University of San Diego Nonprofit Leadership and Management Program Resource Development and Fundraising FALL 2009 Course Number: EDLD 506 Instructor:
Anne Farrell, Senior Advancement Officer, Institutional Giving & Special Projects Museum of Contemporary Art San Diego (www.mcasd.org)
Schedule:
Tuesdays, 6:00 to 9:00 PM, September 8 - December 8, 2009 (14 weeks)
Location:
Mother Rosalie Hill Hall, Room 131
Office Hours:
By appointment (afarrell@mcasd.org; 858-454-3541 x110)
SUMMARY: This course is intended to prepare students to play a key role in their organizations’ ongoing development of financial and in-kind resources within nonprofit organizations. The focus for the semester will be on a well-balanced base of support from individual donors and institutional funders (e.g., foundations, corporations, government agencies). Topics to be covered include the cultivation and solicitation of individual donors, creating corporate partnerships, identifying and marketing programs to foundation and corporate donors, applying for government grants, organizing special events, and learning about the role of communications, marketing, and public relations within development. Throughout the course, there will be discussions on ethical issues in fundraising and on aspects of grant writing. As pertinent, we will also discuss fundraising issues for non-governmental organizations working outside of the United States. The goal of this course is to ensure that each student gains a broad understanding of the fundraising field as well as applied skills in each of the fundraising categories outlined. At the beginning of the course, students will choose a nonprofit organization as a case study/client that will be used for all of the semester’s sessions and assignments. COURSE OBJECTIVES: > To increase the understanding of the pivotal role that ongoing, thoughtful resource development and fundraising play in the operation of a successful nonprofit organization. >
To build skills in the assessment and planning of resource development, including the analysis of organizational fundraising capacity, the role of individual and institutional funders, and the role of boards, staff and volunteers in securing funds for nonprofit organizations.
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To expose students to fundraising ethics, models and strategies of relationship building and "friendraising," and the development of individual donors, including the support and maintenance of a strong donor pool.
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To increase knowledge regarding the role and purpose of foundations and corporate grantmakers, including the identification of appropriate funders, the development of relationships, the pitching of ideas, effective grantwriting, evaluation, and donor stewardship.
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To increase students’ technical skills in the research and development of government grant proposals, the submittal of government grant applications, and administration of awards.
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To learn about record-keeping and data systems for tracking fundraising activity from all sectors.
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To increase students’ knowledge of the roles of special events, marketing/public relations, and communications in relation to resource development.
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To integrate and extend upon students’ knowledge gained in earlier courses, and to apply the principles and concepts learned in class through case analysis and practical application.
Current as of 8/24/09; some speakers subject to change.
EDLD 506 Resource Development & Fundraising Syllabus Fall 2009 – updated August 24, 2009
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REQUIRED TEXT: The Complete Guide to Fundraising Management, Third Edition; Stanley Weinstein; 2009, John Wiley & Sons, Inc. (note: this is the new edition that replaces the 2002 2nd edition) RECOMMENDED TEXTS: (The following are excellent reference books that students may want to add to their libraries. However, where there are assignments from these books, pertinent chapters will be provided in class): > Ethical Fundraising: A Guide for Nonprofit Boards and Fundraisers, Janice Gow Pettey (editor), John Wiley & Sons, Inc., 2008 > Foundation Fundamentals, Eighth Edition; Sarah Collins, Editor; The Foundation Center, 2008 > Proposal Planning & Writing, Fourth Edition; 2008; Jeremy T. Miner and Lynn E. Miner, Greenwood Press. > The Complete Guide to Writing Effective & Award-Winning Grants, by Dianne Harris, Atlantic Publishing Group, Inc., 2007 > The Principles of Fundraising: Theory and Practice, by Wesley E. Lindahl, PhD, Jones & Bartlett Publishers, 2010 WebCT The instructor uses WebCT to post materials, assignments, etc., and it is important that class participants also use the system. http://pope.sandiego.edu/webct
