A Realistic Look at Annual Funds

Until the next great mass-solicitation emerges — and everyone is working continually to produce this new marvel — there are some measures that suggest themselves to the prudent annual-fund director. Let’s look at some pragmatic annual-fund management strategies for the way forward:

1. Manage your annual-fund program for loyalty rather than for money. If you succeed at the loyalty, you’ll raise the money. If you manage for money and succeed at it, you’re not assured to also capture the loyalty. Institutional leadership must be educated on this matter.