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Annual Campaigns

Building a Case for Support

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.

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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.

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

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

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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

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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

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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

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Attending a workshop on annual giving best practices is a great way to learn from experts in the field.

Browse courses on Annual Giving

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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

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Networking with other annual giving professionals is a great way to learn about new trends and best practices.

Browse courses on Annual Giving

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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

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Find a mentor who can provide guidance on annual giving

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Finding a mentor who can provide guidance on annual giving is a great way to accelerate your career.

Browse courses on Annual Giving

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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

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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.

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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

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Telemarketing solicitation is a valuable skill for annual giving professionals. This activity will give you the opportunity to practice making effective telemarketing calls.

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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

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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.

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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

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Mentoring a junior annual giving professional is a great way to share your knowledge and expertise.

Browse courses on Annual Giving

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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 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.

See salaries and explore the career path for Annual Giving 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.

See salaries and explore the career path for Donor Relations 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.

See salaries and explore the career path for Major Gift 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.

See salaries and explore the career path for Planned Giving 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.

See salaries and explore the career path for Development Officer

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.

See salaries and explore the career path for Membership Director

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.

See salaries and explore the career path for Event Planner

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.

See salaries and explore the career path for Marketing 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.

See salaries and explore the career path for Communications Manager

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.

See salaries and explore the career path for Executive Director

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.

See salaries and explore the career path for Program Manager

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.

See salaries and explore the career path for Board Member

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.

See salaries and explore the career path for Volunteer Coordinator

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.

See salaries and explore the career path for Administrator

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.

See salaries and explore the career path for Office Manager

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.

The Art of Startup Fundraising

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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.

Annual Campaigns

Building a Case for Support

What's inside

Syllabus

Good to know

Save this course

Reviews summary

Comprehensive annual campaign course

Activities

Career center

Reading list

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