GRADING CRITERIA & EXPECTATIONS: For this class, students will work individually, not in teams. Students will be graded on one major assignment worth 40 points, and four smaller assignments worth 5-20 points each. Class attendance and participation is expected and required. Unexcused absences from class are not acceptable and will have an adverse affect on your grade. All assignments are due on the required date. The only allowance for late assignments is for an emergency situation with prior approval and notification of the instructor. All assignments must be typed and presented in a legible font (12 pt). The one major assignment (worth 40 points) can be selected from the following three options: 1) a fundraising plan for their client organization projected over the next three years; 2) an organizational case statement for the client organization that can be used for marketing purposes or fundraising purposes; or 3) a complete foundation proposal for their client organization, including all attachments. Students must identify and make contact with the organization with which they will work BEFORE the first class session. The organization must have its 501(c)(3) designation in order to qualify as a client organization for this class. (If you don’t have an organization, please consult with Pat Libby or Laura Stein if you need suggestions; each year, we have several organizations that request fundraising assistance.) VERY IMPORTANT: the first draft or outline of your Final Project is due in Week 8 and the final version is due in Week 13 for all students. Of the 40 points, your public presentation of the project is worth 15 points; the written package is worth 25 points. The four smaller assignments (each worth 5-20 points, total of 60 points) are as follows: 1. READINESS ASSESSMENT: Using a template provided by the instructor, students will complete an assessment of their client organization's readiness to proceed with a fundraising campaign. Due for in-class presentation on Week 3. (20 points)
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2. FOUNDATION RESEARCH: Students will research grant opportunities by visiting The San Diego Foundation (http://www.sdfoundation.org/grant/fundinginfocenter.shtml), or Nonprofit Management Solutions (http://www.npsolutions.org/resources/rlibrary.asp). The student will submit a list and description of five foundations that provide funding relevant to his/her client organization. Research summary must include rationale for why these funders are good prospects for the client. Due in Week 7 (15 points) 3. LETTER OF INTENT/LETTER OF INQUIRY: Based on a foundation funding opportunity identified in Assignment 2, students will draft a 2-3 page Letter of Inquiry/Letter of Intent. Due in Week 9. (20 points) 4. RADIO PROMO SPOTS: Students will write 3 brief but compelling radio spots to promote their organization; and present them to the class verbally. Due in Week 11. (5 points) Grading Criteria: Final grades will be awarded using the following point system, accumulated based on the awarded points of the above-described four graded projects plus the Final Project: A AB+ B BC+ C CD+ D F
94-100 90-93 87-89 84-86 80-83 77-79 74-76 70-73 67-69 65-66 0-64
A grading rubric will be distributed and discussed during the first class. During the course of the semester, the assigned projects will be graded on a point system. They will be downgraded by 2 points for each week they are late (e.g., if turned in one week late, the Readiness Assessment grade will be scored “18” assuming that it would have been “20” had it been handed in on time). A project is considered one week late if it is handed in after the Tuesday night class in which it was due. Reflection Piece: During this Fundraising/Resource Development course, class participants should keep in mind their Reflection Piece assignment, which will be due in Week 13. This is an ungraded project, but is required to complete the course. You will need to write a 3-4 page narrative/reflection piece describing the leadership dimensions of the process you undertook to create your Final Project. What were the dynamics you encountered through the class and how did those dynamics detract from or contribute to the process and product? What organizational dynamics within your client organization impeded or contributed to the effectiveness of your work (for example, how did individual clients or the culture of your client organization shape your work?)? What theories/models did you learn in the course that you applied in the process of creating your Final Project (again, please be sure to write a sentence or two defining those for the benefit of the reader)? Please think about how you may have addressed or solved a problem creatively through the process of this class and your Final Project. READING There is assigned reading for most class sessions described below. Although there is no homework assigned related to reading, it is expected that you will keep up with the chapters as assigned, and will reflect on how these concepts will benefit or apply to your work. You may choose to incorporate some of what you learn in the reading into your reflection piece.
