Making the Case for Unrestricted Support

Recorded On: 05/21/2019


One of the most important functions of an annual fund is generating unrestricted gifts, which allow institutions to support areas of greatest need and respond to unexpected issues as they arise. Unfortunately, donors (and prospective donors!) don’t always understand why unrestricted gifts are important and how they are used. To ensure annual giving programs meet their goals for unrestricted gifts, it's crucial to articulate their purpose and explain their impact.

Register now for your entire team to learn how to make a clear and compelling case for unrestricted support.

This webinar is eligible for 1.25 points of CFRE credit.


  • Guidelines for identifying how unrestricted giving aligns with other goals
  • Methods for developing stories and messages about the impact of unrestricted support
  • Tips for integrating unrestricted appeals with other solicitations
  • Methods for evaluating results and trends related to unrestricted giving
  • Examples from other institutions, and more!

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Adam Bradley

Director of Annual Giving, The University of Michigan

Adam Bradley is the Director of Annual Giving at The University of Michigan, where he steers the vision and strategy of annual giving and pipeline efforts for the institution's schools, colleges, and non-degree granting units, including centralized annual giving efforts, digital fundraising, telefund, and student philanthropy. His previous roles include Lead Director of Annual Giving for Michigan's Ross School of Business, and Associate Director of Marketing, through which he ran the university's call center. He also served as a research manager and consultant at Qualigence International for nearly a decade. Adam holds a B.B.A. in Marketing from the Ross School of Business.


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