Week 2, Module 1:
Week 3, Module 2:
Week 4, Module 3:
Week 5, Module 4:
The Board's Role
Fundraising Principles and Practices
Module 5: Annual and Direct Appeals
Direct Mail, Telephone and Face-to-Face Solicitation
- Seltzer, Chapters 9, 10, and 11
Required online readings:
- The Power of Mail: The Nonprofit Fundraising Vehicle of Choice, by Mal Warwick, Mal Warwick & Associates, 2004.
- Six things about direct mail that nobody talks about, by Mal Warwick, Mal Warwick's Newsletter, May 2004.
- Asking Current Donors for Money: Why, How and How Often, by Kim Klein, Grassroots Fundraising Journal, February 2000. On Blackboard, in Course Documents: Annual and Direct Appeals folder.
- A Chain-Letter Reaction (UNFPA), by Alison Stein Wellner, The Chronicle of Philanthropy, May 13, 2004.
- Reinventing Your Annual Fund, by Karla Williams, The Fundraising Sourcebook, Volume Two, ed. Jerry Cianciolo, Contributions Magazine, 2001. On Blackboard, in Course Documents: Annual and Direct Appeals folder.
- Everything I Know About Fundraising I Learned Knocking on Doors, by Andy Robinson, Shelterforce Online, March-April 1997.
- Flanagan, Chapters 6 and 7
- Mutz & Murray, Chapters 12, 14 and 15
- Norton, pp. 146-156; 222
87% of Donors Motivated to Give When Asked by Someone They Know, PNN Online, July 30, 2004.
- Creating a Winning Fundraising Package, by Maggie Haggberg, OnPhilanthropy.com, May 14, 2004.
- Why People Respond to Fundraising Letters, Chapter 1 in Mal Warwick, How to Write Successful Fundraising Letters, Jossey-Bass 2001.
- Direct Mail: Outer Envelopes, by Robert Ford, The NonProfit Times, May 15, 2005.
- The Benefits of a Successful Pledge Program, by Helen Ridgewell, OnPhilanthropy.com, July 9, 2004.
- To Pledge or Not to Pledge: The Benefits and Pitfalls of Pledged Giving, by Timothy Morral, Nonprofit Leader, May 2004.
- Wading Through Those Selects, by Tom Pope, The NonProfit Times, July 15, 2004.
- Cooperative Databases: Mixing Names For Enriched Fundraising, by Paul Demery, The NonProfit Times, July 15, 2004.
- Composing and Conveying Your Essential Story, by Terry Axelrod, Nonprofit Leader, June 2004.
- How to Reach Donors Over Email, Nonprofit Leader, June 2004.
- Mastering the Art of the "Thank-You Note", by Timothy Morral, Nonprofit Leader, March 2004.
- Building a Successful Fundraising Annual Campaign, Echoing Green. Case study of Tyler Denmead, Founder and Executive Director of New Urban Arts and 1998 Echoing Green Fellow.
- Five (new) ways to integrate your online and offline fundraising, by Madeline Stanionis, Mal Warwick's Newsletter, November 2003.
- When standing out may not stand up, by Susie Fought, Mal Warwick¼s Newsletter, November 2003.
- What to Expect from a Telephone Appeal, by Mal Warwick, Mal Warwick's Newsletter, October 2003.
- 5 Tips for Improving Direct Mail Fundraising Efforts, by Brian Renda, Direct Marketing, February 3, 2004.
- Donor Response is in the "Cards", by Fred Feldman, Direct Marketing, November 1, 2003.
- Re-Examining Workplace Giving Programs, by Marjorie Polycarpe, OnPhilanthropy.com, December 31, 2003.
- Raising Money from Religious Institutions, by Richard I. Male, Grassroots Fundraising Journal, September-October 2003.
- Rural Fundraising: Looking Beyond the Locals, by Andy Robinson, Grassroots Fundraising Journal, March/April 2003. On Blackboard, in Course Documents: Annual and Direct Appeals folder.
- Red Hot Fundraising: Mailing Lists That Get Results, by Timothy Morral, Nonprofit Leader, September 2003.
- Maximize Your Response Rate with Direct Mail, by Shannon Cherry, Nonprofit Leader, April 2003.
- The Sound a "Thank You" Makes, by Hildy Gottlieb, Help4Nonprofits, 2003.
- Direct Mail Fundraising: the pitfalls and pluses of premiums, by Louise Chatterton Luchuk, Charity Village, December 8, 2003.
- Ad campaign stirs 36 complaints and 13,500 enquiries, Third Sector (UK), June 19, 2002.
