New Parents and the Annual Fund

Getting Off to a Strong Start

AN INSTANT PROGRAM IN A BOX

Grace HammettAdvancement Director

Ursuline AcademyWilmington DE

Poll

Do you have a special program for orienting new parents to the AF?

Yes

No

Don’t know

Thinking About It

This is the Presentation you give to Parents

THIS IS THE PRESENTATION FOR YOU

WE’LL START WITH THE OFFICE PREP

WHY ARE WE DOING THIS?• To improve Annual Fund results by

easily transforming new parents into educated, new, annual fund donors.

WHAT IS THE CHALLENGE?• To actually have them attend the

orientation.

TAKEAWAY: If they come, you can build it.

DATA DRIVEN RATIONALEHANDOUT LINK: ProgramStats.pdf

SO, WHAT IS THIS NEW PARENT “ORIENTATION”?

• Frankly, a thinly veiled presentation about fundraising . . . that parents attend in order to receive what they hope will be (and what actually is and MUST BE) critical information they need to know and act upon regarding school communications.

PROJECT TIMELINE

T-28 Send the initial emailT-18 Send the printed invitation T-13 Send the reminder email T-7 Send the second reminder emailT=0 Hold the presentation T+7 Pre-Phoneathon E-Solicitation T+15 Reminder E-Solicitation T+ 19 AF Phoneathon/Mail*

*THIS is the date/event that controls all others

HANDOUT LINK: GanttChartTimeline.pdf

LINKS: AdvancementOrientationPrintedInvitation.pdf PrintedInvitationInPublisher.pub

NewParentReminderEmails.pdf

NewParentEmailResponse.pdf

This is the Presentation you give to Parents

THIS IS THE PRESENTATION FOR YOU

Newcomers want to become “insiders” . . . so give them the “inside scoop”.

Financial Aid

12%

Compensation

79%

Other

3%

Institutional

6%

Expenses

Tuition88%

Other5%

Endowment Draw1%

Annual Fund6%

Increase 8-10%

Revenue

You’re an educational institution – give them a quiz!

A little interactivity in the presentation helps.

They loved the inside

information and the quiz, so spend that

political capital NOW and start

giving them your fundraising

imperative.

Annual Fund:Unrestricted or Designated

Meets critical needs

Restricted:Does not meet critical needs

In-Kind Gifts:THINGS, NOT Cash

Hammer this home. You will never have a better opportunity. Be crystal clear about what counts

and why it is important they know about it.

LINK: GivingEnvelope.pdf

This is when you SHOW the envelope

. . . but tell them they are not allowed to touch it

Annual Fund:Unrestricted or Designated

Meets critical needs

Restricted:Does not meet critical needs

In-Kind Gifts:THINGS, NOT Cash

Hammer this home. You will never have a better opportunity. Be crystal clear about what counts

and why it is important they know about it.

Goals 2011/2012• Raise Annual Fund: $504,000• 5% increase over last year

• Increase Parent

Participation to 60%– Up from 31% 2 years ago

Low participation? Be excited the difference they can make.

High participation? Invite them to join a winning team.

Communications• Edline (Ursuline Intranet)

– Email list of record• Contact Ed Smith at (edsmith@ursuline.org)

• Alert System • contact Sandy Pen at (spen@ursuline.org)

– School Closings– Bus Delays– Important last minute alerts

This is the what they came to receive. You must find something of importance they need to know.

In this case – the ability to communicate with them.

More on Communications• Messages from the President

• Communications Updates

–(events, recognition, etc)

• Press Releases

• Photo Opportunities

• UAAA informationBe sure they know about the benefits to them and their student for being in

the loop – in Ursuline’s case, the Communications' loop.

• LS - Lower School– Doris Smith

• MS - Middle School–7th grade: Susan Carter

Jane Butcher

–8th grade: Kelly Brown, Barb Jones, Evie White

• US - Upper School–Irene Green

Parent Guilds Be patient.

Give them time to

write this down. You are being a

helpful, useful

resource.

Because…

Volunteers make the best donors!

Announce that the “formal” presentation is over and invite those who wish to leave to do so.

Offer again to help them sign up

Critical Points• Attendance is critical

– Use print AND multiple e-mail invites

• Don’t hide the fact that fundraising will be discussed, but emphasize the communications’ piece.

• Promise them they will NOT be solicited at THIS meeting.

Critical Points

• Generate trust by keeping your word.–Start on time or 1 minute late. –Finish in 30 (not 31) minutes. –Don’t solicit them – don’t even

come close!

• Use REAL numbers –keep it “big picture”.

• Keep it light and lighthearted.