• Mainline Protestants overall actually tithe around 1.5% of their annual income
• Baptists give at a 2% rate to the church
• Pentecostals give just under 3%

As a school fundraiser, you have a unique ministry opportunity: helping families discover the joy of giving and learning that generosity doesn't happen by accident. From the data above you can see they aren't exactly living generously in the pew. Your challenge is guiding school parents and grandparents to overcome the temptation to hoard their money, enabling them to grow in spiritual and fiscal maturity. What a blessing!!

Pastors involved with church-affiliated schools should encourage effective fundraising through the school to help families learn how to give. The benefits will be reaped by all.

• Develops the habit of giving by creating a consistent expectation each year
• Encourages undesignated giving to the mission & vision rather than to specific projects
• Keeps the fundraising database current for donor development
• Establishes a baseline for future asks in a capital campaign

A well-run annual fund will ALWAYS raise more money than what will be raised from candy sales, gift wrap sales, walk-a-thons, golf tournaments, etc. Having your students out selling items creates a consumer mentality in the school community that degrades the culture of generosity that you vitally need. It doesn't matter how long your school has been selling that product--many traditions need to be broken because they're not in the best interest of your students. If you can't convince the parent organization or booster club to work with you, shut them down! The tail can't be wagging the dog.

You can use an event like a walk-a-thon to compliment your annual fund--but it takes the right strategy and partner. The Boosterthon company (funrun.com), for example, combines exercise, character training, and fundraising in such a way that you can increase enthusiasm in your community while also expanding your donor database. It's important to emphasize in your communication, however, that gifts to the walk-a-thon should not replace the annual fund commitment.

• Insecure: You need people who have the security and confidence to ask for money. Like public speaking, many people have a strong aversion to making an investment proposal and closing on the ask.  Your fundraising team is not a forum for group therapy--this is a group that comes together for a short-term purpose to fund the vision.
• Independent: Excessively independent people are not good for the fundraising team--nor for the board.  That's why I strongly discourage schools from electing doctors, lawyers, and dentists to the trustee board. Some exceptions exist, but the professional training for these careers is unusually self-centered and independent. People in these professions typically don't play well with others, preferring to do things their own way. They also tend to give far below their capacity to do so. You want people on your team who are loyal to the school and it's leadership.
• Inhospitable: The people on your team need to have the talent and skills to make others feel comfortable. For some, momma never taught them how to be a good host and they shouldn't be on your fundraising team. You want relationship builders who make people feel welcome.

Get your people talking about your fundraising message by crafting something that compels conversation. They aren't interested in the same old school-speak. Have you looked around at school web sites recently? They practically all have the same mission statement, same vocabulary, messages, etc.

Remember: People talk about the unusual, the outliers, the unexpected.

To invigorate your word-of-mouth marketing, consider two important rules about the grapevine:

1. Negative stories travel 1000% faster than positive stories.
2. For a message to spark, it must be more than 5% different than what is expected.

Your message must have an edge to it! People don't talk about the mundane, yet the committee, consensus approach of most schools systematically produces a bland story. You want an edge that sparks conversation. You have to plan for word-of-mouth marketing since it is such a critical element for fundraising—and also for growing admissions.

• Donor name and address (pre-printed)
• Amount of gift or pledge
• Text about to whom to make a check payable
• The option to give online
• Pledge date
• Pledge amount
• Payment plan/schedule
• Donor signature

Other elements to consider when designing your pledge card:

• Suggested amount is ok. Pre-printing a suggested gift amount on the card is an acceptable way to make it easier for the donor to give. This amount may be what they gave last year to the annual fund.
• Zero is a no-no. Do not list $0 as a giving option on your solicitation card. $100 is a reasonable minimum amount because that's less than $10 per month--about the same amount as a fast food meal these days. C'mon, is that really a stretch?
• Confirm address. Include a box for the donor to check if their address has changed with instructions for them to please write the new address on the card.
• Planned giving option. Include a box for the donor to check if they would like more information about how to structure a planned gift to the school that may include real estate, stocks, bonds, and/or other assets.

Areas of interest. You may also want to ask the donor about their specific areas of giving interest, such as arts, athletics, technology, teacher resources, facilities, etc. This information would be valuable in considering potential lead donors to fund a specific project.

Quit making self-centered boring presentations and learn how to produce a sticky message--because it works! To be "sticky" the message must be understood, remembered, and change the audience's behavior.

In their book, Made to Stick, Chip & Dan Heath propose a formula for S.U.C.C.E.S.S. that will make your presentations and proposals meaningful and memorable. Every school leader, teacher, and fund raiser should study this book. Below is a brief summary of the key elements that determine the impact of your message:

• Simple
  Find the profound core message and express it in a compact but powerful way.

• Unexpected
  Surprise your audience to make them pay attention and think.