EDLD 506 Resource Development & Fundraising Syllabus Fall 2009 – updated August 24, 2009
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PLEASE NOTE: You must read Chapters 1-5 of The Complete Guide to Fundraising Management prior to the first class on September 8, 2009. .
TASK STREAM Students: please do not forget to upload your Final Project to Task Stream by the end of the semester. This is a requirement for students who entered the Program in fall of 2008. Task Stream is Web Based software that collects and assesses the student projects you completed during the Nonprofit Leadership and Masters program. The NLM program also uses Task Stream to assemble and post an on-line library of best practice projects, which, by your consent is made available to the public. If you have any questions or need help uploading your Task Stream document, please contact Heather Carpenter: hcarpenter@sandiego.edu
EXPECTATIONS OF CLASS PARTICIPANTS At a minimum, you are expected to do the assigned readings each week, complete assignments on time using your best effort, and contribute every week to our discussions. Fundraising is all about communication, and the class dialogue and discussion of issues is an important part of the learning experience. Beyond the minimum expectations, you should strive to be an active participant – curious, imaginative, and creative. When there is anything you feel you do not fully understand, ask questions. Whenever you feel you need it, always seek help from your instructor. She is available by appointment, by phone, or before or after class. Your attendance and participation during our weekly three-hour class will be important in determining your grade in the course. We meet together only 14 times during the semester, and for many sessions, there will be special guests joining us who are generously sharing their expertise. If you miss even one class, you are missing very important information that cannot be made up. Obviously, the less reading and thinking you do, the less useful and interesting your contributions will be. In our discussions, feel free to offer your own interpretations of the readings or the points of view of our speakers. All thoughtful comments, courteously expressed, are welcome. COURTESY We expect you to respect your fellow students and yourself by always giving your best effort and by treating your fellow students and your instructor with consideration and courtesy. Such consideration includes arriving in the classroom a few minutes before 6 PM each week, so that our discussions can begin on time and without interruption from latecomers; treating all opinions with the respect you expect your own opinions to receive; and not creating distractions, such as extraneous private conversations, ringing cell phones, Web surfing, or text messaging. HONESTY Your work must be precisely that: your work. In our discussions, and in your writing, when your argument is based on a passage, a quotation, or an idea from elsewhere, attribute that material and tell us where it comes from. Intellectual honesty is essential to any ethical work in fundraising, as it is to the life of the university. Consequently, the penalties for plagiarism at USD are severe. Review the current Handbook for Nonprofit Leadership and Management Program for further information about this subject.
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EDLD 506 COURSE OUTLINE
WEEK 1: Fundraising Planning (9/8/09)............................................................................................................................................. 5 WEEK 2: Core Fundraising Overview (9/15/09)................................................................................................................................ 5 WEEK 3: Individual Giving – Major Gifts (9/22/09) .......................................................................................................................... 6 WEEK 4: Individual Giving – Annual Giving, Prospect Research & Planning (09/29/09) ................................................................. 6 WEEK 5: Individual Giving & Social Venture Philanthropy (10/6/09)............................................................................................... 6 WEEK 6: Individual Giving – Planned Giving / Online Fundraising Strategies (10/13/09)................................................................ 6 WEEK 7: Institutional Giving – Government (10/20/09) .................................................................................................................... 7 WEEK 8: Fundraising Ethics (10/27/09) ............................................................................................................................................. 7 WEEK 9: Institutional Giving – Foundations (11/3/09) ...................................................................................................................... 7 WEEK 10: Institutional Giving – Foundations (11/10/09) .................................................................................................................. 7 WEEK 11: Special Events / The Role of Marketing-PR in Development (11/17/09)......................................................................... 8 WEEK 12: Corporate Giving / Human Resources in Development (11/24/09)................................................................................... 8 WEEK 13: Presentation of Final Projects (12/01/09) .......................................................................................................................... 8 WEEK 14: Presentation of Final Projects (12/08/09) .......................................................................................................................... 8
