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From Small Beginnings to Major Impact: My Journey in Annual Giving Hi everyone- I am Amy Pokela your guide to the world of Annual Giving. Here’s the thing- I love annual giving. The strategy of reaching and motivating lots of people to join your organization’s mission. Major Gifts might be the thing that motivates some, but not me. It’s the renewable, ongoing support of annual donors that is my passion.

What is my background in annual giving?

I had the privilege to work for the largest nonprofit providing care and services for seniors. The organization had 250 locations across 24 states. We employed a robust annual giving strategy to inform, engage, and ask for gifts.

Multiple times a year we would send out 100K+ of direct mail with variable data to represent each individual location and project. In the ten years that I was a part of this team, we had one mistake that impacted about 600 pieces of mail.?We raised millions of dollars per year in annual gifts.

But I have also spent time working for an organization without a lot of resources. I’ve been part of annual giving efforts with a mailing list of 2500 people.?But the same principles applied. We had an aligned strategy that raised tens of thousands of dollars per year for an organization with a budget less than $250K.

If you look at the % of giving to the budget, we actually performed better at the small organization with annual giving, but I digress. Another topic for another day…

I feel like these experiences have given me experience at both extremes of the spectrum that I am applying to this newsletter series.

Key principles that drive successful annual giving campaigns:

1. Authentic Engagement: Connect with donors as individuals, not as entries in a database.
2. Consistent Communication: Regular updates foster trust and demonstrate accountability.
3. Strategic Storytelling: Craft narratives that resonate, illustrating the impact of every gift.
4. Gratitude in Action: Show appreciation through actions that reaffirm the value of each contribution.

Leveraging Lessons Learned

In a small organization, my team maximized every dollar, turning tens of thousands into life-changing services. In a national nonprofit, millions raised each year reflected a well-oiled machine of strategic appeals, impactful newsletters, and heartfelt thanks.

The Common Thread

Regardless of the organization's size, annual giving is a journey with the donor.

It's about walking alongside them, celebrating the milestones, and facing challenges together.

Bringing It All Together

As we progress through this series, I will draw upon my diverse experiences to outline a comprehensive annual giving plan. I've seen what works across the board, and I'm here to share these insights with you, to help your organization thrive on the strength of its supporters.

Conclusion

My journey in annual giving is a testament to the power of principled, passionate fundraising. I invites nonprofit leaders to join me as we delve deeper into each component of a successful annual giving program. I promise a series that will leave you equipped with a rich understanding and a clear, actionable plan for the year ahead.

Stay tuned as we build the foundations for a future where annual giving is not just a line item, but the heartbeat of your organization.

#GivingJourney #ImpactfulGiving #NonprofitSuccessStories