The Annual Giving Exchange

There is an ancient Greek maxim that suggests a fox knows many things, but the hedgehog knows one big thing.  A fox’s world is complicated and constantly changes.  A hedgehog’s world is simple and focused.  A fox is always scheming and looking for new ways to conquer his task.  A hedgehog remains focused on one goal.  Despite the fact that a fox is cunning, the hedgehog often emerges victorious in the end.

In managing your annual giving program, what animal do you resemble?

Do you measure true success in terms of dollars raised or donor participation?  Would you rather improve the performance of individual programs (direct mail, phonathon, etc.) or find better ways to integrate them?  Is it your job to solicit or to educate?  Are you more interested in how much donors give or how much they care?

Annual giving programs are great places to test new ideas, but don’t miss the bigger picture.  If you’re in the business of raising money, it’s likely you’ll find yourself acting like a fox.  If, though, you’re in the business of building a community, then you’re probably a hedgehog.