• Concrete
  Include descriptive detail and information the audience can visualize and feel.

• Credible
  Use vivid details and meaningful statistics presented in such a way that the audience can test your message for themselves.

• Emotional
  Make them feel your message because for them to take action they first have to care.

• Story
  Stimulate and inspire your audience with a simple story that reflects your core message.

• Significance
  This S has been added to the formula in the book to emphasize that your donor audience must believe that their investment is going to make a difference.

You will be far more effective as a fund raiser as you learn to consistently apply this formula to your message.

Hosting a Board Reunion Dinner is one way to leverage the graduation event to cultivate donor relationships. Past school board members often were consistent givers to the school but may have gotten burned out or disconnected. Create a setting that expresses your appreciation for current board members and reminds past board members why the school was such a priority during a prior phase of life. This is a connect event rather than a soliciation, but it should be followed by an invitation for past board members to take a fresh tour of the school to see all the progress that has been made.

Graduation is also the best time to educate this year's graduates about the importance of alumni giving. The strongest colleges and independent schools have an established alumni base that invests in the vision of the program. The further your graduates get from the school, the less likely they are to hear your message--so start now by inviting prior alumni to share about their commitment to the school and emphasizing the importance of such a long-term relationship.

Now what?

You wait! Silently and confidently.

The best thing you can do is be quiet and wait. If the donor provides an objection, then respond accordingly. Do not, however, feel like you need to fill airtime--silence is golden after you've posed the all important proposal question. Let your donor process your proposal and reflect on this opportunity for generosity.

Listen. Listen to the donor's body language and then words. Your genuine interest will be appreciated.

Building a culture of generosity begins with a healthy and realistic understanding of your wealth status. Your donors will usually want to look around their local community to gauge their comparative position, but a more global view gives an accurate perspective.

Go to a web site like GlobalRichList.com to face the facts. You and your donors will be surprised to learn just how wealthy you really are. You are rich! And that knowledge changes things. It's easy to see the guy living in the bigger house as the rich man, but it's shockingly different when the person looking back at you in the mirror also qualifies for that category. Now you too must figure out how to navigate the eye.

Generosity is an attitude that results from the maturity to recognize that what you own only temporarily belongs to you.
Generosity doesn't happen by accident--it is a choice that is made every day.
Generosity has lasting rewards--some into eternity.

During a recent visit to the corporate headquarters for Chick-Fil-A in Atlanta, Georgia, I had the opportunity to spend about 45 minutes with Mr. Truett Cathy. Though he is now eighty-nine years young, Mr. Cathy still works diligently as a business leader, mentor, speaker, and author. He founded this company on clear principles and built it into the $4 Billion privately owned company it is today.

At one point in the conversation, he talked about the importance of purpose and referred to the book, Think and Grow Rich, by Napolean Hill. This book was originally published in 1937 and documents the success secrets of Andrew Carnegie. I asked him whether that was an important book in his life. Mr. Cathy said this was a very valuable book to him and had influenced many of his decisions.

Mr. Cathy emphasized a key point from the book: Definiteness of Purpose, where a person clearly knows what he wants and develops a burning desire to possess it. This successful businessman worked for many years to develop not only a delicious chicken sandwich but also a sustainable business model that is highly profitable.

To be a successful fundraiser, you need definiteness of purpose. You must know what you want, have the faith to achieve that goal, visually see yourself achieving that goal, and have a burning passion to attain it. This is a proven ingredient for success!

The DonorUp55 was adapted from the MacKay 66 as described in the book, How to Swim With the Sharks Without Being Eaten Alive, by Harvey McKay. Developing this profile of each major donor requires using a variety of resources: receptionists, newspapers, assistants, trade publications, associates, and, of course, conversations with the donor. Look, listen, and learn all you can about the donor, both personally and professionally. You'll find topics for opening conversations which will create opportunities for you and your school.

The first section of the DonorUp55, consisting of the 12 data elements below, includes the basic information you must have in your database on every donor. With this data you will be able to communicate effectively and you will be better prepared to collect the information required to complete the other sections of the DonorUp55.

1. Donor Name (Including Nickname)
2. What is the significance of his/her name?
3. Home address
4. Telephone numbers (Home, Business, Mobile, etc.)
5. Email addresses (Personal, business, etc)
6. Birth date
7. Birth place
8. Hometown
9. Company name
10. Company Address
11. Web sites (Personal, business, blogs, social networking, etc.)
12. By what methods does the donor most prefer to communicate?

Those organizations who consistently and constantly cultivated relationships with their donors were able to reach their campaign goals. Adapting a quote from Vince Lombardi,

"Fundraising is not a some time thing,
                        it is an all the time thing.
You don't raise money once in a while...
                             you do it all the time."

