annual giving: building the donor pyramid helen harding director of annual giving & membership
TRANSCRIPT
Annual Giving: Building the Donor Pyramid
Helen Harding
Director of Annual Giving & Membership
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
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
Methods of AAUM Annual Gifts Solicitations
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
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
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
Strategies for Growth
• Stages of Donor Relationships– Identification– Cultivation– Solicitation– Stewardship
Pyramid of Giving
Investment
Involvement
Identification
AAUM Annual Fund Calendar
Fall Calendar Year End Spring Fiscal
Year End
Resources
