5 steps to grow your annual giving program on a budget

Advancement teams at smaller institutions face unique challenges—limited budgets, lean teams, and the constant pressure to raise more. In a recent conversation with one of our Advancement Marketing Services partners at a small college, they shared how it often feels like running on a treadmill—working hard but never quite making progress.

That sentiment stuck with me because it’s so relatable. The day-to-day demands of annual giving can feel overwhelming, especially when you’re trying to stretch every resource. But by making small, thoughtful adjustments, you can do more with less and start seeing real growth in your annual giving program.

Here are five strategies to help you make the most of your resources and grow your program, no matter the size of your team.

1. Reevaluate channels and invest in what works

When resources are tight, every dollar you spend needs to count. Take a step back and assess how your fundraising channels are performing. Are you still using certain strategies simply because you’ve always done them?

For instance, if direct mail isn’t performing as well as it used to, it might be time to shift some of those funds toward digital campaigns. Digital strategies are often more cost-effective and are becoming the go-to way to reach donors of all generations. By regularly evaluating what’s working (and what’s not), you can refocus your budget on channels that deliver the biggest impact.

2. Make personalization work for you

Donors are much more likely to respond to messages that feel personal and relevant, but personalization doesn’t have to be overly complex or time-consuming. Start by segmenting your donor base into a few key groups and tailoring your outreach to what they care most about.

For example, alumni who were part of the theater program will be excited to hear about upcoming productions, while former athletes might connect more with updates about your athletic programs. Even simple touches, like mentioning their graduation year or referencing past gifts, can make them feel more connected and valued.

3. Prioritize relationships with mid-level donors

Mid-level donors are often overlooked, but they play a crucial role in your donor base. While they might represent only 5–10% of your total donors, they often contribute as much as 50% of your annual giving revenue.

This group wants to feel like more than just a name on a mailing list—they want a genuine connection to your institution. Building these relationships can be as simple as sending handwritten thank-you notes, personalized emails, or making a quick phone call. A little bit of time spent cultivating these relationships can lead to stronger engagement, more consistent giving, and even future major gifts.

4. Maintain momentum through staff turnover

Staff turnover can be especially tough on small teams, but it doesn’t have to derail your progress. One partner institution I worked with faced an incredibly high turnover rate in their Annual Giving Director role—anticipating up to six transitions in just a few years. Despite this, they were able to maintain stability by documenting their processes and partnering with EAB for support.

If your team is facing similar challenges, start by building institutional memory. Write down your key strategies, metrics, and lessons learned so new staff can hit the ground running. By keeping things organized and accessible, you can minimize disruption and keep moving forward, even during transitions.

Continue reading: Why advancement employees leave (and how leaders can fix it)

5. Find the right partner

Sometimes, the best way to make progress with limited resources is by bringing in the right partner. A trusted advancement partner can help fill gaps, provide fresh insights, and ensure your campaigns stay on track, even when your team is stretched thin.

At EAB, we work alongside advancement teams to provide consistent support, strategic guidance, and hands-on partnership. Whether it’s maintaining momentum through staff turnover, helping you make the most of your channels, or providing data-driven personalization strategies, we ensure that you’re not just doing more with less—you’re doing it more effectively and with greater impact. Click here to learn more about EAB’s Advancement Marketing Services.

I know it can feel like there’s never enough time or budget to get it all done. That’s a reality for so many advancement teams. But even small, thoughtful changes can start to make a difference. Focus on the things you can control and remember progress doesn’t have to happen all at once. It’s those small wins—one personalized message, one meaningful phone call with a donor, one successful campaign—that add up over time to create real impact.

If you ever want to talk through strategies or just share what’s working for your team, I’d love to hear from you. Feel free to email me at [email protected] or connect with me on Linkedin.