annual giving and membership programs

Question 1

annual giving program

Answer 1

identification, cultivation, solicitation, recognition, stewardship

Question 2

link/ability metric

Answer 2

Fan: strong link, low financial capacity: solicit annual gifts, possibly upgrading.
VIPs: strong link, high FA: propose major gifts
Acquaintances: weak link, low FC: solicit annual gifts but manage program costs.
Starts: High and High: propose specific organisation projects

Question 3

solicitation package

Answer 3

A solicitation by direct mail typically includes a
package of materials:
1. outside envelope (also called the carrier
envelope)
2. reply envelope and card (also called a response
device)
3. solicitation letter
4. other inserts intended to:
- gain involvement
- offer an endorsement
- provide further information
- create an incentive to respond (front-
end premium (i.e. a bookmark) or a
back-end premium)

Question 4

letter

Answer 4

Structure of a letter
1. Letterhead
stationery 2. Date line 3. Addressee
line
4. Salutation
line

Question 5

1st paragraph: the opening

Answer 5

get attention, knowledge of the donor, name + org name: establish a link, recognition, facts

Question 6

2nd paragraph, introduce org, accountability, recall the problem

Answer 6

present the org, accountability, knowledge of the donor, recall the problem

Question 7

3rd paragraph

Answer 7

making the ask

Question 8

tips

Answer 8

visual (paragraph):
- avoid paragraphs more than 7 lines long
- vary the length of paragraphs
- use bullets, indent paragraphs
style:
* I and You
* simple, straightforward language
* avoid repetitions, colloquialisms, clichés, and figures of
speech
* use short words and active voice
* no foreign phrase, a scientific word, or a jargon
how people read a letter:
* from the top and straight to the bottom, reading the PS and
the signatory.
* numbers are noted before long words
visual (pictures and colors)
* large, sequenced pictures
* color pictures with warm colors
* action and outline illustrations
* pictures with people / children /portraits
* importance of eyes, large groups

Question 9

APPEALS FOR THE CASE FOR SUPPORT
(I.E.: FUNDRAISING LETTER)

Answer 9

Eliciting altruism Way of asking Extrinsic benefits Making the difference
(‘Gift efficacy’) Eliciting emotions
Eliciting the need for
social justice
Reputation of the
organization Enhancing self-Image Exerting social pressure Anticipating social
recognition

Question 10

member acquisition process

Answer 10

While
attending: contact info
Before next
performance: Email + 1 new member promo
+ 1 month: Letter from membership director
+1 month: Email from membership director
Throughout: Social media