Fund Raising
In sponsorship with The Fund Raising School (www.fundraisingschool.it)
- What is Fund Raising?
- What is the sense of Fund Raising?
- How does fund raising develop?
- Who is the Fundraiser?
- Mailing
- Sponsorship
- Observatory on Fund Raising and Philantropy
- The ethic code of the Fundraiser
- The Fund Raising School
- Fund Raising in Europe
- Useful Links
1. What is Fund Raising?
The word Fund Raising derives from the verb “to raise” which means “to increase, provide, lift”.
The term Fund Raising has in its etymology a deeper meaning than those given by theoretical definitions which describe such activity, such as “the act or process of raising funds, as for non-profit organizations or for a political cause”.
Fund Raising is the act to lead people to give an organization what it needs: time, goods and services, money, know-how and sponsorship.
2. What is the sense of Fund Raising?
According to Professor Stefano Zamagni of Bologna University, “the ripest fruit of Fund Raising is reciprocity.
Each donation becomes automatic not only when we donate to the other, but also when in a donation given there is a donation received.
What most qualifies a non-profit organization is not “simply” doing good deeds”, but the relationship building among people and therefore the creation of sociality.
The real non-profit organization does not limit to do FOR the others, but WITH the others”.
3. How does fund raising work?
MISSION
the Fund Raising cycle begins from the mission statement, the reason that defines the services offered, the projects developed, the area of the activity, the core business of the activities of the organization. The more precise the short-, middle- and long-term objectives are, the more satisfactory the mission will be.
GOALS
The second step is to set the goals. These, being of any typology (financial, technical or human resources), must always be linked to concrete projects.
MARKETS
There are 4 big categories in which grouping the financial resources for the organizations:
- Individuals/Donors
- Businesses
- Governmental Agencies
- Banking Foundations
INSTRUMENTS
The statement of the instruments to use varies according to:
- the NEEDS of the organization (relative to the past year, specific goals or capitals): according to the funds to be raised.
- the PROGRAMMES; they can be annual, large donations, capital raising and planned donation programmes.
- the MARKETS to operate on.
The main channels of Fund Raising are: mailing, telemarketing, direct contact, sponsorship/cause-related marketing, special events, the Internet, advertising, marginal commercial activities.
IMPLEMENTATION
Creating a group working on the implementation of Fund Raising is the fifth step. There is no fundraising without a shared action within the organization.
RESULTS
At the end of the cycle the organization will evaluate the results of fundraising.
4. Who is the Fundraiser?
It is a Professional Fundraiser: they must have professional competences mainly in psychology, communication, marketing, law, public relations.
Among their characteristics there are practicality, sensitivity and savoir faire.
All of that is necessary to evaluate, analyze, create and realize the actions that best suit the donors to be involved.
5. Who are the Stakeholder?
It literally means “who brings the interests”. It indicates all the categories of subjects, private or governmental, individual or collective, linked to he organization, its mission and activity. Since the commitment varies from category to category, or even within the category itself, or from subject to subject, we generally refer to a stakeholder map that sets the primary, secondary and external level of commitment.
6. Mailing
It is one of the best known Fund Raising activities. It consists in forwarding a message, typically a letter and an informative leaflet attached, to several subjects. Unfortunately this is not the most effective means to raise the money for several reasons: it is very expensive and it needs a large financial coverage.
Obviously it has to be linked to targeted lists in order to be successful.
7. Sponsorship
This is the activity required when the donor is a business. Sponsoring means setting a programme aimed at involving the business world into the social value of a non-profit organization through money donations or by giving the business a good image or by matching goods or services to the campaign.
8. Observatory on Fund Raising and Philanthropy
The Fund Raising School promotes the first Fund Raising and Philanthropy Observatory in Italy as a point of reference for the elaboration and publication of the data regarding the markets and the sectors of the national fundraising.
The data of the Observatory are available on the site www.fundraisingschool.it/osservatorio-fr-filantropia.cfm.
9. The Code of Ethics of the Fundraiser
The Fund Raising School, the first Italian school entirely dedicated to the training of the fundraising issues, is regulated by the Code of Ethics of Assif – Italian Fundraiser Association (www.assif.it), that comprises the Italian professionals involved in non-profit activities.
The choice of adopting a Code of Ethics is explained by the concept of “social responsibility”, meant as the whole of voluntary actions through which modifying the relationships between institutions and stakeholders, in the name of implementation and participation.
The Code of Ethics is available on the web site www.fundraisingschool.it/etica-fundraising.cfm.
