by Kathryn Williams, Partner
It takes hard work to attract, engage, and retain donors. In a capital campaign, nonprofit leaders often worry – what if our donors won’t make larger gifts in addition to their annual contributions (or vice versa)?
Here are three tips to sustain your annual fund:
- Use the “dual ask” approach. Clearly articulate your capital campaign and annual fund needs as separate entities. Mention your capital campaign in your annual appeals and vice versa. Messaging should emphasize how your capital campaign will expand your organization’s impact, while also underscoring the importance of your annual fund to sustain operations.
- Prioritize annual fund gifts. Make it clear to donors that campaign gifts are over and above their annual support. If a donor chooses to give only one gift after being asked for both, use that gift to cover the annual fund first, then allocate any extra to the capital campaign.
- Don’t interrupt your regular appeals. Stick to your annual appeal schedule – a capital campaign is typically for a one-time major project or special initiative beyond your normal, ongoing operations. Make sure your campaign’s public phase promotions do not overlap with the year-end or other periods when you historically focus on broad annual fundraising.
And remember – capital campaigns often create a positive ripple effect, boosting annual fund contributions by building organizational awareness and excitement, increasing donor engagement, and improving overall fundraising capabilities. If you emphasize community impact with clear and concise messaging, “all ships will rise,” and you won’t need to worry so much!
Reach out to moss+ross to help navigate your fundraising opportunities and support your donor stewardship efforts.