WEEK 1: Fundraising Planning (9/8/09) Instructor: Anne Farrell Topic: The instructor will introduce herself and her organization (the Museum of Contemporary Art San Diego); and students will introduce themselves and their organizations (where they work + their client organization), and discuss their level of fundraising knowledge and what they hope to gain from the course. Instructor will review the syllabus and provide an overview of major class assignment and options. Introduction of the “Readiness Assessment” assignment. Assignment: Submit no later than Week 2 required written approval (by the director or other chief executive) of the student’s 501(c)(3) client organization, confirming agreement to proceed with all class projects for the semester. Assignment: COMPLETE A READINESS ASSESSMENT of your client organization indicating its capacity to proceed with a fundraising campaign. This will be turned in at Week 3. A format and template will be provided. Reading Assignment: Read chapters 6-7 (donor prospecting; nurturing relationships) and chapter 14 (capital and endowment campaigns) of The Complete Guide to Fundraising Management prior to Week 2. WEEK 2: Core Fundraising Overview (9/15/09) Instructor: Anne Farrell Topic: Discussion of the four major donor groups that will be studied during the semester (individuals, foundations, corporations, government agencies); core fundraising principles, concepts, and best practices, including the role of Boards in fundraising; using the “gift model” in planning; the difference between operational fundraising and capital or endowment campaigns; and the principles of writing an effective case statement for fundraising. Discussion of the “elevator pitch” that describes your organization in the time it takes for the elevator to travel a few floors (e.g., short and to the point!) – some students will be asked to give their organization’s “elevator pitch” in front of the class. Assignment: The final Readiness Assessment of your client organization is due at Week 3. Assignment: Send the Web site address of your organization (if it has a Web site) to Mary Gross no later than 9/29/09 – mgross@npsolutions.org. She will review sites and discuss them in class in Week 6. Reading Assignment: Read chapter 8 (Major Gift Programs) of The Complete Guide to Fundraising Management prior to Week 3.
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WEEK 3: Individual Giving – Major Gifts (9/22/09) Instructor: Anne Farrell Guest Speakers: Julianne Larsen, Associate Vice Chancellor for University Development at UCSD; and Jim Forbes, Director of Major Gifts, San Diego Opera. Topic: The speakers will discuss Individual Giving strategies and the role of Major Gifts in a successful fundraising program, citing examples from their own careers. In the second half of class, students will give brief verbal presentations of client organization’s readiness assessment for fundraising. Assignment: Prior to Week 4, log onto the Natural History Museum web site to familiarize yourself with their programs (www.sdnhm.org). Reading Assignment: Read chapters 9-10 of The Complete Guide to Fundraising Management prior to Week 4 (mail and email fundraising, telephone solicitations). WEEK 4: Individual Giving – Annual Giving, Prospect Research & Planning (09/29/09) Instructor: Anne Farrell Guest Speaker: Eowyn Bates, Director of Development and Membership, San Diego Natural History Museum Topic: The speakers will share their experiences with prospect research and planning, as well as Annual Fund strategies. There will be discussion of the “Moves Management” process, spanning the continuum from research, prospect identification and rating through stewardship, and donor development toward major gifts. We will review various Annual Giving functions such as telephone and mail solicitations and the structuring of membership programs, as well as donor databases and the importance of good record-keeping. Assignment: Prior to Week 5, log onto the San Diego Social Venture Partners’ Web site: http://www.sdsvp.org/ WEEK 5: Individual Giving & Social Venture Philanthropy (10/6/09) Instructor: Anne Farrell Guest Speakers: Philanthropists Colette Carson Royston (donor to the arts, health, past president San Diego Foundation, current Chair Commission for Arts & Culture) and Judith Harris (President, San Diego Library Foundation, donor to the arts, literacy/education, other causes); Peggy Kidd, Executive Director, San Diego Social Venture Partners Topic: Students will hear from two prominent San Diego philanthropists who will discuss their motivations for giving, and participate in a frank and informative Q&A about philanthropy. The second half of the class will focus on “social venture philanthropy” – what is it, how does it work, how can it assist nonprofits? Reading Assignment: Read chapter 13 (planned giving) of The Complete Guide to Fundraising Management prior to Week 6. Log onto Mary Gross’s organization (www.npsolutions.org) to familiarize yourself with it before Week 6. WEEK 6: Individual Giving – Planned