Writing Effective Annual Fund Appeals

Recorded On: 10/23/2018


The success of an institution’s overall annual giving efforts is often tied to the effectiveness of its written appeals. And while you don’t need to be a Pulitzer Prize-winning author to craft strong appeals, you do need to be able to make the case for support in a clear and compelling way. Appeal writing is an important skill for all advancement professionals – one that has a direct impact on every program’s success and remains valuable throughout your whole career.

Register now for your entire team to learn how to write powerful appeals for your annual fund. 

This webinar is eligible for 1.25pts of CFRE credit.


  • Guidelines for planning impactful appeals
  • Methods for capturing the reader’s attention, developing a strong case for support, and making the ask
  • Tips for customizing messages for different audience segments
  • Tactics for revising and proofreading your work
  • Examples from other institutions, and more!

Prefer to pay by check? Complete this form and we'll send you an invoice.

Elizabeth Keppel

Director of Strategic Priorities, Annual Giving, The Johns Hopkins University

Elizabeth Keppel is the Director of Strategic Priorities, Annual Giving at The Johns Hopkins University, where she leads the university's undergraduate alumni participation strategy. With a career that has spanned direct marketing, frontline fundraising, volunteer and board management, and special campaigns, she recently completed five years at the University of Florida, most recently serving as the Director of Annual Giving & Strategic Initiatives. She has also worked in annual giving at William & Mary. Elizabeth holds a B.A. in Government & Philosophy and an M.Ed. in Higher Education Administration from William & Mary.


Live Webinar
10/23/2018 at 1:00 PM (EDT)   |  75 minutes
10/23/2018 at 1:00 PM (EDT)   |  75 minutes