- Docente: Valerio Melandri
- Credits: 8
- SSD: SECS-P/07
- Language: English
- Teaching Mode: Traditional lectures
- Campus: Forli
- Corso: Second cycle degree programme (LM) in ECONOMICS AND MANAGEMENT OF CO-OPERATIVE FIRMS AND NON-PROFIT ORGANISATIONS (cod. 0907)
Learning outcomes
The course is structured to provide an overview of the nonprofit sector, distinguishing between charities and other nonprofit forms, before moving on to consider donor behaviour (the underlying psychology and sociology) and each major form of fundraising in turn. It concludes with an examination of the critical issues of managing the fundraising function, campaign integration, branding, benchmarking and public trust and confidence.
The course is led by Valerio Melandri. A number of other speakers are also provided from leading charities and/or the agencies that service the sector. The aim of the course team is to provide a high quality learning experience that will enable all participants to develop their fundraising careers.
Course contents
Syllabus Outline
Introduction
Introduction to the nonprofit/voluntary/charity sectors
Fundraising Research and Planning
The Fundraising Audit
Fundraising Ethics
Individual Giving
Donor Behaviour
Donor Recruitment
Donor Development
Donor Lifetime Value
Major Gift Fundraising
Planned Giving
Legacy Marketing
Community Fundraising
Corporate/ Trusts / Foundations
Fundraising Management
Leadership
Motivation
Managing Teams
Campaign Integration and Performance
Branding and Campaign Integration
Electronic Channels
Outsourcing
Benchmarking and Metrics
Learning Outcomes
This course aims to enable participants to understand and critically evaluate how the voluntary sector solicits funds from individual, corporate and trust/foundation donors.
Subject Specific Skills
Upon completion of the course a participant will typically be able to:
a) Apply a wide range of tools, models and frameworks to solve practical fundraising problems
b) Analyse and evaluate the fundraising strategy adopted by particular nonprofit organizations and suggest improvements to individual, corporate and trust/foundation fundraising practice
c) Synthesise and apply the latest research and thinking in fundraising to inform and improve professional practice
d) Write a fundraising plan for a charity or other nonprofit organization
e) Analyse and evaluate the legal and ethical implications of various forms of professional practice
f) Understand and implement the Institute of Fundraising Codes of Professional Practice
g) Manage and develop fundraising teams
h) Analyse, reflect upon and develop their individual professional practice
Knowledge and Understanding
Upon completion of the course a participant will typically have a comprehensive and critical knowledge and understanding of:
a) Current research based knowledge at the forefront of the fundraising discipline.
b) The role of both the marketing philosophy and function in facilitating the solicitation of funds from a wide range of potential funders
c) The nature and process of fundraising strategy development, both in relation to the solicitation of new donors and the retention and development of existing donors
d) The nature and impact that external and internal factors have on the design and implementation of fundraising strategy
e) High quality Codes of Professional Practice
Cognitive and Intellectual Skills
Upon completion of the course a participant will typically be able to:
a) Apply a disciplined approach to the analysis of various complex fundraising problems and their resolution through the selective and appropriate use of tools for analysis and strategy formulation
b) Make selective and critical use of academic material for the examination of complex marketing issues
c) Use a range of theoretical models and frameworks to critically evaluate both strategic and tactical options
Other Transferable Skills
Upon completion of the course participants will typically be able to:
a) Communicate ideas and arguments in a clear and logical manner to an academic or professional audience
b) Undertake independent and self directed study
c) Draw from and make selective use of published material with minimum guidance
d) Manage and develop teams
Readings/Bibliography
Teaching methods
Assessment methods
Links to further information
Office hours
See the website of Valerio Melandri