Philanthropy and Fundraising for NGOs

Philanthropy and Fundraising for NGOs
Lecturer: Dr. George Kosar, Associate Director, Corporate and Foundation Relations, Fletcher School of Law and Diplomacy, Tufts University, ??

The success of non-governmental and not-for-profit organizations depends significantly on understanding philanthropy and funding sources as well as being able to carry out a challenging yet vital form of intercultural communication: raising money to carry out organizations' missions. Fundraising skills are one of the most important keys to the success of nonprofits in the European Union. Indeed, the European Fundraising Association's 2013 report "Fundraising in Europe," which surveyed 1,140 fundraising organizations with 8,800 individual fundraisers in 17 countries, concluded that increasing the professionalism of fundraising was the overwhelmingly top factor that has most positively impacted charitable giving in Europe over the last ten years. At the same time, the survey noted that a shortage of fundraising skills is "the most common restriction to have impacted fundraising."

This course addresses this vital need by building on two premises: First, the American system of professional fundraising has a mature—yet constantly adapting and innovating—array of methods, skills, perspectives, and approaches that can help organizations in Europe.  And second, donor development must always take into account the cultural, legal, historical, regulatory, and economic contexts that affect a country's and region's philanthropy. With this in mind, the course examines important developments in American and international philanthropy and provides a hands-on practicum in fundraising for not-for-profit and non-governmental organizations. It introduces fundraising principles and methodologies in practical ways that are adaptable to European and Bulgarian conditions.

The first part of the course examines significant historical landmarks, episodes, and problems in the development of American philanthropy, in order to develop a comparative analytical perspective on philanthropy in Europe and Bulgaria. It will also examine the current state of philanthropy in various countries to better understand how and why people and institutions donate money.

The second part of the course provides a practicum on various fundraising methods, including annual giving, major gifts, grantseeking, and planned (legacy) giving. It assesses why donors (whether individuals, foundations, or corporations) decide to give money; reviews ethical principles; discusses the roles of boards of directors; identifies and articulates how to make a program or organization appealing to donors; and explains the importance of "case statements" and "problem statements" in successful fundraising.

Upon completion of the course, students will have gained a deeper understanding of who is philanthropic, why they are philanthropic, and how they are philanthropic. They will be better prepared to "make the case" for funding, to "make the ask," and to develop fundraising operations.

SYLLABUS

Day 1:  Development of American Philanthropy
Morning Session: Laws, Taxes, and Politics
This class reviews the development of philanthropy in the United States to show the innovative ways that the current US system came to be. The point is not to present the American system as a model; rather, by revealing historical debates, conflicts, and current problems, this session aims to provide perspective on how other countries can develop their own philanthropic systems. To bring various issues to life, the class will look at specific historical episodes such as the creation of the charitable tax deduction and of grantmaking foundations' "5% Rule."

Afternoon Session: Scientific Giving and the Rise of Foundations
The Industrial Revolution, immigration, social pressures, and altruism drove innovation in philanthropy. This class will consider historic examples of these innovations, including the philanthropic initiatives of David Rockefeller, the establishment of the first private foundation by Margaret Olivia Slocum Sage, the creation of the first community foundation in Cleveland, Ohio, and the new class of investment-minded donors that is shaping US philanthropy in the twenty-first century.

Day 2:  Philanthropy Today
Morning Session: Giving in the United States
This class will examine statistics and trends about how Americans give and what that means for how NGOs and nonprofits should develop fundraising strategies.  Do individuals, foundations, or corporations give the most money?  Why do they give?  What issues do they support the most?  What is changing about giving in the US?  We will discuss case studies so that students get a "hands-on" feel for these issues.

Afternoon Session: Giving in Bulgaria and Beyond
This class will look at the state of philanthropy and fundraising in Bulgaria, in Europe, and in selected countries. What is the impact of the global financial crisis? Of the development of the Eurozone? Of social media?  How does one identify and learn about donors from various countries?

Day 3:  Making Your Case and Sustaining Your Organization
Morning Session: Case Statements
Many organizations that launch fundraising campaigns develop a "case statement" that "makes the case" for funding, thereby providing core reasons for fundraisers to ask for money and to develop brochures, videos, and funding proposals. Building on some basic tenets of fundraising, this class will look at examples of case statements so that students themselves can determine what works and what doesn't.

Afternoon Session: Annual Giving and the Base of the Pyramid
This class will discuss the most effective ways to ask for money and to build a sustained, vibrant base of donors. Through interactive exercises, students will learn how to identify, segment, qualify, cultivate, solicit, and steward donors. We will look at case studies of "fundraising gone wrong" to figure out how to avoid tactical and strategic mistakes.

Day 4:  How to Entice a Donor and Successfully Ask for a Large Gift
Morning Session: Sharing Your Problem
One mistake fundraisers make is telling prospective donors about their solution, without ever sharing their problem—they talk about what they want to do, and not about why they want to do it. This class will introduce the idea of the "Problem Statement" and its role in attracting the interest of donors to your cause. We will write brief problem statements and review them in exercises designed to make powerful impressions on potential donors.

Afternoon Session: Making the Ask
How do you ask for large sums of money without being overwhelmed by nervousness and anxiety?  How can you engage donors with feelings of confidence and calm, of passion and purpose? To answer these questions, students will learn how to tap into donor motivations and build meaningful relationships with prospective donors.

Day 5:  Legacy Giving, Technology, and Ethics
Morning Session: Planned or Legacy Giving
Some of the largest gifts to nonprofits are those that people give when thinking about the legacy they will leave behind. This class will look at various kinds of gifts—such as wills, trusts, stock, and real estate—and the motivations for making them. By discussing specific cases, this session will help illuminate the "donor-centric" approach to raising funds.

Afternoon Session: Ethics and Technology
What ethical guidelines exist in Europe and the United States to develop and maintain healthy relationships with donors? This class will debate some case studies about difficult situations that have no easy answers, so that students can figure out the best ways to apply ethical standards in real life. We will also discuss the growing role of social media in fundraising, and how trends in technology are changing the way development operations are organized.

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