85213 - Principle and Techniques of Fundraising

Academic Year 2019/2020

  • Teaching Mode: Traditional lectures
  • Campus: Forli
  • Corso: Second cycle degree programme (LM) in Economics and management (cod. 9203)

    Also valid for Second cycle degree programme (LM) in Management for Social Economy (cod. 8843)

Learning outcomes

Student will, as a result of this course, be able to:

  1. design and implement fundraising plans to provide required resources for organizations to achieve their missions and organizational objectives
  2. apply established, professional, and ethical practices in constructing and evaluating fundraising plans.

Course contents

ATTENDING STUDENTS
The course is structured to provide students a thorough grounding in the principles and practices of fundraising. The emphasis of the course is practicality, with students “adopting” a nonprofit organization. Assignments will be based upon the information and data portfolios of these “adopted” nonprofit organizations.

Students will need to identify a nonprofit organization of interest for use in completing their assignments.

Before the beginning of the course, students should contact the organization of their choice (you may use organizations you have existing relationships with i.e., employer, volunteer, etc.), and identify a staff or volunteer contact who can provide access to information and data about the organization’s fundraising program. It is required that students have direct personal contact with the organization in order to complete assignments.

VERY IMPORTANT: BEFORE the beginning of the class, each student has to be in contact with a nonprofit organization, in order to do all the assignments required. Please contact me at [mailto:valerio.melandri@unibo.it] if you have trouble to find a nonprofit that fits your needs.

NON ATTENDING STUDENTS

The course is structured to provide students a thorough grounding in the principles and practices of fundraising.

Readings/Bibliography

Readings (one of them,your choice, the whole book)

  • Melandri V., Fundraising, Maggioli Editore, Rimini 2019
  • Melandri V., Fundraising, Civil Sector Press, Toronto, 2017 (english)
  • Melandri V., Manual de Fundraising, Pincipia, 2018 (potuguese)
  • Melandri V., Fundraising, Eunsa, 2018 (spanish)

Teaching methods

ATTENDING STUDENTS
Class sessions will include a combination of discussion, lecture, small-group work, and student presentations. Lectures will introduce new concepts while discussions and small-group work will allow exploration and application of class concepts. Student presentations will enable participants to demonstrate their comprehension and interpretation of key concepts. Each subject of study will be introduced by a presentation of the students (in groups of 3) on the subject itself. Each group will prepare a 20-25 minute lesson for colleagues on a single chapter of the "Fundraising" book. The group will prepare the lesson based on the content of the book and any additional readings or personal insights.


Timetable

In order not to disturb the teacher and classmates, it will not be possible to enter the classroom after the beginning of the lesson, but it will be necessary to wait until the break. Whoever enters the break must mark the actual time of entry in the attendance register.

Prohibited
It is forbidden to use laptops, tablets and mobile phones in the classroom.

What is meant by attending students
Students who take part in all the frontal lessons are considered to be attending, unless they are prevented from doing so by direct agreement with the teacher. Attendance will be calculate on the basis of the entry and exit times indicated by the student in the attendance register. Each student is responsible for indicating the exact time of entry and exit from the classroom.

Assessment methods

Examination and evaluation for attending students

Students (in groups of 3) are evaluated on:

  1. Assignment Portfolio: 16 points max. The "Portfolio" consists of 4 assignments. The assignments are to be carried out at home (in groups) and to be delivered on time. Each assignment will have a score of up to 4 points. Through the performance of the assignments, the student must be able to demonstrate analytical and creative skills and competences.
  2. Classroom pitch: 7 points max. Each group will present their Annual Fundraising Plan or part of it (10 minute speech + 10 Q&A). PowerPoint presentation.
  3. Annual Fundraising Plan document: 7 points max. Delivery of a document called "Annual Fundraising Plan" on the agreed due date.
  4. Classroom participation: 4 points max. The quantity and quality of the student's interventions in the classroom is also assessed.

Summing up the scores obtained, the student can reach a maximum score of 30 points which will correspond to the score in 30/30.

Examination and evaluation for non-attending students

Each student (individually) will be evaluated with a written test - in Italian or English, student's choice - on all the chapters of the manual by Melandri V., Fundraising, Maggioli Editore, Rimini 2017 (italian) or Melandri V., Fundraising, Civil Sector Press, Toronto, 2017 (in English).

