Annual Giving: Building the Donor Pyramid Helen Harding Director of Annual Giving & Membership.
Transcript of Annual Giving: Building the Donor Pyramid Helen Harding Director of Annual Giving & Membership.
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Annual Giving: Building the Donor Pyramid
Helen Harding
Director of Annual Giving & Membership
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Introduction
• What is Annual Giving?• Donor Information Management• Strategies for Growth• Donor Relations Management• Role in the Overall Development Plan• AAUM Annual Fund Solicitation Calendar• Open Forum
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What is Annual Giving?
• Annual Fund is defined as-– Gifts that are renewable– Gifts that are unrestricted– Gifts solicited for current use– Gifts of a certain amount
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Methods of AAUM Annual Gifts Solicitations
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Donor Information Management
• Purpose: Capture Information and retrieve it in usable fashion to-– Maintain communications with donor– Solicit Donations– Stewardship– Analyze the effectiveness of fundraising
efforts
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Strategies for Growth
• Three basic strategies for increasing revenue for annual fund– Increase the gift size of current donors– Increase the number of gifts from current
donors– Increase the number of current donors
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Strategies for Growth
• Stage of Decision-making– Awareness – Prospect knows about the org– Interest- Prospect wants to know more– Affinity- Prospect likes org– Action- Prospect makes donation– Feedback- Prospect gets positive
reinforcement that action was correct
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Strategies for Growth
• Stages of Donor Relationships– Identification– Cultivation– Solicitation– Stewardship
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Pyramid of Giving
Investment
Involvement
Identification
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AAUM Annual Fund Calendar
Fall Calendar Year End Spring Fiscal
Year End
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Resources