- List 101 for Fundraisers, by Tom Pope, The NonProfit Times, May 15, 2002.
- The letter's in the mail, or maybe it isn't, by Jerry Huntsinger, The NonProfit Times, April 1, 2002.
- Eight Little Words That Can Lead to Millions, by Dick Kellogg, E-PhilanthropyReview, November 18, 2002.
- Revitalizing Your Membership Program: Why Do You Need Members and Why Do They Need You?, by Ellis M.M. Robinson, Grassroots Fundraising Journal, July/August 2002. On Blackboard, in Course Documents: Annual and Direct Appeals folder.
- Acquiring New Donors and Members with Every Mailing Program, edited by Paul Clolery, The NonProfit Times, May 15, 2002.
Is Direct Mail Working?, excerpted from Advancing Philanthropy, July/August 2002.
- The Gilbert Email Manifesto, by Michael C. Gilbert, Nonprofit Online News, April 2001.
- Do Not Call Registry Could Hurt Charities, by Jeff Jones, The NonProfit Times, May 1, 2002.
- Direct-Mail Fundraising: Testing the Trends, by Fran Jacobowitz & Kay P. Lautman, The Grantsmanship Center Magazine, Spring 2001.
- Transposing Direct Marketing Principles from North to South: What Works and What Doesn't, by Mal Warwick, Global Connections, August 2001 (Resource Alliance).
- Save the Donor: An urgent appeal, by Ken Burnett, Contributions, May-June 2001.
- Getting to Know Your Donors: The Donor Survey by Martha Farmelo, Grassroots Fundraising Journal, February 2001. On Blackboard, in Course Documents: Annual and Direct Appeals folder.
- Quick Ways to Raise Money During the Holiday Season, by Kim Klein, Grassroots Fundraising Journal , November/December 2001. On Blackboard, in Course Documents: Annual and Direct Appeals folder.
- Alumni Giving: Cultivating donors with content, by Todd Cohen, The Nonprofit Times, November 1, 2001.
- Direct Mail Personalization - Worth the Additional Expense? Edited Digest of FundClass Topic #26, May 2001. Facilitated by Howard Paley.
- 12 ways to combine direct mail and telephone fundraising, by Joseph White, Jr., All About Direct Mail, 1999 (Mal Warwick & Associates).
- Now That the Money is In . . .Get Those Thank You Letters Out!, by Marilyn Miller, (501)(c)(3) Monthly Letter, January 1999.
- Choosing the right donors to call, by Joseph H. White, Jr. All About Direct Mail, 1999 (Mal Warwick & Associates).
- Direct Mail Fundraising 101. Edited Digest of FundClass - Topic #13, May 1998. Facilitated by Mal Warwick.
- Do Your Direct Mail Appeals Get Read? by Robin Raizel, Front & Centre, Vol. 5, No. 4, 1998 (Canadian Centre for Philanthropy).
- "But I hate being phoned:" 10 myths of telephone fundraising, by Bob Penner, Successful Direct Mail, Telephone & Online Fundraising newsletter, July 1998 (Mal Warwick & Associates).
- Twelve Ways to Say "Thank You,", by Andy Robinson, Shelterforce Online (National Housing Institute), September/October 1997.
- The Importance of Being Gracious, by Kim Klein, Shelterforce Online (National Housing Institute), July/August 2001.
- Excerpts from Chapter 2: Starting out in Mal Warwick, Raising Money by Mail: Strategies for growth and financial stability, Mal Warwick & Associates, n.d.
- Rules of Business Ethics and Practice, prepared by the Association of Direct Response Fundraising Counsel (ADRFCO) (Mal Warwick & Associates).
The First Rule of Fundraising, by Stan Hutton, About.com
- When is a pledge legally binding?, by J. Lloyd Horton, Chair, AFP Ethics Committee, Association of Fundraising Professionals (AFP).
Sample Schedule For Annual Giving Campaign, by James M. Greenfield, from Fund Raising: Evaluating and Managing the Fund Development Process.
- Checklist: Components and Options in the Direct Mail Package, by James M. Greenfield, from Fund-Raising Fundamentals: A Guide to Annual Giving for Professionals and Volunteers.
- How monthly giving works, and why, Chapter 1 in Harvey McKinnon, Hidden Gold: How monthly giving will build donor loyalty, boost your organization's income, and increase financial stability, Bonus Books: New York
- Donors Who Keep Giving and Giving and Giving, by Gary Nyp, Front & Centre (Canadian Centre for Philanthropy), March 2000. Monthly giving programs.
