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Michelle Poesy
In this comprehensive overview of annual giving programs, you’ll gain an introduction to the basic terminology and concepts of annual giving as well as the various solicitation channels and donor types. Learn how to write a direct mail appeal, craft an impactful email appeal, and develop a script for phone solicitation. You’ll learn how to build a leadership annual giving portfolio and maximize the impact of memberships and events in annual campaigns. You’ll complete the course with the knowledge and skills to build and implement a multi-channel solicitation strategy that achieves the goals of an annual campaign.
Register for this course and see more details by visiting:
OpenCourser.com/course/lrg4e5/annual
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What's inside
Syllabus
The Science and Practice of Annual Giving
In this module, you will be able to define and describe common annual giving terminology. You will be able to identify the channels for annual giving and define your audience and build strategies based on data. You will be able to examine and analyze the fundamentals of successful direct mail and email programs and write impactful solicitations. You will be able to identify the fundamentals of telephone outreach and solicitation and develop scripts and ask ladders. You will be able to examine pledge fulfillment strategies and how to use them.
Read more
Syllabus
The Science and Practice of Annual Giving
In this module, you will be able to define and describe common annual giving terminology. You will be able to identify the channels for annual giving and define your audience and build strategies based on data. You will be able to examine and analyze the fundamentals of successful direct mail and email programs and write impactful solicitations. You will be able to identify the fundamentals of telephone outreach and solicitation and develop scripts and ask ladders. You will be able to examine pledge fulfillment strategies and how to use them.
Read more
Leadership Annual Giving
In this module, you will be able to develop a portfolio of annual giving donors. You'll be able to discuss ideas and best practices for securing a face-to-face donor visit. You will be able to demonstrate how to successfully qualify and solicit a high-value annual donor. You will be able to apply strategies to build relationships with donors to help them achieve their philanthropic goals.
Memberships and Events
In this module, you will be able to compare the fundraising techniques of dues-based membership organizations. You will be able to examine the keys to successful fundraising events, and you will be able to create a plan to engage members and donors throughout the year.
Bringing it All Together - The Multi-Channel Approach
In this module, you will be able to examine the fundamentals of a multi-channel approach to fundraising. You will be able to develop a multi-channel strategy and you will be able to consider the feedback you have received throughout the course and put together a final portfolio piece.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Develops core concepts, terms, and channels in annual giving
Examines direct mail, email, and phone solicitations
Helps learners develop high-value annual donor portfolios
Examines the keys to successful fundraising events
Save this course
Save Annual Campaigns: Building a Case for Support to your list so you can find it easily later:
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Reviews summary
Comprehensive annual campaign course
Learners say this annual campaign fundraising course is thorough and engaging, but note that the content is a few years outdated and lacks visual examples.
The course content is in-depth and well-presented.
"It is a good course."
"Highly detailed."
"Thorough."
Course content is several years old.
"The content has not been updated in several years..."
"the articles and studies referenced are at least five years old."
Few visual examples provided.
"I really wish they would have included more visual examples"
"Many times I found the directions unclear and there was no sample to view."
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Annual Campaigns: Building a Case for Support with these
activities:
Read Direct Marketing Strategy by Thomas W Melnyk
Show steps
This book will provide you with a comprehensive understanding of the principles and practices of direct marketing, which is essential for developing effective annual giving campaigns.
View
Purchasing and Supply Chain Management: A...
on Amazon
Show steps
-
Read chapters 1-3 to gain an overview of direct marketing and its role in fundraising.
-
Read chapters 4-6 to learn about the different types of direct marketing channels and how to use them effectively.
-
Read chapters 7-9 to learn about how to develop and execute successful direct mail, email, and telemarketing campaigns.
Attend a workshop on annual giving best practices
Show steps
Attending a workshop on annual giving best practices is a great way to learn from experts in the field.
Browse courses on
Annual Giving
Show steps
-
Research different workshops on annual giving best practices.
-
Register for a workshop that fits your schedule and interests.
-
Attend the workshop and take notes.
Attend a networking event for annual giving professionals
Show steps
Networking with other annual giving professionals is a great way to learn about new trends and best practices.
