SEMINAR/Public Policy
ESSENTIALS OF FUNDRAISING FOR NON-PROFITS
Sharon K. Barker, CFRE
833 684 :01
CSB 173
Monday, 6:10 PM to 8:40 PM
Course Description
This course will expose students to the core knowledge of fund raising for nonprofits and
provide for the outline and creation of a development plan. Students will have the opportunity to
explore fundraising practices utilizing case studies to incorporate knowledge gained through
presentation by practitioners in the fund development field. Scenarios will be provided by the
instructor for the students to research and build projects/presentations to integrate both
theoretical and applied research on these topics. Students will explore the interactions of staff
and board, volunteer engagement, research, materials preparation, presentation, and the “Art of
the Ask.” Areas to be covered through this course will include: annual giving, capital
campaigns, corporation and foundation giving; government grants, major and leadership gifts,
planned and estate giving, and prospect research.
Requirements and Grading
Course participants will be expected to prepare for weekly classes by reading the assignments
(and viewing videos as identified); actively participate in class discussions; and prepare in-class
presentations.
Class Participation
Because this is a seminar, active and informed participation in class discussions is critical and
will count for 60% of the grade. It is difficult to participate if you’re not in class, so participation
will include attendance. Each class participant will be allowed one absence. Any additional
absences, with the exception of those caused by emergencies, will result in a five-point
reduction off the total grade. Anyone who knows in advance that s/he will miss class must let
the instructor know as soon as possible.
Weekly written assignment format will be provided to the class. By midnight on the Friday prior
to each class, please upload to the course Sakai site a one-page, single-spaced (or two-page,
double-spaced) paper that analyzes that week’s readings. This paper should reflect the fact that
you have read and thought about all the readings for a given week. The weekly paper should
not be a summary of the readings. Rather, it is your opportunity to integrate the readings and is
meant to be thought provoking or analytical. For weeks when a project is assigned and you are
not presenting, the paper should also include a discussion of the process in preparing the
project. These weekly papers will not be individually graded but will be combined with your
class comments to form your overall class participation grade. Papers are to be saved in word
or rich text format (and not in pdf) with your name and date at the top.
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In-Class Presentation & Projects
There will be two projects that will be worth 40% each of the grade. They will be both a written
and oral presentation that will include preparation of a proposal for funding 15% and creation of
an annual fundraising (development) plan for a non-profit organization 25%. The projects will
be graded on both the quality of the research and of the presentation itself. Class presentations
will take place mid semester for the proposal for funding and the last two weeks of the semester
for the presentation of the annual fundraising (development) plan.
Readings
Readings will be provided for the class electronically and the links to videos will be provided as
well. There is no textbook required for this class. All the readings are available on Sakai
(https://sakai.rutgers.edu/portal) in a folder titled Essentials of Fundraising for Nonprofits Fall
2014. The readings can be found under the Modules tab.
Additional articles or checklists pertinent to our lessons may be provided throughout the
semester as issues arise in the non-profit community.
The Rutgers University policy on academic integrity and plagiarism is available at:
http://academicintegrity.rutgers.edu/integrity/shtml#1
Week 1: September 8
Introduction to Non-profit Fundraising
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Association of Fundraising Professionals, “A Donor Bill of Rights”
Association of Fundraising Professionals, “Code of Ethical Principles and Standards of
Professional Practice”
Michael O’Neill, “Fundraising As An Ethical Act,” excerpt of speech at 1993 AFP International
Conference on Fundraising in Atlanta Georgia by Maurice G Gurin
Michele Courton Brown, “Making the Case for Corporate Philanthropy” Just Money – A Critique
of Contemporary American Philanthropy, pp. 151 to 164
Dan Pallotta, “The Way We Think About Charity Is Dead Wrong,” TED Talk video 2013,
http://www.ted.con/speakers/dan_palotta_the_way_we_think_about_charity_is_dead_wrong
Week 2: September 15
What is philanthropy?
