The Conundrum: Annual Fund or Endowment? Which is More Important?

It’s not a trick question.

RSC regularly receives calls from prospective performing arts clients who are interested in pursuing an endowment campaign. With the long-term cash flow needs, who can blame them? However, too often the desire for an endowment campaign is based on other revenue areas failing – or at least not keeping pace with the institution’s needs – and are not exactly the ideal environment to launch a successful major gift effort.  So, in most cases, our answer is the same -- don’t launch an endowment campaign if ticket sales and annual giving are trending in the wrong direction. Why do we so often make this suggestion?  It’s simple...

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