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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教學大綱 - 您將從這門課程中學到什麼
週
1The 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.
8 個視頻 （總計 65 分鐘）, 5 個閱讀材料, 2 個測驗
8 個視頻
Introduction to the Science and Practice of Annual Giving2分鐘
The Science of Annual Giving (Part 1)6分鐘
The Science of Annual Giving (Part 2)11分鐘
Direct Mail for Annual Giving (Part 1)9分鐘
Direct Mail for Annual Giving (Part 2)11分鐘
Using Telemarketing Overview (Part 1)10分鐘
Using Telemarketing Overview (Part 2)8分鐘
5 個閱讀材料
A Note From UC Davis10分鐘
About the Final Project2分鐘
Welcome to Peer Reviews!3分鐘
Suggested Activity: Prospective Donor Data Analysis / Ask Array Combination
Suggested Activity: Solicitation Script30分鐘
1 個練習
Module 1 Quiz20分鐘
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2Leadership 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.
5 個視頻 （總計 48 分鐘）, 2 個測驗
5 個視頻
Building a Portfolio (Part 1)11分鐘
Building a Portfolio (Part 2)10分鐘
Securing a Donor Visit10分鐘
Working with High-Value Donors12分鐘
1 個練習
Module 2 Quiz20分鐘
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3Memberships 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.
5 個視頻 （總計 35 分鐘）, 1 個閱讀材料, 2 個測驗
5 個視頻
Memberships (Part 1)6分鐘
Memberships (Part 2)7分鐘
Events (Part 1)9分鐘
Events (Part 2)10分鐘
1 個閱讀材料
Assessment Overview10分鐘
1 個練習
Module 3 Quiz20分鐘
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4Bringing 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.
5 個視頻 （總計 28 分鐘）, 3 個閱讀材料, 2 個測驗
5 個視頻
Approaches and Trends in Multi-channel Fundraising10分鐘
Multi-Channel Fundraising in Action (Part 1)7分鐘
Multi-Channel Fundraising in Action (Part 2)6分鐘
Annual Campaigns: Building a Base of Support Course Summary2分鐘
3 個閱讀材料
Assessment Overview10分鐘
Multi-Channel Marketing30分鐘
Suggested Activity: Solicitation Calendar15分鐘
1 個練習
Module 4 Quiz20分鐘
講師
Michelle Poesy
Senior DirectorAnnual and Special Gifts
關於 加州大学戴维斯分校
UC Davis, one of the nation’s top-ranked research universities, is a global leader in agriculture, veterinary medicine, sustainability, environmental and biological sciences, and technology. With four colleges and six professional schools, UC Davis and its students and alumni are known for their academic excellence, meaningful public service and profound international impact.
關於 Fundraising and Development 專項課程
Charitable giving is rebounding as the economy improves. Yet there is a shortage of qualified fundraising professionals to help organizations connect their needs with potential donors. Through four courses, you will gain the knowledge and skills to begin or advance your career in the high demand field of fundraising and development. This Specialization is designed to meet the rising demand for trained fundraising professionals.
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