Ready, Set, Launch: A Fall Annual Fund Kickoff Guide for School Advancement Directors

As we enjoy the middle of Summer, let's put on our thinking hats and start preparing for a new school year. Advancement Directors everywhere are gearing up for one of the most critical campaigns on the calendar: the Annual Fund launch. Success in the fall doesn’t happen by accident; it’s the result of strategic planning, data-driven strategy, and a culture of gratitude.

When setting goals for an Annual Fund in a Catholic school, a commonly recommended benchmark is to aim for 5% to 15% of the school’s operating budget. Schools just beginning to foster a culture of philanthropy may start at the 5% level, while those with more established fundraising efforts often set targets closer to 10%. Advanced schools with strong development programs, active donor bases, and engaged leadership may aim for 15% or more. These percentages not only reflect a school’s fundraising maturity but also help anchor advancement goals in relation to the institution's financial needs.

Several key factors should influence how a school sets its Annual Fund goal. These include the strength of its current fundraising culture, the size and engagement level of its alumni and parent communities, the gap between tuition and the true cost of education, and the availability of advancement infrastructure—such as staff, systems, and volunteer support. Leadership participation is also critical; when board members, administrators, and pastors are actively involved and leading by example, they signal the importance of the Annual Fund and help inspire broader community giving. Ultimately, a thoughtfully set goal tied to mission, capacity, and vision will strengthen both the school's finances and its culture of generosity.

Here’s how to set the stage for your best Annual Fund yet: First. PRAY and then pray some more and every day! And then by following these 8 steps:

1. Clarify Your Annual Fund’s Role

The Annual Fund is more than just another fundraising vehicle; it’s the cornerstone of your school’s giving program. Unlike one-off events or transactional fundraisers, the Annual Fund is designed to be repeatable, replaceable, and predictable, providing essential, unrestricted support for current operations. Make sure your community understands its impact and importance.

2. Set SMART, Data-Driven Goals

• Align with Your Budget: Base your goal on historical data, not hope. Consider both a public goal and a stretch goal.

• Be Specific: Set targets for total dollars, number of donors, and participation rates by constituency (e.g., board, faculty, parents, alumni).

• Aim High, Early: Strive to secure 65–75% of your goal by December 31 to build momentum for the remainder of the campaign.

  
  

3. Build a Detailed Calendar

A successful Annual Fund is a year-round effort, but fall is when you lay the groundwork:

• July–August: Thank last year’s donors, recruit volunteers, analyze past giving, and announce your new goal.

• September: Host a leadership society reception, kick off board and faculty phases, and distribute annual reports.

• October–November: Launch renewal and lapsed donor solicitations, host events like Grandparents Day, and maximize Giving Tuesday.

• December: Intensify personal visits, send targeted reminders, and leverage the year-end giving spirit.

  
  

4. Segment and Personalize Outreach

Don’t send the same message to everyone. Segment appeals by:

• Constituency Group: Board, faculty, parents, alumni, grandparents, and friends.

• Giving History: Prioritize renewals (LYBUNTs) and lapsed donors (SYBUNTs) with tailored messages and ask amounts.

• Personalization: Reference previous gifts and suggest meaningful increases. Acknowledge lapsed donors and invite them back.

  
  

5. Engage and Empower Volunteers

Volunteers are your secret weapon. Recruit a leadership team and empower them to:

• Make their own gifts and encourage peers to join.

• Identify potential leadership donors.

• Help execute the plan at key moments.

  
  

6. Leverage Multi-Channel Marketing

• Digital: Email frequently (at least twice a month), use social media, and keep annual fund messaging visible in newsletters.

• Print: Send personalized letters, postcards, and maintain a strong on-campus presence.

• Events: Consider one- or two-day giving programs with clear goals and energetic branding.

  
  

7. Show Gratitude—Early and Often

Prompt, meaningful acknowledgment is key. Thank donors quickly—ideally with a call within days of their gift. Recognize first-time and loyal donors and report on the impact of their generosity. This not only boosts retention but often inspires increased giving.

8. Track, Analyze, and Adjust

Your database is your best friend. Clean, up-to-date data allows you to:

• Monitor key performance indicators (KPIs) monthly.

• Adjust strategies based on donor response.

• Celebrate and communicate progress throughout the campaign.

Launching a successful Annual Fund in the fall is about more than just asking for gifts. It’s about building relationships, fostering a culture of giving, and demonstrating the tangible impact of every contribution. With careful planning, segmentation, and heartfelt stewardship, your Annual Fund can soar to new heights this year.

Let’s make this fall’s launch your most successful yet!

If you would like to start an Annual Fund at your school and need support, contact: Marthamaria Elliott, Director of Catholic Schools Advancement Director at the Archdiocese of Baltimore (410)547-5323 or email: Marthamaria.elliott@archbalt.org.

"Lord, guide our Catholic schools in the Archdiocese of Baltimore with your wisdom and grace. May they be beacons of faith, knowledge, and love, forming students to be disciples of Christ. Bless our teachers, students, and families with your divine providence."