1. Assess the university’s expectation in light of the previous year’s performance. What is Mariya expected to contribute to the university through the Annual Fund Campaign donations.
2. Prepare campaign communication pieces for Mariya, considering what will improve both response rates and average donations from potential contributors.
a. a direct mail solicitation piece
b. a script for tele-fundraisers
c. an email for online solicitation
3. Prepare a solicitation plan for the 2011-2012 Annual Fund Campaign.
4. What can Mariya do to improve the effectiveness of the campaign in the longer term?

Trinity University is preparing for its Annual Fund Campaign. There is increasing pressure to raise more revenue from donations, but, at the same time, there is a concern that the campaign consider the long term, and not simply focus on short-term performance. Mariya Yurukova is considering both the target market for the campaign, and the channels she has available to reach prospective donors.