by Barbara Barron | Posted April 15th, 2026 | Subscribe to this newsletter
As we begin to see the light at the end of the tunnel this spring – and assuming that light is not an oncoming train! – it’s understandable that we might need to take a break.
This work is intense. The pressure are endless. And in this uncertain, even confusing, and sometimes downright scary world, it can occasionally feel a bit pointless to do too much long-range planning.
Maybe that’s wise. Too often we see five-year plans sit forgotten on a shelf because things changed so quickly that even six months in, they were obsolete.
But even with all that, if you could do something this week that would improve, even guarantee that next fall’s fundraising goes well, would you do it?
Have you subscribed to this newsletter yet? It only takes a minute.
The first step
I would. And that’s what I recently coached a client school to do.
The school is well-resourced, highly regarded, and fully enrolled with waiting lists. But my advice applies equally to schools without all that going for them. If your school has donors who love your program and believe in your mission, this is for you.
We know from the brilliant mind and work of Penelope Burke (Cygnus Research) that when donors are asked what might inspire them to give again and maybe give more, they report three things:
- Thank them right away
- Thank them accurately and even personally (goodness!)
- Tell them what you did with their gift before you ask them again
We’re going to assume here that you’ve got numbers 1 and 2 nailed. (If not, run, don’t walk to fix that problem and your process).
It’s number 3 where the juice lives.
The project I’m suggesting here is to engage in a full-on stewardship “campaign”. What do I mean? I mean creating and sending personal thank you messages to your donors, reporting on the good their gift brought to your school and its program. Might be a handwritten note. Or an email or text, depending upon the recipient’s preference.
Daunting? Not if you’ve taken the time to get to know these good people and what they care about at your school.
When you do, you can easily find evidence of how their gift (regardless of size) made a difference. Look for stories of impact, movement towards set goals, examples of your mission in action. Share those in personal notes or emails or conversations.
It needn’t be complex and should not be too heavily produced. Authentic short-form (homemade!) videos are an effective way to do this. Record a simple message of gratitude and tell a brief story. Or ask a teacher to talk for a minute about a great professional development experience they had. Find a coach or advisor to explain how their program was enhanced by extra resources or opportunities like a class trip or special guest. Take that and wrap your intro and outro around it.
That’s it. But don’t add “hope we can count on you again next year” or anything similar. That turns it into an ask. This is not an ask.
Take it to the next level
Varsity level approach? Make it a team effort.
Whether your team is an office of five or it’s you and two volunteers, it’s still a worthwhile project. You will need to decide if you do this for just your top 20 donors or your top 100 donors.
Some messages may be about the way their volunteerism saved the day. Or how their generous hosting of an event was a leap forward for your program. For others, it will be about the impact of their financial generosity. It’s supposed to be highly personalized, so you’ll need to decide.
However you define it, set aside the time. Keep copies of what you send to store in their donor record. But do it! I can assure you it will be a joyful exercise. Let that and your genuine appreciation shine through.
Your future self will thank you
Need more incentive? Imagine how you’ll feel next fall.
It’ll be time to reach out to Mary or Pat or Jessie. Rather than having a moment of hesitation or hearing a whisper in your head that the only time you contact them is to ask for a gift, you’ll know you’re good! Your future self will know that you closed this year’s loop with a big bow of gratitude. You’ll feel on firmer, more confident ground to ask again. And maybe (yes!) ask for more.
And once you’re finished, share the experience with one another. How did it feel? Maybe this becomes part of your spring process going forward. More stewardship is routinely what I hear schools lamenting they need and want to do more of but find it always on the back burner. No more!
So what you do you think? Can you take the first step today? First thing tomorrow?
As always, grateful for all you’re doing.
Barbara Barron
[email protected]
Share this post:
BARBARA BARRON is one of the most respected and highly sought-after independent advancement professionals in the country, having worked with dozens of schools in every corner of the United States.
She has raised over $20 million for schools where she served as the Director of Development. Barbara is a New York Times bestselling author, speaker, and presenter who currently advises dozens of schools in various capacities. She is considered a thought leader in the world of advancement, with her writing widely shared by professionals in development offices worldwide.
More Advancement Articles
