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Annual Campaigns: Building a Case for Support
  • Level Foundation
  • Duration 17 hours
  • Course by University of California, Davis
  • Offered by

About

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.

Modules

Getting Started

    • 1 Videos
    • 2 Readings
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1 Videos

  • Annual Campaigns: Building a Base of Support Course Introduction

2 Readings

  • A Note From UC Davis
  • About the Final Project

The Science and Practice of Annual Giving

    • 3 Videos
    • 2 Readings
    • 1 Discussion
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1 Discussions

  • Annual Giving

3 Videos

  • Introduction to the Science and Practice of Annual Giving
  • The Science of Annual Giving (Part 1)
  • The Science of Annual Giving (Part 2)

2 Readings

  • Welcome to Peer Reviews!
  • Suggested Activity: Prospective Donor Data Analysis / Ask Array Combination

Direct Mail for Annual Giving

    • 2 Videos
    • 1 PeerReview
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1 Peer Review

  • Direct and Email Solicitations

2 Videos

  • Direct Mail for Annual Giving (Part 1)
  • Direct Mail for Annual Giving (Part 2)

Using Telemarketing

    • 2 Videos
    • 1 Readings
    • 1 Discussion
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1 Discussions

  • Solicitation Channels

2 Videos

  • Using Telemarketing Overview (Part 1)
  • Using Telemarketing Overview (Part 2)

1 Readings

  • Suggested Activity: Solicitation Script

Assessment

    • 1 Assignment
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1 Assignment

  • Module 1 Quiz

Leadership Annual Giving

    • 5 Videos
    • 1 Discussion
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1 Discussions

  • Getting Past the Gatekeeper

5 Videos

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

Assessment

    • 1 PeerReview
    • 1 Assignment
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1 Assignment

  • Module 2 Quiz

1 Peer Review

  • Introductory Communication Strategy

Memberships and Events

    • 5 Videos
    • 1 Readings
    • 1 Discussion
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1 Discussions

  • Fundraising Events

5 Videos

  • Introduction to Memberships and Events
  • Memberships (Part 1)
  • Memberships (Part 2)
  • Events (Part 1)
  • Events (Part 2)

1 Readings

  • Assessment Overview

Assessment

    • 1 PeerReview
    • 1 Assignment
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1 Assignment

  • Module 3 Quiz

1 Peer Review

  • Membership Appeal and Sales Pitch

Bringing it All Together - The Multi-Channel Approach

    • 4 Videos
    • 3 Readings
    • 1 Discussion
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1 Discussions

  • A Multi-Channel Approach

4 Videos

  • Introduction to Bringing it All Together - The Multi-Channel Approach
  • Approaches and Trends in Multi-channel Fundraising
  • Multi-Channel Fundraising in Action (Part 1)
  • Multi-Channel Fundraising in Action (Part 2)

3 Readings

  • Assessment Overview
  • Multi-Channel Marketing
  • Suggested Activity: Solicitation Calendar

Annual Campaigns: Building a Base of Support Course Summary

    • 1 Videos
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1 Videos

  • Annual Campaigns: Building a Base of Support Course Summary

Assessment

    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 4 Quiz

1 Peer Review

  • Final Portfolio Project

Auto Summary

Discover the essentials of annual giving programs in this foundational business course by Coursera. Learn key terminology, donor types, and solicitation channels. Master writing direct mail appeals, impactful emails, and phone scripts. Build a leadership giving portfolio and optimize memberships and events. Gain skills to implement a successful multi-channel solicitation strategy. Duration: 1020 minutes. Subscription options: Starter, Professional. Ideal for beginners in business and management.

Michelle Poesy
Instructor

Michelle Poesy