Schools, by their nature, are cyclical. Seasons ebb and flow, and life begins again with each academic—and fiscal!—year. In Advancement circles, nowhere is this more apparent than in the Annual Fund, which, as its name suggests, happens year in and year out—for better and for worse, a tradition in its own right.

But how much of your Appeal remains unchanged year over year? How much time do you invest in campaign development with so much already on our Annual Giving plates?

The Appeal is one of the most easily-overlooked elements of an Annual Fund but arguably one of the most important… It not only sets the tone for the year but also—in its ideal form—efficiently and effectively conveys a unique case for giving that resonates with parents, alumni, faculty, and friends.

Kickstart your Annual Fund Appeal by exploring the basic principles of concept-development and copy-writing (don’t be boring!), considering organizational theory (what is mimetic isomorphism, and what does it have to do with me?), and reflecting on the unique value proposition and differentiating factors of your own institution (what sets us apart?) to build a fun (and functional!) Appeal that keeps your Annual Fund fresh and your community connected.