The Annual Giving Exchange

The saying goes, “A bird in hand is worth two in the bush.”  It means that it’s better to have a small advantage now than to have the possibility of a greater one in the future.

Estimated to have its origins in the 13th century, this adage not only helps us maintain an appreciation for what we have today, but it’s a fundamental principle for building strategy regardless of our business, our place in life, or our objective. Don’t let it be lost on your annual giving program.

• It is better to have a sound direct mail appeal go out on time than it is to delay it in hopes of making a more compelling case later.
• It is better to personally thank a donor for their support today than it is to have a chance to ask them for another gift tomorrow.
• It is better to have one Board member who understands the importance of annual giving than it is to have 100 highly-rated prospects who might someday appreciate the needs of your organization.
• It is better to have a donor in the habit of giving to your annual fund every year than it is to expect that they will make a major gift five years from now.

Count your birds.  Especially the ones that have already hatched.