Approaching Donors and Members in the Annual Fund

For both of these facets of the annual fund, the work begins by setting goals for each and appointing a volunteer leader (board member) for the membership drive, donation drive, and major gifts.  The volunteer leaders will be responsible for analyzing current donor lists and making new prospective donor/member lists.  This work should be done together so that members and donors are kept separate.  Generally speaking, a donor is motivated my altruism and a member is motivated by participation.  It should be noted that members could be asked for donations separate from their membership dues for special projects or end of the year giving.

Once lists are organized for each main group, analysis of each individual member concerning appropriate levels of support should be made.  This is where donors and major gifts are also separated.  It is more effective to suggest a level to give over allowing the patron to choose, so analysis should be based on personal knowledge and past history of giving.  Keep in mind, this campaign is approaching individuals already known to the volunteer and/or organization.

Scheduling for both the donation campaign and the membership campaign needs to take place in conjunction with each other and the other events that will happen at the organization throughout the year.  For donations, the end of the year is always a good time because of the tax benefits and sense of giving that is prevalent in the community’s mind.  Autumn and Spring are good times for the membership campaigns because it is typically a time of change in the year and does not coincide with big holidays or events.

For both of these campaigns follow-up is very important.  Members will need more follow-up than a donor.  A member wants to be a part of the organization so regular news letter updates, notification and invitation to events and volunteer activities will all support the relationship between member and organization.  Donors will also need updates, but these will need to appeal to the altruistic effects of the donor and the organization.  Included in a letter can be a special message from the executive director, board chair, or editor about developments in the organization and upcoming events and plans.

An effective tracking system needs to be put in place for each of these groups.  Organize the system by individual, recording the amount or level, time period with BURNAWAY, participation at events, and any interaction the organization or a board member has with the donor/member.  Tracking will help the organization better understand its relationship with its patrons and make efficient use of the annual fund efforts.