Annual Giving

Annual giving typically is for current year uses such as operational costs. Most are unrestricted gifts although some organizations encourage giving to specific programs or departments. The size of the gift is not as relevant as the likelihood that the donor will continue to give each subsequent year. Annual gift programs are designed to build long term relationships that increase loyalty and donation amounts over time.

Successful annual giving programs will build the foundation for all other giving programs. They increase and develop a donor base that continues to grow over time. A look back at a constituents giving history will tell the development officer who gives steadily and at what level. This information will let you know when someone is starting to lapse in their giving and when another donor is ready to be asked for a major gift.

Annual giving programs can take many forms. The most common is a request through the mail. Phone calls and email requests are also used. All of these methods can be equally effective. What seems to be even more valuable is segmenting the constituents so that the ask can be more personalized and geared toward the donor’s interests. This take a little bit more work but as your data base grows you can send out your appeals in smaller chunks and pay more attention to the group and individuals in that group.