November 15, 2001 | Read Time: 1 minute
Conducting a Successful Annual Giving Program: A Comprehensive Guide and Resource
by Kent E. Dove, Jeffrey A. Lindauer, and Carolyn P. Madvig
“The annual fund is the foundation of all other fund-raising efforts,” write the authors. Annual campaigns tend to bring in smaller donations but a larger number of donors than many other fund-raising approaches, they say, creating a pool of supporters from which major donors will emerge.
The first chapters of the book provide information on how to plan, design, and test an annual giving campaign, and address four main elements of the annual campaign — direct mail, special events, telemarketing, and personal solicitations. Subsequent chapters discuss the role of volunteers and board members, communications and marketing, and accounting and donors relations. The final chapter shows how to acknowledge results, produce final reports, and plan for the next year’s campaign.
A second section of the book contains numerous resources for fund raisers, including sample calendars, thank-you letters, telemarketing scripts, newsletters, and other materials.
The authors are fund raisers at the Indiana University Foundation: Kent E. Dove is vice president for development, Jeffrey A. Lindauer is executive director of special gifts and annual giving programs, and Carolyn P. Madvig is executive director for development administration and services.
Conducting a Successful Annual Giving Program is the third in Jossey-Bass’s “Dove on Fundraising” series.
Publisher: Jossey-Bass, 350 Sansome Street, San Francisco, Calif. 94104; (415) 433-1740 or (800) 956-7739; fax (415) 433-0499 or (800) 605-2665; http://www.josseybass.com; 491 pages; $49.95; I.S.B.N. 0-7879-5649-X.
