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

2. 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

3. 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

4. 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

5. 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

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

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

8. 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

9. 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

10. 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

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

12. 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

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

14. 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

15. 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

16. 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

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

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

19. 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

20. 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