“Major” fundraising events can often overwhelm the attention of even the most experienced Development Office. Autumn auctions and spring galas can become the office’s main attractions. However, by focusing on these development-focused events, Development Directors might lose sight of prime stewardship opportunities that happen all the time on campus.
It’s time to break out of your silo! Stop thinking about certain events as “admission” or “head” or “development” events—they’re all school events, which means they’re donor stewardship opportunities.
Such a mindset may seem a little intrusive at first. After all, different branches of the school have a certain level of “ownership” over particular events. An accepted student mixer is often organized by the admission office; Homecoming overseen by the Division Head; auctions and fundraisers primarily coordinated and staffed by your office.
Still, by focusing only on the events in your office’s “wheelhouse,” you’re losing a prime opportunity to show interest and engagement within the broader context of your school. When you show up to other events, you not only support the internal stakeholders from other offices, you also show your interest in your school outside of “professional obligations.”
Of course, you wouldn’t be the Development Director of a school whose mission you don’t support. Openly participating and enjoying events as a school representative in other events presents you as an integral part of the school community. Actively participating in your school's culture enables you to better tell your school’s story to potential donors and find your volunteer’s stories more easily.
Attending general school events outside of those the Development Office organizes also allows you to personally connect with your donor population in a low-key, no-pressure environment. You can socialize with the school’s families and friends, learn what makes them tick and what attracts them to the school’s mission. Later, you can use this information to both make the best appeal and offer the most personal, meaningful thanks for their gifts—or even get inspired to create a whole new fundraising event!
If you meet a potential donor at a student concert, for example, you might discover that her grandson plays second clarinet in the symphony orchestra and that she played in a jazz band in college. A month later, you can arrange for that donor’s annual fund appeal letter to center around a music teacher’s story on why he chose the school to work for and why giving is so important. After the donor gives, you could include a note on the donor’s thank you letter, offering to let the donor speak to your jazz class and share her experience.
All of this creates a more personal, intimate, and powerful giving experience—but this experience was made possible by viewing all school events as stewardship opportunities.
School events are a veritable treasure trove of compelling annual fund stories, waiting to be told to your future donors. If you'd like more direct help in finding and crafting your school's stories, check out our webinar on September 16 ("How to Create Great Annual Fund Appeals") to learn more ways to leverage your community's excitement and energy.
Additional ISM resources:
ISM Monthly Update for Development Directors Vol. 11 No. 4 Re-recruiting Your Donors at Small Events
ISM Monthly Update for Development Directors Vol. 8 No. 4 Your Campaign Feasibility Study: More Than "Should We or Shouldn't We?"
Additional ISM resources for Gold Consortium members:
I&P Vol. 27 No. 8 Ethical Issues for the Development Office
I&P Vol. 40 No. 2 Planning the Comprehensive Campaign: Guiding Principles for Success
