Fundamentals of Fundraising
A non-credit certificate program for Fundraisers
Course Description:
Effective fundraising requires sophisticated methods of identifying, cultivating and soliciting potential donors. This course provides an overview of the 
techniques needed to succeed and assists you in developing an inventory of skills to meet the challenges of the fundraising profession.
Cost is $550 per person for AFP members and $650 for non-members.
What will I learn?
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Who should take this course?
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Certificate of Achievement
The course is co-sponsored by the Northwest Pennsylvania Chapter of the Association of Fundraising Professionals and Penn State Erie, The Behrend College. Penn State Behrend will award 3 CEUs (Continuing Education Units) and a Certificate of Achievement for successful completion of the program. The Fundamentals of Fundraising program is approved for CFRE continuing education points.
Scholarship Information
A limited number of $200 scholarships may be awarded.
Fundamentals of Fundraising Classes:
Registration is not available for individual program topics
Starting a Development Program: An Overview of Fundraising
This session will take the student from setting up a fundraising office/team, establishing guidelines and policies for gift requests, acceptance and acknowledgments as well as touch on aspects of types of gifts, ways to raise money, strategies for establishing/enhancing relationships and why relationships are the focal point of the development responsibility. During this session I will very briefly describe the session content that will follow in subsequent sessions to give an overview of what can be expected. I will provide the students with samples as well as lists of resources related to the external and internal aspects of the job.
Marketing, Public Relations and Special Events
The related disciplines of marketing, public relations and special events are key components of how the public and donors understand an organization, its mission and often serve as the entry point for potential new donors. This presentation will focus on utilizing various communications and marketing tools (newsletters, e-news, website, advertising, social marketing, etc.) to share your mission and case for support. It will also take a look at media relations, marketing/awareness campaigns, strategic partnerships and special events.
Effective Annual Appeals
Successful annual fund programs tell a compelling story for support to the widest audience possible. These carefully orchestrated efforts use direct mail, email, phone call, text messages, social networks, events and personal visits to entice annual donors. This class will focus on the essential components of all effective annual appeals – knowing your audience, creating a compelling message, segmenting your prospect pool, choosing the appropriate communication vehicle, designing a response mechanism, gift recording, timely acknowledgements and record keeping.
Prospect Research and Prospect Management
In this session, participants will learn what prospect research is, and why it is critical for fundraising success. Although identification of prospects is the first step in the fundraising process, it is often overlooked and misunderstood. Participants will learn why they need to do prospect research, and then they will learn how to conduct basic prospect research on individuals, corporations, and foundations—going beyond Google. In addition, they will discuss ethics in regard to prospect research. This will be followed by a review of prospect management—why it is done and how it can drive fundraising success.
Creating Success: Fearless Major Gifts Fundraising
Reaching Major Gift goals involves five fundamental activities – prospect research, qualification visits, strategic cultivation and solicitation and timely stewardship. Planning, implementing, monitoring and measuring theses activities will be a primary focus of this class.
Reaching Major Gift goals involves five personal qualities – knowledge of your organization and its case for support, the ability to clearly communicate that case, skillful listening, creating effective relationships and discipline. Evaluations of existing skills and methods of developing needed skills will also be included in this session.
Volunteer Management 101: Developing and Implementing an Effective Program
The presentation will discuss volunteerism by addressing three core questions: Why should an organization manage volunteers? Where should an organization begin with the volunteer program process? And, what are the essential components of a volunteer program? This presentation will provide the basic foundation needed to develop and maintain a quality volunteer program. Beginning with a simple definition of volunteering, essential areas will be covered for developing and properly managing a volunteer program. All successful volunteer programs should begin with a needs assessment, have established goals, and objectives, a sound risk management plan, clearly written volunteer job descriptions, marketing/recruitment plans, as well as retention and recognition guidelines to strengthen the volunteer program and ensure its longevity.
Pulling it all Together: the Development Plan
My teaching style uses several methods, such as lecture, case study and small group. The class will begin with an overview of (1) organizational strategic planning that encompasses the non-profit mission/value to internal and external customer and goals, (2) the marketing planning process. To impart the components of a comprehensive development plan, I will describe the work involved in building an environment for philanthropy. Using relationship –building model, I will demonstrate the importance of cultivation planning for donors on all levels of engagement continuum; matching donors with the most appropriate fund raising vehicle (annual, major, planned giving);as well as define what is meant by measurable outcomes and provisions for evaluation. I will ask the students to assist in developing a timeline and budget for each of the vehicles.
Solicitation and Stewardship from the Donors’ Perspective
This class will focus on the donor experience, from preparing for the ask by the non-profit organization through laying the foundation for a donor relations program, which will be a catalyst to enhancing the success of your fundraising program. Special emphasis will be placed on looking through the eyes of the donor, from post-solicitation through long-term donor relations. Examples will be presented through readings, personal experiences, and interaction with a panel of donors.
Writing Winning Proposals
In this class, participants will learn the importance of a Project Funding Outline to include: Define the Scope, Research (Internal Structure, External Structure, Resources, & Strategy), and Preparedness. In addition, participants will learn the Fundamentals of Grantwriting (Summary, Introduction, Problem Statement, Program Objectives, Methods, Evaluation/Outcomes and Budget).
Capital Campaigns
Capital campaigns are major fundraising episodes in the life of a not-for-profit organization. They provide an opportunity to transform an institution and raise awareness of the mission. Capital campaigns are hard work that require vision, planning and most of all – dedication of its staff and volunteers. This class will review the unique phases of capital campaign fundraising as well as the top strategies that successful organizations utilize when conducting a campaign.
Accountability, Ethics and the Law
This class will provide an overview of the Pennsylvania Solicitation of Funds for Charitable Purposes Act and other legal requirements governing fundraising in Pennsylvania; review various legal and industry standards pertaining to nonprofit governance generally and fundraising in particular, including those developed by the IRS, AFP, The Panel on the Nonprofit Sector, PANO, the BBB Wise Giving Alliance and others; and afford participants an opportunity to identify and address ethical issues commonly arising in the fundraising field, and to develop a framework for ethical decision-making.
The Basics of Planned Giving: Funding for the Future
“The Basics of Planed Giving: Funding for The Future” provides an overview of the planned giving field as an integral component of a charitable organization’s development program. This presentation demystifies and simplifies the concept of planned giving, often regarded as the most frightening and mysterious part of the advancement field. Through the use of real-life examples and industry tradition, students are given the opportunity to grasp the importance of planned giving to the donor and the institution, and to become familiar with basic planned giving techniques and vehicles.
For additional information, please contact:
Michelle Hartmann
maw179@psu.edu
814-898-7854