Browse courses on
Annual Giving
Show steps
-
Research different networking events for annual giving professionals.
-
Register for an event that fits your schedule and interests.
-
Attend the event and introduce yourself to other attendees.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Find a mentor who can provide guidance on annual giving
Show steps
Finding a mentor who can provide guidance on annual giving is a great way to accelerate your career.
Browse courses on
Annual Giving
Show steps
-
Identify potential mentors who have experience in annual giving.
-
Reach out to your potential mentors and introduce yourself.
-
Ask your mentors for guidance and support.
Write a direct mail appeal letter
Show steps
Writing a direct mail appeal letter is a key skill for annual giving professionals. This activity will give you the opportunity to practice writing a compelling letter that will encourage donors to give.
Show steps
-
Brainstorm a list of key points that you want to communicate in your letter.
-
Write a rough draft of your letter, including a strong opening, body, and closing.
-
Revise and edit your letter for clarity, conciseness, and impact.
Practice telemarketing solicitation
Show steps
Telemarketing solicitation is a valuable skill for annual giving professionals. This activity will give you the opportunity to practice making effective telemarketing calls.
Show steps
-
Develop a script for your telemarketing calls.
-
Practice your script with a friend or colleague.
-
Make a list of potential donors to call.
-
Make your telemarketing calls.
-
Follow up with potential donors who express interest in giving.
Develop a multi-channel fundraising plan
Show steps
Developing a multi-channel fundraising plan is essential for annual giving success. This activity will give you the opportunity to create a plan that will help you reach your fundraising goals.
Show steps
-
Identify your target audience.
-
Determine your fundraising goals.
-
Choose the right fundraising channels.
-
Develop a budget for your fundraising campaign.
-
Create a timeline for your fundraising campaign.
Mentor a junior annual giving professional
Show steps
Mentoring a junior annual giving professional is a great way to share your knowledge and expertise.
Browse courses on
Annual Giving
Show steps
-
Identify a junior annual giving professional who you can mentor.
-
Set up a regular meeting schedule.
-
Provide guidance and support to your mentee.
Read Direct Marketing Strategy by Thomas W Melnyk
Show steps
This book will provide you with a comprehensive understanding of the principles and practices of direct marketing, which is essential for developing effective annual giving campaigns.
View
Purchasing and Supply Chain Management: A...
on Amazon
Show steps
Show steps
Show steps
- Read chapters 1-3 to gain an overview of direct marketing and its role in fundraising.
- Read chapters 4-6 to learn about the different types of direct marketing channels and how to use them effectively.
- Read chapters 7-9 to learn about how to develop and execute successful direct mail, email, and telemarketing campaigns.
Attend a workshop on annual giving best practices
Show steps
Attending a workshop on annual giving best practices is a great way to learn from experts in the field.
Browse courses on
Annual Giving
Show steps
Show steps
Show steps
- Research different workshops on annual giving best practices.
- Register for a workshop that fits your schedule and interests.
- Attend the workshop and take notes.
Attend a networking event for annual giving professionals
Show steps
Networking with other annual giving professionals is a great way to learn about new trends and best practices.
Browse courses on
Annual Giving
Show steps
Show steps
Show steps
- Research different networking events for annual giving professionals.
- Register for an event that fits your schedule and interests.
- Attend the event and introduce yourself to other attendees.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Find a mentor who can provide guidance on annual giving
Show steps
Finding a mentor who can provide guidance on annual giving is a great way to accelerate your career.
Browse courses on
Annual Giving
Show steps
Show steps
Show steps
- Identify potential mentors who have experience in annual giving.
- Reach out to your potential mentors and introduce yourself.
- Ask your mentors for guidance and support.
Write a direct mail appeal letter
Show steps
Writing a direct mail appeal letter is a key skill for annual giving professionals. This activity will give you the opportunity to practice writing a compelling letter that will encourage donors to give.
Show steps
Show steps
Show steps
- Brainstorm a list of key points that you want to communicate in your letter.
- Write a rough draft of your letter, including a strong opening, body, and closing.
- Revise and edit your letter for clarity, conciseness, and impact.