10. The Fund Raising School
The Fund Raising School was born in 1999, by initiative of AICCON, as the first Italian school entirely dedicated to the training on the fundraising issues, based at Bologna University.
Under the scientific direction of Pier Luigi Sacco and with the contribution of the major Italian Fundraisers, the school offers its pupils the skills and means aimed at guaranteeing the sustainability and promotion of the projects sponsored by non-profit organizations and governmental institutions.
www.fundraisingschool.it
11. Fund Raising in Europe
The European Fundraising Association (EFA) represents the network of the Fundraiser associations in Europe. EFA, founded in Brussels in February 2002, is made of associations from 14 European countries.
The members of the European Fundraising Association are:
Austria
FVA - Fundraising Verband Austria - www.fundraising.at
EFA-Delegate: Mag. Georg Duit (georg.duit@saz.at)
Belgium
Belgian Fundraisers Network, Belgian Association for Ethical Fundraising
EFA-Delegate: Lutgart Govaerts (lutgart.govaerts@rodekruis.be)
Denmark
ISOBRO - The Danish Fundraising Council - www.isobro.dk
General Secretary: Robert Hinnerskov (mg@isobro.dk)
EFA-Delegate: Mette Holm (mh@isobro.dk)
Finland
VaLa - Association for Responsible Donations, Finnish Fundraising Association
EFA-Delegate: Aki Temisevä (aki_temiseva@wvi.org)
France
Association Française de Fundraisers - www.fundraisers.fr
EFA-Delegate / Director: Yaële Aferiat (yaele@fundraisers.org)
EFA-Delegate: Jonathan Duschinsky (jon.duschinsky@tbwa-corporate.com)
Germany
Deutscher Fundraising Verband e.V. - www.fundraisingverband.de
Executive Director: Gabriele Rubner (rubner@fundraisingverband.de)
EFA-Delegate: Dr. Marita Haibach (marita.haibach@efa-net.eu)
Italy
ASSIF - Associazione Italiana Fundraiser - www.assif.it
EFA-Delegate: Beatrice Lentati (beatrice.lentati@lentati.com)
EFA-Delegate: Francesca Zagni (francesca.zagni@fastwebnet.it) VFI - Association of Fundraising Organisations - www.vfi.nl
EFA-Delegate / Executive Director: Gosse Bosma (bosma@vfi.nl or info@vfi.nl)
Norway
FIO - Forum for Innsamlingsorganisasjoner (Norwegian Fundraising Association)
EFA-Delegate / CEO: Jan Schwencke (jan@friorg.no)
Holland
NGF - Dutch Fundraisers Association
EFA-Delegate: Ramses Man (r.man@delphi.nl)
Poland
Polskie Stowarzyszenie Fundraisingu - www.fundraising.org.pl EFA-Delegate / President & CEO: Robert Kawalko (r.kawalko@fundraising.org.pl)
Spain
Asociación de Profesionales del Fundraising - www.profesionalesfundraising.org EFA-Delegate / Vicepresident of External Relations: Ricard Valls (rvalls@zohar.es) EFA-Delegate: David Camps (dcamps@IntermonOxfam.org)
Sweden
Swedish Fundraising Council (FRII) - www.frii.se EFA-Delegate / General Secretary: Erik Zachrison (erik@frii.se) Swedish Fundraisers EFA-Delegate / Chair: Maud Randel (maud@randel.se)
Switzerland
Schweizerischer Fundraising Verband - Association Suisse de Fundraising - www.swissfundraising.org EFA-Delegate / Executive Director: Arthur Plottke (info@swissfundraising.org) EFA-Delegate: Barbara Crole (bcsozialmarketing@bluewin.ch)
UK
Institute of Fundraising - www.institute-of-fundraising.org.uk EFA-Delegate / Executive Director: Lindsay Boswell (lindsayb@institute-of-fundraising.org.uk)
www.fundraisingschool.it/international-fundraising.cfm
12. Useful Links
Afp - Association of Fundraising Professionals
www.afpnet.org
Non-profit Associations Agency
www.agenziaperleonlus.it
Aiccon – Italian Association for the promotion of the culture of cooperation and non profit
www.aiccon.it
Assif - Italian Fundraiser Association
www.assif.it
Efa - European Fundraising Association
www.efa-net.eu
Eu Consult - European Association of Consultant
www.euconsult.org
Third Sector Forum
www.forumterzosettore.it
The Resource Alliance
www.resource-alliance.org
Bologna University
www.unibo.it/Portale/default.htm