1. ANNUAL FUND 101
Lili Rossi, Senior Associate

2. START WITH PASSION!

3. WHAT IS THE ANNUAL FUND
-an annual ask by an organization -creates a donor pipeline -creates expectation of cyclic giving -identifies potential leadership -identifies potential CAPITAL gifts

4. WHAT’S YOUR ELEVATOR PITCH?
AKA
What’s the point?
Why do you show up?
Why should they show up?
Why should they give?

5. If you don’t know where you are going, you might end up someplace else
If you don’t know where you are going, you might end up someplace else. - Yogi Berra

6. HOW TO DEVELOP YOUR CASE FOR SUPPORT
What is needed?
Why is it needed?
Are the financials strong?
How far will my dollars go?
WHAT IS THE IMPACT OF MY GIFT?

7. MAKING THE CASE: Who is the organization and what does it do for
the community?
What is distinctive about the organization?
What must be accomplished?
How can the donor become involved?
What’s in it for the donor?

8. WHO ARE YOUR PEOPLE? BOARD MEMBERS MEMBERS VOLUNTEERS PAST DONORS
EVENT ATTENDEES

9. WHO ARE YOUR DONORS? PEOPLE GIVE WHEN THEY ARE ASKED!!!
About 7 in 10 adults in the U.S. give away money.
Women give MORE than men.
Most people who DO give to nonprofits give to at least 5 and as
many as 15 groups.
About 20% of people on welfare give away money and about
97% of millionaires give away money.
Volunteers are more likely to be donors than people who don’t
volunteer.
More people give away money than vote.
PEOPLE GIVE WHEN THEY ARE ASKED!!!

10. Increase sponsorships Increase membership Increase staffing
WHAT IS YOUR GOAL
Increase gifts
Increase sponsorships
Increase membership
Increase staffing
Increase visibility

11. WHERE? Where is your organization right now? Know your constituency
Develop an annual action plan
Create realistic goals
Define roles of staff & volunteers
Set expectations and check-ins
Communicate

12. DEVELOP YOUR MISSION
Once you define your mission, you can make strategic annual plans
This will drive your operating budget
Which impacts how much you need
Donors are reassured by clear demonstration of need

13. THE FOUR P’S OF FUNDRAISING
PROCESS: “Fundraising is not an event; it is a process”. - Edgar D. Powell PARTICIPATION: Who is involved in identifying and engaging potential supporters in your mission? PEOPLE: Fundraising is all about people and building relationships. PLAN: Your organization needs a good fundraising plan in place in order to succeed.

14. FUNDRAISING BASICS In all written communication: ATTENTION INTEREST
DESIRE
ASK
�Personalize if you can �Hide recipients e‐mail addresses when sending bulk

15. Stewardship Personal connections How do you communicate
How often do you communicate
Other methods of communication
Maintaining and utilizing your database

16. COMMUNICATIONS-OLD STYLE
Personal connection
Annual fund letter
Phonathon
Thank you on stationery

17. COMMUNICATIONS - NEW STYLE
Website
Facebook
Twitter
Snapchat/Instagram
Text

18. BLEND THE TWO

19. QUICK NOTE - DOUBLE CHECK THE WEBSITE
Your website or social profile is your “face” to the community-whether it be a first look or a longtime donor
Can you click to give easily? On the home page?
Is the case for support no less than one click from the home page, and does the messaging match your ask letter?
Do you have impact stories?

20. FUNDRAISING CYCLE

21. ANNUAL CALENDAR/TIMELINE
Direct Mail
Phonathon
Push Page/Video
Postcard
Personal Request
Thankathon

22. EXAMPLE-SCHOOL Direct Mail (September) Phonathon (October)
Push Page/Video (Thanks for Giving)
Postcard (December-reminder for tax purposes)
Personal Request (January)
Thankathon (April)

23. MARKETING STRATEGIES Track how donations arrive What’s trending?
Always be flexible
Fund raising is not one size fits all.

24. ANNUAL FUND VIDEOS
** These are some great examples. Jump into Google and find more. And don’t forget about a thank-you at the end of the year to tie it together!

25. THANKING STRATEGIES No gift is too small.
Who does the thanking-good opportunity for board engagement?
Celebrate the impact. Share the story.

26. WHAT IS YOUR FUNDRAISING APPROACH?
Data-driven or Donor-Centered?
Friendraising versus fundraising?
YES

27. TRENDING USE THIS! http://www.givingtuesday.org/
We all know Black Friday. And then there was Small Business Saturday. Cyber Monday.
And a few years ago, GIVING TUESDAY popped up to get folks in the spirit of the season to not only shop, but to INVEST in giving campaigns.
USE THIS!

28. GO FORTH AND GOOD LUCK! Respect for volunteer’s time and energy
Unique ways to show appreciation
Engagement of ALL