Pop Art Hand with envelope

Should You Call Your Direct Mail Appeal an “Annual Fund”?


From his new comfy chair, Fundraisingologist Jeff looks into the often-used but puzzling phrase “Annual Fund” that’s so often seen in direct mail fundraising.

Does it work?

Find out. (And witness the strange drama of the comfy chair.)

Have you had success with “Annual Fund”?  Or not?  Please share your experience by leaving your reply below. We’d love to learn from your experience.


  • Jeff Brooks

    Jeff Brooks is a Fundraisingologist at Moceanic. He has more than 30 years of experience in fundraising, and has worked as a writer and creative director on behalf of top nonprofits around the world, including CARE, St. Jude Children’s Research Hospital, Dana-Farber Cancer Institute, Feeding America, and many others.

    View all posts
Previous Post
What Singing in a Swedish Choir Taught Me about Fundraising
Next Post
The Surprising Secrets of Hyper-Personalization in Fundraising

Related Posts

2 Comments. Leave new

  • Annual Fund and a variant Annual Appeal works big time in Canada.And I proved over 10 years with Surf Life Saving that it works in Australia. But Australians, like Brits, are wedded to their episodic year plans. In the early eighties I tested episodic programs versus annual renewal in Canada. The latter won and most everyone in Canada uses them now. What say you Sean?

    • I agree with Aussie, UK, Kiwi, Hong Kong and more countries introducing the Annual Appeal concept. But not at the loss of what US people sometimes call ‘special appeals’. See you at IFC I hope!


Leave a Reply

Your email address will not be published. Required fields are marked *

Fill out this field
Fill out this field
Please enter a valid email address.