The Annual Fund theme is a “pillar campaign” in many nonprofits’ fundraising programs. It’s a big-picture theme with a broad case for support that always has a place in the organization’s fundraising calendar because it’s mission-driven and continues to perform year after year. This makes it a strong campaign theme to leverage for public media — not just in direct mail but across all channels!
We’ve refreshed our Annual Fund Classic that has been part of many clients’ programs for several years. Talk to your Fundraising Strategist about whether this package has a place in your fundraising calendar. You may find that Annual Fund is particularly well suited to calendar year end as implicit in the name is the fact that this is the one campaign each year donors and prospective donors should really be responding to – it’s THE campaign of the year!
Based on the long-standing strength of the Annual Fund appeal we also rolled out a Localized Annual Fund package. The Localized Annual Fund takes this classic appeal theme and adds a special spin. By emphasizing the local impact member financial gifts make, the appeal helps build a sense of community among the station’s audience and supporters.
Both packages have recently been refreshed with an updated design and copy points from our strongest-performing stations.
Remember, our Classics are the place for you to start. Use them as a jumping off point, then work with your Fundraising Strategist to customize the graphics and further refine the language so the final product looks and sounds exactly like your station.