Happy New Year!
The calendar says July, but for most higher education leaders, this month starts a new fiscal year. While most businesses and nonprofits check their 6-month milestones, academic development officers are catching their breath, filing year-end reports, and adjusting expectations for a new year. They’ve tried to reach their “year-end” fundraising goals for June 30, have said goodbye to colleagues who were either laid off or retired, and are preparing for another year of uncertainty.
What’s a good development officer to do? Higher education leaders are planning for a future that is coming upon them—rather than one they planned for. The future arrives more like a hurricane off the gulf or tornadoes in the Midwest. We’re not exactly sure who will be most affected, but we know we must be prepared for the unexpected.
With enrollment in most residential schools continuing to decline, there will be fewer tuition dollars to cover expenses. Most will feel pressure from trustee boards and administrations again to make up the difference between tuition revenue and campus expenses. Simply working harder and faster won’t prepare you for the unexpected.
When development budgets are under pressure, wise leaders know that the best course of action is not to worry or try to carry the burden on their shoulders. Instead, leaders focus on three people: themselves, their donors, and their students.
Healthy development officers take a deep breath, sorting through what they can control and can’t. Because uncertainty is the only thing that is certain right now, fundraisers prepare themselves for volatility. Instead of venting about the problems of the administration or blaming the faculty, they give thanks for the opportunities in front of them. They ask themselves, “Which programs at our college connect deeply to the lives of our donors?” They imagine what it’s like to be a donor and ask, “Who needs a personal touch this summer, not about money, but their lives?”
What matters most at the start of a new academic fiscal year is not goals, resolutions, data, or programs. It’s the people who make it happen. As the new year starts, take a few steps to shape your mindset about the new year.
- Talk to students making a difference. If your school has on-campus intensives, take a few to lunch. Learn their stories and how your college is helping them. Visit the communities where they live and shine a spotlight on their good work.
- Connect with givers about their needs, not yours. Many business owners are scrambling to meet their own revenue targets. For example, if one of your donors owns a restaurant franchise, they are likely facing a 12% annual revenue decline this year. Reach out with compassion, care, and concern. Buy a meal in their restaurant and take a few staff. Show them that you care more about their needs than your college’s.
- Take care of yourself. Celebrate your wins this year and thank the people around you who have helped you personally. No development officer works alone, and the department staff often makes things happen.
A few summers ago, a donor gave me the encouragement I needed at the start of a new fiscal year, also full of uncertainty. His last gift was over 15 years ago, and he was on a list of people that I should reach out to, but was afraid to do so. His time at our school had not ended well, and I feared his reaction and rejection. I summoned the courage to call and email him. Much to my surprise, he gladly returned my call. He invited me to see him when I was nearby. Later that summer, I happened to be at a conference near his hometown, and we arranged to visit. His wife recently died, and we spent time together reflecting on her life. She gave me her music CDs, and he showed me his library. We toured his small fishing village and shared a meal. I didn’t ask for a gift, but I thanked him for his contributions to the school. I learned about the goals he had for his remaining years. A few weeks later, I received a gift from my new friend.
My “new year visit” taught me an important lesson. I realized I had told myself a story about this donor based on what others told me… but not in reality. My summer visit gave me the reset and focus I needed to face an uncertain year. The relationship with the donor helped me understand that my needs weren’t nearly as critical as a grieving widower’s.