Giving / Online Fundraising Strategies (10/13/09) Instructor: Anne Farrell Guest Speakers: John Phillips, USD Senior Director of Planned Giving; Mary Gross, Technology Services Director, Nonprofit Management Solutions, San Diego Topic: The first half of class will present an overview of the role of planned giving as a mechanism and tool in major gift fundraising, as well as a review of types of planned and deferred giving instruments. The second part of the class will be a discussion of the use of the Internet in grants research, as well as ways to use the Internet in fundraising including software programs, special event interfaces, and web-based giving. Mary Gross will give her insightful review and assessment of the Web sites of students’ client organizations. Assignment: Students will research grant opportunities and submit a completed “Foundation Research Summary” form that lists five foundations that provide funding relevant to the client organization; also submit a copy of general guidelines from the Web or printed research. The student will present findings to the class, explaining why these foundations were chosen. Due in Week 7. Reading Assignment: Read chapter 12 (grantsmanship) of The Complete Guide to Fundraising Management before Week 7. Also, read pages 351-352 (code of ethics and Donor Bill of Rights). Reading Assignment: Before Week 7, read the Introduction, and Chapters 1 and 5 of The Complete Guide to Writing Effective & Award-Winning Grants (copies of chapters available for those who don’t have the book).
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WEEK 7: Institutional Giving – Government (10/20/09) Instructor: Anne Farrell Guest Speaker: Dr. Lynn Eldred, Program and Evaluation Manager, First 5 Commission of San Diego County Topic: Topics to be covered include government grant prospecting and opportunities; tips and tricks in writing government grants; government proposal production; and grants management and administration. Assignment: Before Week 8, read pages 351-352 of The Complete Guide to Fundraising Management (code of ethics and Donor Bill of Rights), and log onto www.afpsd.org for an overview of the Association of Fundraising Professionals. Assignment: Based on one of the foundations identified in the prior week’s research assignment, prepare a 2- to 3-page Letter of Inquiry (also called Letter of Intent) soliciting funding from a foundation. A sample will be presented. There are two weeks available to complete this project, which is due in Week 9. WEEK 8: Fundraising Ethics (10/27/09) Instructor: Anne Farrell Guest Speakers: Geoff Graham, CFRE, Director of Development, Planned Giving, UCSD; and Board Member of Association of Fundraising Professionals (AFP) San Diego Chapter; Jessie Brooks, vice president of the AFP Board, and Assistant Vice President for Development at SDSU. Topic: The instructor and guest speakers will address fundraising ethics and commonly held principles of professionals in the field, with a number of provocative case studies presented for discussion. There will be a discussion of the prior week’s assignment, with students reporting on the foundations they selected and why. Reading Assignment: Read chapters 1-4 (all about foundations) and Chapter 10 (presenting your idea to a funder) of Foundation Fundamentals before Week 9. Assignment: It is recommended that you log onto the Foundation web sites of those that will be presenting in Week 9. NOTE: by Week 8, students should be well under way on their final project, with a written outline or first draft. Please plan to meet with the instructor or discuss the project’s progress by phone or before/after class no later than Week 10. WEEK 9: Institutional Giving – Foundations (11/3/09) Instructor: Anne Farrell Guest Speakers: Mark Trotter, board member/VP, Parker Foundation; Julie Fry, Program Officer, Performing Arts Program, The William and Flora Hewlett Foundation, San Francisco; Felicia Shaw, Program Manager, Arts & Culture, The San Diego Foundation; Vanessa Briseño, Program Officer, Annenberg Foundation, Los Angeles (TBD) Topic: A panel will respond to students’ questions about seeking and sustaining foundation support. Discussion of the role of foundation grant-making on a local and national basis. This week, students will have completed their Letter of Inquiry/Intent and should be prepared to present a summary of it to the class in the second part of class. Reading Assignment: Read chapters 5 and 6 of Proposal Planning & Writing (copies of these pages provided to those who do not purchase the book) before Week 10. WEEK 10: Institutional Giving – Foundations (11/10/09) Instructor: Anne Farrell Guest Speakers: Laura Dietrick, Research Associate, USD Caster Family Center for Nonprofit Research, will present the 2008 study of San Diego foundation giving issued by the Caster Center. We will focus on foundation strategies and grantwriting techniques, with a group discussion of the final projects, each student presenting a summary of his/her project and discussing any challenges. There will also be an introduction to next week’s “radio spots.” Assignment: Students will write 3 original, concise, compelling scripts for 15-second radio spots and be prepared to “perform” them in front of the class next week. Due in Week 11. Reading Assignment: Read chapter 11 (special events) of The Complete Guide to Fundraising Management before Week 11.
