28 Sep Annual Giving Leaders
29 September 2026
By David Allen, Development for Conservation
Name your top donors this week.
I’ve made a big deal in past blog posts that the word “major” should not be used to describe a person. It’s a major “gift” or a major “decision,” but not a major donor. So, we get “major gift prospects” and major gift “donors” – not major donors.
The core underlying idea there is that the amount of money that a person decides to give is major when THEY feel it’s major. One donor might give (even sacrifice) $5,000 to a project they know and love – a “major” decision for them – while another might give $10,000 every year as their annual membership contribution – NOT a major decision.
We don’t get to decide what counts as major. They do.
Under this reframing:
- “Major” giving decisions are most often one-off decisions, even if the actual payments are spread out over several years. The result of a windfall perhaps. Or restricted to a specific program, project, or outcome. Major gifts are generally not “renewable.”
- “Major” giving decisions are very often solicited using a very specific “case for support.” The same donor may give several “major” gifts, but they will often be for individual projects.
- “Major” giving decisions are thereby not juxtaposed with “minor” giving decisions, but rather with “annual” and “planned” giving decisions. The three giving decisions are separate and distinct, and the same donor may make all three decisions in your favor in the same year (if they are appropriately asked and motivated to do so).
My point is that in any given year, 60-75% of the money you raise in support of your mission will be given by donors giving $250 and more. That doesn’t make them more important people, but it does make them more important donors.
We need another word.
The words I have used in my practice are Annual Giving Leaders.
Annual Giving Leaders are individuals who give above a certain threshold (that we define) and leave their gifts unrestricted. The threshold will change from organization to organization, but $250 is fairly common.
Annual Giving Leaders is the segment that you will want to target for donor circle involvement. If you have donor circles starting at $1,000, for example, donors already in the circles will be asked to “renew” their circle memberships while donors giving less than $1,000 will be asked to “join” the circle. These donors are important enough to be considered separately in your planning, even if they aren’t necessarily considered individually.
What will this group see from you this Fall? Their solicitation – at least – should be planned. I suggest mailing renewal letters first class, handwriting their envelopes, and using “lift notes” written by Board members on the letter inside. If you do this, ask the same Board member to sign the thank you letters when they give – regardless of their giving amount. But it begs the question of how will you keep track.
I also suggest inserting a list of current circle members inside each solicitation. Current members will see their name and not want to see it deleted for next year (incentive to renew). Prospective members will see that others (perhaps some they know) have made a similar giving decision – so-called social proof.
Pro-Tip: I recommend ONLY sharing these donor lists with other donors and prospects in the solicitation letters. I would not necessarily publish them on the website or in newsletters.
Yes – you should also plan a follow-up letter for those who do not respond in any way. For example, ask donors giving $250 and $500 to jump into the $1,000 circle, but only give them 3-4 weeks to consider it before following-up with an ask for a $250 renewal. I’ve seen too many donor histories where the $1,000 request was ignored by the donor and no one circled back to ask for the $250 renewal. Ouch!
In my plan, I’m soliciting all current Annual Giving Leaders in October, with reminder letters in November and December and a phone call in December. I’m using the October letter to ask for more than they gave last year. Then returning to what they gave last year for the follow-up letters. See also Strategies for Asking for More.
So now the question “Why will they say yes?” Donors will say yes because you have communicated effectively with them throughout the year that they are playing important roles in an important mission.
There’s still time to deliver these messages in 2026, but we can also look ahead to 2027. I suggest incorporating some or all of the special communications below for your Annual Giving Leaders.
- 2 special story-based updates on current programs,
- 1 Annual Report,
- 1 personalized invitation to attend a donor circle field trip,
- 1 personalized invitation to attend a donor circle dinner event, and
- 1 mid-year coffee with the ED or a board member.
There are three types of communications there: Mailed information, events and gatherings, and an in-person meeting. The mailed information is designed to look like special information regardless of how many people get it. They could be delivered by email, but the impact is stronger on paper. And the message is simple – “your annual gifts to this organization are making great things possible. Here – let me show you.” The Annual Report is delivered in a special envelope, hand addressed of course, and mailed a week or so before anyone else gets it – an advance copy. It delivers the same essential message.
The events are exclusive events – only donor circle members and prospects are invited. (Board members are always invited!)
The invitation to coffee will not be accepted by most donors, but just like all the rest, the invitation itself carries much of the cultivation value. And donors who do accept are the donors most interested in the programs and projects.
Hint: they’re also Major Gift Prospects someday, too. For this reason, among others, don’t let this activity slide.
You should get to know your Annual Giving Leaders. Having coffee with them without asking for money each time will be a treat for both of you.
Cheers, and have a great week.
-da
PS: Your comments on these posts are welcomed and warmly requested. If you have not posted a comment before, or if you are using a new email address, please know that there may be a delay in seeing your posted comment. That’s my SPAM defense at work. I approve all comments as soon as I am able during the day.
Photo by Daniel Wanke courtesy of Pixabay.
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