FUND-RAISING LABORATORY GROWTH ECONOMICS and Fund-raising in international cooperation SECS-P01, CFU 9 Economics for Development academic year 2017-18 FUND-RAISING LABORATORY Roberto Pasca di Magliano Fondazione Roma Sapienza-Cooperazione Internazionale roberto.pasca@uniroma1.it

Master’s Degree in Economics for Development FUNDRAISING LABORATORY Master’s Degree in Economics for Development Responsabile scientifico: Prof Roberto Pasca di Magliano Lecturers: Dott Riccardo Severi; Dott Andrea Ranelletti Roberto Pasca di Magliano 2017-18

WHEN? General introduction with Dr. Ranelletti Meetings with Dr. Severi: Lunedì - 30 Ottobre Lunedì - 6 Novembre Lunedì - 27 Novembre Lunedì - 11 Dicembre Lunedì - 18 Dicembre Course length: 20 hours Roberto Pasca di Magliano 2017-18

OBJECTIVES: Providing the students with a general knowledge of the strategies and techniques to raise funds for different kinds of organizations (NGOs, social enterprises, public organizations). Analyzing the general principles of fundraising, the methodologies and the professional figures active in this sector. Giving the students an initial knowledge of the fundraising practices through exercises. Roberto Pasca di Magliano 2017-18

1. Introduction to fundraising principles and techniques. GUIDELINES 1. Introduction to fundraising principles and techniques. 2. Fundraising governance and management. 3. Using different platforms (digital, social, etc) for the fundraising activity. 4. Marketing research for fundraising. 5. Fundraising for NGOs and public institutions. 6. Designing a fundraising action: planning processes and setting objectives. Roberto Pasca di Magliano 2017-18

For any information, please write to: andrea.ranelletti@gmail.com Questions For any information, please write to: andrea.ranelletti@gmail.com Roberto Pasca di Magliano 2017-18

Fundraising Planning Process Planning a fundraising action Marketing research for fundraising Strategic planning 09/10/2017

Fundraising planning process: Outlining a process for developing a fundraising plan Explaining the purpose of a fundraising audit as the first part of the process Discuss key information requirements of a fundraising audit Understand the categories of information gathered in the audit (using data in the planning) Utilize key tools employed in the process (PEEST/SWOT) Titolo Presentazione 25/06/2018

Fundraising planning process: Audit phase «Where are we now?» «Where do we want to be?» «How do we get there?» Titolo Presentazione 25/06/2018

Fundraising planning process: Planning framework Focus on the required income and on the mission Audit phase through different instruments State clear objectives Define your strategies and your tactics Titolo Presentazione 25/06/2018

PEEST analysis Political, Economic, Environmental, Socio-cultural and Technological factors may be relevant Titolo Presentazione 25/06/2018

Analyzing competitors Industry leaders Other NGOs serving in the same sector NGOs of similar size Which kind of analysis? Financial performance Competitor objectives and ambitions Past and future strategies Titolo Presentazione 25/06/2018

The organization Past performance Studying donor segments Organizational processes Organizational structure Titolo Presentazione 25/06/2018

SWOT analysis What are the strengths of the organization? What are the weaknesses? What are the main opportunities? What are the major threats? Titolo Presentazione 25/06/2018

Marketing research Research to help inform the decision-making process Market research or marketing research? Marketing research process: what is it? Research problem and research objectives Qualitative and quantitative research Titolo Presentazione 25/06/2018

Strategic planning Where do we want to be? How do we get there? Set SMART objectives: Specific Measurable Achievable Relevant Time-scaled Key strategies Overall direction Segmentation strategy Positioning strategy Titolo Presentazione 25/06/2018

Key strategy- Overall Direction Market penetration Activity development Market development Diversification Titolo Presentazione 25/06/2018

Key strategy – Market segmentation Demographic segmentation Geodemographics Behavioral segmentation Psychographic and lifestyle segmentation Titolo Presentazione 25/06/2018

Key strategy – Positioning strategy The act of defining what is unique about an organization and what distinguishes it from other competitors Example: Titolo Presentazione 25/06/2018

Changes in the macro-environment Competitor activity Obsolescence Changes in the macro-environment Competitor activity Lack of investment Management complacency «Need to conduct regular and systematic planning exercises where all pertinent factors and changes are considered» Titolo Presentazione 25/06/2018