Everyone expects “more.”
Each year, our annual fund goal increases. Our new campaign will be the biggest ever. The goal for the number of donors next year will be more than this year’s goal.
Getting to “more,” though, often means focusing on less.
If our annual fund goal is increasing, who are the small subset of current donors who already give consistently who could give more next year? How might we, in a winsome way, invite them to do so?
If our campaign will be our biggest ever, who are the 10 donors, families, friends, or foundations with the capacity, interest, and willingness to give at least 5-10% of our goal? Of course, most of them won’t give that much, but this is the smaller subset of prospects we should be planning to delight and engage more deeply.
If our goal for total donors is growing, what is the 1 fun and compelling activity, challenge, or match we can implement during our social-media-driven giving day to invite first-time givers?
“More” can feel daunting. But only when we allow the goal itself to ensnare us.
Better to give our attention and energy to the smaller strategies that get us there.
This article was originally posted on Jason’s Blog in May 2023. To read more, visit www.jasonmcneal.com.
