“What’s Next? All Segments of Our Annual Fund Are Complete, and We Haven’t Met Our Goal!”
Written by:
Husband-and-Wife Team, Kirsch Jones Williams, Principal of Holy Name of Jesus School and Dr. Mark Williams, Superintendent of Catholic Schools, Diocese of Houma-Thibodaux
A segmented Annual Fund is divided into specific stakeholder groups—a common approach in schools as we engage faculty and staff, parents, grandparents, alumni, the parish, and the broader community. Schools using this methodology often set targeted goals for each group. In advancement, we thrive on meeting these goals, yet sometimes, despite our best efforts, we fall short.
Currently we serve in our ministries as a principal in the Archdiocese of New Orleans and as Superintendent of Catholic Schools in the Diocese of Houma-Thibodaux. We have seen firsthand how hurricanes and other weather events can disrupt even the most well-planned Annual Fund strategies. Over time, we have learned the importance of adapting and pivoting when unforeseen challenges arise. When an Annual Fund plan is negatively impacted, the best course of action is to pause, reassess, and adjust to regain momentum.
The strength of a segmented Annual Fund lies in its ability to tailor outreach to each stakeholder group. For example, we might engage parents by highlighting the gap between tuition and the actual cost of education or by showcasing an innovative school initiative. Faculty and staff might be invited to contribute through prayer, service, or financial gifts, tapping into their deeper calling to Catholic education. This personalized approach allows advancement teams to craft meaningful invitations that resonate with each group.
Some years, we achieve our goals across all segments; other years, unforeseen circumstances cause us to fall short. Fortunately, when an Annual Fund is built around stakeholder groups, it provides a solid foundation that makes it easier to pivot when challenges arise. So, how do you pick up the pieces after a setback? We recommend three key strategies.
- Identify key stakeholders in each group who have been particularly supportive in the past. These individuals can serve as champions, helping to reignite momentum and rally others around the cause.
- Shift away from digital and paper-based approaches in favour of more direct, face-to-face engagement:
- Host tours for specific groups to showcase impact firsthand.
- Organize informational cocktail parties or home receptions to foster connection and discussion.
- Prioritize one-on-one conversations tailored to individual supporters, making each interaction meaningful and personal.
- Roll out the red carpet. Make donors and supporters feel truly valued by creating memorable experiences that reinforce their importance to your mission. Thoughtful gestures, personal recognition, and exclusive opportunities to witness the impact of their generosity can make all the difference.
By implementing these strategies, schools can not only recover from setbacks but also strengthen relationships with their stakeholder groups, ensuring long-term success in advancement efforts. Harnessing innovative strategies when forced to pivot on a dime leads to long term strategies that create success year after year.
Successful advancement is not just about hitting a fundraising goal—it’s about building lasting relationships and fostering a culture of generosity within your school community. By staying adaptable, engaging stakeholders in meaningful ways, and leveraging the power of personal connections, schools can turn challenges into opportunities for growth. When obstacles arise, the ability to pivot with confidence and creativity ensures that your Annual Fund remains strong, resilient, and impactful for years to come. Now is the time to take these strategies and put them into action, ensuring a thriving future for your school and its mission.