Annual Campaigns: Building a Case for Support

This course is part of Fundraising and Development Specialization

Instructor: Michelle Poesy

5,451 already enrolled

4 modules

Gain insight into a topic and learn the fundamentals.

51 reviews

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.

51 reviews

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

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This course is part of the Fundraising and Development Specialization

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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 videos Total 65 minutes

Annual Campaigns: Building a Base of Support Course Introduction 3 minutes
Introduction to the Science and Practice of Annual Giving 2 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 readings Total 105 minutes

A Note From UC Davis 10 minutes
About the Final Project 2 minutes
Welcome to Peer Reviews! 3 minutes
Suggested Activity: Prospective Donor Data Analysis / Ask Array Combination 60 minutes
Suggested Activity: Solicitation Script 30 minutes

1 assignment Total 30 minutes

Module 1 Quiz 30 minutes

1 peer review Total 60 minutes

Direct and Email Solicitations 60 minutes

2 discussion prompts Total 20 minutes

Annual Giving 10 minutes
Solicitation Channels 10 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 videos Total 48 minutes

Introduction to Leadership Annual Giving 2 minutes
Building a Portfolio (Part 1) 12 minutes
Building a Portfolio (Part 2) 11 minutes
Securing a Donor Visit 11 minutes
Working with High-Value Donors 13 minutes

1 assignment Total 30 minutes

Module 2 Quiz 30 minutes

1 peer review Total 120 minutes

Introductory Communication Strategy 120 minutes

1 discussion prompt Total 10 minutes

Getting Past the Gatekeeper 10 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 videos Total 35 minutes

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

1 reading Total 10 minutes

Assessment Overview 10 minutes

1 assignment Total 30 minutes

Module 3 Quiz 30 minutes

1 peer review Total 120 minutes

Membership Appeal and Sales Pitch 120 minutes

1 discussion prompt Total 10 minutes

Fundraising Events 10 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 videos Total 28 minutes

Introduction to Bringing it All Together - The Multi-Channel Approach 1 minute
Approaches and Trends in Multi-channel Fundraising 10 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 Summary 2 minutes

3 readings Total 115 minutes

Assessment Overview 10 minutes
Multi-Channel Marketing 30 minutes
Suggested Activity: Solicitation Calendar 75 minutes

1 assignment Total 30 minutes

Module 4 Quiz 30 minutes

1 peer review Total 120 minutes

Final Portfolio Project 120 minutes

1 discussion prompt Total 10 minutes

A Multi-Channel Approach 10 minutes

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Instructor

Instructor ratings

(11 ratings)

Michelle Poesy

University of California, Davis

1 Course 5,451 learners

Offered by

University of California, Davis

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Reviewed on Sep 5, 2022

It is a good course. Highly detailed. Thorough. Some small issue around microsoft excel bias but great

Reviewed on Oct 29, 2019

I think the info was good. However, I am extremely frustrated with the lack of participation so I can get my assignments graded, as well as grading others.

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