We use cookies to improve your experience on our platform. By clicking “Accept all cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage and assist in our marketing efforts.
Cookies required for basic website functionality.
Cookies used to deliver content most relevant to you and your needs.
Cookies used to deliver content most relevant to you and your needs.
Cookies that help understand the performance of the website, how users interact with it and to identify bugs.
How is Zeffy free?
How is Zeffy free?
Zeffy relies entirely on optional contributions from donors. At the payment confirmation step - we ask donors to leave an optional contribution to Zeffy.
Recurring giving programs are the foundation of sustainable nonprofit operations. While project-specific campaigns fund individual initiatives, annual giving provides the unrestricted funding needed to maintain staff, cover utilities, and support day-to-day operations.
Organizations with strong annual giving programs are better positioned to weather economic uncertainties and respond to community needs. These programs create predictable revenue streams while building a pipeline of engaged donors who understand and support your core mission.
In this guide, we’ll explore proven strategies to launch and grow an annual giving program that ensures your nonprofit's financial stability.
Annual giving, or an annual fund campaign, creates a steady stream of unrestricted funding that covers your nonprofit's essential operating costs throughout the year.
Unlike project-specific campaigns, these programs focus on securing recurring donations that give you the flexibility to address your organization's most pressing needs - from staff salaries to facility maintenance.
By combining various fundraising strategies across the year, annual giving builds a reliable donor base while providing the financial foundation for your nonprofit's growth and sustainability.
A carefully planned annual giving strategy offers your nonprofit several key advantages:
Flexible funding that isn’t tied to specific projects, allowing you to direct money where it's needed most for ongoing improvements
Annual campaigns create predictable income patterns, helping you forecast income more accurately and allowing for better budget planning
Regular annual donors show a clear dedication to your cause, making them ideal candidates to track and nurture through personalized efforts for larger donations
Year-round giving activities create consistent touchpoints with donors, strengthening relationships and ongoing support
9 steps to plan a successful annual giving campaign
Your ultimate goal with annual giving is to build your fundraising pipeline and strengthen donor relationships. Consider setting goals for:
Revenue: How much does your organization need to raise? Start by calculating current expenses and ongoing projects. Set an achievable goal based on your resources and capacity - like raising $25,000 by year-end.
Donors: Establish a clear donor acquisition target, such as increasing your donor base by 20%. Specific targets make it easier to track progress and refine outreach strategies.
Set an overall fundraising goal, then break it down into specific objectives for each annual giving strategy. For example, you can aim to raise 15% of your 25,000 annual funds from online fundraising, or you can look for 15% to come from offline fundraising events.
Since annual appeals focus on operational funding rather than specific projects, you need a compelling theme to drive donations. Here's how you can pick an impactful theme:
Highlight your work: Frame your appeal around the important work you do, highlighting how covering basic operations enables all your positive impact.
Incorporate the founder's vision: Include your founder's story and original motivation to give your campaign a human touch and authentic foundation.
Build emotional connections: Select themes that tap into universal values and aspirations. For example, "Every Child Deserves a Chance" speaks to shared beliefs about equal opportunity.
Use a powerful story: Feature real-world examples of how your organization creates change. For instance, a health nonprofit could showcase a patient's complete journey from diagnosis to recovery.
3. Map out your annual giving strategies
Plan your annual giving efforts ahead of time by mapping out your fundraising strategies. Early planning lets you focus on building donor relationships instead of rushing through last-minute logistics. Evaluate your available resources, like time and money, to choose suitable approaches.
Combine online and offline methods effectively to maximize reach. For instance, consider hosting one or two community events while running online campaigns throughout the year. There are plenty of cost-effective fundraising options, so pick what works best for your nonprofit.
4. Identify your donors
Identify your ideal donors and group them by shared characteristics like donation amounts, frequency, and how they prefer to be contacted. This focused approach helps you craft messages that connect with each group personally.
Start by reaching out to your existing donors, then expand your outreach to bring in new supporters.