Students will be evaluated with a numerical grade expressed in /30.

Teaching tools

As explained, in the case of attendees students, the examination provides for:

1. Assignment Portfolio

2. Classroom pitch

3. Annual Fundraising Plan document

4. Participation

The grade will be expressed in 30/30 and will always be individual for each student.

The grade will result from the sum of the following evaluations:

  • Evaluation by the teacher of the "Assignment Portfolio", the "Annual Fundraising Plan Document" and "Participation in class".
  • Evaluation of the classmates of the "Classroom Pitch" throughout a special form (shared in class)
  • Evaluation of the contribution of each student to the group work, by the same group mates, through a special confidential form (shared in class)


In the case of non-attending students, the grade will be determined exclusively by the Teacher's evaluation of the written test on all the chapters of Melandri V.'s manual, Fundraising, Maggioli Editore, Rimini 2017.

The grade will be expressed in 30/30.

 

1. What is the “Assignment Portfolio”

Students (in groups of 3) must identify a non-profit organization with which to collaborate in order to realize their own Portfolio.

It is necessary to choose an organisation with which the student is in contact (e.g. as a manager, employee, collaborator, consultant, volunteer, fundraiser, etc.) in order to have access to information and data relating to the institution's fundraising programme.
If you have difficulties in identifying or contacting an organisation, you can contact the teacher.
The Portfolio is made up of 4 assignments to be carried out at home and to be delivered ABSOLUTELY within the deadline defined in class.
Portfolio delivery
At the defined deadline, a student (on behalf of his group of 3) sends me an e-mail with the assignments in a single file (I repeat, only 1 file) in PDF format (in other formats will NOT be opened).

The file must be named IN THE FOLLOWING MODE:
SURNAME Name - Assignment X-X-X-X
for example: DOE John - Assignment 1-2-3-4
Files that will not be named in this way, or that will be sent in an other format than PDF, will NOT be correct. 

Portfolio delivery deadline

To be defined in classroom


Description Assignment #1 - The economic situation and the mission of the organization

LENGTH max 2 Pages (4 points)

PART 1.
For the purposes of this assignment, the student must carry out:

  1. A first pie chart and a commentary describing the overall revenue situation (sales, half-sales, fundraising)
  2. A second pie chart and a brief commentary focused exclusively on the support obtained through fundraising. The student must determine the amount of donations received by the chosen ONP, also determining the relative weight that the different sources of donations have on the total of donations received.

    By setting the total support deriving from donations at 100, it is therefore necessary to determine the percentages deriving from the following categories of donors:

    1. natural persons (specifying the amount of donations obtained through bequests)
    2. enterprises
    3. foundations

  3. A benchmark with the external market comparing the data collected with those collected at national level. (The national data to be taken into account are those of the Doxa research and those from Istat, Assifero and ACRI, for which please refer to chapter four of the volume Fundraising in bibliography and other references.)
  4. Finally, it should be commented briefly on the basis of a comparison between the sources of donations obtained by the organization and national data. If the differences are significant, the reasons should be explained and the implications explained in terms of strategies to increase the donations received by your NPO.

PART 2.
For the purposes of this assignment, the student should also reflect on these points:

  1. If the nonprofit organization has a Mission statement, its validity as a basis for the case must be evaluated. Is the Mission statement an expression of the values that motivate the work and existence of the organization or is it simply a list of strategic and operational objectives? Is a widespread social need identified? Does the Mission statement conform to the model studied in class? The student must also indicate, if any, the changes he or she would make to the Mission statement.
  2. If the organization does not have a Mission statement, the student should develop one that he/she believes expresses the values of the ONP, the widespread social need that is being addressed and the objectives that the ONP has or should have.


Description Assignment #2 - EROI Model, Case and Range Table for Annual Fundraising Plan

LENGTH: Range table + max 2 Pages (4 points)

For the purposes of this assignment, the student must reflect on these points:

  1. With the EROI model, the student develops a new expression of the case for the annual fundraising plan of the nonprofit organization. This section should contain the essence and the reasons why the organization requires donations.
  2. The second part of this assignment requires developing the range table to cover the total needs of the annual collection plan. The range table should reflect the key principles seen in the class (and in the textbook):

    - percentage of donation amounts compared to the percentage of donations,

    - relationship between potential donors and the number of donations,

    - donation bands, benefits, targets, vehicle, etc.

