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Annual Appeal

Annual Appeal. CAP University Archdiocese of Hartford. Annual Appeal. An Annual Appeal Program - Overview CAP Solicitation Calendar School Level Annual Appeal Events. Annual Appeal.

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Annual Appeal

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  1. Annual Appeal CAP University Archdiocese of Hartford

  2. Annual Appeal • An Annual Appeal Program - Overview • CAP Solicitation Calendar • School Level Annual Appeal Events

  3. Annual Appeal • The Annual Appeal is about raising awareness, engaging volunteers, publicizing your message, and yes, raising money. • Where do donors give? • Organizations that meet critical needs in the community • Organizations that they respect • Organizations that are good stewards • Organizations that they know and care about

  4. Annual Appeal • The Annual Appeal is the backbone of any development effort. • The Annual Appeal is an organized effort to obtain gifts on a yearly basis to support, at least in part, general operations of a school. Funds are typically raised through mail, email, direct solicitation efforts such as phone-a-thons and special events. • A well-run annual appeal program should make available a wide variety of activities that encourages individuals to participate in the on-going life of the school.

  5. A Plan For Fundraising A well run development program should make available a wide variety of activities that encourage the school’s alumni and other constituents to participate in the ongoing life of the school.

  6. Objectives of the Annual Appeal • Establish a habit of giving • Reach a broad base of prospects • Allow high-end donors to self-identify • Graduate donors to higher giving levels • Be efficient and cost-effective • Make it easy to give

  7. Elements of the Annual Appeal • Mail appeal • Letters • Newsletters • Email • Phone-a-thon • High-end appeal • Letters with follow-up call • Individual solicitation visits

  8. Components of Annual Appeal Letter • Engage the reader • (Re) Introduce the school • Share a compelling story/case • Detail goals or past successes • Express the need and make the request • Thank the reader for their consideration *Sample Appeal letters and timelines can be found in the CAP Manual in your binders.

  9. Most likely reasons for poor results • Inconsistent appeals • Inadequate (or ill-maintained) database • Failure to make targeted "asks" • Lack of follow-through • Timely acknowledgments • Answers to questions

  10. Most likely reasons for poor results The 2008 Bank of America Study of High Net-Worth Philanthropy Reasons why major donors stopped supporting an organization

  11. CAP Annual Appeal Mail Schedule

  12. CAP Hartford– Solicitation Calendar Advocacy Mailing – November 2009 Solicitation Mailing #1 – December 2009 Solicitation Mailing #2 – June 2010 Cultivation e-mail – Summer 2010 (potential) Cultivation e-mail – September 2010 Solicitation Mailing #3 – October 2010

  13. School Level Annual Appeal Efforts

  14. School Level Annual Appeal Events Schools are encouraged to play a role in outreach to the alumni from their school community. Working in coordination with the CAP team, who can provide support during this process, schools may consider reaching out to their alumni in a more active manner. Examples of School Level Annual Appeal Events: • Alumni Phone-a-thon/Thank-a-thon • Invite local alumni to existing school events and fundraisers • Invite alumni back to 8th grade graduation • Golf outing • Class or all alumni reunions • Host a special alumni Mass and reception *Sample Phone-a-thon scripts/annual appeal timelines can be found in your binders.

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