Fundraising Techniques

Workshop on Fundraising Techniques -Teaching others the joy of donating

On Sunday 17th December, in Rome, the Workshop on FUNDRAISING FORMS & TECHNIQUES for FRAME- Master in FundRaising Management in the NGOs Business Administration, Marketing, Communication, Social Media, Campaigns, ended. It was lead by Silvia Capotorto– AIRC, Giancarla Pancione – Save the Children Italia, Lorenzo Catapano – Save the Children Italia, Veronica Manna – NonProfit Factory.

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“Fundraising is the art of teaching others the joy of donating” this famous sentence by Henry Rosso, quoted during the lesson of Community Fundraising led by Veronica Manna, former student and now consultant of the Social Change School, closed the third day of workshop.



IMG_6546Day 2, was completely dedicated to Individual Giving, with an intriguing full immersion with  Giancarla Pancione, Head of Marketing department at Save The Children Italia. At the end of the lecture, a student thanked her for “her professionalism, passion and completeness of the contents that she was able to trasmit”.

At the end of the day, they also had the occasion to celebrate the Christmas Jumper Day.

The students have achieved important formative objectives, they have, in fact, acquired the main theoretical and practical schemes of the fundraising techniques:

  • The “Corporate Fundraising”, fundraising with enterprises, a fascinating theme, and always in the centre of novelties respect to the Corporate Social  Responsibility (CSR);
  • The role of individual donors, from the one-off donor to the major donor;
  • The “Digital Fundraising” and the close bond with communication, fundraising through online channels, social networks and crowdfunding,
  • The “Community Fundraising” closes the circle and receives the influences of all the other techniques for the nurturing of a community, based on trust, for fundraising dedicated to specific community projects.

For a stronger learning on the different fundrasing sectors, the students could analyse some of the best campaigns of national and international NGOs, and could put the theory into practice during group laboratories.

Many tools, labs and analysis of ‘case studies’ were held during the workshop. Also very important was the added value of the experiences of the professionals who led the workshop.

Following the programme of the three days:

Day 1. Corporate Fundraising

Day 2. Individual Giving

Day 3. Digital Fundraising. Community Fundraising.

The workshop will be completed with some Webinars, including: Major DonorsRelationships Fundraising with Roger Bergonzoli, Fundraiser of the Year and Legacy Fundraising with Giovanna Li Perni from the UNHCR. 

Furthermore, to complete the cycle of Fundraising planning within an organisation, the students had the chance of verifying with practical examples and tools, the processes for the management of individual donors.


Photo source: Federico Atzori, Communication Coordinator | Master FRAME Coordinator | Community Manager | Innovation Officer

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