There is no shortage of questions about how to proceed with fundraising in a climate that is unlike anything we have previously experienced, given the simultaneous public health, economic, political, racial inequality and civil unrest crises. And one question Marts & Lundy believes should be top of mind for CAOs, CEOs and board leadership: Are our fundraising priorities relevant in the current environment?

For most schools, campaign goals or general fundraising priorities are the culmination of a years-long strategic planning process. However, that planning process was undertaken in a very, very different environment. Our universe has changed dramatically, and we must reevaluate what expressions of values our funding priorities represent. At best, not doing so leaves us open to being perceived as tone-deaf. At worst, we may turn donors away and make our schools seem irrelevant.