Using the ‘Inner Family’ Technique
For Your Annual Campaign

In the issue of New$ You Can U$e, “When You Are Fundraising, Put Your “Family” First, April 15, 2004, we explained the importance of an “Inner Family” campaign to serve as a foundation for success in your major gifts campaign.

It’s an excellent way to show support and momentum, encourages other donors to “join a winning team,” and allows your volunteers to practice major gifts solicitations in a friendly and supportive environment.

How can you employ this same approach to serve as the foundation of your annual giving campaign?

We know that all of our volunteer leaders should give their time and treasure to our organization before going out to ask others to do the same.

How many of us have bemoaned the situation where a few leaders fail to make gifts to your annual campaign or other fundraising project? Why is that? Do they have a defined project, activity or time period in which to make a gift?

Do they understand the need and what is hoped of them?
Have they been asked?

Consider the “Inner Family” approach for annual giving:

• Form your “campaign committee” from your Board chair and a few key board leaders.

• At the first meeting of the new board year, have your “campaign” materials ready (an agency brochure or annual report and an annual giving card should suffice).

• Ask your chair to announce the start of your Board or leadership campaign by announcing his or her commitment and inviting the other members to do the same. (Be sure you and your executive staff are prepared to join in on this!) Pass out the materials, announcing how members can make their gifts, the date you plan to end the “campaign” and how they will receive follow up.

• Divide up the calls among your “campaign committee” and ask them to follow up with their colleagues.

Be sure to report the results at the first board meeting following the end of the campaign, thanking those who participated and reporting increase in giving over the previous year.This approach can also be used for fundraising for an event or special project, as long as your leaders have “bought in” to the project and know in advance they will be expected to give. A key to success with either of these methods is having clear job descriptions that detail board members’ expectations and a frank discussion with prospective board members not only about those expectations, but also the “culture” of giving among your board. Remember, a job description will likely not detail the extent of your development activities and the level of giving your board members typically provide.

A key to success in launching your campaign with an Inner Family phase is meeting certain Criteria for Success in campaigning. To learn whether your organization meets those criteria and is ready for a campaign, contact Jeffrey Byrne & Associates at 1-800-222-9233, or visit us on the web at www.jeffreybyrneandassociates.com