Fundraising Leadership & Lessons Learned
By Marvin Lishman, Director of Educational Services for Independent Schools with Kids First
During my 41 years as Head of School at Magnolia Heights School, we faced numerous challenges – none more persistent than fundraising. Although Magnolia Heights was founded in 1970, the school did not become a 501(c)(3) nonprofit until 1992. Early fundraising efforts were largely unsuccessful, not because of a lack of belief in the mission, but because we lacked the expertise, organization, and strategic approach necessary to move the school forward in a sustainable way.
It became clear that if Magnolia Heights was going to advance, we needed professional guidance. With the thoughtful leadership and vision of a committed Board of Trustees, we began exploring fundraising consultants and ultimately interviewed Jerry Smith of the J.F. Smith Group as a finalist. What immediately set the J.F. Smith Group apart was their staff-driven campaign model. Unlike the traditional approach of simply training school personnel and stepping back, Jerry’s team embedded themselves in the work and carried the responsibility of execution alongside us.
A feasibility study conducted by the J.F. Smith Group conservatively estimated that Magnolia Heights could raise $1.6 million, an amount that initially seemed unrealistic given that Senatobia is a blue-collar, rural bedroom community. Yet Jerry and his team identified donor capacity we did not believe existed. That first campaign ultimately raised $2.5 million, far exceeding expectations. While two major gifts accounted for $1.4 million, more than $1.1 million came from numerous other donors who gave sacrificially. That result affirmed something powerful: when a school’s story is told well and authentically, people respond.
The success of that initial campaign – and a second led by the J.F. Smith Group – provided both the confidence and the structure necessary for us to later conduct a third campaign independently. The foundation for that success was Jerry’s exceptional organization, disciplined approach, and unwavering commitment to excellence. His team helped us clearly articulate our mission and vision in ways that resonated deeply with our stakeholders, far beyond anything we could have achieved on our own. Collectively, the three campaigns raised nearly $7 million, transforming our campus facilities but, more importantly, establishing a sustainable culture of generosity and giving that continues to benefit Magnolia Heights today.
Our experience has since been repeated across many schools within the Mid-South Association of Independent Schools. Jerry Smith’s professionalism and expertise are second to none. Many schools, like Magnolia Heights, had little to no experience with capital campaigns, yet under his leadership achieved remarkable success. While the J.F. Smith Group is staff-driven, it is impossible not to learn from Jerry’s deep knowledge of development work. If a school wants to understand how to run an effective development office, there is no better teacher.
To schools that know they need to fundraise but do not know where to begin, my advice is simple: do not try to do it alone. Very few schools possess the internal staff, systems, or expertise required to fully maximize donor capacity. Successful campaigns require professionals who understand their craft, have a proven record of success, and – most importantly – have the heart of a teacher. There are less expensive fundraising firms, but none more dedicated or committed to the long-term success of the schools they serve.
To board members who may be hesitant to embark on a campaign, I would say this: the greatest risk is not trying. With the right guidance and leadership, fundraising can strengthen a school’s culture, deepen stakeholder trust, and position the institution for long-term sustainability. Jerry often jokes, and I agree, that his relentless drive comes from his background as a coach who simply refuses to lose. That mindset permeates his work with schools.
Today, I serve as Director of Educational Services for Independent Schools with Kids First. Our mission is straightforward: placing kids first in every aspect of teaching and learning. We partner with PreK–12 schools and districts to provide innovative, results-driven solutions that strengthen leadership, instruction, and organizational effectiveness. Through personalized instructional coaching, leadership development, and curriculum support, we bring passion, expertise, and a relentless focus on improving student outcomes. The same principles that guided successful fundraising – clarity of mission, strong leadership, and professional support – continue to drive my work with schools across the region.