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Melinda Gates, “What nonprofits can learn from Coca Cola,” TED Talk video 2010,
http://www.ted.com/speakers/melinda_french_gates_what_nonprofits_can_learn_from_Coca_
Cola
Alexis de Tocqueville, “On Democracy In America,” Second Book – Influence of Democracy on the
Feelings of the Americans – Chapter V – Of the Use Which the Americans Make of Public
Associations in Civil Life
Kim Klein, “Fundraising for Social Change,” Fourth Edition 2001, pp. 3 to 11
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Week 3: September 22
The Case Statement
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Nicholas Negroponte, “One laptop per child,” TED Talk video,
http://www.ted.com/speakers/nicholas_negroponte_on_one_laptop_per_child
University of Miami, “Sample Case Statement,” Cornerstone – The Campaign for the College of
Arts and Sciences and the Richter Library
Susan M. Scribner, “How to Ask for Money Without Fainting,” 1990 Scribner & Associates, pp. 4
to 8
Week 4: September 29
Components of a Proposal
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Mim Carlson, “Winning Grants Step by Step: Support Centers of America’s Complete Workbook
for Planning, Developing and Writing Successful Proposals,” Jossey-Bass Nonprofit Sector Series,
1995, pp. 1 to 34
Jane C Geever, “Guide to Proposal Writing,” The Foundation Center – revised edition, pp. 1 to 65
Ilona Bray, J.D., “Effective Fundraising for Nonprofits – Real World Strategies That Work,” NOLO
Nonprofit Essentials, Chapter 10 Seeking Grants from Foundations, Corporations, and
Government, pp. 336 to 384
Guest Presenter: Terry Lisk, funder & Grant writer
Week 5: October 6
Prospects and Donors – Research, Preparation & Approaches
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Terry Axelrod, “Raising More Money – A Step-By-Step Guide to Building Lifelong Donors,” pp. 3
to 63
Penelope Burk, “Donor Centered Fundraising – How to Hold Onto Your Donors and Raise Much
More Money,” Cygnas Applied research, Inc. – United States Version, pp. 3 to 34
Ken Burnet, “Relationship Fundraising,” Jossey – Bass, second edition, Chapter Five –
Understanding Your Donors, pp. 61 to 82
Sherwin Nuland, “The extraordinary power of ordinary people,” TED Talk video, Feb. 2003,
http://www.sherwin_nuland_on_hope
Week 6: October 13
Proposal Presentations
Week 7: October 20
Proposal Presentations
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Week 8: October 27
Fundraising and the Strategic Plan/The Role of the Board
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Marcus Buckingham & Donald O. Clifton, Ph.D, “Now, Discover Your Strengths” Chapters 1 and
2, pp. 1 to 22
Carol Weisman, “Secrets of Successful Boards,” F.E. Robbins & Sons Press, 1998, Chapter 2 –
Fund Raising for Newcomers to Nonprofit Boards, pp. 29 to 47
James M. Greenfield, ACFRE, FAHP, “Fundraising Responsibilities of Non-Profit Boards,” Board
Source, Second Edition, pp. 1 to 76
Kim Klein, “Fundraising for Social Change,” Fourth Edition, Chardon Press, Chapter 33 – Creating
a Fundraising Plan, pp. 355 to 366
Week 9: November 3
Special Events – Fundraiser or Friendraiser/Stewardship/Volunteers
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Terry Axelrod, “Raising More Money – A Step-By-Step Guide to Building Lifelong Donors,” pp. 79
to 120
Carol Weisman, “Secrets of Successful Boards – The Best from the Non-Profit Pros,” Chapter 9 –
People Raising: A New Perspective on Volunteer Resources, pp. 153 to 169
Irving R. Warner, “The Art of Fund Raising – The complete step-by-step guide for anyone who
needs to raise money,” Bantam Books, pp. 77 to 112
Penelope Burk, “Donor Centered Fundraising – How to Hold Onto Your Donors and Raise Much
More Money,” Cygnas Applied research, Inc. – United States Version, pp. 95 to 136
Week 10: November 10
Class Visit to Non-profit – planned for United Way
Review Proposal Process/Volunteer Involvement/Scoring for Funding/Impact
Week 11: November 17
Showing the Value of the gift – Outcomes & How to Use Them
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United Way of Greater Richmond and Petersburg, “A Guide to Developing an Outcome Logic
Model and Measurement Plan,” power point presentation, pp 1 to 64
Penelope Burk, “Donor Centered Fundraising – How to hold on to your donors and raise much
more money,” Cygnas Applied research, Inc. – United States Version, Saying Thank You the
Donor Centered Way, pp. 35 to 60
Presentation: Patricia Stern-Smallacombe, PhD
Week 12: November 24
Planned Giving Avenues
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Ellen G. Estes, “Planned Giving – Plain & Simple,” Glossary, pp. A1 to A2
PlannedGiving.com, “Planned Giving 101,”
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Tracy Gary, “Inspired Philanthropy – Your Step-by-Step Guide to Creating a Giving Plan and
Leaving a Legacy,” Jossey – Bass – Third Edition, Part Two – Strategic and Creative Way to
Leverage Your Giving, pp. 185 to 234
Week 13: December 1
“The Ask”
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Richard E. Matheny, “Major Gifts – Solicitation Strategies,” Council For Advancement and
Support of Education, 1994, Chapter 4 – Myths Regarding Major Gifts Solicitation, pp. 31 to 47
Robert M. Zimmerman and Ann W. Lehman, “Boards That Love Fundraising – A How to Guide
for Your Board,” Jossey-Bass, Resource A – Major Donor Solicitation: Asking for the Gift, pp. 97
to 101
Class Activity: The Donor Dilemma
Week 14: December 8
Class Presentations
Including: Annual Development Plan, Example of Appeal, Thank You, Special Event Plan
Week 15: December 15
Class Presentations
Including: Annual Development Plan, Example of Appeal, Thank You, Special Event Plan
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