5. Create a multichannel communication strategy
To spread the word about your annual giving campaign, make use of multiple channels, incorporating both digital and traditional channels into your approach, including:
Social media: Share updates on Instagram, X (formerly Twitter), and Facebook
Email: Include campaign details in your regular newsletters
Local outreach: Place brochures in high-traffic community spots
Traditional media: Connect with local newspapers for campaign coverage
Keep your message consistent across all channels - whether it's an Instagram post or email. Increase your outreach efforts during peak giving seasons like Giving Tuesday and the holiday period.
At this time, engage donors through behind-the-scenes glimpses of your work, volunteer spotlights, and real-time progress updates. Try to create urgency through matching gift challenges, where donations are doubled for a limited time.
6. Develop your campaign calendar
A clear campaign calendar helps align your staff and volunteers on donation requests and donor stewardship activities. Since your annual giving strategy comprises several fundraising efforts, your calendar must include:
Each campaign's start and end dates
Content creation and approval deadlines
Marketing channels you will use
Staff role and responsibilities
Progress review and reporting milestones
You can also add relevant holidays and special dates to boost your fundraising appeal. For example, if you're an environmental nonprofit, you might want to plan something special for Earth Day when people are already thinking about environmental causes.
7. Choose a free online fundraising platform
With the right fundraising software, you can make your annual giving effective and expand your outreach. A fundraising tool lets you monitor campaign results, donor information, and giving patterns so you can adapt and improve.
Here are some key features to look for:
Customized donation forms
Peer-to-peer giving options
Crowdfunding capabilities
Donor management tools
Fundraising and reporting tools
With Zeffy’s 100% free fundraising platform, you get all these features at no cost. It's a free platform that lets you run multiple fundraising campaigns without any fees.
8. Launch and monitor your annual giving campaign
Launch your annual giving campaign with an engaging kick-off event - like a concert or community lunch - and promote it across your digital channels and local media.
Clearly communicate your fundraising goals and the impact you aim to achieve, showing donors how their support will help you make a meaningful difference.
Keep donors invested by sharing regular updates on your progress and celebrating achievements like hitting 25% or 50% of your goal. You can use a fundraising thermometer to keep your campaign active and maintain donor interest, leading to stronger support.
Track your annual giving progress and donor engagement. Using this data, you can see what works and what needs tweaking. For instance, if phone calls bring in more donations, allocate more resources to that channel to optimize results.
9. Acknowledgment and follow-up
Build lasting relationships through thoughtful donor appreciation. Send personalized thank-you messages within 48 hours of receiving a gift, emphasizing how their support strengthens your organization's foundation.
Create a structured follow-up plan that includes:
Impact updates showing how annual funds maintain critical programs
Exclusive behind-the-scenes content about your team and daily work
Personal check-ins from staff or board members for larger donors
For new donors, offer clear pathways to deeper engagement through volunteer opportunities, member programs, or advisory committees.
6 ways to enhance your annual giving program
1. Personalize your outreach
When you personalize your outreach, your donors are more likely to engage with your cause. Address them by name in every communication and reference past interactions to show your appreciation for their support.
Look at your donor data to learn: Which campaigns get them interested? How do they prefer to be contacted? How do they give? When do they usually donate? Use these insights to deliver tailored messages through their preferred channels, timed to align with their donation habits.
2. Define customized giving levels
Strategic giving levels make it easier for donors to choose contribution amounts that match their capacity. Create clear tiers on your donation page with preset amounts and a custom field option.
Most importantly, show the impact of each level - for example, '$50 maintains our helpline for a day' or '$100 trains a new volunteer.' This approach guides donor decisions while connecting every gift to tangible outcomes, helping you systematically work toward your annual target.
3. Focus on the end-of-the-year appeal
Keeping donors excited about annual fund campaigns can be tricky since you're asking for general support rather than funding specific projects.
Many supporters feel moved to donate during this time, partly for tax benefits before the year closes. Use this moment to create holiday-themed campaigns or join Giving Tuesday initiatives.
Your year-end appeal gives you a perfect chance to showcase your nonprofit's impact over the past year and inspire further support. Create a compelling appeal by sharing a real story about how you've helped your community.
Matching gifts can significantly boost your annual fund, with research showing that 84% of donors are more likely to contribute when a match is available. This program lets companies double their employees' donations to your cause through corporate donation matching.
