Annual Giving Counsel

Ashley | Rountree and Associates can help you plan and launch a new annual giving initiative or strengthen and expand your existing program, increasing your donor base and creating new revenue for important programs.

A productive, consistent annual giving program is the single most essential element in the long-term sustainability of a successful development program. To help our clients understand and implement the latest trends and best practices in annual giving, we bring expertise in:

  • Direct mail
  • Data/prospect analysis
  • Telemarketing
  • Email campaigns
  • Social media
  • Text-to-give platforms
  • Recognition systems
  • Special events

No two organizations are exactly alike. We can provide as much or as little assistance as your staff, volunteers, and budget require. Our annual giving services include:

  • Program assessment and recommendations
  • Database analysis/performance analytics
  • Donor communications  (appeal letters, e-communications, donor recognition)
  • Creation of policies and standards
  • Ongoing coaching/mentoring for staff and volunteers
  • Interim staffing and help with searches

Success Stories

Louisville Visual Art, Louisville, KY

Leaders of Louisville Visual Art (LVA) sought expert outside counsel to assess their development programs and annual events, evaluate LVA’s potential to grow its major gifts program, and assist in repositioning the board’s expectations and committee roles.

How We Helped
Our consultants worked side-by side with LVA staff and board members to assess the recent history and trends of their annual support revenue streams, identify opportunities for growth, and develop specific strategies for securing major gifts from new donors and increased or estate gifts from loyal donors.

We evaluated LVA’s annual giving programs and proposed new plans to help grow the base of members and program underwriters. Our team also developed comprehensive recommendations for critical changes to the board’s policies and procedures and committee roles and functions, with a focus on strengthening the role of the development committee and aligning its efforts more strategically with LVA’s small staff and limited resources. The LVA has entered its second century with an even stronger record of service to the community and fundraising success. Following our first collaboration, LVA has turned to our team for support on three additional projects.

Hosparus, Louisville, KY

As the region’s leading hospice care provider, Hosparus turned to Ashley | Rountree for assistance with direction and counsel for a capital campaign and to evaluate and recommend improvements for the annual giving program.

How We Helped
Our consultants helped provide structure and recruiting strategies for campaign volunteers and directed efforts to cultivate and secure major gifts. We also provided a deep assessment of all annual giving efforts and worked closely with family care staff to create a new concept in asking for support from families who benefitted from Hosparus care.

After reimagining the organization of staff and a comprehensive, 30-county prospect screening program, the campaign reached its goal. Further, Hosparus implemented its first-ever Grateful Families giving effort, a program that continues to flourish today. 

Louisville Zoo, Louisville, KY

Ashley|Rountree has helped the Louisville Zoo complete three successive capital campaigns and, concurrent with the last project, the Zoo staff asked for focused assistance in evaluating opportunities for growing the annual giving program.

How We Helped
Our team worked closely with Zoo staff to evaluate all annual giving components – including direct mail, email, events, membership conversion, and donor retention – and then collaborated with local partners to test various new approaches for donor acquisition.

Ashley | Rountree guided the Zoo in creating innovative methods for converting members to donors, as well as strategies for identifying affinities within non-donor groups. We also provided ongoing coaching to senior staff leadership, covering a variety of areas in development, community outreach, and board relations.