Practice telemarketing solicitation
Show steps
Telemarketing solicitation is a valuable skill for annual giving professionals. This activity will give you the opportunity to practice making effective telemarketing calls.
Show steps
Show steps
Show steps
- Develop a script for your telemarketing calls.
- Practice your script with a friend or colleague.
- Make a list of potential donors to call.
- Make your telemarketing calls.
- Follow up with potential donors who express interest in giving.
Develop a multi-channel fundraising plan
Show steps
Developing a multi-channel fundraising plan is essential for annual giving success. This activity will give you the opportunity to create a plan that will help you reach your fundraising goals.
Show steps
Show steps
Show steps
- Identify your target audience.
- Determine your fundraising goals.
- Choose the right fundraising channels.
- Develop a budget for your fundraising campaign.
- Create a timeline for your fundraising campaign.
Mentor a junior annual giving professional
Show steps
Mentoring a junior annual giving professional is a great way to share your knowledge and expertise.
Browse courses on
Annual Giving
Show steps
Show steps
Show steps
- Identify a junior annual giving professional who you can mentor.
- Set up a regular meeting schedule.
- Provide guidance and support to your mentee.
Career center
Learners who complete Annual Campaigns: Building a Case for Support will develop knowledge and skills
that may be useful to these careers:
Annual Giving Officer
Annual Giving Officer
Annual Giving Officers are responsible for planning and executing annual giving campaigns. They work with donors to secure gifts and build relationships. This course provides a comprehensive overview of annual giving programs and will help you develop the skills you need to be successful in this role. You will learn how to write direct mail and email appeals, develop a script for phone solicitation, and build a leadership annual giving portfolio.
Donor Relations Officer
Donor Relations Officer
Donor Relations Officers are responsible for building relationships with donors and ensuring that they are satisfied with their giving experience. They work with donors to provide information about the organization and its programs, and to answer any questions they may have. This course provides a comprehensive overview of annual giving programs and will help you develop the skills you need to be successful in this role. You will learn how to write direct mail and email appeals, develop a script for phone solicitation, and build a leadership annual giving portfolio.
Major Gift Officer
Major Gift Officer
Major Gift Officers are responsible for securing large gifts from donors. They work with donors to build relationships and develop a plan for their giving. This course provides a comprehensive overview of annual giving programs and will help you develop the skills you need to be successful in this role. You will learn how to write direct mail and email appeals, develop a script for phone solicitation, and build a leadership annual giving portfolio.
Planned Giving Officer
Planned Giving Officer
Planned Giving Officers are responsible for securing gifts from donors through estate planning. They work with donors to develop a plan for their giving and ensure that their wishes are carried out. This course provides a comprehensive overview of annual giving programs and will help you develop the skills you need to be successful in this role. You will learn how to write direct mail and email appeals, develop a script for phone solicitation, and build a leadership annual giving portfolio.
Development Officer
Development Officer
Development Officers are responsible for raising funds for nonprofit organizations. They work with donors to secure gifts and build relationships. This course provides a comprehensive overview of annual giving programs and will help you develop the skills you need to be successful in this role. You will learn how to write direct mail and email appeals, develop a script for phone solicitation, and build a leadership annual giving portfolio.
Membership Director
Membership Director
Membership Directors are responsible for developing and managing membership programs for nonprofit organizations. They work to recruit new members and retain existing members. This course provides a comprehensive overview of annual giving programs and will help you develop the skills you need to be successful in this role. You will learn how to write direct mail and email appeals, develop a script for phone solicitation, and build a leadership annual giving portfolio.
Event Planner
Event Planner
Event Planners are responsible for planning and executing events for nonprofit organizations. They work to ensure that events are successful and that they meet the organization's goals. This course provides a comprehensive overview of annual giving programs and will help you develop the skills you need to be successful in this role. You will learn how to write direct mail and email appeals, develop a script for phone solicitation, and build a leadership annual giving portfolio.
Marketing Manager
Marketing Manager
Marketing Managers are responsible for developing and implementing marketing campaigns for nonprofit organizations. They work to promote the organization's mission and to reach new audiences. This course provides a comprehensive overview of annual giving programs and will help you develop the skills you need to be successful in this role. You will learn how to write direct mail and email appeals, develop a script for phone solicitation, and build a leadership annual giving portfolio.
