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2 min Read
January 29, 2025

Celebrating nonprofit anniversaries: A strategic opportunity

Anniversaries hold a unique place in the life of any nonprofit organization. They’re more than just milestones; they’re opportunities to reflect on the journey, engage stakeholders, and renew enthusiasm for the future. As Big Duck celebrates its 30th anniversary of developing smart communications for nonprofits, we recall the value of leveraging anniversaries to tell your organization’s story, celebrate its impact, and promote what comes next. Whether considering a significant milestone or a subtle acknowledgment, here’s how to strategically approach this moment.

Define your purpose and audience.

The first step in planning an anniversary is to clarify *why* you’re celebrating and *who* you’re celebrating with. Is your primary goal to thank donors and inspire continued giving, to engage your staff and volunteers, or to raise your organization’s profile? Each audience brings different opportunities and challenges, so tailoring your messaging and activities is critical. Selecting the best audience for your anniversary celebration emphasizes prioritizing groups who will most appreciate and act on your celebration.

Center the story, not the date.

Your nonprofit’s anniversary is not just about the number of years but the story you’ve built along the way. From daily results to transformative moments, these stories resonate more deeply with your audience than the milestone itself. Celebrating your organization’s story underscores how storytelling can humanize your work, connect with stakeholders emotionally, and remind them of your mission’s significance.

Consider whether — and how — to celebrate.

Not every organization needs a gala or splashy event. Sometimes, a more restrained or unconventional approach to your organization’s anniversary can be just as impactful. Consider creative ways to highlight your work, such as a retrospective campaign, a new initiative launched in honor of the milestone, or simple gratitude messages to your community.

Align with your brand and campaign identity.

Your anniversary efforts should feel authentic and consistent with your existing brand. If you’re rolling out a campaign in conjunction with the anniversary, consider how its identity complements your broader organizational identity. Explore a helpful framework for balancing these elements and ensuring cohesive communication.

Anniversaries are as much about the future as they are about the past. As you reflect on your organization’s accomplishments, use this moment to reaffirm your mission and inspire ongoing support. Whether planning a simple acknowledgment or an ambitious celebration, the key is approaching your anniversary strategically—leveraging it to strengthen relationships, engage your community, and propel your mission forward. Here’s to the next chapter in your organization’s journey—and the next 30 years of Big Duck strengthening nonprofits like yours.

Jen Petersen

Jen Petersen is the Marketing Manager, Worker-Owner at Big Duck

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