The Multichannel Renewal Campaign
A fundamental or "bedrock" element of all annual giving programs — regardless of type of organization — is the annual renewal effort. In most organizations, the renewal effort accounts for as much as 80 percent of all net income.
No wonder. The concept of renewal is so powerful because it focuses on the donor's sense of responsibility and accountability. Implicit is the tacit understanding in the donor's psyche that "I made a commitment to support this organization last year, and now it's time to renew that commitment."