annual Doesn't Mean Annually in Direct Mail Fundraising Campaigns

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One of your many obstacles in operating a
successful each year fund is mental of it as an each year
fund.

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The each year fund is so named because it runs for 12
months. Not because you are supposed to solicit
gifts only once a year. In direct mail fundraising, the
most important gift is not the first, but the second.
The majority of people who talk to a direct mail
appeal give once and never again. Your goal is to
convert these one-time donors into repeat donors.

And you can't do that if you wait 12 months before
asking a one-time donor to give again. If you send
just one direct mail request for retrial a year, you don't have an
annual fund. You have an cost fund. All you are
going to do is lose money.

One direct mail fundraiser I know says his many
challenge is persuading administration to abandon
what he calls the "annual fund" mentality. He sees it
as the many obstacle to acquiring the second
gift. I agree.

If you only ask for a gift once a year, or annually,
you will likely see your donors fall away at rates of
60 percent and higher.

You need to solicit direct mail gifts more than once a
year for a whole of vital reasons:

1. You can't remember what you were doing on this
day 12 months ago, and neither can your donors.
The way to stay in their memory is to stay in their
mailbox.

2. Donors give for many reasons (altruism,
compassion, guilt), but the main conjecture is that
someone asked them for a gift.

3. Friends stay in touch. Your goal in direct mail
fundraising is not to raise a dollar but to keep
a donor. You are after their friendship first, then their
finances. And you can't expect to raise money from
people that only hear from you once a year.

At my direct mail fundraising agency, we counsel our
clients to mail four appeals a year at a minimum, plus
four newsletters, for a total of eight mailings at the
least. Any salutary each year giving program requires at
least eight mailings.

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