32477 - Fund Raising Principles and Techniques

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

http://www.valeriomelandri.it

Office hours

See the website of Valerio Melandri