You could call the title of this newsletter a bit of a trick, because most new donors have no idea that giving a gift means that you’re supposed to “renew” the gift — and, ideally, increase it, the following year. I suppose if you give to the “Annual Fund”, the implication is more clear, but if I just decide to contribute to your organization when I never have before, I won’t know that making that first gift will be interpreted as an implicit commitment to give to you on a regular (annual, at least) basis.
Hear, hear!