- Inviting gifts via direct mail is “not dead.” In fact, it is a vital, effective channel to invite gifts from all prospective donors, including younger prospects.
- Like direct mail, using the phone to effectively invite gifts is “not dead.” In fact, when we create a fun, engaging, high-energy event, we can gather groups of people together to call prospective donors and have success.
- Specifically asking for increased gifts is how you generate more gift income over time.
- Consistently implementing an annual, multi-channel plan that is framed in time-tested principles of human generosity leads to growth in donors and charitable gifts received over time. No single solicitation or appeal should be evaluated as “having worked or not worked.” It’s about the whole plan and not a single component.
- Marketing and inviting people to give at a “Leadership Level,” (whether that is $1,000 or $2,500 or some other amount annually) not only increases your total charitable gift income over time, it also is a healthy integration between the annual giving and major giving programs.
These are basic beliefs that the best annual giving leaders hold. Yes, there is research to back up these beliefs, but I haven’t provided those resources here for this reason:
In my experience, when an annual giving professional doesn’t believe in or is somehow uncomfortable with the notion of implementing a planned, multi-channel, consistently invite-larger-gifts type of program, no amount of research will change their thinking.
First, we have to believe in and commit to the fundamentals.
This article was originally posted on Jason’s Blog in February 2023. To read more, visit www.jasonmcneal.com.