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WEEK 11: Special Events / The Role of Marketing-PR in Development (11/17/09) Instructor: Anne Farrell Guest Speakers: Steve Norton, Visionary/Creative Director, Styled INSPIRATIONS, Inc. (events production company); Katy McDonald, Director of External Affairs, San Diego Museum of Art Topic: Overview of special events and how they may or may not be appropriate for nonprofit fundraising; topics include planning, preparation of net income budgets, choosing honorees, and outsourcing options. Attention will be paid to the strategic value and cost/benefit analysis of holding special events as fundraisers, and the creative possibilities for organizations of all sizes and budget levels. The second half of class will focus on ways that effective Marketing and Public Relations can enhance development efforts, branding and messaging, and strategies for marketing to your board, clients, donors, and the public Reading Assignment: Read chapter 7 of Foundation Fundamentals before Week 12 (copy distributed for those who don’t have the book). Read chapter 15 (human resources) of The Complete Guide to Fundraising Management before Week 12. Assignment: By Week 12, students should be nearly finished with their final project, allowing time at the end for polishing and finalizing. Assignment: It is recommended that you log onto the web sites of the corporations that will be presenting in Week 12. WEEK 12: Corporate Giving / Human Resources in Development (11/24/09) Instructor: Anne Farrell Guest Speakers: Amy Jankowsky Berry (NPM class of 2006), director of government and community relations, Cox Kids Foundation/Cox Communications (TBD); Ed Wallace, Sr. VP Community Relations, Sony. Jay Berger, Partner, Morris & Berger, Executive Search for Nonprofit Organizations, Los Angeles Topic: The first half of class will be a facilitated discussion with two corporate funders, discussing marketing versus philanthropic budgets, recognition and visibility benefits, and management of corporate partners from an organizational point of view. In the second half, Jay Berger (http://www.morrisberger.com) will lead an interactive discussion about advantages of working in the nonprofit sector, job prospects (with particular attention to development/advancement positions), do’s and don’ts on resume and cover letter preparation from a headhunter's perspective, and interviewing techniques. This is a great opportunity to bring questions about the job market to an expert! Assignment: All final projects should be completed by this week; allow one week for the final touches. The Final Project is due at the beginning of Week 13. WEEK 13: Presentation of Final Projects (12/01/09) Instructor: Anne Farrell Topic: All written final projects are due at the beginning of class. During Weeks Thirteen and Fourteen, students will present their final project in front of the class. PowerPoint and other media may be used. Note: each presentation will be limited to 15 minutes. Points will be deducted for presentations exceeding 15 minutes in length. Students’ verbal presentations will be followed by a facilitated class discussion. Assignment: Reflection Piece due at beginning of class. (required document, ungraded) WEEK 14: Presentation of Final Projects (12/08/09) Instructor: Anne Farrell Topic: Continuation of presentation of final projects, with class members presenting to the group. In the last hour of class, there will be a wrap-up discussion and final instructor evaluation. ###