A is for Annual Giving

Don’t let the name confuse you!

Just because it’s called annual giving doesn’t mean you should only ask once per year.

Instead, your annual giving program is a year-round series of activities that help you build and maintain relationships with your donors, cultivate new prospects, and increase your revenue.

According to the definition from Excellence in Fundraising in Canada (Mallabone, 2011), annual giving is the term used to describe an ongoing regular fundraising program that seeks repeat and upgraded gifts annually, distinct from a capital campaign or planned giving. Ultimately, the purpose of annual fundraising is to look after core ongoing costs to enable an organization to do what it needs to do to achieve its mission and purpose, week after week, month after month, and year after year.

So, how do you create a successful annual giving program that keeps your donors engaged and loyal?

These three core activities are the key:

• Asking for gifts
• Thanking donors for their gifts
• Reporting back on the impact of those gifts

Think of the three activities as a cycle.

Ask, then thank, and report back before you ask again. Focus your energy on balancing these activities, and you’ll draw your donors closer to your cause.

The better you get at all three, the better your fundraising results will be.

 

How Strong Copywriting Can Help Grow Your Annual Giving Program

Your fundraising copywriting is the foundation for all your donor communications.

From your website to your direct marketing appeals, thank you letters, and social media posts, you need all your communications channels working hard to tell your stories and draw your donors closer.

To write compelling copy for your annual fund appeal, you need to:

– Know your audience and their motivations. Who are your donors, and what do they care about? What are their values, interests, and goals? How do they relate to your mission and vision? How do they want to make a difference in the world? Use these insights to craft a message that resonates with them and shows them how their support matters.

– Use emotional storytelling and urgency. Don’t just tell your donors what you do. Show them why you do it and how it impacts the lives of those you serve. Use stories, testimonials, and images to illustrate the problem you are solving, the solution you are providing, and the outcome you are achieving. Make your donors feel something, whether it’s joy, anger, sadness, or hope. And remember to create a sense of urgency by using deadlines, goals, and challenges to motivate your donors to act now.

– Include a clear and specific ask. Please don’t leave your donors guessing what you want them to do. Be direct and specific about the action you wish donors to take. Explain how their donation will be used and what impact it will have. And make giving easy for them by providing multiple options and channels, such as online, mail, phone, or text.

-Thanking and reporting back are not just polite gestures. They are powerful tools to show your donors the impact of their gifts and inspire them to give again. Be sure to thank your donors promptly, personally, and sincerely. And report back to them regularly and enthusiastically. Doing so can increase your donor satisfaction, retention, and lifetime value.

To sum up

Your annual giving program helps you build and maintain relationships with your donors, cultivate new prospects, and increase your revenue.

To create a successful annual giving program, you need to balance three core activities: asking for gifts, thanking donors for their gifts, and reporting back on the impact of those gifts. To write effective copy for your annual giving program, you need to know your audience and their motivations, use emotional storytelling and urgency, and include a clear and specific ask.

For more information

If you like to learn by reading, there are many excellent fundraising books to help you. I’ve referenced (Mallabone, G. (Ed.). (2011). Excellence in fundraising in Canada (Vol. 1). Civil Sector Press. It’s just one of the fundraising books in my collection.

Feel free to get in touch if you’d like some other suggestions. I’d be thrilled to share my list of favourite resources with you.

And if you want to learn more about how to write powerful copy for your annual giving program, please feel welcome to get in touch with me. I can help if you’re looking for a writer or a coach. Please have a look at my website portfolio section for some examples of my work.

Over to you…

Let me know what you think in the comments. Did you find this post helpful? What fundraising terms would you like me to cover next? I’d love to hear from you.

 

#fundraising #copywriting #philanthropy