Annual Fund in Campaign Discussion Responses Summary May, 2001
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Discussion topic: How did you handle your Annual Fund program during the campaign? 1) continue regular solicitations but count donations
in the campaign totals?; 2) stop the AF program but continue after campaign ended?; 3) make a double ask to all or some of your
constituents?; 4) do something other than suggestions listed? If so, please explain. Did you ask for multi-year pledges? What were the
pros/cons of the decision to handle your Annual Fund during the campaign in this manner? Please provide approximate number of
addressable alumni/prospects, campaign goal and results, and organization name and location.
Number Continu Multi
Sto
prospect Campaig Campaig e AF Doubl -year Othe
Organization Location p Pros/Cons/Comments
s/ n Goal n Results but e Ask plg r
AF
alumni count
Ellis Hospital Schenectady 6,000 $16M $7M – Yes Yes Segment AF into „featured purpose‟ vs „other
Foundation , NY, USA since fall purpose‟
Jennifer 2000 Multiple asks, but plan the higher part of the
Kangas, pyramid
Director of Segment trustee, leadership and major – In
Annual Giving some cases, Ellis specified any gift coming in
used to pay camp pledge, but not many.
Issues – how to track money (used CASE
report as template) and how to differentiate
between campaign & annual, plus how to
recognize both. Must be vigilant in difference
between annual & camp.
Annual Fund in Campaign Discussion Responses Summary May, 2001
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Number Continu Multi
Sto
prospect Campaig Campaig e AF Doubl -year Othe
Organization Location p Pros/Cons/Comments
s/ n Goal n Results but e Ask plg r
AF
alumni count
Northwestern Orange City, Yes Just beginning campaign
College IA, USA Developed a „gift planning tool‟ which
Jennie Smith, includes a three year plan for a donor to
Director of develop their contribution for the project,
Northwestern annual fund and a planned gift. It is NOT a
Fund pledge, but a way for donors to recognize and
plan their giving – also keeps annual find in
front of the door. Shows donor where
Northwestern‟s priorities are. (Sample sheet
avail)
Multi-year gifts 3-5 yr during campaign –
tend to be larger gifts.
Boys & Girls Arizona, Suggest Beyond Fundraising by Kay Sprinkel
Club of Benton USA Grace for ideas
County Do not stop AF – Do not ask donors to stretch
Janet Cater to make additional gift to capital campaign
Good time to recruit new donors and convert
to future annual donors
Annual Fund in Campaign Discussion Responses Summary May, 2001
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Number Continu Multi
Sto
prospect Campaig Campaig e AF Doubl -year Othe
Organization Location p Pros/Cons/Comments
s/ n Goal n Results but e Ask plg r
AF
alumni count
University of Saskatoon, Yes No Don‟t disrupt AF donor‟s giving patterns
Saskatchewan Saskatchew AF provides high-profile for campaign
Kim Robertson, an Canada Pros – current AF donors realize more reasons
Director, to give to campaign; AF revenues &
Annual Giving participation increased every year during
Programs camp.; AF able to piggyback some
recognition/stewardship activities; didn‟t
change normal fundraising practices – annual
asks, upgrades etc – didn‟t attempt multi-year
pledges
Cons – challenge clearly conveying message
that AF gifts counted to campaign; used
theme in only one portion of materials – if
chance to redo would use campaign theme
entirely for AF while camp. active
- Only multi-year pledges are for major asks
($10,000 +), not for AF; AF goals are to
contact, solicit, update and to upgrade
Rhodes College Memphis, Suggestion: Do NOT stop AF – when speaking
Chris Chastain, TN, USA with a donor about a large gift over five years,
Associate work it out that part goes to Camp. and
Director of balance to AF (eg. $1000 to camp, $500 to
Annual Giving AF) – one check makes things easier
Annual Fund in Campaign Discussion Responses Summary May, 2001
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Number Continu Multi
Sto
prospect Campaig Campaig e AF Doubl -year Othe
