Planning Your Direct Appeal Calendar

Recorded On: 07/11/2017


Is it time to create or revise your calendar of direct appeals? Do you hit the repeat button on your annual fund schedule year-after-year? Have you done some analysis but can't decide how to apply your findings? A direct appeal calendar is a complex, layered, living document that requires a lot of thought and attention. Getting started can be a daunting task, but it's the first step to achieving success and reaching your goals.

Register now for your entire team to learn how to develop an effective direct appeal calendar for your annual fund.

This recording is eligible for 1.25 points of CFRE credit.


  • Guidelines for structuring and maintaining a detailed and adaptable appeals calendar
  • Tactics for segmenting your prospect pools and organizing your appeal efforts
  • Methods for timing appeals for a variety of audiences and segments, and integrating special communications and initiatives with core projects
  • Examples from other institutions
  • And more!

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Maria Held

Director of The Smith Fund, Smith College

Maria Held is the Director of The Smith Fund at Smith College, where she oversees the college's annual giving programs. Her 15-year career in annual giving includes work on print and digital appeals, phonathon, a robust class agent and reunion giving program, and student and young alumnae fundraising. She is an active member of STAFF (Sharing the Annual Fund Fundamentals) and holds a Bachelors in Finance and an MBA from The University of Massachusetts at Amherst.


On Demand Training
Recorded 07/11/2017
Recorded 07/11/2017