Annual Giving ...
It's better than a day with the in-laws

It happens once a year. The flurry of activity and preparation makes you anxious. You don't know what to say or do. And you are more than happy when it's over.

Annual giving shouldn't be like a holiday with the in-laws. Stop facing annual giving with dread and start making proactive decisions that will help you before you ask. These tips can help you change your attitude toward annual giving over and over again, according to Jill Pranger, founder and president of Pranger Consulting and Training in Rochester, N.Y. during a recent fundraising conference.

Once a Year Doesn't Cut It
For a more effective approach, try smaller, targeted campaigns throughout the year instead of one large gift. You don't want your donors to think about your organization once a year. You want them involved all the time. These little reminders will constantly renew donor goals and build loyalty toward your organization - hopefully with volunteer and leadership opportunities.

When Should I Ask?
Never ask in July or August. Try October or the end of the calendar year, tax year or fiscal year. Try to ask four to seven times a year but your efforts shouldn't cost more than what you expect the donor to give. Use a different approach or creative look with each ask.

Reality Check
Analyze what your organization has done in the past and set up attainable goals. Take into consideration the national and local economic climate. And look at the organization's climate and what you are capable of based on the donor base. Don't just think of a dollar amount. Try to encourage goals with participation, recruiting volunteers and training sessions.

The "Write" Stuff
Your writing needs to be timely and relevant and most of all - readable. Read everything you write aloud and share it with a few people to check your work. You want your donors to read your writing with a call to action and urgency to give. Assume they will give and thank them. Add a "p.s." to catch attention.

Report the Results
Your job isn't done once you get donations. Report the results to your donors. It will show them the work you are doing and will provide credibility to what you do. Be sure to add information such as the average gift, number of gifts, activity cost and how it compared to last year. Your donors can see how the organization is doing and tailor future gifts from information.

There is Always Next Year
Take what you learned and apply it to the next year. What worked well? What didn't? Where is there room for improvement? Get opinions from new and old staff and add something new each year.