In recent years, partly because of the challenges in our economy and partly because the techniques are so successful, some schools use a capital campaign-style, personalized approach to donor cultivation, solicitation, and stewardship that has inspired many to give and others to continue to increase their level of giving. ISM now suggests that this become the norm, not just a response to special circumstances. The annual fund is the foundation of your fund-raising efforts. Like all development programs, its impact goes beyond dollars—the ultimate goals are to build relationships and to create a culture of giving in your school. Because the annual fund is broadly based and occurs regularly, it connects your school with the widest possible group of donors in your community. It also helps you identify individuals who later might become primary supporters of your capital, endowment, and major gift programs. A robust annual fund also provides a training ground for volunteers to identify, cultivate, solicit, recognize, and steward donors and prospects.