FUNDRAISING AND COMMUNICATION
- Assessment methods
- Learning objectives
- Full programme
- Delivery method
- Teaching methods
Grades in the course are based on the group work and presentation (30%) and final written exam (70%).
- Group work and presentation (30%): Critical analysis of a fundraising case which will be assigned in class, and its presentation in class.
- Final written exam (70%) on the topics discussed in class and materials indicated (see reference list). The final written exam consists of three open questions.
The goal of the written exam is to assess the student’s knowledge on the whole program as well as his/her ability to critically analyse the fundraising issues provided.
To succeed, students must obtain not less than 18 (eighteen) out of 30 (thirty). Students who obtain a total sum higher than 30 are entitled to pass the exam with honour (cum laude).
The course’s goal is to present the fundamentals of fundraising, as well as to provide students with an understanding of the specific role that communication plays in establishing, maintaining and developing efficient partnerships and sponsorship collaborations between companies and non-profits. Moreover, the role of communication in the construction and diffusion of the corporate image - enhanced by the fundraising relationship - towards its own reference market will be investigated during the course. Students will be provided with both theoretical knowledge and practical skills that will help them not only to design and manage fundraising campaigns for non-profits, but also to develop fruitful and long-term collaborations with corporations, individuals, government and foundations.
Upon completion of this course, students will be able to:
- Incorporate the different components of fundraising into a comprehensive fundraising development plan;
- Deal with the different fundraising techniques and use them appropriately according to the projects to be implemented;
- Design and implement a successful fundraising campaign;
- Design a development plan that is focused on building long-term and productive partnership with the contributors.
DETAILED PROGRAM (20 hours):
A) INTRODUCTION (2 hours)
A historical-theoretical introduction to the discipline of fundraising in order to understand its evolution over time and to hypothesize future development scenarios.
B) FUNDRAISING STRATEGY (2 hours)
The design of the strategy according to the objectives of the organization, followed by a step by step explanation of the actions necessary to implement a fundraising strategy.
C) PUBLIC AND PRIVATE CONTRIBUTORS (8 hours)
An introduction to the contributors to non-profit organizations, namely:
D) FUNDRAISING VEHICLES (4 hours)
An overview of the fundraising vehicles, namely:
- Annual Fund
- Major Gifts
- Capital Campaign
- Planned Giving
E) FUNDRAISING TECNIQUES (4 hours)
An introduction to the most used fundraising techniques (e.g. special events or mailing), with particular attention to the more recent ones (e.g. crowdfunding).
At the beginning of the course, the detailed program along with the schedule of the lessons will be uploaded on the e-learning platform.
- Slides of the lessons
- Morton, V. (Ed.). (2012). Corporate fundraising. Directory of Social Change.
- Cohen, R. & M. Wyszomirski. (2002). Profiles of Cultural Support: An Overview. Journal of Arts Management, Law, and Society. 32(3), pp. 175-184.
- Levy, R. (2009). Yours for the asking: an indispensable guide to fundraising and management. John Wiley & Sons.
- Tempel, E. R., Aldrich, E. E., Seiler, T. L., & Burlingame, D. F. (2016). Achieving excellence in fundraising. John Wiley & Sons.
- Weinstein, S. (2009). The complete guide to fundraising management (Vol. 190). John Wiley & Sons.
Front lectures, case discussion, group works