annual giving: building the donor pyramid helen harding director of annual giving & membership

Annual Giving: Building the Donor Pyramid

Helen Harding

Director of Annual Giving & Membership

Introduction

• What is Annual Giving?• Donor Information Management• Strategies for Growth• Donor Relations Management• Role in the Overall Development Plan• AAUM Annual Fund Solicitation Calendar• Open Forum

What is Annual Giving?

• Annual Fund is defined as-– Gifts that are renewable– Gifts that are unrestricted– Gifts solicited for current use– Gifts of a certain amount

Methods of AAUM Annual Gifts Solicitations

Donor Information Management

• Purpose: Capture Information and retrieve it in usable fashion to-– Maintain communications with donor– Solicit Donations– Stewardship– Analyze the effectiveness of fundraising

efforts

Strategies for Growth

• Three basic strategies for increasing revenue for annual fund– Increase the gift size of current donors– Increase the number of gifts from current

donors– Increase the number of current donors

Strategies for Growth

• Stage of Decision-making– Awareness – Prospect knows about the org– Interest- Prospect wants to know more– Affinity- Prospect likes org– Action- Prospect makes donation– Feedback- Prospect gets positive

reinforcement that action was correct

Strategies for Growth

• Stages of Donor Relationships– Identification– Cultivation– Solicitation– Stewardship

Pyramid of Giving

Investment

Involvement

Identification

AAUM Annual Fund Calendar

Fall Calendar Year End Spring Fiscal

Year End

Resources

Questions?

Helen Harding

seminole@umich.edu

734-763-9739