You probably know by now that Jeff and I are unreservedly against using anything in fundraising that has the word or the concept of “annual” in it. A letter, a campaign, a mention, even a thought.
As we’ve said many times before, the word “annual” shouldn’t be in the frontline fundraiser’s lexicon. Why? Because good fundraising is not about annual giving. It’s about a donor participating with you and your organization to do good. And this kind of doing good is not limited to an annual gift. It’s an ongoing, time-open process.
A donor should never be asked to give to the annual fund. If you do that, you’ll miss all the other gifts that donor could have given.
I’m saying all of this now because we recently received a question that went like this: “So, you’re saying that an ask is not the same thing as the annual letter?”
Yes, we are.
An ask is a series of mutual and relational interactions where you ask the donor to express their concern and wishes for the planet through the organization you represent. It’s not limited by time or frequency. It’s not focused on money. Instead, it’s focused on helping the donor get something done that they truly care about.
There are a couple elements to this reality.
1. The donor cares about getting something done.
And that “something” is not the annual fund. After all, no one truly cares about the annual fund. It’s a made-up organizational concept that someone created which, like a virus, just will not go away. The donor doesn’t care about the annual fund. Since this is true, it naturally follows that the donor doesn’t care about the annual letter. Of course, they may respond to it with their obligation to participate. But don’t, for a second, think they really care about it – because they don’t. They want to get something done that’s unrelated to your annual revenue goals.
2. Getting something done is not time- or frequency-limited.
When a donor hooks into getting something done that they are very interested in, there’s no limit of time (annual, month, whatever) that applies to an interaction with them on it. In fact, you could talk to the donor every week about it. Or, if the level of interest is high, it could be daily interaction. Look at it this way: when a donor is really interested, they want to spend time and energy interacting with you on it. There’s no time limit. And if they’re really involved through giving, they’ll give frequently as the need arises and the impact of past giving is presented to them. All of this is true. What does all of this have to do with the annual letter? Nothing. Absolutely nothing.
If you’re an annual fund/annual letter person, please get rid of this idea in your fundraising strategy and communication.
Believe me, holding onto this concept will hurt your fundraising. It will not bond the donor to you and your organization. Nor will it retain the donor and their value over the long haul.
Instead, switch your focus to helping the donor do what they want to do through your organization. To be sure, that will have the greatest return for your efforts. And, it will bring the most satisfaction to the donor.
Richard
This post originally appeared on the Passionate Giving Blog on February 3, 2021.
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Appreciate what you’re suggesting here! However, we are challenged in Higher Ed with soliciting for our perpetual annual funds (unrestricted, athletic, other) which are critical to meeting operating budgets. How would you apply this approach? Thank you.