Rapid changes in the funding environment mandate that everyone involved with nonprofits have a keen understanding of the organization’s – or institution’s – financials. This is as true for grassroots organizations as it is for major institutions. One of the most important ways to ensure this is with the “annual fundraising campaign.”
But what exactly is an annual campaign, and why should anyone care? Is it a gala? The “year-end” campaign? The annual campaign is the overarching fundraising initiative designed to ensure that your organization has the funding it needs to operate and grow. It is typically comprised of diverse fundraising activities such as writing proposals to foundations and individuals; submitting government grant and contract applications; developing and hosting special events, 5k walks or runs, golf tournaments, and galas; online giving; year-end giving; direct mail; social media campaigns; personal solicitations; house parties; and more.
The annual campaign should be a year-long activity with a consistent focus and committed leadership. It requires a case for support that lays out the organization’s mission, vision, goals, and what it seeks to achieve in the coming year. The annual campaign plan should begin 18 to 24 months in advance. This means that while you are conducting your annual campaign, you are also planning for future annual campaigns.
Roles and responsibilities. In most cases, the board is responsible for raising at least 20% of the annual goal and ensuring your organization has the resources (people, money, technology, and relationships) required to conduct the annual campaign. The CEO or executive director is the face and voice of the annual campaign and the person who – in most cases – should work directly with your largest donors. Your annual campaign should be volunteer-driven and not staff-driven. Your staff plays an important role in supporting the work of volunteers and providing them with the materials and information they need to be successful. They coordinate the work of volunteers – and they are active as fundraisers – but they are not the primary people raising money.
Annual Campaign Benefits. An annual campaign builds muscle and confidence amongst your volunteer leadership and staff. It keeps everyone working proactively, focused on annual goals, priorities, and anticipated impact. It builds a culture of fundraising, involves the total organization, and values giving at all levels. It is a way of creating and sustaining awareness of your organization, keeping your constituents informed and educated about the value of your work. When you monitor the results of your annual campaign, you will know where your funding comes from and isn’t coming from. You will know average gift/grant amounts and increases or decreases, retention rates, and attrition rates. Your annual campaign also serves as an indicator of your capacity to launch and manage a special campaign when you need one. In many instances, planned giving donors are those who have been consistent annual campaign donors. Not having an annual campaign puts your organization at risk of atrophy, or worse: you may not know you’re in danger until it’s too late. God protect America.
© 2025 Mel and Pearl Shaw, authors of “Prerequisites for Fundraising Success.” We provide fundraising counsel to higher education, nonprofits, and philanthropy. Video conferencing always available. Visit www.saadandshaw.com.
