B0276 - Fundraising

Learning outcomes

The student will learn about the main fundraising principles and fundraising markets with particular reference to Europe. At the end of the laboratory, the student will be able to apply methods, tools, fundraising techniques in relation to the type of donor identified, with particular attention to the European Union.

Course contents

COURSE CONTENTS

Course is held in frontal lessons. It is called "Fundraising Workshop" because it includes a part of theoretical teaching (70% of the course) and a part of exercises in class (30% of the course).

Fundraising principles

• Profit and Non-Profit compared
• Target in Fundraising
• Actions in Fundraising
• Fundraising destinations
• Analysis of the Non Profit Organization (NPO)

Fundraising tools and techniques

• Presentation of the ONP
  • Vision
  • Mission
  • Strategic Goals
• Definition of the economic objectives of the NPO and of the various projects
• Involvement of internal Stakeholders: Board of Directors, Volunteers
• Organization of the Database
• Traditional and Digital Communication

Donors Pyramid

• Base
  • Lead generation
  • Events
  • Volunteers
• Slope
  • Paper Mailing
  • Regular Donations
• Top

• Major Donors
• FR Corporate
• Calls (Foundations, Public Bodies…)
• Major Donors
• Legacies

Strategic Plan

• The Fundraising Strategic Plan of an NPO

Readings/Bibliography

Compulsory reading:

• Adrian Sargeant, Jen Shang and Associates, Fundraising Principles and Practice, Wiley - April, 2017

  Reference texts:

• Valerio Melandri, Creating stronger donor relationships to sustain your nonprofit for the really long haul, Paperback - August 31, 2017
• Valerio Melandri, Fundraising per la tua causa, Mondadori Electa - May 16, 2023
• Michael J. Rosen, H. F. Lenfest, Donor-Centered Planned Gift Marketing, Wiley – 2015
• Richard Perry, Jeff Schreifels, It's NOT JUST about the Money, Paperback – December, 2014 (Major Donor Fundraising)
• Darren Diess, Michelle Gilmore, Eventology - The Science Behind Nonprofit Fundraising - Paperback, 2019 (Fundraising Events)
• Jeff Brooks, The Fundraiser's Guide to Irresistible Communications: Real-World, Field-tested Strategies for Raising More Money, Paperback – September 2012

Insights:

• Dan Pallotta, TED Talk - The way we think about charity is dead wrong
• Valerio Melandri, TED Talk - Come fare una donazione al Non Profit senza sbagliare
• Kara Logan Berlin, TED Talk – 3 ways to be a more effective fundraiser

Teaching methods

Lectures, Laboratories (with Practices).

Assessment methods

Students are invited to actively participate in Lectures and Laboratories through questions, dialogues (with the Professor and with each other) and through presentations.

The course takes place over five days of lessons that include lecture and exercises.

During the first four classes, Students they will explore the Principles of Fundraising until having a clear vision of a Strategic Fundraising Plan.

Before the last lesson, Students will be tasked with defining a Strategic Fundraising Plan for a Non-Profit Organization and they will be asked to submit their assignment during the last class.

Students will be evaluated on the basis of:

- Participation in lessons (in person/online)

- Laboratories and exercises in the classroom and at home

- Presentation related to Home Practice

Teaching tools

• Blackboard or whiteboard
• Computer and screen
• Digital whiteboard
• Survey software
• Presentation software.

Office hours

See the website of Maria Alessandra La Palombara