What makes for a successful annual giving campaign?
Philanthropy can make a huge difference at an independent school like Shawnigan. In preparation for this year’s Annual Fund campaign, Associate Director of Annual Giving Gemma Atkinson had the opportunity to review and look at the way Shawnigan engages with the community to raise funds and to curate a message designed to resonate with potential donors to help achieve the School’s goal. Here are some of her thoughts from the world of fundraising – key ingredients that go into the process of creating an annual giving campaign.
Digital Fundraising Adventures
In the age of smartphones and social media, fundraising has taken a digital turn: online donation platforms, email marketing and social media have become our trusty sidekicks. Now, instead of going door-to-door with paper pledge forms and hours on a phone-a-thon, we're sharing links and QR codes, transforming the entire community into a supportive online network.
The Dance of Data Segmentation
Imagine this – a beautifully choreographed dance where every move is perfectly synchronized. That's what data segmentation does for fundraising. It's not just about throwing spaghetti at the wall and hoping it sticks, it's about understanding our community, knowing what they care about, and tailoring our fundraising efforts that speak to their hearts.
The Impact of Philanthropy on the Shawnigan Community
As you have taken in the beauty of the campus, you may have wondered if Shawnigan truly needs philanthropic support. It’s important to recognize that our School has been sustained and enriched through generosity of donors who wholeheartedly share the School’s vision. Did you know that the Jim and Kathryn Shaw Library was funded by philanthropy? The same is true for the Friesen Centre and Duke’s Café, Mitchell Hall, and the recording studio, just to name a few.
Recently, we have been able to update the technology in the Chapel green room to bring Chapel services to you around the world. We have created the Broadcasting room in the Charlie Purdey Arena, the Sport Village that continues to provide endless amounts of fun and physical activity. Sports teams boast new equipment and are able explore different parts of the world on tours. Boarding houses continue to be a priority for many of our donors because they are the home away from home for all our students. All of this is thanks to the power of philanthropy.
The Heart and Soul
The heart and soul of our school is without a doubt our students. The privilege is not lost on us that 550 students and their families have chosen Shawnigan for their education. The Shawnigan Scholars and financial aid programs build opportunities for students from diverse and ever-expanding backgrounds, focusing on those who have not traditionally had access to high-quality independent school education. The generosity of donors ensures Shawnigan can continue to give promising students, either in Canada or abroad, access to a well-rounded educational experience.
Beyond the tangible upgrades, fundraising fosters a sense of community. We rally together, forging new friendships, and realize that we can achieve incredible things when we work together. The spirit of giving becomes infectious, inspiring us to look beyond ourselves and see the collective impact of our efforts.
So, here's to the power of a well-crafted annual giving campaign and the generosity of our Shawnigan community.
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Gemma Atkinson is Shawnigan’s Associate Director of Annual Giving and Data Management.
We acknowledge with respect the Coast Salish Peoples on whose traditional lands and waterways we live, learn and play. We are grateful for the opportunity to share in this beautiful region, and we aspire to healthy and respectful relationships with those who have lived on and cared for these lands for millennia.
Shawnigan Lake School is an independent co-educational boarding school for ages 13 –18 on Canada’s beautiful West Coast. Our diverse, interdisciplinary and innovative programming helps shape the next generation of global leaders.
