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SERVICES > Annual Gifts Program
Objective: Annual giving is the building block of any fundraising program, and implementing specific strategies and techniques in developing a donor base is key to any organization. Annual giving consists of many separate solicitation vehicles and when brought together they can form the foundation of the organization's philanthropic support. Because most philanthropic dollars given come from individuals, this is an area of where an organization can secure first-time gifts, educate donors, and successfully solicit renewals, ultimately moving annual donors to higher giving levels.
Elements of the Service
- Development of an annual giving strategic plan
- Provide structure for staff and volunteers to effectively position your organization to visibly lead this effort
- Development of an annual gifts giving club, with specific giving levels to encourage and recognize donors
- Establishment of a memorial and honorary giving program as a way to honor friends, family or acquaintances
- Organization and implementation of giving club membership drive with proven processes that have shown maximum results in numbers of donors and dollars raised. Processes may include:
- Personalized direct mail
- Development of prospect lists
- Solicitation training
- Use of social networking - Email, Website, Facebook, Twitter, Blogs
- A phone-a-thon/thank-a-thon
- Development of an annual direct mail solicitation to encourage gifts at all levels
- Implementation of specific processes to encourage renewals and higher giving levels
- Development of donor recognition programs that will sustain and grow your program
- Samples of materials from organizations that have had success in annual gifts
- Benchmarking against other organizations of similar size and circumstances
Expected Outcome
A well organized annual giving program will increase public awareness about an organization and build a constituency of support from individuals who are committed financially. Annual gift donors often become involved in some volunteer capacity in the development organization. Those who make annual gifts to an organization build on a "habit of giving", and most major gifts and planned gifts are from those who have been members of the Annual Gifts Club. Once someone contributes to a cause, they have identified themselves as one who believes in, and supports its work.
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