This is the second article in a two-part series on starting and building annual giving programs. Many of the methods used for annual giving are the same as those used for major gift solicitations, just on a different scale. Development is all about building friendships.
In my work with organizations around the country, I find that one of the biggest obstacles to fundraising success is groups' inability to mobilize diverse people in the organization to participate in fundraising activities. Staff and board members come to trainings to learn the skills and strategies, but only a handful of people end up actually doing any fundraising work. As consultants like me make their living trying to entice board members and others to participate in fundraising, we often leave out the bigger picture — the need to integrate fundraising and program work.
Capital campaigns are set off from other fund-raising projects because they simply require larger gifts. The capital campaign goal is usually extraordinary and requires extraordinary gifts. But, capital campaign funding strategy is abnormal. Normal is annual fund giving or special event giving. We call it transactional or traditional fund raising. I ask, you give; you get something for your gift. It goes on every year at about the same time, and the donor learns to expect it.
Topics: Annual Fund, annual giving, Capital Campaigns, Communications and Networking, fundraising, Fundraising Principles, General Articles, gift, Major Gifts, Professional Skill Building, Year End Giving