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Conducting a Successful Annual Giving Program

ISBN: 978-0-7879-5649-3
512 pages
July 2001, Jossey-Bass
Conducting a Successful Annual Giving Program (078795649X) cover image


Bringing together over 50 years of annual fund experience, master fundraiser Kent E. Dove has joined Carolyn P. Madvig and Jeffrey A. Lindauer to bring you a complete guide to planning and managing the most fundamental fundraising strategy: the annual giving program. Conducting a Successful Annual Giving Program, the third volume in the groundbreaking Dove on Fundraising Series, features a wealth of illustrative samples of fundraising tools, many of which have never before been offered in book form. Throughout the book, the authors address the key components of an annual giving program--including telemarketing, direct mail, special events, personal solicitation and matching gifts--and reveal how to integrate each component of the annual giving program into a coherent, fluid fundraising plan.

View an example of a teaching tool available in this title: Course Syllabus.

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Table of Contents


Introduction: Defining the Annual Campaign.

Preparing for the Annual Campaign.

Developing an Annual Giving Plan.

Segmenting Appeals.

Testing and Statistical Analysis.

Elements of the Annual Campaign.

Implementing a Direct Mail Campaign.

Sponsoring Special Events.

Telemarketing Your Cause.

Soliciting Funds in Person.

The Annual Fund in Action.

Key Program Roles and Responsibilities.

Working with Volunteers.

Promotions, Communications, and Marketing.

Gift Administration and Donor Appreciation.

Closing the Campaign and Moving Forward.


Preparing for the Annual Campaign.

Direct Appeal Program.

Annual Fund Solicitation Calendar.

Web Site Examples.

Elements of the Annual Campaign.

Annual Fund-Capital Campaign Combined Strategic Goals and Calendar.

Corporate Campaign Plan.

Corporate Matching Gift Companies.

Corporate Matching Gift Guidelines and Application Form.

The Annual Fund in Action.

Membership Program with Benefits.

University Annual Fund Analysis.

Annual Fund Survey.

Direct Mail Solicitation Package.

Gala Event Sample Invitation and Program.

Sales and Raffle Event Promotion.

"A-Thon" Event Packages.

"A-Thon" Team Captain's Kit and Supplies.

Entertainment and Show Publicity Pieces.

Outing Registration Letter and Materials.

Special Events Planning Checklists.

Sample Telemarketing Scripts for Lapsed Donors.

Telemarketing Objection Packet.

Code of Ethics Samples.

Fundraising Guidebook.

Case Statement Examples.

Newsletter Sample.

Gift Receipt Templates.

Gift Agreement Template.

Post-Campaign Assessment Report.

Final Report.


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Author Information

Kent Dove, one of America's most successful and respected fundraisers, is Senior Adviser and Executive Director, Campaign Planning, for the Indiana University Foundation. He has served on the educational fundraising committee of the Council for Advancement and Support of Education (CASE) as well as on the board of directors of the Association of Fundraising Professionals (formerly NSFRE). He is the author of Conducting a Successful Capital Campaign, 2nd Edition (Jossey-Bass, 2000) and Conducting a Successful Fundraising Program (Jossey-Bass, 2001).

Jeffrey A. Lindauer is executive director of special gifts and annual giving programs at the Indiana University Foundation.

Carolyn P. Madvig is the former director of special gifts and annual giving programs and now serves as executive director, development administration and services at the Indiana University Foundation.
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"Conducting a Successful Annual Giving Program gives modern definition and direction to the most traditional and oldest form of fundraising-the annual fund. It begins a new millennium with a fresh, comprehensive approach." --Tim Seiler, director, The Fund Raising School, Indiana University Center on Philanthropy
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