About 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.
Who is this class for: This course is primarily intended for those entering the fundraising profession and those with limited experience who seek to expand their knowledge of Annual Campaigns.
Created by: 加州大学戴维斯分校
Taught by: Michelle Poesy, Senior Director
Annual and Special Gifts
| Basic Info | Course 2 of 4 in the Fundraising and Development Specialization |
| Level | Beginner |
| Commitment | 4 weeks of study, 2-5 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
Syllabus
WEEK 1
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.
8 videos, 5 readings
- Reading: A Note From UC Davis
- Video: Annual Campaigns: Building a Base of Support Course Introduction
- Reading: About the Final Project
- Video: Introduction to the Science and Practice of Annual Giving
- Video: The Science of Annual Giving (Part 1)
- Video: The Science of Annual Giving (Part 2)
- Discussion Prompt: Annual Giving
- Reading: Welcome to Peer Reviews!
- Reading: Suggested Activity: Prospective Donor Data Analysis / Ask Array Combination
- Video: Direct Mail for Annual Giving (Part 1)
- Video: Direct Mail for Annual Giving (Part 2)
- Video: Using Telemarketing Overview (Part 1)
- Video: Using Telemarketing Overview (Part 2)
- Discussion Prompt: Solicitation Channels
- Reading: Suggested Activity: Solicitation Script
Graded: Direct and Email Solicitations
Graded: Module 1 Quiz
WEEK 2
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.
5 videos
- Video: Introduction to Leadership Annual Giving
- Video: Building a Portfolio (Part 1)
- Video: Building a Portfolio (Part 2)
- Video: Securing a Donor Visit
- Discussion Prompt: Getting Past the Gatekeeper
- Video: Working with High-Value Donors
Graded: Module 2 Quiz
Graded: Introductory Communication Strategy
WEEK 3
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.
5 videos, 1 reading
- Reading: Assessment Overview
- Video: Introduction to Memberships and Events
- Video: Memberships (Part 1)
- Video: Memberships (Part 2)
- Video: Events (Part 1)
- Video: Events (Part 2)
- Discussion Prompt: Fundraising Events
- Peer Review: Membership Appeal and Sales Pitch
Graded: Module 3 Quiz
WEEK 4
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.
5 videos, 3 readings
- Reading: Assessment Overview
- Video: Introduction to Bringing it All Together - The Multi-Channel Approach
- Video: Approaches and Trends in Multi-channel Fundraising
- Video: Multi-Channel Fundraising in Action (Part 1)
- Video: Multi-Channel Fundraising in Action (Part 2)
- Reading: Multi-Channel Marketing
- Discussion Prompt: A Multi-Channel Approach
- Reading: Suggested Activity: Solicitation Calendar
- Video: Annual Campaigns: Building a Base of Support Course Summary
Graded: Module 4 Quiz
Graded: Final Portfolio Project
FAQs
How It Works
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
Creators
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.
Pricing
| Purchase Course | |
|---|---|
| Access to course materials | Available |
| Access to graded materials | Available |
| Receive a final grade | Available |
| Earn a shareable Course Certificate | Available |
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