Creating A Strategic Annual Campaign Jennifer Weinstock Senior Development Officer, Gann Academy

Agenda o Creating a shared language o Who does what? o What makes a great Annual Campaign? o Creating a Plan

The Annual Campaign “It’s like brushing your teeth” -Pearl Kane

Definitions: Annual Campaign : All fundraising that happens in a given fiscal year where dollars are unrestricted and renewable. Annual Campaign Plan : A holistic integration of all development activities in a given fiscal year.

Annual Campaign STRATEGY  Cultivate new families  Solicit all parents  Increase community support  Outreach to alumni  Build brand recognition  Increase major gifts  Steward Board members TACTICS  Major gifts event  Mailing to parents  Channukah concert for community  Solicitation training for Board  Alumni reunion  Lunch with a Board member  Personal invitation to event

Annual Campaign Messages o How does the Annual Campaign help your camp achieve its vision? o What are you raising money for?

How to Make a Compelling Case Think – What is it you want your camp stakeholders to know or understand about your annual campaign? Feel – What emotion do you want them to have about your annual campaign? Inspired, curious, excited…? Do – What specific action do you want them to take?

Markers of a Strategic Annual Campaign A strategic annual campaign:  Lasts all year  Builds on the achievements of previous year  Creates philanthropic momentum  Builds relationships  Involves board members and beyond  Unites communities around shared values  Based on a development plan  Segments donors and prospects

Strategic Annual Campaign Reimagining Your Annual Campaign From transactional to relational From same as always to new and exciting From scholarship to program excellence From camp needs to donor interest From a select few to broad participation From competing needs to a coordinated effort From racing the calendar to planning strategically How will you do this?

From Transactional to Relational 1. Audit what you have done before. How many of your development activities are transactional? 2. How many of your activities are relational?

From Same-As-Always to New-And-Exciting o Create annual campaign rigor with a public launch o Announce goals with excitement and be transparent about how you are going to reach them o Invite annual campaign leadership to have a public role at key camp functions o Add annual campaign information into all camp communications o Collect donor testimonials and use them!

From Scholarship Needs to Program Excellence o Scholarship needs are not for everyone o What else are you raising money for annually and how can you talk about that? o How do those messages permeate all your camp communications?

From Camp Needs to Donor Interest Penelope Burk (Donor-Centered Fundraising®) says donors want:  Prompt, personalized acknowledgment of their gifts  Confirmation that their gifts have been put to work as intended  Measurable results of their gifts prior to being asked for another

From a Select Few to Broad Participation o 100 % Board participation o 100% Parent participation o 100% Year-round staff participation o How do you focus on broadening the donor base without taking time away from the top 25 donors? o How does having broad participation lead to a culture of philanthropy?

From Competing Needs to A Coordinated Effort 1. Chanukah Gelt 2. Annual mail appeal 3. Event tickets 4. Scholarship appeal 5. Alumni appeal 6. Major gifts solicitation

Sample Development Calendar 2012 September Donor welcome back letter 9/16 Committee Meeting October Community Event Face to Face Cultivation Meetings begin with Top 10 10/23 Committee Meeting Development packet complete November Major gift Assignments Complete E-Bulletin 11/4 Solicitation Training December Chanukah Direct Mail out 12/12 12/10 Committee Meeting January Event invite out 1/16 Tier 1 solicitations complete *Letter to parents and grandparents re Feb event 1/15 Committee Meeting February 2/28 Donor Recog. Event ($1800+) 2/18 Committee Meeting March E-Bulletin Tier 2 Solicitations Complete 3/22 Committee Meeting April Pesach Direct Mail 4/1 Cultivations Meetings II Grandparent Event 4/26 May Camp. clean-up (phonation) Tier 3 Solicitations Complete 5/19 Committee Meeting June End of Year thank you letter to donors 6/9 Committee Meeting July (year in review) Cultivations Meetings III 7 / 21 Committee Meeting August Campaign Calendar set for ‘11-’12 Community Event Invite Out E-bulletin

Writing A Detailed Plan Constituency Group 1. Financial Goal 2. Non-Financial Goal  Ask Strategy  Participation  Cultivation  Timing  Key Messages  Stewardship  Tracking/Evaluation

Workgroups

The Road to Annual Campaign Recovery Symptom Diagnosis Short Term Treatment Long Term Therapy

Example Your camp relies on one event for the majority of its annual campaign revenue. Symptom

Example There is not a strong culture of philanthropy at this camp. By relying on events to drive giving, they are not focusing on building relationships with donors. Diagnosis

Example Keep the Gala but use it as a recognition event, solicit all major donors face-to-face before the event and use the ad journal as a place to recognize that support. Ask board members to serve as ambassadors at the event and give specific cultivation assignments Short Term Treatment

Example Camp discontinues annual event and moves to a strategic annual campaign plan that includes major gifts. Through the early solicitation of major donors and strategic stewardship, the school is able to raise more money than when they were tied to the gala. Long Term Therapy