Friday, May 18, 2018

Nonprofit Organization Annual Campaigns

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Annual Campaign, Telefundraising, Direct Mail

An annual campaign is a yearly fund-raising endeavor directed at a large number of prospective donors. One of the goals of such a campaign is to offset the nonprofits’ standard year-round expenses. A nonprofits’ annual fund campaign may include telephone solicitations, direct mail, e-mail donation requests, and digital marketing appeals.

An annual fund campaign can also incorporate various types of fundraising strategies, which can range from a single direct mail appeal to a multi-tiered approach involving mail processing, printing material, email, live events, and a dynamic, interactive website. The bottom line is that the success of your appeal is going to depend on total investment.

Year-End Fundraising - Telemarketing - Direct Mail

  • An annual fund is typically launched in October, November, or December.
  • Most yearly funds concentrate on unrestricted gifts.
  • Determine a realistic, annual fund goal.
  • Make your annual fund personal to existing and new donors. Indicate how they directly can support your mission and make a difference.
  • Review your yearly giving marketing materials.
  • Review last year’s donor retention and attrition data.
  • Rewrite telephone scripts to include new or updated programs.
  • Create a calendar that serves as a timeline to organize and schedule plans, events, and goals.
  • Leverage your direct mail to existing donors by including the donor's name, events they have attended, and the dollar amounts they have contributed previously.
  • Create a webpage for online donations. Digital marketing campaigns should link directly to this page.
When your campaign ends, leverage the data you gleaned to develop bold insights about your in-house and newly acquired donors. Try to decipher the reason why some donors disengaged, and remember to thank an active donor in-person or over the telephone. Offering a ‘thank you’ to the donor should be the final part of the campaign before you end your appeal.

What do your Annual Campaigns concentrate on? Please comment!

This above blog post is for informational purposes only.  The material discussed should not be construed as legal advice or a legal opinion on any specific facts or circumstances.  You should consult legal counsel concerning your own situation and any legal questions including professional fundraising.

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