For example, one PK-12 school in Georgia is in the final stages of completing a $14.5M campus expansion that has been fully funded with cash and pledges. 93% was given by families and friends of the school, and 7% came from foundations. Their campaign started in 2008 and continues through today. This school succeeded because the leadership realizes fund raising isn't a faucet you turn on when you need some money--its a process of habits and relationship building that require steady progress each day.

"You're constantly asking us for money."
"If the school needs money, why did it spend so much on this brochure?"
"I pay tuition, which is already too high."

I once heard a psychologist say that approximately 17% of the population is indefinitely unhappy and can never be satisfied. He referred to this group as C.A.V.E. People: Citizens Against Virtually Everything.

Do you have a few C.A.V.E. people in your organization? If they're on the payroll, fire them! Life is too short to deal with people like this everyday.

When dealing with the parents in your school who match this description, avoid letting them distract you from your purpose and plan. Their goal is to create uncertainty and doubt in order to disrupt your momentum. Focus instead on the majority of families who generously give to your mission, and invest your time into cultivating deeper relationships with them.

Our rule of thumb is: You can ask for too little but you can't ask for too much.

The worst phrase ever heard after receiving a check from a donor is:
"If you had asked for double that amount I would have given it to you." And it's happened!

What's the worst that the donor might say if you ask for more than he wants or has the capacity to give?
"Are you kidding me?"
"Not in this lifetime!"
"That's out of my league."

We would much rather you have to adjust your ask after hearing one of those responses, than to not ask for enough. Your donor database and research should guide you in knowing the range for your ask. Trust your instincts and data, then go for it. A good question to ask before proposing an amount: "Do you want to make a difference in this campaign or a dent?"

Your fundraising team should be chosen just as carefully as the software. People are blessed with different strengths, and you want the combination that will most contribute to achieving the goal. Who should you put on the team? You want people who are...

... Likable.  Donors give to people they like, so you want people on your team who have naturally or deliberately developed the habits and attitude that help them establish connections.

... Linkable.  Cultivating relationships is what fundraising is all about, and you need people who build and value links with others.

... Leadable.  The people on your team must be able to lead and to follow--and know when it's time to do each one.

... Learnable.  You must have people who have a genuine interest in learning more about your donors, about fundraising, and about school leadership.

Second, make sure your leadership team is fully supportive of your annual fund goal and plan. The sequence of communication and support is important: school board, administration, other major donors, faculty leaders, all faculty, parent leaders, and then all families. Diligently follow this order and you will build the momentum needed.

Third, be prepared to execute the plan with precision and excellence. Your plan should avoid the temptation of adding more than a few fundraising events, and should minimize the use of students having to sell things. You're operating a professional learning institution that should not require your students to peddle junk to their family and friends. Start all events on time, end on time, and make sure you deliver a high quality experience in between that makes your donors feel the mission.

• The first day of school
• Homecoming
• Christmas Concert
• Grandparents Day
• Graduation
• Field Day

Every one of these events on your school calendar should be used as a time to build relationships with your donors. Invite them to welcome students on the first day of school, to attend a special dinner before the homecoming game, or to celebrate graduation as guests of honor at the ceremony. These events allow them to see and feel the impact your school has on young lives.

Plan ahead and use a sequence of relationship building and engagement moments that lead to more and larger gifts. Be prepared to collect information at these events, and encourage your donors to bring a guest who also might have an interest in the school.

What fundraising techniques are most effective these days? Most fundraisers report that personally cultivating major gifts and utilizing direct mail for broad donor solicitations are by far the most successful methods. The level of corporate giving has drastically decreased over the last few years, as have donations received through foundation grants and fundraising events.

Maximize your fundraising efforts by:

• Cultivating a consultative relationship with major donors
• Setting clear organizational priorities and finding more efficient ways to raise money
• Developing a culture of stewardship among your families and faculty
• Communicating consistently with your donors, sharing and collecting information
• Presenting your compelling vision at every school event, staying on message
• Asking regularly and often

The school board's role in the annual fund campaign includes:

• Vision: Board members lead by setting a clear mission and vision for the school that includes objectives for the annual fund.
• Viability: Board members lead by being the first donors to the annual fund, and by giving substantially.
• Visibility: Board members lead by being key spokespersons for the school, soliciting donations through personal connections and at annual fund events.

If an individual makes a single donation that is cash of $250 or more or is property with a fair market value of $250 or more, then the donor must have a written acknowledgment from your school prior to claiming the gift as an income tax deduction.

A gift greater than $75 must be acknowledged when part of the total donation includes goods or services (e.g., purchase of a table for the school auction). Your acknowledgment letter must provide a description and good faith estimate of the value of the goods or services provided. Your letter must also tell the donor that the deduction is limited to the amount of the donation minus the value of any goods or services received by the donor.

As you can see, maintaining an accurate gift tracking database is necessary and beneficial for many reasons!

