Annual giving
Encyclopedia
Annual giving is one of the most important areas in an organization
’s fundraising
efforts. Annual giving consists of many separate solicitation vehicles. When these vehicles are assembled together with skill, they can form the foundation of the institution’s philanthropic support.
The entire structure of the charitable giving process is presented graphically with the diagram of a pyramid. When the process is successful, the donors will move from annual giving to major gifts and then to estate
or planned giving, but only if the foundation of the pyramid is firmly in place, well-aligned, and able to carry the added weight placed on it. A university
or non-profit organization
builds upward as it prepares for its future. Annual giving programs are needed to make that upward structuring possible.
Annual giving is about donor acquisition, repeating the gift and upgrading the gift. Annual giving creates the habit of giving on a regular yearly basis. Donors who have consistently contributed annually over a certain period of time eventually make much larger major gifts or even planned giving
, like bequest
s, later in life.
Methods to raise annual giving support include: direct mail solicitations, telemarketing ("phonathons"), e-solicitations, and sometimes major "asks".
Most medium to large non-profit development departments have at least one director of annual giving, while smaller non-profits combine the annual giving position with the director of alumni relations position.
SupportingAdvancement includes many annual fund samples, and other related materials such as a comprehensive list of e-solicitations, annual plans and surveys.
Organization
An organization is a social group which distributes tasks for a collective goal. The word itself is derived from the Greek word organon, itself derived from the better-known word ergon - as we know `organ` - and it means a compartment for a particular job.There are a variety of legal types of...
’s fundraising
Fundraising
Fundraising or fund raising is the process of soliciting and gathering voluntary contributions as money or other resources, by requesting donations from individuals, businesses, charitable foundations, or governmental agencies...
efforts. Annual giving consists of many separate solicitation vehicles. When these vehicles are assembled together with skill, they can form the foundation of the institution’s philanthropic support.
The entire structure of the charitable giving process is presented graphically with the diagram of a pyramid. When the process is successful, the donors will move from annual giving to major gifts and then to estate
Estate (law)
An estate is the net worth of a person at any point in time. It is the sum of a person's assets - legal rights, interests and entitlements to property of any kind - less all liabilities at that time. The issue is of special legal significance on a question of bankruptcy and death of the person...
or planned giving, but only if the foundation of the pyramid is firmly in place, well-aligned, and able to carry the added weight placed on it. A university
University
A university is an institution of higher education and research, which grants academic degrees in a variety of subjects. A university is an organisation that provides both undergraduate education and postgraduate education...
or non-profit organization
Non-profit organization
Nonprofit organization is neither a legal nor technical definition but generally refers to an organization that uses surplus revenues to achieve its goals, rather than distributing them as profit or dividends...
builds upward as it prepares for its future. Annual giving programs are needed to make that upward structuring possible.
Annual giving is about donor acquisition, repeating the gift and upgrading the gift. Annual giving creates the habit of giving on a regular yearly basis. Donors who have consistently contributed annually over a certain period of time eventually make much larger major gifts or even planned giving
Planned giving
Planned giving is an area of fundraising that refers to several specific gift types that can be funded with cash, equity, or property. These gift vehicles are commonly based on United States tax law, but Canada, the United Kingdom, and other nations are beginning to establish similar laws...
, like bequest
Bequest
A bequest is the act of giving property by will. Strictly, "bequest" is used of personal property, and "devise" of real property. In legal terminology, "bequeath" is a verb form meaning "to make a bequest."...
s, later in life.
Methods to raise annual giving support include: direct mail solicitations, telemarketing ("phonathons"), e-solicitations, and sometimes major "asks".
Most medium to large non-profit development departments have at least one director of annual giving, while smaller non-profits combine the annual giving position with the director of alumni relations position.
See also
- Annual fund
- DevelopmentEconomic developmentEconomic development generally refers to the sustained, concerted actions of policymakers and communities that promote the standard of living and economic health of a specific area...
- FundraisingFundraisingFundraising or fund raising is the process of soliciting and gathering voluntary contributions as money or other resources, by requesting donations from individuals, businesses, charitable foundations, or governmental agencies...
- PhilanthropyPhilanthropyPhilanthropy etymologically means "the love of humanity"—love in the sense of caring for, nourishing, developing, or enhancing; humanity in the sense of "what it is to be human," or "human potential." In modern practical terms, it is "private initiatives for public good, focusing on quality of...
- Charitable giving
- 501(c)(3)
- Matching gifts
- Alumni giving
- Parent fund
- Class gift
- Direct mailDirect mailAdvertising mail, also known as direct mail, junk mail, or admail, is the delivery of advertising material to recipients of postal mail. The delivery of advertising mail forms a large and growing service for many postal services, and direct-mail marketing forms a significant portion of the direct...
- On-line giving
- TelemarketingTelemarketingTelemarketing is a method of direct marketing in which a salesperson solicits prospective customers to buy products or services, either over the phone or through a subsequent face to face or Web conferencing appointment scheduled during the call.Telemarketing can also include recorded sales pitches...
- Phonathon (Telefund)
- Giving levels
- StewardshipStewardshipStewardship is an ethic that embodies responsible planning and management of resources. The concept of stewardship has been applied in diverse realms, including with respect to environment, economics, health, property, information, and religion, and is linked to the concept of sustainability...
- Donor relations
- Major giving
- Planned givingPlanned givingPlanned giving is an area of fundraising that refers to several specific gift types that can be funded with cash, equity, or property. These gift vehicles are commonly based on United States tax law, but Canada, the United Kingdom, and other nations are beginning to establish similar laws...
- BequestBequestA bequest is the act of giving property by will. Strictly, "bequest" is used of personal property, and "devise" of real property. In legal terminology, "bequeath" is a verb form meaning "to make a bequest."...
- AdvancementFundraisingFundraising or fund raising is the process of soliciting and gathering voluntary contributions as money or other resources, by requesting donations from individuals, businesses, charitable foundations, or governmental agencies...
External links
- Council for Advancement and Support of Education *CASE
- Association of Fundraising Professionals *AFP
- The Fundraising School at Indiana University
- The Fundlist - Annual Fund List Serv
- Supporting Advancement
SupportingAdvancement includes many annual fund samples, and other related materials such as a comprehensive list of e-solicitations, annual plans and surveys.