By Linda Lysakowski, ACFRE
CAPITAL VENTURE CEO/President
Many nonprofit clubs describe themselves as having an annual appeal, but upon further investigation, what the annual appeal consists of may be a letter
sent to members once a year or on occasions when funds are needed for special projects. A strong development program consists of far more than just an
annual direct mail appeal. For most successful clubs, annual giving may include personal visits with individual major donors, a corporate appeal, a
telephone campaign, Internet fundraising and direct mail.
Annual giving is an important component of your nonprofit club's development program for several reasons:
- It is generally unrestricted money and can be used for operating expenses such as salaries
- It helps build relationships with new and existing members
- The methods and techniques used can lay the groundwork for other fundraising efforts such as a capital campaign.
The annual giving appeal should be a major focus of your development plan and should attempt to diversify your constituent base and the fundraising
methods to be used.
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