It's possible that a donor may confuse this message, thinking that by giving to the school they are buying stock or ownership in the institution. This can be expressed directly or indirectly, but the point is the same--giving correlates to influence over leadership.

Using the line from the movie, "Run, Forest, Run!"

Don't take money with those strings attached. You must look that donor square in the eyes and make it clear that your school is not for sale. No amount of money is worth sacrificing the leadership of the school. Stay strong and true to your values.

In fundraising, it's thank you, thank you, thank you.

Handwritten thank you notes are a must. This is no place for email! The note may be written by an administrator, faculty member, student, or a parent. Better yet--send one from all four! Some suggested messages are provided below:

• "We sincerely appreciate and thank you for your commitment to this year's annual fund."
• "This brings sincere thanks for the gift you have made to the school. Your support means so much!"
• "Thank you for the trust and confidence demonstrated through your investment in the annual fund this year."
• "A heartfelt thanks is sent to you for your thoughtful donation to further the vision of our school"
• "Thank you for adding to the enthusiastic spirit of our school with your gift to the annual fund."

A thoughtful gift is a great way to say thank you. Be careful not to go overboard, but don't be cheap either. Some schools use a plaque that is given for the first year of donation, then a small plate is attached for each subsequent year of financial support.

Public recognition is the third way to express gratitude. We encourage you to publish the names of your donors, with permission, in at least one annual publication from the school. Be careful about sorting this list based on giving levels. Also, even anonymous donors can be thanked at a large event where a sufficient number of other donors are welcomed.

Mother Teresa made this statement to illustrate how to motivate people to get involved. Expressing the broad need does not create interest. Get your donors to look those students and teachers in the "eyes."

Describe with specific detail the children or faculty who benefit from the donations that are made to your school. Show a specific return on the investment, along with the people who will be impacted. Feature specific people not programs or groups.

Use great pictures from your school community in fundraising marketing materials as much or more than elaborately written text. This may mean hiring a professional photographer for a couple of days to supplement the photo library you are constantly building. The right picture will convey the emotions and the story.

Intentionally create opportunities for donors to volunteer in your school:

• In the parking lot as a greeter at drop-off or pickup
• In the classroom as a guest reader or teacher's aid
• At special events as an emcee, host, or guest speaker
• On the field as an assistant coach or sideline helper

Have you tapped into the talent of your donors? Their expertise includes marketing, technology, project management, construction, personnel management, communication, and so much more. Not only can your administrative team benefit from such talent, your donors will become even more connected to your school because you listened and valued their input.

• When was the last time the data was verified and cleaned up?
• How accurate are the email and street addresses?
• Are all names spelled correctly?
• Is the employer data accurate so that you know who works for a company that provides matching gifts?
• Do you have up-to-date information on grandparents?

Two methods will help you validate the accuracy of your data.

1. Initiate a database campaign to contact every family to verify your data. The return on investment makes this step a "no-brainer." Either use an internal team or outsource the work.
2. Have someone assigned to call a certain number of families (e.g., 10-20) each week to verify the data and conduct a two question satisfaction survey to help you keep a higher degree of accuracy for routine communications throughout the year. This will also enable you to collect vital feedback from your families to gauge enrollment expectations.

The 90-10 Rule: On average, 90% of the money that you will raise will be given by 10% of your donor base.

So where should you spend most of your time? With the 10% who give 90%, or the 90% who give 10%? The answer seems obvious, but it's really easy to lose this perspective and become consumed with reaching the masses. The larger group can efficiently be cultivated through direct mail/email and large events. Your target group requires more personal attention and communication.

The 10% who give 90% represent your major donors, and you should be building an intimate connection with these people in such a way that will enable you to establish a consultative relationship. That is, your goal is not just to ask for money. Motivated by your genuine interest in your major donors, you take the time to understand their background, interests, wants, and dreams so that you can create value for them.

Communication with your major donors should be personal and timely.

Handwritten thank you notes are a nice touch, but you should also involve this group in some of your strategy development. In other words, this is usually a talented group who can contribute some valuable insight regarding upcoming challenges and opportunities. You want to go to them with questions as well as answers. They will also feel important if you give them information before sharing it with the whole constituency. A little "heads up" goes a long ways.

Your goal, of course, is not just to satisfy your students and parents, but to thrill them. Raving fans fill the grapevine that wraps around with your school with lots of enthusiasm and good news, which is important because bad news travels 1000% faster than good news.

• Every administrator is a fundraiser.
• Every teacher is a fundraiser.
• Every janitor is a fundraiser.
• Every receptionist is a fundraiser.
• Every coach is a fundraiser.
• Every volunteer coordinator is a fundraiser.

Gaining acceptance of this philosophy will have a huge impact on your school culture and your ability to raise more money.