- The six essential ingredients of a successful monthly giving program, Chapter 5 in Harvey McKinnon, Hidden Gold: How monthly giving will build donor loyalty, boost your organization's income, and increase financial stability, Bonus Books: New York
- Successful Annual Fund-raising, by David and Jodi Vigneron, Philanthropy Interactive/CharityAmerica.com
- The Power and the Perils of Emotion: Understanding its role in fund raising, by Ken Burnett, Contributions Magazine, January-February 2002.
- What Are We Here For? Nothing, if we can't inspire our donors, by Ken Burnett, Contributions Magazine, May-June 2002.
- It Doesn't Take 1,000 Words to Paint a Picture-As Long As You Choose Them Carefully (Kern, DeWenter, Viere, Ltd)
- Gift Receipts: What You Should Give Your Donors, Sandra Pfau Englund, Esq., Nonprofitlaw.com, 2001.
- Do Your Direct Mail Appeals Get Read?, by Robin Raizel, Front & Centre (Canadian Centre for Philanthropy), Vol. 5, No. 4, 1998.
- Trouble in the Mail Box?, by Barry Ries, Front & Centre (Canadian Centre for Philanthropy), November 1997.
- Many Are Called ..., by Norah McClintock, Front & Centre (Canadian Centre for Philanthropy), September 1994.
- The Truth About Prospect Fundraising, Watchdog Report, Winter 1997/98, American Institute of Philanthropy.
- Designing Donor Benefits - Tax implications in Canada, by Betsy Clarke, Major Gifts Review, October 22, 2002.
- Overcoming the Challenge of Compassion Fatigue, by Susan Carey Dempsey, onPhilanthropy.com, November 15, 2002.
- Ask the Expert: Direct Mail Fundraising, Edited Digest of FundClass Topic #32, with Dave Cotter, September 2002.
Competencies: discuss the comparative advantages and disadvantages of three types of direct appeals
define key terms in the direct mail process
describe the steps in using direct mail to solicit contributions
calculate the cost effectiveness of a given campaign
write a direct appeal letter
develop a script for a telephone solicitation
describe the process of face-to-face solicitation
Demonstration of Competencies: write an annual appeal letter for a sample organization (one-page)
write a telephone script for a sample organization's telephone solicitation (one-to-two pages)
complete an online exam for this module
Annual Giving Briefcase (Yahoo). A website for professional fundraisers to share documents, with folders on Direct Mail, Internet Appeals, Prospect & Donor Surveys, and Telemarketing.
Sample Annual Appeals
- Alzheimer's Association of the National Capital Area (Virginia)
- International Federation of Red Cross and Red Crescent Societies
- Sojourner House (Providence, Rhode Island)
- The Office of the High Commissioner for Human Rights, UN
Burk, Penelope, Thanks!... A Guide to Donor-Centred Fundraising, Burk & Associates Ltd, 2000.
Burnett, Ken, Relationship Fundraising, Second Edition, Wiley: New York 2002.
Dove, Kent, Jeffrey Lindauer, & Carolyn Madvig, Conducting a Successful Annual Giving Program, Wiley: New York 2001.
Graham, Christine, Keep the Money Coming, Pineapple Press: Sarasota, FL 1993.
Greenfield, James, Fund-Raising Fundamentals: A Guide to Annual Giving for Professionals and Volunteers, Second Edition, Wiley: New York 2002.
Johnston, Michael, Direct Response Fund Raising: Mastering New Trends for Results, Jossey-Bass: San Francisco 2000.
Lautman, K. & H. Goldstein, Dear Friend: Mastering the Art of Direct Mail Fundraising, Fund Raising Institute: Rockville, MD 1991.
Lister, Gwyneth, Building Your Direct Mail Program, Wiley: New York 2001.
Warwick, Mal, Revolution in the Mailbox: Your Guide to Successful Direct Mail Fundraising, Jossey-Bass: San Francisco 2004.
Warwick, Mal, Testing, Testing 1, 2, 3: Raise More Money with Direct Mail Tests, Jossey-Bass: San Francisco 2003.
Warwick, Mal, How to Write Successful Fundraising Letters, Revised Edition, Wiley: New York 2001.
Warwick, Mal, et al., 999 Tips, Trends, and Guidelines for Successful Direct Mail and Telephone Fundraising, Strathmor: Berkeley, CA 1995.
Williams, Karla, Donor Focused Strategies for Annual Giving, Aspen: Frederick, MD
Go to online conference: