A Realistic Look at Annual Funds

Here’s a takeaway, also part of the history sketched above: Even in the old days, though we may not have realized it, our efforts were not so much about money but rather about donorbase management. We did not care as much that people gave sacrificially; we cared that they participated. The issue was to build a broad base and donor loyalty — we focused on building a supporting constituency. Episodically — once every 20 years or so – we “harvested” that base, that loyalty, with a major campaign. In the interim, the money we raised was as much a sign that we had a base as it was real money. Next issue, let’s explore the pragmatic implications of this insight. Good donorbase management is still possible, of course, and we can still make it pay.

The Troubled Future of Mass Solicitation
Part Two: An Intriguing Future for Donorbase Management