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Creating A Strategic Annual Campaign
Jennifer WeinstockSenior Development Officer, Gann [email protected]
Agendao Creating a shared languageo Who does what?o What makes a great Annual Campaign?o Creating a Plan
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 Messageso 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 themo Invite annual campaign leadership to have a public
role at key camp functionso Add annual campaign information into all camp
communicationso Collect donor testimonials and use them!
From Scholarship Needs to Program Excellence
o Scholarship needs are not for everyoneo 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 InterestPenelope 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 participationo 100% Parent participationo 100% Year-round staff participationo 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 Gelt2. Annual mail appeal3. Event tickets4. Scholarship appeal5. Alumni appeal6. Major gifts solicitation
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2September
Donor welcome back letter
9/16 Committee Meeting
October
Community Event
Face to Face Cultivation Meetings begin with Top 10
10/23 Committee MeetingDevelopment packet complete
November
Major gift Assignments Complete
E-Bulletin
11/4 Solicitation Training
December
Chanukah Direct Mail out 12/12
12/10Committee 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 Event4/26
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 PlanConstituency Group
1. Financial Goal2. Non-Financial Goal
Ask Strategy Participation Cultivation Timing Key Messages Stewardship Tracking/Evaluation
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