A Realistic Look at Annual Funds

Is the glass half-full or half-empty?
The glass really does seem to be half-empty when we look at this second telling of the history of mass solicitation. But maybe there are some pointers toward a new road. For example, over this same history of several decades the profession has also come to appreciate a different truth through the maturation of another fundraising science, the campaign. This truth? It’s that the annual fund is for many organizations no longer about real money. The major- and planned-giving programs are those that focus on real money.