1. 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 ~$1,700 per
student

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
$396,000 out of $686,000 in total annual revenue
 Usually includes individual, unrestricted gifts under
$10,000

5. Keys to Annual Fund Success
 Education of the “Gap” and the importance of
the Annual Fund in our Mission
 Consistency, Repetition and Personalization
 Disciplined Execution

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

7. Direct Marketing
 Develop an Annual Fund Brand
 Brochure, letterhead, emails, powerpoint
 Personalized, segmented messages to each
constituency group
 Recognize past donors vs non donors
 Ask for increased donation level
 Explain the impact of the Annual Fund

9. Direct Marketing
 At least two mailings to the complete database with
brochure
 August/September and November/December
 January - June focus on Lybunts and Sybunts
 Segmented Letters, postcards
 Phonathon
 Targeted Email campaign in between mailings
 Parents
 Alumni
 Drive constituents to the website
 Online Annual Fund donation page

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
 Can be a first step to a Major Gift or Planned Gift
 Use Wealth Screening data
 Involve school President whenever possible

12. “Parent Partnership” Program
 Invite parents to a series of 25 – 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 12%
 Board participation should be 100%
 Average Faculty/Staff donor rate is 44%
 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
 Parent and Alumni Chairs
 Education of current students about giving back
 Recognition