Annual Appeal/Annual Fund is the building block of all fundraising. It is sometimes referred to as budget fundraising wherein various fundraising vehicles are used. These include direct mail campaigns, special events, planned giving, grantsmanship plus much more. Funds raised are used to meet an organizations income needs.

A respected international fundraising expert, Hank Rosso, identifies the primary objectives of an annual fund as follows:

• to get the gift, to get it repeated, and to get it upgraded;
• to build and develop a base of donors and through this process to establish habits and patterns of giving;
• to raise annual unrestricted & restricted amounts of money;
• to inform, involve, and bond the constituency to the organization;
• to use the donor base as a vital source of information to identify potential large donors;
• to promote giving habits that encourage the contributor to make capital and planned gifts; and
• to remain fully accountable to the constituency through annual reports.

[Source: Rosso. H.A. & Associates. Achieve Excellence in Fund Raising Jossey-Bass Inc. California 1991 page 52]

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