Week 1:

Week 2, Module 1:
Grant Research

Week 3, Module 2:
Proposal Writing

Week 4, Module 3:
Capital Campaigns

Week 5, Module 4:
Major Donors

Week 6:
Planning for

Module 6:
Special Events

Module 7:
Planned Giving

Module 8:

Module 9:
Social Enterprise

Module 10:
Online Donations

Module 11:
The Board's Role
in Fundraising


Fundraising Principles and Practices
Module 5: Annual and Direct Appeals
Direct Mail, Telephone and Face-to-Face Solicitation

Required Readings:
  • Seltzer, Chapters 9, 10, and 11

Required online readings:

Optional readings:


  • 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

    Useful Links:

    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: Blackboard

    URL: http://www.sover.net/~paulven/sit/annual.html