When my kids were little, I had so much fun creating a theme for their birthday parties. Yes, it was a bit over the top, but I wanted it to reflect what they were into and watch their excitement as it all unfolded.  

A few personal favorites included:

• Going on a Bear Hunt based on Nathan’s favorite book at the time that included a hayride through my parent’s field with a giant teddy bear and bonfire at the finish.
• A Taekwondo tumble party that included Rice Krispy sushi and a Lego ninja cake.  
• A backyard camping slumber party with a smores bar, bonfire cake with sliced snickers on the side to look like bricks and Fruit by the Foot for flames, and a 6-person tent in the playroom because it was too cold outside.  

I can’t lie; I still get into it. For Nathan’s 16th birthday, he wanted a Christmas themed party. He had all his friends wear tacky Christmas sweaters, and I made a giant Little Debbie Christmas Tree cake. What does it say about our family that each of our kids wanted to be Santa when they grew up at some point in time?

I do get excited to create a moment and invite others to join. Honestly, I think that is why I decided to go into nonprofit work when I was in high school. One of my teachers said it was because I wanted to be student council president for the rest of my life. (Is that an insult?) Frankly, it was about the excitement and momentum created when you seek to change something for the betterment of our community.  

When working with our clients on development plans, one of the first questions I am asked from either a devoted board member or executive director is, “How do we raise more money”? My first question back is, “How are you inviting others to engage with the mission”?  

When I think about key components of a thriving development program, the Annual Fund is top of mind. Some are unaware of what an annual fund is much less its importance.  

The Annual Fund is the campaign that raises money to cover your operating expenses. While that may not sound fun or inviting, we all love unrestricted money, so it is our job to make it appealing (see what I did there. 😊).

In other words, it is the invitation that garners enthusiasm, creates a sense of urgency, and a personalized appeal to seek investment to fund your mission. That gets me excited and helps me think outside the Annual Fund box!  

If you are not currently excited about your Annual Fund approach, then STOP. If you are not excited, your supporters are not excited either. Think about how you can make your Annual Fund a personal invitation to journey with you to fulfill your mission. This connection will increase participation, retention and if the sense of urgency is right, increase giving.  

Consider this:

• Are you inviting supporters to invest? Or are you asking past donors for money? The connotation is different, and it is felt by your supporters.
• Are you considering the full scope of the term supporters? Yes, a supporter is a past donor, but it is also an advocate, volunteer, partner, and at times those who benefit from your work. If your work is necessary, all should have the opportunity to support.
• Are you personalizing your mission to seek support? What is your theme? Do you have a name for your annual approach? A name can create an affinity or loyal connection for those unrestricted dollars that are critical to fulfill our mission.
• Are you inviting supporters on a journey or better yet experience? This is the story arc for your Annual Fund. It is an example of how your mission lives out and creates change.
• Are you putting the supporter in the middle of the action? Are you making it about them? Because without their financial support, you cannot deliver. So, give them the credit.  
• Are you asking? Is it personal? Are you coordinating the ask over multiple channels? Yes, now I am talking about direct appeals, but it does not stand alone! When I conduct donor satisfaction surveys, the number one reason someone does not give is because they were not asked. Think about your supporters in groups. Who needs a personal ask? They will give more if you directly ask. Who needs a personalized solicitation? Who needs to receive a direct appeal? All groups need follow up. Make your ask count and follow up your invitation.  

Going back to the party theme, I once launched a new Annual Fund event that focused on acquisition. The theme—gifts. One of my lead champions shared her personal story of diagnosis and asked everyone to join her in the fight with a gift. It was moving because she had not shared her diagnosis publicly. When she asked everyone for their investment, there were literally gift boxes at the center of each table as the centerpiece. When attendees made their gift, they placed it inside of the gift box. It was an enormous success!

The opportunity to support the Annual Fund should be an invitation. It should evoke emotions and help the donor give with joy. Have fun as you “invite” supporters to invest as we close out 2024.

‍

Mendi Nieters is a Senior Advisor with Armstrong McGuire who specializes in strategic planning, fund development, and leadership development. Learn more about Mendi and check out her other musings in her bio. Learn more about the Annual Fund in this short video.