A Realistic Look at Annual Funds

If the annual fund is about loyalty and engagement; the alumni-relations program loses a great opportunity for success by looking away. A better strategy would be to endorse the annual fund, to make it a real point of pride. Does this mean that the alumni relations professionals must become “fundraisers,” must do some “asking"? Not at all. A simple effort to script every event and every communication with a message of pride about how well the alumni do in supporting the institution is very powerful.