectations in line with what the community can afford
to give? For example, a school in Newton, MA will likely have a greater
capacity than one in a small Ohio town.
Each issue will feature a specific question related to the topic. Submit a
question for consideration in our next issue, which will be dedicated
to the role of a development director. While not every question will
appear in the Q&A, we'll do our best to address the topic somewhere in
the issue.
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Noteworthy Practice: Epstein
School |
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Since
its start in 1973, the Atlanta-based Epstein
School has transformed its annual campaign from humble beginnings--one
with no database and little year-to-year consistency--to a thriving
professional operation. According to Director of Development Joan Stuart,
thinking about the campaign as an entire cycle, rather than an isolated
event, has made all the difference. Moreover, the school's campaign is
mapped out more than a year in advance--this September's campaign began in
January 2004, and its goals were in place by June 2004.
The school has worked hard to create a "well-disciplined" community,
where every member is encouraged to participate at some level. Since last
year, Stuart meets with every new family over breakfast. She and others
explain the importance of the annual campaign--how it directly impacts the
quality of their children's education--and sign them up to volunteer.
These days, the school's board is more involved than ever in the annual
campaign, making calls to solicit and thank large donors. How does the
school manage to run such a complex operation? With a carefully planned
timeline, says Stuart, who frequently consults the white board in her
office: "Sometimes the only things that seem to stay up there are the
words 'thoughtful planning.' I know from experience that the campaign is
only as good as the planning."
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Related Resources |
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Independent School Management (ISM Inc.) offers a wide range
of training opportunities to help you build and strengthen your day
school's annual campaign. In addition to its Campaign
Planning and Management, a consulting service to build or improve an
existing campaign, ISM is also sponsoring "Increase Your Annual Giving"
from June 22-25, 2005 in Wilmington, DE. Designed for development
directors and heads of school, the retreat offers workshops on gathering
personnel, setting achievable goals, training volunteers, and making the
case for your campaign. To learn more about the conference visit the ISM
website.
NOTE: PEJE has negotiated a special rate for Jewish day schools who
participate in ISM's summer workshops. Contact Mark Blechner for details on how you can
register for this workshop for $1,100, a savings of over $400.
CFRE News Founded in 1997 through the merger of two separate
certification programs, including the Association of Fundraising
Professionals, Certified
Fund Raising Executive International (CFRE) promotes voluntary
certification for fundraising professionals. Since 2003, CFRE has
distributed a bimonthly e-newsletter called CFRE News to clients.
Recently, the organization has also placed current and archived versions
of CFRE News on its website. Filled with policy changes on professional
certification, volunteer opportunities, plus CFRE News, the newsletter is
an excellent resource for the development professional. The next issue is
scheduled for April 15. Learn more about CFRE
News.
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Produced with the assistance of Paul Zakrzewski.
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