In more than 35 years as a fundraising professional, I have served nonprofits in roles ranging from Annual Fund Director and Executive Director to Campaign Consultant. Throughout that time, I have rarely seen an annual fund weaken during a campaign, despite the conventional wisdom that it will.
Fundraising is often counterintuitive, and this is a prime example. At first glance, it seems logical that annual fundraising would decline during a campaign: if donors are already making campaign commitments, why would they make additional gifts in the same year?
Years of observation reveal a consistent pattern: campaign periods boost annual giving rather than hinder it. Here is why:
The Case
First, during a campaign, most organizations become highly focused on their case for support—for both the project and the campaign itself. As a result, they communicate that case more clearly and consistently to their audiences. This sharper focus strengthens the commitment of existing donors and can increase annual fund giving, because donors become more engaged with and invested in the organization’s mission.
Timing
Second, timing plays an important role. Every campaign has early, middle, and late adopters. If a campaign lasts 36 months—the typical time frame—only about one-third of donors are likely to make Campaign gifts in any given year. This timing benefits annual giving. Early adopters, who are usually the most committed to the organization and its mission, often give enthusiastically to both the Campaign and the Annual Fund. Middle and late adopters may not make Campaign commitments until the following year, or even the year after that, but they still receive the benefit of stronger communication and may also increase their annual giving.
So what can organizations do to protect their annual fund during a campaign and benefit from these twin dynamics?
• Develop a clear, compelling Case for Support and communicate it broadly to the organization’s key audiences.
• Identify early, middle, and late adopters, and plan the timing of Campaign asks for each group.
• Emphasize that meeting annual fund goals during a Campaign is essential to serving program participants. If the annual fund falls short, the organization may need to redirect attention and resources to stabilize it, weakening campaign momentum.
• Coordinate the timing of the annual fund with the campaign’s public-facing phase. If the annual fund is conducted in the spring, schedule the public-facing campaign phase shortly afterward. This helps secure expected annual fund gifts while increasing the likelihood of campaign gifts as well.
Despite common concerns that a campaign will weaken an organization’s annual fund, experience suggests otherwise. But a strong annual fund during a campaign does not happen by chance; it requires careful planning around both messaging and timing.
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