The document discusses strategies for annual giving fundraising campaigns. It provides results from Michigan State University's quarterly mass solicitation campaign, which sent over 1 million solicitations to 425,406 individuals, raising $938,581 with a 2% response rate and 839% return on investment. Key lessons discussed include asking donors early and often, finding the threshold for solicitation frequency, including previously supported areas in appeals, making giving easy through prepopulated forms and low-friction websites, experimenting with new ideas, using multiple channels like phone and digital, and leveraging data to understand donors.