Annual Giving Issues & Strategies

Why Do an Annual Campaign?

•Provides annual support from donors•Source of unrestricted funds for Foundation budget•Usually first level of involvement/engagement•Develops habit of giving and builds donor loyalty•Turns aspirations into tangible support•Transforms an Assoc. member into a Fdn. donor•Fuels donor pipeline which builds base of support for major gifts•Key component of donor recognition system•Dispels negative lawyer myths

Annual Campaign Strategies

• Association members are usual donor suspects• Other legal connected entities• Direct mail focused – generic appeal –

prospects• Targeted/personalized direct mail• Calling Campaigns – year-end• Thank you Campaigns• E-mail solicitations – online giving

Important Considerations Year-to-Year

• Build base of support• Donor retention and renewal rate is key• Grow average gift size over time• Recognize at various giving levels• Test campaign mailing techniques – response

rates

Annual Campaigns & Law Firms

• Develop an overall strategy – individual or firm focused?

• Law Firm campaigns – In-house contacts?• Recognize by law firm affiliation or not?• Law firm gifts vs. individual gifts?• Law firm support of annual campaign• Law firm support of special projects• Law firm establishing restricted funds• Law firms and legal service annual campaigns