304: Upgrading Donors to Higher Levels

Recorded On: 10/28/2021


One of the most important functions of an annual giving program is to encourage donors to increase the size of their gifts over time. This can be accomplished in a variety of ways, including direct mail and email appeals, phonathon calls, online giving forms, personal solicitations, and other special campaigns. Managing these efforts in a strategic and coordinated way will not only increase the average gift and retention rates of your program; it will create more meaningful and rewarding giving experiences for donors.

Register now to learn how to upgrade donors to higher giving levels and strengthen the pipeline of leadership gifts for your organization.

This webinar is eligible for 1.25 points of CFRE credit.


  • Guidelines for segmenting prospect pools and determining ask amounts based on a donor’s capacity and giving history
  • Tips for selecting the optimal solicitation channel for individual prospects and segments while integrating efforts across multiple channels
  • Recommendations for leveraging the recognition levels and benefit programs within your gift societies
  • Tactics to employ that inspire donors to give more through recurring gifts, second asks, term scholarships, reunions, and multi-year pledges
  • Examples from other institutions, and more!

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Kristin Burnette

Director of Annual Giving, University of Illinois at Urbana-Champaign

Kristin Burnette is Director of Annual Giving at the University of Illinois at Urbana-Champaign, where she manages a centralized, pipeline program and collaborates on annual giving, data, stewardship and engagement strategies. Her over 10-year career at UIUC has included advancement and administrative positions for Institutional Advancement, the Department of Chemistry, and the School of Art + Design. Kristin holds an MS in Library and Information Science and a BA in Art History, both from the University of Illinois at Urbana-Champaign.


Upgrading Donors to Higher Giving Levels
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