Developing Leadership Annual Giving to Drive Fundraising Success
By Rob Ruchotzke, Consultant
What is Leadership Annual Giving?
Leadership annual giving is a fundraising term used to describe a nonprofit’s largest repeating philanthropic gifts. Leadership annual gifts, also referred to as mid-level gifts, represent a higher dollar segment than that of baseline annual donors. Depending on the size of your organization, leadership annual gifts typically fall in the $500-$10,000 range.
When conducting annual giving campaigns, nonprofit development professionals often focus on securing first-time gifts from the base of the donor pyramid or renewing major gifts from the top of the donor pyramid; however, gifts at the the middle of the donor pyramid are just as important. By strategically cultivating and stewarding mid-level donors for leadership annual gifts, you can increase their engagement and position your organization to ask for larger major gifts.
- Of note: According to the December 2022 AFP Fundraising Effectiveness quarterly report, annual gifts between $500-$5,000 are generated from 14% of donors and make up over 16% of total dollars raised, while gifts of $5,000+ are generated from a much smaller pool of 2.6% of donors but make up 74% of total dollars raised.
Leadership Annual Giving Tactics to Raise More Money
The following are my go-to recommendations for clients looking to increase their leadership annual giving:
1. Strategize and cultivate leadership annual giving donors through regular follow-ups utilizing a donor cultivation cycle to manage the donor journey. Assign staff members who have relationship-building skills to your top donors and prospects to personally engage with them and cultivate future gifts.
2. Monitor leadership annual giving by consistently collecting and analyzing donor data. Tracking giving patterns can help determine the appropriate time to solicit for larger major gifts within your donor moves management system.
3. Launch a giving society for your organization with named giving tiers, such as: Sustainer ($500-$999 per year), Influencer ($1,000-$2,499 per year), Investor ($2,500-$4,999 per year), Founder ($5,000+ per year). Providing meaningful benefits and recognition opportunities can motivate your donors to keep giving and to move up to the next level.
- Consultant Tip: Host invitation-only events for the giving society to acknowledge leadership annual donors as well as public events where they can invite friends who have the potential to be future donors.
4. Conduct a comprehensive development assessment to analyze your current fundraising efficiencies, and/or a campaign feasibility study if your organization is considering a capital, endowment, or capacity building campaign. Both of these processes can reveal insights about the overall health of your organization’s fundraising practices and opportunities for improvements.
5. Align your frontline fundraising team by setting internal goals and reporting fundraising progress. Set a reasonable number of prospects for each of your gift officers’ portfolios, depending on the scope of the gift officer’s role, the size of your organization, and the goal of your campaign. Set a dollar goal for each gift officer to reach and celebrate wins along the way.
6. Make donating to your organization as easy and seamless as possible by leveraging a variety of fundraising channels, including mobile giving, mailed forms, and online giving pages connected to your donor database. Keep messaging specific and consistent across various fundraising platforms to clearly convey the ask.
7. Communicate with your donors to convey the impact of their gifts: once a donor contributes a leadership annual gift, they must be promptly thanked and informed of what has been made possible through their contribution. Connect via phone or video calls, thank-you letters, social media, and in-person meetings. Once a donor has made a leadership annual gift, consistent and regular donor communication is one of the best ways your organization can retain donors and increase future gifts.
Leveraging leadership annual giving is crucial for cultivating a robust pipeline of stable and increasing philanthropic support. Contact Creative Fundraising Advisors today to discuss how we can partner with you to achieve your goals.
Rob Ruchotzke, Consultant
Rob Ruchotzke focuses on annual giving strategy, development assessments, campaign feasibility studies, and campaign counsel. Rob comes to CFA with nearly a decade of annual giving experience in higher education institutions. Most recently, Rob served as the director of annual giving at the University of Northern Iowa (UNI), where he led multichannel campaigns, developed crowdfunding platforms, managed annual giving vendors, and served as the strategy lead for UNI’s Day of Giving (#LivePurpleGiveGold). A native of Camanche, Iowa, Rob holds a BA in Public Relations from the UNI and resides in Cedar Falls, Iowa.