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

The course is held in frontal lessons and is called "Fundraising Workshop" because it includes a part of theoretical teaching (70% of the course) and a part of exercises carried out 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

READINGS/BIBLIOGRAPHY

Compulsory reading:

• Adrian Sargeant [https://www.amazon.it/Adrian-Sargeant/e/B001HMRNXW/ref=dp_byline_cont_book_1], Jen Shang [https://www.amazon.it/s/ref=dp_byline_sr_book_2?ie=UTF8&field-author=Jen+Shang&search-alias=stripbooks] and Associates, Fundraising Principles and Practice, Wiley - April, 2017

Reference texts:

• Valerio Melandri, Melandri Fundraising: Creating stronger donor relationships to sustain your nonprofit for the really long haul, Paperback - August 31, 2017
• Michael J. Rosen [https://www.amazon.com/Michael-J-Rosen/e/B003LWW4QM/ref=dp_byline_cont_book_1], H. F. Lenfest [https://www.amazon.com/s/ref=dp_byline_sr_book_2?ie=UTF8&field-author=H.+F.+Lenfest&text=H.+F.+Lenfest&sort=relevancerank&search-alias=books], Donor-Centered Planned Gift Marketing: (AFP Fund Development Series)
• Richard Perry [https://www.amazon.com/s/ref=dp_byline_sr_book_1?ie=UTF8&field-author=Richard+Perry&text=Richard+Perry&sort=relevancerank&search-alias=books], Jeff Schreifels [https://www.amazon.com/s/ref=dp_byline_sr_book_2?ie=UTF8&field-author=Jeff+Schreifels&text=Jeff+Schreifels&sort=relevancerank&search-alias=books], It's NOT JUST about the Money, Paperback – December, 2014 (Major Donor Fundraising)
• Darren Diess [https://www.amazon.com/Darren-Diess/e/B07TDSLSW8/ref=dp_byline_cont_book_1], Michelle Gilmore [https://www.amazon.com/Michelle-Gilmore/e/B07T8KK6B6/ref=dp_byline_cont_book_2], 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 | You can watch the video through > this link [https://www.ted.com/talks/dan_pallotta_the_way_we_think_about_charity_is_dead_wrong?language=en]
• Valerio Melandri, TED Talk - Come fare una donazione al Non Profit senza sbagliare | You can watch the video through > this link [https://www.ted.com/talks/valerio_melandri_come_fare_una_donazione_al_non_profit_senza_sbagliare]

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 three days of lessons:

• • two first days of 8 hours each, each divided into 4 slots which include lecture and a laboratory/exercises
• • a third day of 4 hours of lessons.

At the end of the second day of the course, Students will be assigned a Practice: they will have two weeks to do it at home, to send it and to prepare a presentation.

The third day of the course will be dedicated to the Students presentations and will end with the conclusions about the course topic.

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

 

Office hours

See the website of Maria Alessandra La Palombara