Raising money for non-profit organizations such as private schools has never been tougher or more complicated. A series of major disasters both at home and abroad can have a negative impact on fundraising efforts, so connected has our global community become. However, the advantage private schools have is their built-in donor pool. Alumni and alumnae, parents, grandparents, and friends comprise this group of past, present, and future donors. The trick is to figure out how to get them to give consistently and in line with their financial resources.
For purposes of this article, our focus is not on the older, more established schools such as Exeter, Hotchkiss, Middlesex, and so on. These schools have long histories of successful fundraising behind them. Instead, our focus here is on the thousands of much smaller, much newer, less financially strong private schools which serve communities all over the United States. These are schools that rely heavily on their top administrators and small support staff to handle all the development and fundraising needs. These dedicated people are, for the most part, experienced professionals who believe in what they do. They also know that their donor base has significant potential, although just how large that potential is unknown. Even more, vexing is figuring out how to reach those donors capable of making major gifts.
First of all, let's break our fund-raising into three distinct sections and understand what it is that you are trying to achieve with these critical but separate fund-raising objectives.
