It should be your first priority… but is it?
All too often annual fund or development directors spend the great majority of their time on direct mail, telephone and special event programs. Unfortunately, the 80% of constituents involved in these programs account for only 20% of potential donations. Following this path, therefore, guarantees a stagnant or losing annual fund.
Conversely, if you want to increase your goal, it will almost always be through new or increased large gifts.
The tragedy of not making major gifts a part of your annual fund is that the organization not only denies itself substantial annual revenue, but it also denies itself...
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