Communications Manager
Communications Manager
Communications Managers are responsible for developing and implementing communication plans for nonprofit organizations. They work to ensure that the organization's message is communicated effectively to all stakeholders. This course provides a comprehensive overview of annual giving programs and will help you develop the skills you need to be successful in this role. You will learn how to write direct mail and email appeals, develop a script for phone solicitation, and build a leadership annual giving portfolio.
Executive Director
Executive Director
Executive Directors are responsible for the overall management of nonprofit organizations. They work to develop and implement the organization's mission and vision. This course provides a comprehensive overview of annual giving programs and may help you develop the skills you need to be successful in this role. You will learn how to write direct mail and email appeals, develop a script for phone solicitation, and build a leadership annual giving portfolio.
Program Manager
Program Manager
Program Managers are responsible for the development and implementation of programs for nonprofit organizations. They work to ensure that programs are successful and that they meet the organization's goals. This course provides a comprehensive overview of annual giving programs and may help you develop the skills you need to be successful in this role. You will learn how to write direct mail and email appeals, develop a script for phone solicitation, and build a leadership annual giving portfolio.
Board Member
Board Member
Board Members are responsible for governing nonprofit organizations. They work to ensure that the organization is fulfilling its mission and that it is financially sound. This course provides a comprehensive overview of annual giving programs and may help you develop the skills you need to be successful in this role. You will learn how to write direct mail and email appeals, develop a script for phone solicitation, and build a leadership annual giving portfolio.
Volunteer Coordinator
Volunteer Coordinator
Volunteer Coordinators are responsible for recruiting, training, and managing volunteers for nonprofit organizations. They work to ensure that volunteers are engaged and that they are making a meaningful contribution to the organization. This course provides a comprehensive overview of annual giving programs and may help you develop the skills you need to be successful in this role. You will learn how to write direct mail and email appeals, develop a script for phone solicitation, and build a leadership annual giving portfolio.
Administrator
Administrator
Administrators are responsible for the day-to-day operations of nonprofit organizations. They work to ensure that the organization is running smoothly and that it is meeting its goals. This course provides a comprehensive overview of annual giving programs and may help you develop the skills you need to be successful in this role. You will learn how to write direct mail and email appeals, develop a script for phone solicitation, and build a leadership annual giving portfolio.
Office Manager
Office Manager
Office Managers are responsible for the day-to-day operations of an office. They work to ensure that the office is running smoothly and that it is meeting its goals. This course provides a comprehensive overview of annual giving programs and may help you develop the skills you need to be successful in this role. You will learn how to write direct mail and email appeals, develop a script for phone solicitation, and build a leadership annual giving portfolio.
For more career information including salaries, visit:
OpenCourser.com/course/lrg4e5/annual
Reading list
We've selected eight books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Annual Campaigns: Building a Case for Support.
Provides a comprehensive overview of the fundraising process, from planning and research to solicitation and stewardship. It valuable resource for anyone who wants to learn more about the art and science of fundraising.
Provides a step-by-step guide to building a successful annual giving program. It includes case studies and examples from real-world organizations.
Provides a framework for understanding the elements of persuasion and how to use them to craft effective messages.
Provides marketing strategies for nonprofits.
Provides guidance on ethical fundraising practices.
Provides a guide to annual giving programs.
Provides a guide to building lasting relationships with donors.
Save
Provides a guide to grant writing.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/lrg4e5/annual
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Effort
4 weeks of study, 2-5 hours/week
Level
Introductory
Via
Coursera
Institution
University of California, Davis
Instructor
Michelle Poesy
Language
English
Transcripts
Español
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This course belongs to a
collection
called
Fundraising and Development. It's comprised of five courses:
- Applications in Engineering Mechanics
- Annual Campaigns: Building a Case for Support (viewing)
- Major and Principal Gifts
- Fundraising and Development Foundations
- Planned Giving
Good to know
Develops core concepts, terms, and channels in annual giving
Examines direct mail, email, and phone solicitations
Helps learners develop high-value annual donor portfolios
Examines the keys to successful fundraising events
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