Annual Giving is the foundation of any arts and cultural organization’s fundraising program. In this 90-minute seminar, Vice President Adrian Salmon and Consulting Associate Anne Kohn will cover best practices for annual appeals; benchmarks for renewal and upgrade goals; strategies for giving days and other online efforts; and discuss the important relationship between membership, the annual fund, and leadership annual giving. Attendees will also participate in small-group breakout discussions with peers across the cultural landscape to build upon the seminar topics and learn from one another.


When: Wednesday, December 2
Time: 11 – 12:30 p.m. CST

Seminar Faculty


Adrian Salmon

Adrian SalmonVice President GG+A Europe,
brings 20 years of direct-marketing fundraising experience in the higher education, arts and culture, and wider nonprofit spheres.

His particular expertise includes direct mail fundraising, annual giving program management, and management of contributions from integrated mail and online appeals.Before joining GG+A in 2015, Adrian was Footsteps Fund Manager at the University of Leeds, where he dramatically increased the University’s number of donors, annual giving income, and contributions from integrated mail and online appeals.

Adrian also implemented an automated propensity scoring system, the first to be used by a university in the United Kingdom, and designed and implemented the University’s first dedicated 20-seat fundraising call center. Prior to joining the University of Leeds, Adrian served for more than nine years with The Phone Room Ltd. as Director of Client Services and as Head of TPR Education. He headed numerous awardwinning telephone campaigns for nonprofit clients, including the National Galleries of Scotland, Symphony Hall Birmingham, and the Southbank Centre. He also established successful telephone fundraising campaigns for University of Salford and Birkbeck, University of London.


Anne S. KohnConsulting Associate,
brings to the firm more than 15 years of professional experience in the performing arts.

Since joining GG+A, Anne has worked across all sectors of nonprofits with a particular focus and passion for arts and cultural clients such as the Lyric Opera of Chicago, California Academy of Sciences, Folger Shakespeare Library, Charlotte Latin School, Bishop Museum and League of Chicago Theatres. Prior to joining GG+A, Anne served as Managing Director at Bristol Riverside Theater in Bristol, Pennsylvania.

In addition to producing and planning annual mainstage events, Anne cultivated relationships with major donors and local businesses to deepen the organization’s value in the community. Before her work at Bristol, Anne was Associate Managing Director at the Shakespeare Theater Company in Washington, DC, where she managed a $20 million budget and implemented an organization-wide communication plan.

Registration Information

Registration fee $99 per registrant

10% discount for two or more registrants from the same institution; 10% discount for having attended and/or registering for an upcoming GG+A Masterclass. Email Keli Change at for more information on these discount options and registration.

  • Registered attendees who cancel 10 or more business days prior to the Seminar will be refunded the full registration fee.
  • There will be no refunds for cancellations made fewer than 10 business days before the start of the program. However, should an attendee cancel fewer than 10 business days prior, another attendee from the same institution may attend instead at no additional cost.
  • A no-show to the Seminar does not constitute a cancellation. No refunds will be given to no-shows.

Cancellation requests must be made in writing by emailing Keli Change at

Confirmation of Seminar

Occasionally, GG+A may be forced to cancel a scheduled workshop due to insufficient registration. If this is the case, we will cancel the workshop no later than 10 business days prior to the start date. In the unlikely circumstance this happens, registrants will receive a cancellation notice
10 business days prior to the start of the Seminar. 

Stay tuned for additional information on upcoming Arts & Culture Seminars:

§  Wednesday, January 13: Discovery and Pipeline Building
§  Wednesday, February 10: Engaging Your Board

Registration closed