What Makes an Annual Fund ‘Worth Funding’ for Donors?
Fall is a time where many organizations are sending out their annual appeal materials. From letters to emails and even social media blitzes, the annual fund is the backbone of a solid development shop. But what makes an annual fund worth funding for a donor? It’s easy to get lost in our own messaging, as professional fundraisers, but always put on your donor hat and see it from the other side of the desk. Look at the organizations you care about – what makes you want to give to them? Odds are, you’ll find some common themes.
It’s a cause you care about – donors can’t care about everything. Some might be passionate for animal welfare. Others might care about cancer research. Maybe it’s higher education, or an environmental cause. The most important first step is to make sure you’re getting your cause in front of the donors who care about your mission.
Your organization meets needs – people give to organizations that meet real needs in their fields, not organizations that have needs. Writing about how much you need the donations to keep surviving might seem like a winning strategy (after it, it mashes the ‘urgency’ button) but it’s not a long term solution. Describe the needs that you’re meeting with your annual appeal, and how more, and larger, gifts will help you meet even more of the need.
Gifts all sizes matter – you’re able to show what $20, $100, and $1,000 can accomplish. Real, concrete results from a donation. Not just an offset to a deficit, or a ‘keeping the lights on and the doors open’ pitch. Make your results tangible and the donors will respond. Reduce the abstractions.
Success stories are front and center – share your successes from previous years, to show the impact beyond the gift. Don’t just share that Zippy, the Doberman mix who was adopted out of your animal shelter, found a good home. Tell me what his life is like today, and show the donors how their gifts directly led to that result.
Keep in mind the snowball effect – momentum matters. People want to be a part of a growing, thriving organization. Show how far you’ve been able to come each year thanks to your loyal annual donors, and describe that bright future that’s just over the horizon that you’re working toward now.
Stewardship counts – When you receive the gift, your job is only halfway done. Make your donors feel important; send the right kind of stewardship to thank them for their contribution. A donor who feels valued will remember that feeling the next time your fundraising letter hits their desk.