Important Best Practices
Written By: Richard Hood, JFSG Associate
I was in the field of education for a long time. There has been, through the decades, lots of research about best practices in education. What tends to work best in teaching reading, phonics or sight words? Does a strong principal (head of school) really matter in student academic achievement? Does curriculum alignment through lower, middle, and upper grades result in higher student achievement? Parental involvement…does that increase academic achievement?
One day a few weeks ago I just happened to think about whether there was any research on best practices in university fund-raising. If there is any, would it also apply to K-12 fund-raising, and particularly, would it align with the major principles that we have learned and practiced at JFSG. Is there a “number one factor” out there that clearly floats to the surface?
I began to do a little research of my own, and what I found was quite interesting. It seems that the number one factor in university fund-raising is strong, consistent communication and relationship building with alumni and donors. Well, where have I heard that before?
While we at JFSG are aware of this, and we know how important it is, I can remember those occasional times when I’ve heard someone I’m interviewing say, “Richard, the only time I ever hear from them is when they want money.” Or this comment, “I just wish they would communicate with us so we would know what’s going on.” Communication and follow-up are vital to the process.
The research goes on to say that successful fund-raising involves actively engaging them, demonstrating appreciation for their contributions, and tailoring outreach to THEIR interests and giving capacity, rather than reaching out only when asking for money.Don’t worry about sounding professional. Sound like you.
Make donors feel valued and connected to the institution beyond just asking for money. Focus on alumni engagement and cultivating a sense of loyalty to the university.
There were eight key points listed that are interesting, and quite familiar, to those of us with JFSG:
1. PERSONALIZATION: Tailor communication to individual donors based on their interests and giving history.
2. REGULAR OUTREACH: Have consistent contact beyond just asking for money.
3. DONOR RECOGNITION: Show appreciation through public acknowledgements.
4. UNDERSTAND DONOR MOTIVATIONS: Know WHY a donor gives and align your appeals to that.
5. STRONG ALUMNI ENGAGEMENT: Cultivate relationships.
6. MULTI-CHANNEL APPROACH: Use various communication methods such as email, social media, phone calls, and direct mail.
7. CLEAR FUND-RAISING GOALS: Have well-defined objectives for each campaign.
8. PROFESSIONAL FUND-RAISING STAFF: You must have dedicated individuals with expertise in donor cultivation.
I was struck by how many of these research-based principles are part of our common vocabulary and practice at JFSG. We are fortunate. We are blessed. We are already out there doing things that are proven strategies that work. Our website says, “Driven by your dreams…” JFSG effectively helps those dreams come true.
