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.

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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!


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