Chapter 22: The Annual Giving Program
A robust annual giving program that welcomes and celebrates gifts of all sizes is essential for every nonprofit organization. First time, repeated, and upgraded gifts that come through the mail, online, or in person at a special event comprise elements of the annual fund, with leadership level annual giving also a consideration. Each interaction provides an opportunity to deepen the relationship between the donor and the organization. Because the annual giving program relies on volume–the large number of donors–several tools are helpful to match strategies and tactics to the annual fundraising goal. The donor pyramid, the gift range chart, and calculating donor retention are quantitative and visual ways to set strategies, track progress, and assess effectiveness over time. Yet, at the heart of the annual giving effort is a fundamental belief that “everyday” donors can make a significant impact through their collective efforts.
Sarah K. Nathan
Sarah K. Nathan, Ph.D., is a self-described “pracademic” who has spent her entire career in the nonprofit sector as a fundraiser, educator, volunteer, and leader. Most recently she has been focused on community philanthropy and currently serves as the Executive Director of Middletown Community Foundation in Ohio. Dr. Nathan spent five years prior as the Associate Director of The Fund Raising School (TFRS), where she managed all aspects of the curriculum designed for fundraising practitioners. She is a proud graduate of the Lilly Family School of Philanthropy and holds a M.A. and Ph.D. in philanthropic studies.
Sarah Nathan discusses the chapter with Bill Stanczykiewicz, Achieving Excellence editor and Director of The Fund Raising School.