Organization Location p Pros/Cons/Comments
s/ n Goal n Results but e Ask plg r
AF
alumni count
Medical Wisconsin, Yes In campaign now – two months to completion
College of USA All gifts received counted in campaign and
Wisconsin considered „campaign gifts‟
James Olsen, Some AF prospects temporarily removed for
Director of campaign solicitation – non-respondents
Annual Giving eventually put back into AF pool
During camp. two main classifications of
unrestricted gifts – AF and Camp. unrestricted
– reason to explain the anticipated decline in
unrestricted gifts in subsequent years
George Fox Newberg, Yes Yes Regular fundraising counting totals in
University OR, USA campaign numbers
Norma Alley, Challenged donors to three year commitments
Assistant during visits – phonathon just one-time gifts
Director,
University Fund
Annual Fund in Campaign Discussion Responses Summary May, 2001
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Number Continu Multi
Sto
prospect Campaig Campaig e AF Doubl -year Othe
Organization Location p Pros/Cons/Comments
s/ n Goal n Results but e Ask plg r
AF
alumni count
Pacific Santa Ana, 20,000 Chapman Increased Yes Gave past employment samples
Symphony CA, USA enroll – Uni ,CA to $200M Suggest – continue regular asks – Double ask
Orchestra 2400 $160M depending on donor – judgement call – try not
Lara Farhadi, 11,000 Whittier Ended 2 Yes to take habitual AF donors away from AF. If
Director of enroll – College, months Double ask decided, ask for regular gift first
Individual 1200 CA before and possibly do a phonathon for campaign
Giving $70M deadline ask “separate from your AF” so as not to
confuse donor – plan proper timing - could
even ask for multi-year pledge for campaign
ask.
Hire a consultant – Do NOT stop AF
Suggest – not asking for multi-yr AF plgs.
Keep donors in habit of giving annually,
however, most campaign pledges come for a
3 – 5 year plg period. Use signed pledge
documents for multi-yr pledges.
University of Winnipeg, Yes Yes Preparing for upcoming campaign – will be
Manitoba MB, Canada making a single ask with information about
Dave the campaign provided to all prospects called
Magnuson- Larger gifts often made over 2, 3, 5 yr – some
Ford, Senior smaller gifts as well. Donor perception is a
Development more significant gift with less impact on cash
Officer – flow
Special Gifts Do accept multi-year pledges during regular
AF if donor desires
Annual Fund in Campaign Discussion Responses Summary May, 2001
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Number Continu Multi
Sto
prospect Campaig Campaig e AF Doubl -year Othe
Organization Location p Pros/Cons/Comments
s/ n Goal n Results but e Ask plg r
AF
alumni count
Memorial St. John‟s , Approx. $50M $60M Yes Yes Stopping AF didn‟t appear to make a huge
University of NF, Canada 45,000 ($25M difference except that some of the best AF
Newfoundland private, donors are tied into long term campaign
Ken Crocker, $25M pledges and unavailable for AF solicitations.
Annual Fund gov‟t
Officer
McMaster Hamilton, $100M $110M – Yes Yes Continued AF but promoted campaign – used
University ON, Canada wrapping AF logo incorporating campaign slogan on all
Dana Visocchi up end of materials
Rice, Associate June 01 First year ask consisted of 2 yr pledge
Director of commitment to AF but count in campaign,
Annual Giving Second year 1 yr ask to those not on pledge
Very happy with decision to handle this way –
researched many other operations prior to
campaign, but made decision based on their
constituency
Trent Peterboroug Approx. AF Goal: AF final: Continu Yes, Only Pro – AF able to continue during campaign
University h, ON, 14,500 $262,000 $258,535 e but but OSOT Con – large alumni component to the
Sherry Booth, Canada only only F campaign but “selective” not all alumni
Co-ordinator Camp Camp to count for - see solicited, causing some alumni not to give to
of Annual Goal date: some high note AF due to large commitment to campaign.
Giving $17M $16M AF in end Note: OSOTF–Ontario Student Opportunity
Camp donors Trust Fund – Ontario government endowed
(OSOTF bursary matching program (1997-1999)
)