Knowledge > Fundraising > Setting a Goal for the Annual Campaign

When setting a goal for its annual campaign, a school must consider three factors:

• its budgetary needs
• its aspirations
• the capacity of its donors and potential donors

At the very least, a school must set a goal according to its budgetary needs that will enable it to raise an amount equal to its projected operating deficit.

Additionally, a school may want to have an "aspirational" goal – one that will enable it to think beyond its present state.

Either of these goals must be based on the capacity of its donors and prospects. How many donors and prospects does a school have; what is their financial capacity to give and how likely are they to give to the school?

Other key factors for a school in determining capacity include:

• the school's previous fundraising history including the number and size of past major gifts
• the school's culture, and its willingness to engage in fundraising
• the capacity of the Jewish community in which the school is situated, and the school's ability to access and reach the wealthier members of the community

How to Get There

In setting a stretch or capacity goal, a school may undertake new activities:

• Creating a Board of Visitors/Governors: An honorific non-governing Board that requires a minimum annual gift to join (e.g. $5,000, $10,000, $18,000).
• Actively soliciting gifts for current restricted needs. These gifts are pre-marked for a particular purpose and are spent in the year they are raised.

Always remember the 80-20 rule: 80% of all funds will be raised from 20% of the total number of donors. That being said, a second goal of an annual campaign is to seek maximum participation of all key constituencies (i.e. parents, alumni). Setting the top of the gift pyramid appropriately high is essential to raising greater sums of money. The NAIS/NBOA Financing Schools Symposium identifies "hot issues" and ten year financial trends for NAIS member schools that your school might want to take into consideration when setting financial goals and policies. You might want to share this with your Board and ask, "How does our school fit in?"