Last week I wrote about two words that I think are misused: prospect and annual (as in annual fund). We have had some interesting and thought-provoking comments from our Passionate Giving family, all of which we welcome and appreciate. Now, I am going to talk about the annual fund.
If you succeed at moving a high-capacity general donor into the major donor category, your general donor program “loses” one of its very best donors. Of course, you aren’t losing anything at all, and it’s not a problem – it’s a major victory for your nonprofit.