Annual Campaigns

Getting people to write checks to support your organization can be tough. But what of those folks who already are writing you a check every year? What of your members?

Membership-based organizations offer a variety of benefits to members, but the support can’t — or shouldn’t — stop there. Loyal-member lists often offer the best leads for potentially larger gifts, but the question is how to get members to see the “added benefit” of giving above and beyond their membership dues.

A Three-Step Conversion Strategy FS Advisor: March 21, 2006 By Abny Santicola, editor, FundRaising Success Advisor In a presentation at the DMANF 2006 Washington Nonprofit Conference last month, representatives from the American Red Cross and Habitat for Humanity shared the multi-channel fundraising strategies that helped them raise massive amounts of money to respond to 2005’s various natural disasters. For both organizations, the multi-channel effort began with contacting donors via the method with which they seemed most comfortable. According to Tim Daugherty, Habitat’s senior director of direct marketing, the organization’s “Integrated Agency Campaign” was comprised of three parts: Step One: Reach out to donors via

When it comes to the question of which list strategies work to build and develop a base of annual giving donors, the obvious answer is to look for more names that are similar to your regular annual donors. Common industry wisdom says to analyze what your best donors are like and then go find more like them.

While that statement certainly is true, the problem with a simplistic approach is that it neglects important discussions of gift size, lifetime value, future giving potential and other key ingredients of a successful annual-giving program.