Transcript CAP University - Archdiocese of Hartford Catholic Schools

Annual Appeal
CAP University
Archdiocese of Hartford
Fundraising ~ Corporate Social Engagement ~ Interactive Services
New York | London | Los Angeles | Washington DC | Boston
The expertise to do it right.
The passion to see it through.
Annual Appeal
• An Annual Appeal Program - Overview
• CAP Solicitation Calendar
• School Level Annual Appeal Events
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ChangingOurWorld.com
The expertise to do it right.
The passion to see it through.
Annual Appeal
• The Annual Appeal is about raising awareness, engaging
volunteers, publicizing your message, and yes, raising money.
• Where do donors give?
• Organizations that meet critical needs in the community
• Organizations that they respect
• Organizations that are good stewards
• Organizations that they know and care about
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ChangingOurWorld.com
The expertise to do it right.
The passion to see it through.
Annual Appeal
• The Annual Appeal is the backbone of any development effort.
• The Annual Appeal is an organized effort to obtain gifts on a
yearly basis to support, at least in part, general operations of a
school. Funds are typically raised through mail, email, direct
solicitation efforts such as phone-a-thons and special events.
• A well-run annual appeal program should make available a wide
variety of activities that encourages individuals to participate in
the on-going life of the school.
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ChangingOurWorld.com
The expertise to do it right.
The passion to see it through.
A Plan For Fundraising
A well run development program should make available a wide variety of activities
that encourage the school’s alumni and other constituents to participate in the
ongoing life of the school.
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ChangingOurWorld.com
The expertise to do it right.
The passion to see it through.
Objectives of the Annual Appeal
• Establish a habit of giving
• Reach a broad base of prospects
• Allow high-end donors to self-identify
• Graduate donors to higher giving levels
• Be efficient and cost-effective
• Make it easy to give
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FUNDRAISING
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CORPORATE SOCIAL ENGAGEMENT
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INTERACTIVE SERVICES
ChangingOurWorld.com
The expertise to do it right.
The passion to see it through.
Elements of the Annual Appeal
• Mail appeal
• Letters
• Newsletters
• Email
• Phone-a-thon
• High-end appeal
• Letters with follow-up call
• Individual solicitation visits
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FUNDRAISING
~
CORPORATE SOCIAL ENGAGEMENT
~
INTERACTIVE SERVICES
ChangingOurWorld.com
The expertise to do it right.
The passion to see it through.
Components of Annual Appeal Letter
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Engage the reader
(Re) Introduce the school
Share a compelling story/case
Detail goals or past successes
Express the need and make the request
Thank the reader for their consideration
*Sample Appeal letters and timelines can be found in the CAP Manual in your binders.
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FUNDRAISING
~
CORPORATE SOCIAL ENGAGEMENT
~
INTERACTIVE SERVICES
ChangingOurWorld.com
The expertise to do it right.
The passion to see it through.
Most likely reasons for poor results
• Inconsistent appeals
• Inadequate (or ill-maintained) database
• Failure to make targeted "asks"
• Lack of follow-through
– Timely acknowledgments
– Answers to questions
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FUNDRAISING
~
CORPORATE SOCIAL ENGAGEMENT
~
INTERACTIVE SERVICES
ChangingOurWorld.com
The expertise to do it right.
The passion to see it through.
Most likely reasons for poor results
The 2008 Bank of America Study of High Net-Worth Philanthropy
Reasons why major
donors stopped
supporting an
organization
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FUNDRAISING
~
CORPORATE SOCIAL ENGAGEMENT
~
INTERACTIVE SERVICES
ChangingOurWorld.com
CAP Annual Appeal Mail Schedule
The expertise to do it right.
The passion to see it through.
CAP Hartford – Solicitation Calendar
Advocacy Mailing – November 2009
Solicitation Mailing #1 – December 2009
Solicitation Mailing #2 – June 2010
Cultivation e-mail – Summer 2010 (potential)
Cultivation e-mail – September 2010
Solicitation Mailing #3 – October 2010
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FUNDRAISING
~
CORPORATE SOCIAL ENGAGEMENT
~
INTERACTIVE SERVICES
ChangingOurWorld.com
School Level Annual Appeal Efforts
The expertise to do it right.
The passion to see it through.
School Level Annual Appeal Events
Schools are encouraged to play a role in outreach to the alumni from their school
community. Working in coordination with the CAP team, who can provide
support during this process, schools may consider reaching out to their alumni in
a more active manner.
Examples of School Level Annual Appeal Events:
 Alumni Phone-a-thon/Thank-a-thon
 Invite local alumni to existing school events and fundraisers
 Invite alumni back to 8th grade graduation
 Golf outing
 Class or all alumni reunions
 Host a special alumni Mass and reception
*Sample Phone-a-thon scripts/annual appeal timelines can be found in your binders.
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FUNDRAISING
~
CORPORATE SOCIAL ENGAGEMENT
~
INTERACTIVE SERVICES
ChangingOurWorld.com