1. “Best of Class”
Annual Fund Strategies

2. 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

3. Annual Giving
• Annual giving includes all donations that can be
used in the current fiscal year, and is typically
comprised of:
Annual Fund
Auctions and other events
Major or Special Gifts

4. 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

5. Keys to Annual Fund Success
 Explanation of the “Gap” and the
importance of the Annual Fund
 Consistency and Repetition
 Disciplined Execution

6. Suggested Annual Fund “Pillars”
 Direct Marketing Program
 Personal Solicitations
 “Parent Partnership” Program
•

7. 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

9. 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

10. 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

12. “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
•

13. Setting Goals
• Establish realistic but aggressive Goals:
Total gross revenue
Limit cost per dollar raised to < $.25
Average 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

14. 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