By Drew Fox Jordan • January 10, 2022

    Strengthening The Relationship Between Annual & Major Giving

    align annual and major giving

    Far too often, there is a disconnect when donors move from annual giving up through major giving. However, when you consider annual giving, it represents your pipeline health and growth. Effectively getting out in front of the barriers that prevent sustainable pipeline development is paramount to fundraising success in both the short and long term.

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    Gravyty was recently joined by Derek Berger, Associate Vice Chancellor of Development at UMass Lowell, for a discussion on how his team is aligning the advancement office, starting with the Annual Fund through the major giving program. Berger identified the link between small-dollar donors and how it impacted giving as a whole and tied it back to the culture of the office that you were in. Having an all-hands-on-deck approach is his way of making sure the entire team feels involved and aligned.

    "First and foremost, you've got to start at that culture side because you can't do it all. And so you need to expand your team and it needs to go beyond just the annual giving group. So how do you intentionally build those relationships?"

    This approach can increase the capacity, and as a result efficacy, of each team. During UMass Lowell's latest day of giving, Berger involved the major gifts team to help provide extra support for the annual fund team. As an added benefit, this provided major gift officers with an opportunity to personally reach out to donors in their portfolio. Instead of having days of giving function as an annual fund event, major gifts has a built-in reason for an added touchpoint.

    Of course, there are more opportunities to align your annual fund and major gifts than just on a day of giving. You can watch the webinar in its entirety for free and learn all you can align your annual fund and major giving programs today:

    Gravyty + UMass Lowell webi promo Dec 2021


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