Annual giving is about people and their motives for supporting the institutions that reflect the things they care about most. According to Dan Allenby, good annual giving is less about asking for money and more about understanding why volunteers and donors do what they do and then using this understanding to advance the important missions of our institutions.

Allenby offers practical guidance and playful metaphors to provide readers with a modern (yet timeless) “design” for building an effective annual giving program. The book offers real-world techniques, examples and tips on how to increase annual fund revenues and how to elevate the number of alumni who make charitable gifts ever year.

Written for the myriad staff and volunteers who support annual giving efforts and also for those who depend on annual giving colleagues—including those who work in alumni relations, major and planned giving, communications, stewardship and advancement services; institutional leaders— or anyone who wants to understand why annual giving is important, and how to go about designing and implementing a stronger and more productive annual giving program.