Annual Campaigns - Building a Case for Support Coursera

Overview

Learn how to write a direct mail appeal, craft an impactful email appeal, and develop a script for phone solicitation with this Annual Campaigns - Building a Case for Support course offered by Coursera in partnership with UC Davis. 

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.

What you will do during this course

• In the first 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.
• In the second 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.
• In the third 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.
• In the last 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.

Skills you'll gain

• Email Marketing
• Data-Driven Marketing
• Telemarketing
• Driving engagement
• Data-Driven Decision-Making
• Advertising Mail
• Campaign Management
• Cross-Channel Marketing
• Relationship Building
• Target Audience
• Communication Strategies
• Fundraising and Crowdsourcing
• Customer Relationship Building
• Campaign Planning
• Events and Conferences
• Event Planning
• Fundraising
• Direct Marketing