Should We Ask Our Donors To Give More Than Once Each Year ??

Sections of this topic

    An email noted: “Staff members at my organization seem to believe we will lose our donors if we ask them to give more than once a year. I would appreciate hearing from others on this concern.”

    OK. I know I’ve said this before, but the worst, absolutely the worst, thing that has ever happened to nonprofit fundraising is the invention/use of the term “Annual Fund.”

    “It” tells/convinces (inexperienced) development staff that they only have to ask constituents to give once each year, or that they only have to get constituents to give once each year.

    “It” also suggests to donors/constituents that they should only give once each year.

    Boy, is that dumb. Why would any non-profit organization want to do that ??

    Fundraising/Development is an ongoing process of cultivation/education, solicitation and stewardship. In case you never heard the expression, “the thank-you is the first step in cultivating for the next gift.”

    People who don’t approve of asking more than once each year, are the same people who think that asking for money is basically distasteful; something someone else should do, not them — it’s beneath them.

    What that means is that they have no clue what the non-profit sector is all about.

    Of course, if the folks at your agency are right, then all the experience and experts are wrong. What do you think the odds are of that ??

    Have you heard about
    The Fundraising Series of ebooks?
    They’re easy to read, to the point, and inexpensive ($1.99-$4.99)

    Have a comment or a question about starting, evaluating
    or expanding your fundraising program?

    We’ve been posting these pieces for the last five years,
    and we’re now at a point where, to keep this resource alive,
    we need your questions/problems to engender further discussion.
    Look forward to hearing from you.
    Comments & Questions


    If you’re reading this on-line, and would like to comment/expand on the above piece, or would just like to offer your thoughts on the subject of this posting, we encourage you to “Leave a Reply.” If you’re reading this as an email, and you want to comment on the above piece, email Comments to offer your thoughts. Your comments, with appropriate attribution, could be the basis of a new posting.