    If the range table differs, in one or more parts, from the classic model examined in class, the student must explain the reason why such changes was considered appropriate to make.

  3. Finally, the student should analyse and explain the implications of the range table in terms of the long-term success of the annual fundraising plan.


Description Assignment #3 - How to expand the donor base

LENGTH: max 2 Pages (4 points)

For the purposes of this assignment, the student must reflect on these points:

  1. The student should write a short text explaining the ways in which the nonprofit organization could expand its donor base.
  2. Identify ONP "donor profiles".
  3. In particular, if they differ significantly from national statistics (Assignment n.1), which are the potential donors the organisation does not target? Which target groups of donors have the greatest potential to expand their donor base? Why not? Even if there is correspondence with national data, what are the best opportunities for the organisation to attract more donors? What fundraising strategies are not currently used and would it be worth adding? Which strategies can be improved?
  4. In drawing up the plan, the student must remember to apply the three parameters of Linking, Interest and Skills (CIA) to identify new donors.


Description Assignment #4 -Proposal of a Partnership with a Profit Company

LENGTH: max 1 Page (4 points)

The student must make a corporate fundraising proposal including a short paragraph for each of the following points:

- The project to be funded

- The purpose of the project and the total budget

- The mechanism of collaboration with the company and the economic proposal

- The impact of the project and the benefits for the company

- The communication plan to highlight the company's donation

 

2. What is “Classroom Pitch”

Students (in groups of 3) must collaborate in order to create an Annual Fundraising Plan with the same organization with which the student (individually or in groups of 3) has already created their own portfolio.
It is a "role-playing game" during which each group of three has the opportunity to simulate the presentation of a fundraising project to its Board, in a non-academic way.
The participation of the whole class in the presentations is NOT optional and is an integral part of the final performance of the exercise.
First of all, the presentation of the fundraising plan must be appropriate to the public; pretending to be in front of the Board of Directors of the non-profit organization.
The slides presented should be 20 max (it is important to remember that the goal is to create a link with the listener, and certainly not to sell a presentation in Power Point!) but everyone is free to chose (even the presentation tools).
The aim will be to convince the classmates, who will play the role of Board of Directors, that the proposed fundraising strategies will be successful and functional to the objectives and goals set.

Each group (of 3 people) will have a maximum of 10 minutes to present. The "Board of Directors" will have 10 minutes to ask questions about the proposed plan. The time available may not be sufficient to present the entire plan. Therefore it will be necessary to focus attention on the strategies adopted and their justification. The group can decide whether to use ad hoc accessory supports to distribute (or send in advance) to colleagues during the simulation. E.g. examples of mailings, sample brochures, short summary document, the history of the organisation...

Evaluation of the classroom pitch

Colleagues who will serve as members of the Board of Directors are required to make critical and demanding assessments, just like a real Board. Colleagues/members of the Board will remain divided into groups (the same as the Annual Fund Plan) and at the end of each presentation, each group/board will complete an evaluation form.

The evaluation carried out by the colleagues will have an important weight in the final grade.

Please note that the teacher also assesses the ability to judge a presentation (for this reason, it is required to be absolutely demanding and impartial in expressing an opinion).

 

3. What is “Annual Fundraising Plan document”

The students, divided into groups of 3 people (the same as in the classroom pitch), must produce a written presentation document. For a complete and in-depth explanation of an annual plan, I don't think it is possible to use less than 7 pages, but not more than 10! Documents longer than 10 pages (ALL INCLUDED) will NOT be taken into account and students will receive a negative grade. The document must be delivered in paper format (1 copy) the morning of the classroom pitch.

How to make an Annual Fundraising Plan document

Students must prepare the document pretend that they will present it to the organisation's Head of Fundraising (and consequently to the Board). Therefore, it must be a practical document: the learning of the theory must be evident from the analyses and strategies proposed.

However, it is necessary to indicate the references (through the use of notes) of any teaching material used to draw up the plan (of any of the teachers and courses attended).

Below there is an hypothetical index, useful to structure the document. Further advice will be provided during the course. Fundraising plans can take many different forms, this is ONLY a good starting point.

