Annual Giving is Where it Starts: Proactively Building Major and Planned Giving Pipelines through Amazing Annual Donor Experiences
- Lily Johnson
- Mar 27
- 2 min read
Annual Giving and Where it Starts - Challenges and Opportunities
Recently, Chris Adams, Customer Success Manager for Givzey, presented at Bob Burdenski's Northeast Annual Giving Conference in Providence, Rhode Island. His session, "Annual Giving is Where it Starts," was presented to a packed room as he addressed both challenges and opportunities in modern higher education fundraising.
Chris stressed that embracing new methods and innovative technology, rather than clinging to the traditional ways we've always done things, institutions can more effectively address shifting donor behaviors and preferences that significantly grow giving and gift pipelines.
Implementing digital tools empowers advancement teams to transform static, manual processes into dynamic fundraising assets that not only improve operational efficiency but also create more responsive, donor-centric experiences that can help counteract the decline in giving.
Addressing the Decline in Individual Giving
Chris highlighted a 2.5% decline in individual giving to higher education, amounting to $1.5 billion in reduced funding. When for-profit organizations face a revenue decline like this, they typically innovate or fall further and further behind. The same is true in higher education.
This downward trend underscores the need for advancement professionals to adopt innovative technologies and digital solutions that can help reverse this decline. Tools like Givzey's Gift Documentation Management Solution represent the kind of technological adaptation Chris advocates for; solutions that streamline processes, enhance personalization, and facilitate multi-channel engagement.
By embracing these new technologies rather than clinging to traditional methods based on fears of donor resistance or separating from the norm, institutions can more effectively address shifting donor behaviors and preferences. The implementation of such digital tools enables advancement teams to transform static, manual processes into dynamic fundraising assets that not only improve operational efficiency but also create more responsive, donor-centric experiences that can help counteract the decline in giving.
Throughout his presentation, Chris reinforced that effective annual giving programs do more than secure immediate funds—they establish giving habits that often develop into lifelong philanthropic relationships, creating the foundation for transformational giving that shapes institutions for generations to come.
Givzey, fundraising's only Gift Documentation Management Solution, directly addresses many of the challenges identified in Chris Adams' presentation.
The solution enables advancement teams to book gifts faster and with greater accuracy while adhering to institutional gift documentation policies and acceptance guidelines. 72% of Smart Gift Agreements through Givzey are confirmed within 24 hours, and 92% within just one week. By simplifying the pledge process, Givzey helps institutions maintain donor momentum and capitalize on giving intent before it diminishes.
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