This course is part of the Fundraising and Development Specialization

4.2
stars
38 ratings

Michelle Poesy

3,158 already enrolled

Offered By

Fundraising and Development SpecializationUniversity of California, Davis

About this Course

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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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Course 2 of 4 in the

Fundraising and Development Specialization

Beginner Level

Approx. 16 hours to complete

English

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Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 2 of 4 in the

Fundraising and Development Specialization

Beginner Level

Approx. 16 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.33/5 (6 Ratings)

Michelle Poesy

Senior Director

Annual and Special Gifts

3,158 Learners

1 Course

Offered by

University of California, Davis

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Syllabus - What you will learn from this course

Week1

Week 1

5 hours to complete

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.

5 hours to complete

8 videos (Total 65 min), 5 readings, 2 quizzes

8 videos

Annual Campaigns: Building a Base of Support Course Introduction3mIntroduction to the Science and Practice of Annual Giving2mThe Science of Annual Giving (Part 1)6mThe Science of Annual Giving (Part 2)11mDirect Mail for Annual Giving (Part 1)9mDirect Mail for Annual Giving (Part 2)11mUsing Telemarketing Overview (Part 1)10mUsing Telemarketing Overview (Part 2)8m

5 readings

A Note From UC Davis10mAbout the Final Project2mWelcome to Peer Reviews!3mSuggested Activity: Prospective Donor Data Analysis / Ask Array Combination1hSuggested Activity: Solicitation Script30m

1 practice exercise

Module 1 Quiz30m

Week2

Week 2

3 hours to complete

Leadership Annual Giving

3 hours to complete

5 videos (Total 48 min)

Week3

Week 3

3 hours to complete

Memberships and Events

3 hours to complete

5 videos (Total 35 min), 1 reading, 2 quizzes

Week4

Week 4

5 hours to complete

Bringing it All Together - The Multi-Channel Approach

5 hours to complete

5 videos (Total 28 min), 3 readings, 2 quizzes

5 videos

Introduction to Bringing it All Together - The Multi-Channel Approach1mApproaches and Trends in Multi-channel Fundraising10mMulti-Channel Fundraising in Action (Part 1)7mMulti-Channel Fundraising in Action (Part 2)6mAnnual Campaigns: Building a Base of Support Course Summary2m

3 readings

Assessment Overview10mMulti-Channel Marketing30mSuggested Activity: Solicitation Calendar1h 15m

1 practice exercise

Module 4 Quiz30m

Reviews

4.2

14 reviews

5 stars
57.89%
4 stars
21.05%
3 stars
10.52%
2 stars
5.26%
1 star
5.26%

TOP REVIEWS FROM ANNUAL CAMPAIGNS: BUILDING A CASE FOR SUPPORT

by DPOct 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.

by DDSep 5, 2022

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

great

View all reviews

About the Fundraising and Development Specialization

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.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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Annual Campaigns: Building a Case for Support

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