I think one of the most annoying concepts in fundraising is this thing called the “Annual Appeal.” I know a lot of universities, hospitals and small non-profits use this strategy, but I gotta tell you, it drives me nuts!
In fact, I wish we could kill the whole concept.
Why? Because it’s the most anti-donor, uninspired concept in all of fundraising. And, hey… it’s a self-fulfilling prophecy.
Go look at the donor file of an organization that pushes the “Annual Appeal” — their gift frequency rate is… guess what? 1.0 per year.
Now you might argue this with me and say, “Well that’s just the term, we don’t really mean that we only ask donors once a year for a gift.”
Really? Think about it from the donor’s perspective. “Yeah, I gave to the school’s Annual Appeal, I’ve done my duty.” Believe me, that’s how they think about it.
It drives me crazy.
I have to imagine that this concept came from someone who must have hated fundraising and presumed that the donor could only be bothered once a year. “How dare we ask a donor more than once?”
Then, even crazier, someone realized that we really did need to ask our donors more than once a year, because, well, it brought in more money… but we’ll still needed to call it an Annual Appeal.
What? Does anyone get that?
If you’re one of these Annual Appeal advocates, let me tell you something…
Donors have LIFE! Yes, if donors are inspired by your organization’s work, they want to give more than once a year. Amazing concept, huh?
And if we can’t get more creative than the term “Annual Appeal,” we shouldn’t be in this business. Donors want to be inspired by great projects and effective programs that help change the world.
If you are effectively cultivating your donors, you are presenting multiple opportunities for donors to fund and get involved with. And don’t think that just because you’re cultivating major donors you only have to build them up for the “one big ask” per year.
Again, if you really know your donors, if you understand what they are passionate about, you’ll present many opportunities throughout the year for them to consider.
So who’s with me? Can we finally kill this idea of the “Annual Appeal?” Let’s inspire our donors, put great projects in front of them throughout the year, and challenge them to make a difference.
Jeff
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Let’s Kill the Annual Appeal!
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hi, thanks so much for your post.
Let’s kill the words Annual Appeal,
but let’s keep appealing to your donors in the way that fits best with their interests… absolutely. I agree with you there. Donors want to support your organization!!
I have been raising funds for over 20 years now and worked with many small, mid size and large organizations here and in other countries.
You will find that many (MANY) types of organizations NEVER use the words annual appeal. They just tell the stories and ask the donors to support the people or animals they serve, and they tell these stories as often as it seems to fit with the organization and the plan and the needs.
I work with numerous small organizations and we were able to expand the number of appeals from 1 to 2 to 4 a year without a problem, without donor complaints generating a much more consistent communication flow to the donors and guess what, they LOVE it… and they GIVE too… and the organization thrives… and of course we’re working to expand the monthly giving program to get real ongoing support, even from donors who cannot write the large checks.
so many small to mid size organizations leave a lot of money on the table. by using the words Annual Appeal. Major gifts is fabulous but the reality is you’re just not able to reach that many people in person so the appeals and newsletters are the only ways to reach out…
Consider another appeal before doing another event… results don’t lie! and I agree, let’s KILL the words Annual Appeal and start appealing more consistently… (and yes, direct mail still does work!!!).
cheers, Erica
Jeff:
Great topic and I wholeheartedly agree.
And let’s also get rid of the term, “One Time Gift”. That is on so many website giving pages. The option is either a “One Time Gift” or a recurring one. Does any organization really want a one time gift? I think not.
You are always right when you say, “Focus on the Donor”. Internally we use all this marketing babble that we forget that donors are real people.
AMEN.
I know organizations that send several “annual appeals” each year. I think there’s something in it that rings with certain donors.
But I completely agree that if you’re asking donors to give only once a year, you’re losing revenue and donors at an alarming rate.