Annual Campaigns: Building a Case for Support

This course is part of Fundraising and Development Specialization

Instructor: Michelle Poesy

5,714 already enrolled

Included with Learn more

Ask Coursera

4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

4 assignments¹

AI Graded see disclaimer

Taught in English

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

Build your subject-matter expertise

This course is part of the Fundraising and Development Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

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.

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.

What's included

8 videos5 readings1 assignment1 peer review2 discussion prompts

8 videosTotal 65 minutes

Annual Campaigns: Building a Base of Support Course Introduction3 minutes
Introduction to the Science and Practice of Annual Giving2 minutes
The Science of Annual Giving (Part 1)7 minutes
The Science of Annual Giving (Part 2)11 minutes
Direct Mail for Annual Giving (Part 1)10 minutes
Direct Mail for Annual Giving (Part 2)11 minutes
Using Telemarketing Overview (Part 1)11 minutes
Using Telemarketing Overview (Part 2)9 minutes

5 readingsTotal 105 minutes

A Note From UC Davis10 minutes
About the Final Project2 minutes
Welcome to Peer Reviews!3 minutes
Suggested Activity: Prospective Donor Data Analysis / Ask Array Combination60 minutes
Suggested Activity: Solicitation Script30 minutes

1 assignmentTotal 30 minutes

Module 1 Quiz30 minutes

1 peer reviewTotal 60 minutes

Direct and Email Solicitations60 minutes

2 discussion promptsTotal 20 minutes

Annual Giving10 minutes
Solicitation Channels10 minutes

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.

What's included

5 videos1 assignment1 peer review1 discussion prompt

5 videosTotal 48 minutes

Introduction to Leadership Annual Giving2 minutes
Building a Portfolio (Part 1)12 minutes
Building a Portfolio (Part 2)11 minutes
Securing a Donor Visit11 minutes
Working with High-Value Donors13 minutes

1 assignmentTotal 30 minutes

Module 2 Quiz30 minutes

1 peer reviewTotal 120 minutes

Introductory Communication Strategy120 minutes

1 discussion promptTotal 10 minutes

Getting Past the Gatekeeper10 minutes

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.

What's included

5 videos1 reading1 assignment1 peer review1 discussion prompt

5 videosTotal 35 minutes

Introduction to Memberships and Events1 minute
Memberships (Part 1)6 minutes
Memberships (Part 2)7 minutes
Events (Part 1)10 minutes
Events (Part 2)10 minutes

1 readingTotal 10 minutes

Assessment Overview10 minutes

1 assignmentTotal 30 minutes

Module 3 Quiz30 minutes

1 peer reviewTotal 120 minutes

Membership Appeal and Sales Pitch120 minutes

1 discussion promptTotal 10 minutes

Fundraising Events10 minutes

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.

What's included

5 videos3 readings1 assignment1 peer review1 discussion prompt

5 videosTotal 28 minutes

Introduction to Bringing it All Together - The Multi-Channel Approach1 minute
Approaches and Trends in Multi-channel Fundraising10 minutes
Multi-Channel Fundraising in Action (Part 1)7 minutes
Multi-Channel Fundraising in Action (Part 2)6 minutes
Annual Campaigns: Building a Base of Support Course Summary2 minutes

3 readingsTotal 115 minutes

Assessment Overview10 minutes
Multi-Channel Marketing30 minutes
Suggested Activity: Solicitation Calendar75 minutes

1 assignmentTotal 30 minutes

Module 4 Quiz30 minutes

1 peer reviewTotal 120 minutes

Final Portfolio Project120 minutes

1 discussion promptTotal 10 minutes

A Multi-Channel Approach10 minutes

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Michelle Poesy

University of California, Davis

1 Course5,714 learners

Offered by

University of California, Davis

Explore more from Business Strategy

John Wiley & Sons
Organizational Capacity and Donor Engagement Strategies
Course
Status: Free Trial
John Wiley & Sons
Strategic Fundraising: Donors, Gifts & Partnerships
Course
Status: Free Trial
University of California, Davis
Campaign Foundations & AI-Enhanced Planning
Course
Status: Free Trial
University of California, Davis
Planned Giving
Course
Status: Free Trial

Why people choose Coursera for their career

Felipe M.

Learner since 2018

"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."

Jennifer J.

Learner since 2020

"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."

Larry W.

Learner since 2021

"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."

Chaitanya A.

"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

Unlock access to 10,000+ courses with a subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 4,700 global companies that choose Coursera for Business

Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.