How important is your organization’s anniversary to donors?

Congratulations for working at an organization that’s been around for at least a year. The more years, the bigger my congratulations. Organizational longevity is (mostly) a good thing.

But let’s keep that between us, okay?

As the Claxon Marketing blog says: No one cares about your anniversary:

Should you celebrate milestones? Sure. But make sure you’re clear on what you’re really doing and why. Don’t waste resources celebrating something that other people don’t really care about.

Every word, every pixel, every square millimeter of paper that you spend proclaiming your anniversary is that much space not? used telling your donors how awesome they are. Which is the real job of fundraising.

How important is your organization’s anniversary to donors?

It’s not important. Some donors are happy to know if you’ve been around a long time. But the anniversary itself is a big fat nothing.

Far better to congratulate each donor on the anniversaries of her first gift to you.


Comments

2 responses to “How important is your organization’s anniversary to donors?”

  1. I’ve used an anniversary to celebrate the long-time donors who made it possible. Making it their celebration, instead of an organization-centric one, felt better and did better.
    Anniversaries as a reason to give are almost as bad as “help us meet our annual fund goal!”

  2. I’ve used an anniversary to celebrate the long-time donors who made it possible. Making it their celebration, instead of an organization-centric one, felt better and did better.
    Anniversaries as a reason to give are almost as bad as “help us meet our annual fund goal!”

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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