When running your annual giving strategy, highlight matching gift options on your donation pages and in your outreach materials.
Not every supporter can make an immediate gift to your annual fund, even when they want to help. This is where a pledge program proves invaluable - it lets donors commit to a specific gift amount they can fulfill over time.
This approach helps secure more annual funding while giving donors the flexibility they need to plan their giving. Create a pledge program that covers the following:
Flexible payment options: Let donors choose monthly, quarterly, or yearly contributions that fit their budget
Clear timeframes: Set specific timeframes for fulfilling pledges
Multiple giving channels: Accept pledges through your website, phone, mail, and in-person events
Simple pledge forms: Include only essential fields - pledge amount, payment schedule, and contact details
Consistent Follow-up: Send timely reminders about pending pledges, highlighting how the donor's contributions will help your organization
6. Use peer-to-peer fundraising
In peer-to-peer fundraising, your supporters create personal online giving pages and collect donations from their networks on your behalf. When supporters share your mission and campaigns, your message reaches new donors, as people are more likely to give when asked by their friends and family.
To make your peer-to-peer fundraising effective:
Reach out to your most loyal supporters personally to invite them to become fundraisers. These dedicated donors often make the most passionate advocates.
Combine fundraising with engaging community events like 5Ks, walkathons, or team trivia nights to boost participation.
Provide a user-friendly donation platform and guide your fundraisers on how to effectively share their pages on social media, using hashtags, creating engaging posts, or sharing personal stories.
Final words on the annual giving campaigns
Annual giving is crucial to your mission - it keeps your operations running while you serve your community.
Creating a successful annual giving program takes planning, but it doesn't need to be complex or expensive. Focus on a compelling theme, reach out to donors personally, and make it clear how funds will be used.
Give your supporters multiple ways to help through online fundraising, matching gifts, pledges, and peer-to-peer campaigns. Keep donors engaged throughout your annual campaign by sharing progress and acknowledging their impact.
Choose Zeffy’s 100% free fundraising platform for your annual giving campaigns. Zeffy provides all your comprehensive tools for free - every dollar you raise goes directly to your cause, helping you make the most of your donors' generosity.
The key difference between major gifts and annual giving lies in the donation amount and donor type. For major gifts, donors mostly make larger donations, often $10,000 or more, to support specific projects. These are often used to make endowments or build long-term capacity.
Annual giving, on the other hand, focuses on a broader base of donors who contribute smaller amounts throughout the year. It helps organizations cover operational expenses and identify loyal supporters.
Note that annual giving and major gifts are not mutually exclusive but rather work together. By cultivating relationships with your annual supporters, you can identify individuals with the capacity to give more and become major donors.
An annual giving officer is responsible for planning, managing, and growing a nonprofit's annual fundraising efforts. This includes leading year-round campaigns and solicitations to different constituents. Here's what their primary role requires:
Creating and implementing campaigns to encourage annual contributions, such as email appeals, direct mail, and social media outreach
Building and maintaining relationships with donors and community stakeholders
Attending community events on behalf of the organization
Monitoring and analyzing annual giving campaigns and generating reports to evaluate campaign effectiveness
Working with marketing, development, and other teams to align annual giving goals with the organization's broader mission and objectives
Annual giving focuses on collecting donations throughout the year to support a nonprofit's operational needs. These contributions often come through campaigns, events, or regular donor appeals.
Planned giving, in contrast, involves larger gifts arranged through estate plans, wills, or trusts, typically made by major donors.
While annual giving ensures immediate funding, planned giving builds the nonprofit's financial capacity. Both approaches are essential, with annual giving supporting ongoing donor relationships and planned giving helping to ensure lasting impact through legacy contributions.
Oops! Something went wrong while submitting the form.
Keep reading :
Nonprofit guides
Expert Guide to Recurring Donations for Nonprofits
Boost donor retention and revenue with recurring donations. Use these proven strategies to launch a successful recurring giving program for your nonprofit in 2024.
20 Unique Spring Fundraising Ideas for Each Month (2025)
Boost donations this spring with creative fundraising ideas for every month! From Pi Day campaigns to Mother's Day brunches, engage your community easily.
%201.svg)
.svg)