1. Cover - include the title, the time period indicated in the plan, the author(s), the name of the organization and, if necessary, any confidentiality restrictions.

2. Abstract - a brief description of the main proposals in the plan.

3. Index of contents

4. SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)

5. Fundraising audit (i.e. current situation)

6. Indication of key problems

7. Objectives; strategies, tactics and fundraising vehicles, the proposed products, the search for new names, regular donors, one-off.

8. The table of ranges: target, benefit, timing, case, liability, vehicle, expected costs

9. Realistic and credible budget

10. Timing

11. Liability (if applicable) or who does what

12. Appendix and various documentation

Plans longer than 10 pages will not be taken into account.

Evaluation of the Annual Fundraising Plan document

  • Content
  • Fundraising audits / SWOT / Summary of key issues
  • Specification of objectives, strategy, tactics, products, fundraising table
  • Specification of the budget / programme
  • Quality and adequacy, care of the document

 

To get the highest score: 30 e lode

In order to achieve the highest score, the student's written test must meet all of the following criteria in an excellent manner:

a. Clear arguments and logical exposure

b. Thorough and accurate knowledge of the subject

c. Evidence of reading of study materials and personal insights

d. Creative insights into theoretical models

e. Knowledge of the latest studies and research

f. Summary and correct application of theoretical models

g. Tone and analytical content of interventions

h. Very smooth display and writing style

i. Impeccable quotation of sources

To get from 28 to 30

The student's written test must meet the following criteria very well:

a. Full and accurate knowledge of the subject

b. Clear Topic and Logical Display

c. Integration of study materials

d. Evidence of personal readings and insights

e. Identification and understanding of the main theoretical problems

f. Critical and analytical insights

g. Well-structured interventions and elaborates

h. Writing style and sliding display

i. Systematically accurate quotation of sources

To get from 24 to 27

The student's written test must meet the following criteria:

a. Accurate knowledge of the subject

b. Some insights into theoretical models

c. Extensive knowledge of the reference literature

d. Understanding the key principles and the most important theories

e. Accurate quotation of sources

f. Writing style and exposure generally fluent


To get from 18 to 23

The following criteria, when present on the whole, will indicate an acceptable level of written student proof:

a. Limited knowledge of the subject

b. Generally accurate, but with some gaps and errors

c. Only occasional evidence of knowledge of the literature of reference

d. Minimum quantities of theoretical, critical and analytical content

e. Discreetly structured and coherent presentations and arguments

f. Writing fluidity and minimal exposure

g. Some attempts at accurate quotations

To get less than 18

The student will not be sufficient if he/she clearly presents the following factors:

a. Lack of relevant knowledge

b. Presence of important inaccuracies

c. Poor assimilation of study material

d. Presence of unsupported statements and value judgments

e. Illogical and inconsistent topics

f. Incomprehensible and unfluidulent periods

g. Absence and/or inaccuracies in the quotation of sources


For those who want to learn more, I advice:
  • Melandri, Valerio (2019). Materiali per un corso di Fundraising. Philanthropy
  • Zanin e Lugli (2018). Il piano di Fundraising. Tra dono e metodo. Maggioli Editore
  • Bedogni, Nicola (2018). Eventi per il fundraising. Maggioli Editore
  • Melandri, Valerio (2017). Fundraising. Il manuale più completo per fare raccolta fondi. Maggioli Editore
  • Sordiglioni, Gianluca (2014). Database per il fundraising. Maggioli Editore
  • Warwick, Mal (2015). Direct mail e fundraising online. Maggioli Editore
  • Melandri, Valerio (2012). Raggiungere l'eccellenza nel fundraising. Maggioli Editore
  • Melandri, Valerio (2012). Manuale per la ricerca dei volontari. Maggioli Editore
  • Melandri, Valerio (2014). Telemarketing per il fundraising. Maggioli Editore
  • Malfatti, Stefano (2014). La raccolta fondi attraverso i lasciti testamentari. Maggioli Editore
  • Chiara, Blasi (2017). Major Donor Fundraising. Maggioli Editore
  • Ambrogetti, Francesco (2019). Emotionraising. Maggioli Editore

Office hours

See the website of Valerio Melandri