Annual Giving: Building the Case for Support

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This article is the second in a unique series by Heather Greig of the University of Florida.

The previous article in this series was "4 Keys to Building a Stronger Advancement Team."


by Heather Greig (University of Florida)

A strong case for support is critical to the long-term success of your annual giving program—whether you are fundraising for unrestricted or restricted funds. Your case for support should address the following key questions:

  • How will the donor’s gift be transformative?
  • Why is it important to make a gift every year?
  • What are the proof points that demonstrate this among students and faculty?

By creating a robust case, you will be laying the foundation for a strategy that will maintain your organization’s place among the top philanthropic interests of your alumni. The competition in the marketplace is significant, and less complex non-profits can more transparently communicate the answers to these three key questions. Without a strong case for support, annual giving programs will continue to face challenges in acquiring and retaining donors.

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