Chapter 5: Annual & Membership Giving
This lesson provides the foundational knowledge for why and what to do when building your annual giving program. The next step is to put this knowledge into practice by planning your first or next annual giving campaign.
Task: Your task is to start the planning process for your annual giving.
For Beginners (Seed/Taking Root Stages): Start by defining a specific, mission-driven goal for your annual campaign. For example, "We will raise $10,000 to provide five full financial aid packages." Then, identify your target audience by using your CRM to find people who qualify under your annual giving threshold. Be sure to remove anyone you plan to solicit personally as a major donor later in the year.
For Emerging Tax-Exempt Organizations (Sapling Stage): Create a simple campaign calendar for your next annual giving drive. Outline key communication dates, from your initial announcement to your final "thank you." This calendar should include email, social media, and any events you plan to hold.
Resource: To assist you, we've prepared a comprehensive guide: "Building Your Annual Giving Program." This resource includes sample appeal language and tips for effectively segmenting your donor base.