In hindsight, maybe Rotary should have called its Annual Fund something more exciting — the "Change the World Fund," perhaps? That would be a fitting name because the work supported by the Annual Fund has changed millions of lives around the world for the better and taught thousands to foster peace and understanding.

The primary driver of The Rotary Foundation’s annual fundraising effort instead goes by the name Annual Fund-SHARE. The "share" is what differentiates Rotary’s annual fund from those of other nonprofits. The funds raised are invested for three years. Then, after 5 percent is deducted for operating expenses, 47.5 percent of the funds become District Designated Funds (DDF) that can be directed by district leaders to Foundation grants. The other 47.5 percent is directed to the World Fund to be spent in communities where the need is greatest.

What is an annual fund? "It is the heart and soul of everything we do in fundraising," says fundraising consultant Ann Paton. She teaches nonprofit clients that while the term "annual fund" lacks a certain pizzazz, those funds can be a powerful vehicle to raise money for the soul-satisfying work that nonprofits do. "Donors [to an annual fund] will support you because they love your mission and will stay with you year to year if you reinforce how important the work is."

Rotarians have responded enthusiastically to both Rotary’s mission and the SHARE model. In 2020-21, amid the COVID-19 pandemic, almost 400,000 Rotary members worldwide donated to the Annual Fund. That’s an impressively high rate: More than 80 percent of Rotary clubs donated in the past Rotary year.

"Before I donated the first time, I did my research," notes Michael Bell, past district Rotary Foundation chair for District 7070 in southern Ontario. "The Foundation’s Annual Fund has become my favorite charity because 95 percent of donations go to programs." And nonprofit watchdog Charity Navigator has awarded the Foundation a perfect score of 100 in its ratings, with 14 consecutive years of 4-star ratings (its highest level).

When a club throws itself into an Annual Fund campaign, the results can be astonishing, even when the efforts start small. Two members of the Rotary Club of Prior Lake, Minnesota, for instance, decided a few years ago to start a concert by the lake. Their idea has grown into an event that attracts more than 30,000 people over two days, and it recently directed $60,000 to the Annual Fund. "We just needed to tell people what we were passionate about, and they responded," says Kyle Haugen, club member and Rotary public image coordinator for Zones 25B and 29.

Of course, because the world’s needs never grow smaller, Rotary could do more good worldwide if our Annual Fund were larger. Here are some tips that can help you increase the amount your members contribute — and the amount those contributions will generate in DDF for your district.

Be a champion, like Bill.

"When Bill Patchett was District 7070 Foundation chair, we used to call him ‘Pickpocket,’" Bell laughs. "You had to hold on to your wallet when Bill came in the room because he was so passionate about The Rotary Foundation and the work we do." In his first year as chair, Patchett, a member of the Rotary Club of Cobourg, Ontario, raised an incredible US$830,000, almost tripling previous results. After Patchett’s death in 2019, Bell led a campaign to raise "A Mill for Bill" so Patchett could keep championing Rotary and picking pockets. And he met his goal.

Let the work do the talking.

You’ll have more success raising funds if you focus on telling the stories of just a few of Rotary’s world-changing or local projects in the areas of focus that most interest your members. As David C. Forward writes in his book celebrating the 100th anniversary of The Rotary Foundation, Doing Good in the World, "The philosophy has always been that if people knew how Rotary Foundation grants and programs are making the world a better place — they will want to contribute."

Celebrate success — and ask again.

It’s vitally important to report to your donors how their contributions were used — the more specific the story, the better. Those successes can help motivate donors to give again next year.

So, just ask. Both members and nonmembers can donate today at rotary.org/donate. (What, you didn’t expect us to ask?)

— NANCY SHEPHERDSON