 When I ran an independent school development office, the prospect of summer was a bittersweet one. On the one hand, I looked forward to a more relaxed schedule and a dearth of planned events. On the other hand, I envied my teaching colleagues who were away for three months, heading off to exciting summer adventures, while I stayed on campus preparing for the year ahead. But I knew that wise use of my summer was crucial to our fundraising success during the following school year. With the end of the school year just around the corner, I want to share with you specific ideas for how to make the most of your summer. Stewardship - While you are prepping donor lists for your upcoming Annual Report, review those donors whose support increased. Reach out personally to these donors to re-thank them and to ask why they increased their gift. During your conversation, propose meaningful ways to involve them in the coming year.
- Review the list of consecutive year and cumulative giving. Reach out to donors who passed special milestones. For example, a donor who gave 10 years in a row or gave $100,000 cumulatively. Show your appreciation to those that have demonstrated this level of commitment.
- Review donors whose support decreased or ceased. A friendly phone call or visit might reinvigorate their support in the coming year. Ask why they decreased their giving. Again, explore ways for them to become re-engaged in the coming year.
New Parents - Sit down with the Admissions Office to review the names of incoming families, looking for those who might be in a position to make generous contributions. Siblings of current students, children of alumni, and other notable new families always add new life and vigor to your school community. It is good for you and your team to know these families before the start of the school year.
- Perform basic prospect research on these families so that cultivation can begin quickly. Find ways to meet them before the school year begins.
Reflection - Gather your staff to reflect on your fundraising successes and failures during the previous year.
- Perform the same reflection with your outgoing and incoming volunteer leaders. This is useful for information and advice, and is a good stewardship technique.
- Make decisions on ways to improve your fundraising, and then brief the Head of School on planned changes so that there are no surprises.
Capital Campaign - If you are in the midst of a capital campaign, look at your goals for a year from now and put the processes and systems in place to be successful. Visit or call top donors to be certain they are informed and involved.
- If you are planning a capital campaign, consider developing a new -or reviewing an existing- strategic plan. If the projects for a campaign have been identified and priced, perform a feasibility study to both determine campaign readiness and to cultivate your top donors. Prepare a preliminary list of prospects for the campaign and begin cultivating them now. Develop a communications plan to lay a foundation of awareness about the needs to be met by the campaign.
- If you have just completed a capital campaign, review your top donors and make sure they are thanked, recognized, and meaningfully involved. Visit or call them to provide updates and offer a special tour of the newly completed facility. Perform and share a thorough analysis of campaign donations, taking into consideration if they matched what was projected and any impact the campaign had on other fundraising.
The Board - Thank board members who are leaving. Find ways to continue their involvement - especially if they have been strong donors or have helped nurture important and lucrative relationships.
- Welcome board members who are arriving. Position yourself and your team as an important point of contact. Meet new board members in person. Educate them on the development program and expectations and move them toward a more active role.
- Review board members whose terms will finish next year. To replace those rotating off the board, make a list of candidates to share with your Head of School and your board leadership early in the year. Be sure to consider both the candidates' skill sets and their financial capacity.
Yourself - Reflect on your professional and your program growth goals.
- Take time to meet with colleagues at other schools.
- Look at training opportunities to enhance your skills.
- Review the professional reading materials you were not able to do during the year.
- Most important, spend time with your family and friends. Their support is crucial to your well-being and success.
The life of an independent school CDO is an extremely hectic one once the school starts. Even if you can check off half of these recommendations for how to spend your summer, you will be in a much better position to start the year off right, and to continue building the relationships that will help bring dollars in the door. * * * If you need coaching or support to build strong relationships with donors, to develop a plan for fundraising, or to assist with managing your board, please contact me today at [email protected] or (202) 719-8082. |
