Promoting the message that annual fund dollars will close the gap between the actual cost of education and tuition is becoming less and less of a compelling argument to potential donors. Today’s sophisticated donors want to know that their gift, regardless of its size, will have a measurable impact on the school. Shifting your message to encourage donors to make their annual gift in support of programs or academic departments that they are most passionate about is critical to motivating your stay-the-course donors to give more and attracting new supporters. By doing so, your school will be better prepared to increase the giving participation rate by: (1) developing more customized solicitations that speak to potential donors’ passions; and (2) creating more personalized stewardship reports to show the impact of their specific gifts on the school. Perhaps more importantly, the school will also uncover the areas / projects that resonate most with donors, which will help it to be more strategic in its outreach both for the annual fund and for major gift engagements.