Annual Campaigns

Did you know that billions of contributions are in play right now? Donors will, in fact, be giving vast amounts of money to charities in the next three weeks. Many organizations will receive up to a third of their entire annual giving this month.

Are you ready for a huge spike in online gifts this month? I hope so! Because the money — and the donors — are out there.

Focusing on high-cash giving not only maximizes actual year-end returns, but more importantly, builds motivation and commitment in the segment of your donor base with the greatest inclination to give.

Be explicit, don't beat around the bush, get to the point and be clear in your fundraising appeal letter. You'll raise more money if you do!

Learn how liberal arts institution Vassar College executed a crowdfunding campaign for its annual fund.

Labeling a campaign volunteer a "storyteller" blurs what is expected of the annual-fund volunteers — that they ask for a gift.

When you make smart choices and set thoughtful priorities about where you are going to spend your time and resources, then you have a solid, workable fundraising plan.

The Nonprofit Research Collaborative's recently released Special Report About Annual Funds explores the topic of annual funds and how important they are to fundraising success. Here are a few key findings from the report following the accompanying infographic.

Tom Landrum, former vice president for development and alumni relations at the University of Georgia, discusses the importance of an annual fund and engaging younger alumni. In this conversation with Jeff Jowdy, founder of Lighthouse Counsel, Landrum covers:

• Importance of annual giving
• Challenges in higher education annual-fund programs
• Why some fundraising programs are directed at younger alumni
• The importance of student-directed development appeals
• What higher education fundraisers need to do to engage younger alumni

Creating an annual appeal letter is business as usual for many nonprofit organizations. The challenge is that as the fiscal year draws to a close, nearly every nonprofit is seeking financial support at the same time. For supporters, this translates into mailbox and inbox overload and the challenging task of deciding which cause(s) to support.