Special gift, second ask, house appeal, year-end or annual fund – whatever name you give it, now is the time to solicit your members/donors for an additional contribution. Here are examples from three types of organizations:

Performing Arts

This second ask for the Los Angeles Philharmonic focuses on music education, specifically YOLA (Youth Orchestra Los Angeles), a major initiative inspired by the new Music Director, Gustavo Dudamel.

The LA Phil is currently soliciting members with expiration dates in Spring 2010, and next spring will solicit members that renewed this fall. Some arts organizations concentrate all second ask appeals toward the end of the season or fiscal year.

Museums

This annual fund appeal for the High Museum of Art highlights special exhibitions that bring great art to the Atlanta community, within a context that clearly acknowledges current economic challenges.

The Museum mails two annual fund appeals a year, fall and spring, to prior annual fund donors and current members, timed to minimize overlap with membership renewals. Telemarketing is being used this year to make follow-up appeals to the best annual fund prospects - prior donors and higher-level members.

The Sciences

This annual fund appeal for Shedd Aquarium in Chicago is more like a
renewal, with a broad case for support
that references all aquarium activities and emphasizes the benefits and special opportunities for the donor.

Some annual fund programs, like this one for Shedd, are based on level of support, where membership turns into annual fund at a certain giving amount – in this case, at $250 and above. Shedd is also using two year-end challenge grants to boost response. Most organizations provide the opportunity for additional giving through adopt-an-animal and other fundraising programs.