The Annual Giving Exchange

What is being said is often less significant than how it is said.  Who is saying it, however, is the most significant thing of all.

Choosing a signatory for an annual fund appeal is one of the many important decisions that we make each year.  Too often, though, we make that decision based convenience (Who will sign this letter without giving me a giant headache in the process?) rather than who has the most effective voice.  The recipients of our letters and e-mails often look to see who it is from before making the decision to read on, so be sure to choose wisely.

In times of economic uncertainty (now is one of those times) the person speaking on behalf of your cause is critical.  Yes people want to support good organizations in need, but people also want to be part of something larger then themselves.  Uncertainty enhances this feeling in people.  Giving to your organization can provide them with the reassurance that they belong.

If you’re not already doing so, consider the value of having the chief of your organization (i.e. President, Executive Director) sign your next annual fund appeal.  Beyond being a solicitation, the appeal might provide them with an opportunity to speak about that state of the organization.  It could also serve as a good way to introduce your chief to those who might not otherwise even know their name.  That, in and of itself, can make someone feel that they belong to a group.

Involving your chief in an appeal will also force them to take a closer look at your annual fund program.  While that may not necessarily sound comforting to you as the program manager, the longer term benefits of their involvement will outweigh the headaches and heartaches it causes you in the short term.   You may find that speaking on behalf of the annual fund makes them feel responsible for its success.  That’s a very good problem to have.