Is Your Annual Giving Program Successful?

Every nonprofit manager wants to have a successful annual giving program, but how can you tell if this is the case? Turns out all you have to do is look for the signs.

During the Association for Healthcare Philanthropy's recent international conference, Ann Thompson-Haas, principal of Oakland, Calif.-based Larkwood Consulting, and Betsy Chapin Taylor, chief development officer at Elranger Health System in Chattanooga, Tenn., presented "The Seven Vital Signs of the Most Successful Annual Giving Program."

During their presentation, Thompson-Haas and Taylor said that if a nonprofit wants to determine if its annual giving program is in good shape, it should:

• Clarify the definition and purpose of annual giving and communicate with others whose agreement and participation you need.
• Work toward and achieve revenue goals while investing enough for long-term return. To enhance revenue, include a personal solicitation, create effective “donor clubs,” and manage costs, including indirect costs.
• Make donor base development an integral part of the program.
• Match annual giving methods to varied donor needs and preferred channels of giving.
• Show your donors you love them more than you need them with strategic communication and stewardship.
• Find ways for annual, major and planned gifts to work together.
• Make volunteers your partners – they can be your best advocates and help achieve high performance.