NAIS - Fundraising: Six Things Development Officers Should Consider in These Changing Times

“Fundraising in a Time of Uncertainty.” That’s an email subject line I’ve seen far too often this past spring. Since the spring, we’ve been in a state of constant change. Given all that is transpiring in the world, many advancement teams are wondering what’s the best way to approach fundraising now.

At Graham-Pelton, which provides fundraising counsel for independent schools across the country, we are hearing about high levels of engagement among independent school parents and alumni. One development director recently told me, “It’s amazing how much more engaged parents are when they can’t leave the house.” They are opening emails, interacting with social media posts, and virtually attending donor and alumni events they might ordinarily skip. It’s critical for schools to capture and capitalize on this engagement.

While there are significant challenges ahead, there are also reasons to feel confident moving forward with all aspects of major gifts fundraising. Connecting with alumni and donors in new ways—asking for gifts over Zoom—has some schools securing six- and seven-figure gifts. Through my experience and the work I do with schools, I’ve learned several ways institutions can more strategically and successfully fundraise in uncertain times.

Reimagine virtual events. Alumni around the world are now engaging more than ever. Events that would otherwise be limited to a small in-person group or certain geographic locations because of logistics and resources are receiving renewed interest because they are being held virtually—where anyone can join. One school sponsored a “tea with the head of school,” which was an evening event for U.S. based alumni and a breakfast social for those in China (a day later). Another school hosted its annual faculty poetry reading online, and more than 300 alumni joined, far more than the usual handful who show up when the event is held on campus.

Prospect better. To identify wealthier donors, consider investing in a wealth screening and conducting in-depth prospect research on individuals, especially those attending your virtual events. As you update your database with this information, conduct an audit to ensure all donor data is being recorded and coded in the most effective way possible. This is also a good time for a review of job descriptions of development team members, a review of campaign volunteer role descriptions, and a review of other policies and procedures such as gift recording (perhaps with an eye towards data security, in light of the recent Blackbaud breach).

Create closer connections. Big events aren’t the only way to connect with alumni donors. Although nothing compares to an in-person coffee or lunch or even a quick conversation with a parent in the parking lot, online connection can offer its own advantages. And remember: It’s easy to assume that alumni have more pressing concerns on their minds than a building campaign. Approach each meeting as an opportunity to learn about the members of your community and to get to know them better. You might be pleasantly surprised.

Find the best light. Every day, I have meetings with people who are still making rookie mistakes on Zoom and other video-conferencing platforms. A bright light in the background or a laptop camera under their nose can be easily corrected. Make sure to update your online meeting skills and consider purchasing a ring light to limit shadows or a stand to better angle your laptop.

Keep reaching out. It’s critical to help donors maintain the habit of giving. A lower-level gift is significantly better than no gift at all. The temptation to stop giving is ever present, and a rapidly changing world can increase that temptation. But donors will feel better about themselves—and you will be grateful in the long run—if they continue to give, even if it is at more modest amounts than usual.

Be transparent. Online meetings can allow schools to update donors more quickly and to a large group of people at once, providing more information about how donations are spent. One school, which had raised significant funds for an emergency relief program, held an online town hall to share information about how the money was distributed. The school shared moving stories about the impact the emergency fund made (keeping student information confidential, of course). Registration for the event was high and the response was overwhelmingly positive.

As the new school year begins with challenges and complexities, be sure to take a moment to celebrate recent successes. Positive reminders about the power of your school’s community will help to sustain enthusiasm and continued engagement as we move forward. The coming months—and years—will take flexibility, agility, and quick thinking. Schools that can rapidly adapt to new circumstances while staying true to their missions and values will be at a decided advantage over those that resist change. The good news is that independent schools have long placed an emphasis on people—faculty, staff, students, alumni, and parents. That emphasis will continue to serve schools well as we move forward into the future.