An annual campaign is far more than a well-timed and well-written letter that gets delivered sometime after Thanksgiving but before New Year’s Eve. To successfully design and launch a simple annual giving campaign, nonprofits need to seamlessly integrate other channels consistent with existing consumer behavior and generational preferences.

2. BRIAN LAUTERBACH:
FUNDRAISING
GENIUS
26 YEARS OLD
(16 mos. experience)

3. HIRED IN 2001
TO RAISE $4 MILLION
FOR ANNUAL FUND

4. FIRST UP:
RENEW 300 DONORS
THAT GAVE $70,000
BY MAIL

5. MAIL DATE:
SEPTEMBER 12, 2001

6. RED CROSS:
NEW FUNDRAISING
RECORDS SET
ONLINE

7. $700

8. AWKWARD,
LONELY

9. ADDED AN EXPERT
TO OUR DATA, GOT
SECOND OPINION

11. LESSONS
TECHNOLOGY IS THE VEHICLE, NOT THE
STRATEGY
USE DATA, NOT HUNCHES, TO CREATE
YOUR PLAN
ANNUAL GIVING IS ABOUT OUTCOMES,
NOT OUTPUTS

35. PROJECT
DELIVERABLES
SIMPLIFY CREATE GUIDE
ANALYZE FUNDRAISING
DATA TO IDENTIFY
IMMEDIATE REVENUE
OPPORTUNITIES
CREATE A 12-MONTH
FUNDRAISING PLAN
FROM WHICH STAFF AND
BOARD CAN MANAGE
DESIGN & LAUNCH AN
INTEGRATED CALENDAR
YEAR-END GIVING
CAMPAIGN
LEARN THE GIVING
CAPACITY OF
PROSPECTS & DONORS
W/ WEALTH SCORES
STRENGTHEN THE CASE
FOR SUPPORT FOR
MATERIALS & GRANT
APPLICATIONS
PLAN AND HOST A
SIMPLE CULTIVATION
EVENT FOR DONORS &
PROSPECTS