Annual giving is one of the most important areas in an organization’s fundraising efforts. Annual giving consists of many separate solicitation vehicles. When these vehicles are assembled together with skill, they can form the foundation of the institution’s philanthropic support.
The entire structure of the charitable giving process is presented graphically with the diagram of a pyramid. When the process is successful, the donors will move from annual giving to major gifts and then to estate or planned giving, but only if the foundation of the pyramid is firmly in place, well-aligned, and able to carry the added weight placed on it. A university or non-profit organization builds upward as it prepares for its future. Annual giving programs are needed to make that upward structuring possible.
Annual giving is about donor acquisition, repeating the gift and upgrading the gift. Annual giving creates the habit of giving on a regular yearly basis. Donors who have consistently contributed annually over a certain period of time eventually make much larger major gifts or even planned giving, like bequests, later in life.
Methods to raise annual giving support include: direct mail solicitations, telemarketing ("phonathons"), e-solicitations, and sometimes major "asks".
Most medium to large non-profit development departments have at least one director of annual giving, while smaller non-profits combine the annual giving position with the director of alumni relations position.
Famous quotes containing the words annual and/or giving:
“I would not have every man nor every part of a man cultivated, any more than I would have every acre of earth cultivated: part will be tillage, but the greater part will be meadow and forest, not only serving an immediate use, but preparing a mould against a distant future, by the annual decay of the vegetation which it supports.”
—Henry David Thoreau (1817–1862)
“I have often inquired of myself, what great principle or idea it was that kept this Confederacy so long together. It was not the mere matter of the separation of the colonies from the mother land; but something in that Declaration giving liberty, not alone to the people of this country, but hope to the world for all future time. It was that which gave promise that in due time the weights should be lifted from the shoulders of all men, and that all should have an equal chance.”
—Abraham Lincoln (1809–1865)