Sending Annual Fund Appeals to Major Prospects

Posted on 04/15/2019

If you’ve worked in annual giving for long, chances are that you’ve received a request from a major gift officer to have a prospect excluded from receiving annual fund appeals.

There are many circumstances for which this is a very valid request – like when someone has specifically asked not to receive appeals or when a prospect is going to be solicited for a major gift in the next few months. There are other times, however, when it’s not valid – like when the gift officer claims that they’re developing a relationship with a prospect and fear that an annual appeal will derail that effort.

One of the fundamental differences between annual and major giving is time. Annual giving campaigns are relatively short with the primary goal of maximizing participation. When they’re complete, you get to learn from your missteps and (if there weren’t too many) try things again for the next 12 months.

Major giving, on the other hand, is a much slower process with the goal of producing a few significant donations that will have a major and lasting impact. It can take years to cultivate a major gift and, when missteps are made, you don’t often get a second chance.

If you look up the word exclude, you find synonyms like alienate, omit, segregate, reject, disenfranchise, and marginalize. Whether we work in annual or major giving, it’s likely we don’t want any of these things for our prospects.

So, the next time a major gift officer asks to have a prospect excluded from annual appeals because they are working on developing a relationship, politely remind them that giving makes a relationship stronger. Then, offer to work with them to produce a personal appeal – something that makes the prospect feel noticed and special, something that makes them feel part of something important, something that makes them feel included.

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