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Self-Study Guides
Setting Up the Annual Giving Program

Introduction

Because annual giving is the cornerstone of the fundraising effort, it is essential for development professionals to understand how to set up an annual giving program. That is why this topic is one of the fundamental educational programs offered by the Association for Healthcare Philanthropy Foundation and the Association for Healthcare Philanthropy (AHP).

This study guide describes the process of planning and developing an annual giving program and provides background on how to conduct an annual giving campaign. It offers guidelines for developing a realistic vision for the role of annual giving within the overall resource development program, and provides guidelines for recruiting volunteer leaders to help conduct effective annual giving solicitation activities.

The guide recapitulates material covered in the AHP course "Setting Up the Annual Giving Program" and points you to additional resources to help you gain yet more detailed knowledge of this subject.

Learning objectives

When you have finished studying this guide, you should be better prepared to:

• recognize the importance of case statements in annual giving programs;
• understand the use and integration of a variety of annual giving activities to achieve the organization's goals;
• establish a master plan for annual giving solicitation activities; and
• conduct an annual giving solicitation campaign.

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