Institute for Nonprofit Organizations
University of Georgia
Revised: September 1, 2004
Thomas P. Holland, Ph.D.
Tucker Hall room # 418
tholland@uga.edu
Fundraising for Nonprofit Organizations
MNPO-SOWK 6060 -- Fall Semester 2004
Course Description:
This is a core course of the MNPO program and an elective for students in the MSW
program and others. It provides an opportunity for students to gain an understanding of the basic
theories, skills, and practices involved in generating funds for nonprofit organizations, and an
opportunity to test what they have learned in a real-life setting. The course will emphasize the
importance of both the theory and applied techniques of fundraising. It meets on (day, time,
room).
The course begins with an overview of the fundraising tradition in the U.S. and then
proceeds to descriptions of principal donor types, theories of donor behavior, and the
organizational, legal and ethical contexts of fundraising. Next we examine the basic techniques
of fundraising, including planning, annual giving, grant writing, special events, major gifts,
planned giving, and capital campaigns. The course includes numerous opportunities for students
to hear from experts practicing in this field. We will use as our core textbook, The Complete
Guide to Fundraising Management (Second Edition), by Stanley Weinstein, and we will also
draw extensively on supplementary materials to cover the topics.
Course Objectives:
1.
To introduce students to the fundamental theories, skills and practices in fundraising for
nonprofits, including alternative approaches and applications with culturally diverse populations.
2.
To identify different sources of giving and understand the characteristics that distinguish
each type.
3.
To increase participants’ understanding of the practical, ethical and legal issues involving
fundraising.
4.
To provide students with an opportunity to apply what they have learned by designing a
fundraising plan for a selected organization.
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Readings:
1. The main textbook is: S. Weinstein, The Complete Guide to Fundraising Management
(Second Edition), New York: Wiley, 2002. This book is available at the University Bookstore.
2. Supplementary articles are noted in the weekly schedule. These articles are available through
Gil’s online reserve (http://gil.uga.edu). Go to “search course reserves” and click. Course is
MNPO 6060, Fundraising; Password: tholland.
3. Occasional articles and handouts useful in fundraising will be distributed in class during the
semester.
4. Additional recommended but not required books have been placed on reserve at the Main
Library (see weekly schedule).
Description of Graded Assignments:
1. Class conduct and participation: Throughout this course, each student is expected to
demonstrate consistently high quality of professionalism in class attendance and participation,
including punctuality, conduct, attire, oral and written presentations, and active engagement with
the material. Cell phones must be turned off prior to entering the room. Students are expected to
have read all materials and completed all tasks assigned for each class session prior to that
session and come to class prepared for active engagement in discussions and applications. In
each class session, each individual is expected to demonstrate evidence of learning and applying
the principles and theories covered in the course as well as to contribute actively to others’
mastery of understanding and applications. All written material must be neatly typewritten,
demonstrating appropriate editorial style, careful attribution of all sources, and proper usage of
the English language (including grammar, syntax, spelling, punctuation, etc.). Ignoring this
expectation will result in having papers returned unread and ungraded. This component will
count for 10% of the grade for this course.
2. Report from telephone interviews as prospective donor: Identify 3-4 nonprofit organizations
that interest you and call them as a prospective donor. Ask about their goals and priorities,
specific needs and amounts, donor recognition, and such. A brief report on your experiences,
reflections, and recommendations is to be handed in to the instructor at the beginning of the class
session on the sixth week of the semester. This component counts for 10% of the grade in this
course.
3. Organizational case analysis: Choose a nonprofit organization and critically analyze its
“case” documents. This analysis should be performed in accordance with the case preparation
principles and resources covered in class and in the readings. Your report is to be delivered to
the instructor by the tenth week of the semester. This component counts for 10% of the grade for
this course.
4. Prospective donor research: Identify 4-5 names of prominent people and carry out
background research on them, making use of several of the web resources discussed in class.
Prepare a prospect report (as presented in class) on at least one of them. This report is due at the
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beginning for the class session on 12th week of the semester. It counts for 10% of the grade in
this course.
5. Group fundraising project plan: Students will work in small groups (about 5-6 members each)
to devise a fundraising plan for a nonprofit organization of your choice (a few are off limits, due
to their over-attention by past groups). The organization should be chosen from among those
analyzed by group members in the “organizational case” assignment. The plan should include an
analysis of the techniques chosen for the organization and specific steps and resources for
implementation. Some attention should also be given to those techniques omitted from the plan
and the reasons they were omitted.
While several techniques or approaches should be included in the plan, one of them must
be a letter of inquiry for a grant proposal and an outline of that proposal. For this component,
please identify at least one foundation that makes grants in the area of programs or services of
your selected organization, using the Foundation Center web site or other resources. Work
through the short course on preparing grant proposals offered by that web site, and prepare a
letter of inquiry and proposal outline, which the CEO of your organization could submit to the
identified funder(s).
Projects will be presented to the entire class in 30 minute oral presentations in the last
two weeks of the semester. Students should also prepare a printed summary of the project to be
distributed to all class members when the oral presentation is made. Grades will be based on the
presentation as well as the written report. A copy of the written report is due in the instructor’s
office no later than the last class of the semester. This component counts for 40% of the grade
for this course.
6. Final exam: the final exam for this course will be a case involving a fundraising challenge. It
will be distributed at the conclusion of the last class session, and your response (in typewritten,
printed form) is due in the instructor’s office one week later. It counts for 20% of the grade for
this course.
Course Outline
Week One:
Introduction and Course Overview
Tom Holland will provide the course introduction and overview,
then lead an interactive group exercise on fundraising.
Read: Salamon, The Resilient Sector (Washington DC: Brookings
Institution Press, 2003)
Week Two:
Social and Historical Contexts of Philanthropy
In preparation for this class session, finish
Salamon, The Resilient Sector.
Read Weinstein (textbook), Chapters 1-2.
Read articles in supplementary material on library web site:
Andrew Carnegie, “The Gospel of Wealth”
Independent Sector, “Giving & Volunteering in the U.S.:
Overview and Executive Summary.”
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Week Three:
Who Gives and Why?
In preparation for this class session, read supplementary articles:
Prince, File & Gillespie, “Philanthropic Styles”
Mount, “Why Donors Give”
Lombardo, “Corporate Philanthropy, Gift or Business
Transaction?”
Recommended further reading on this topic (on reserve):
D. P. McIlnay, How Foundations Work, Jossey-Bass, 1998.
This class session is the deadline for identifying work teams for the final project.
Week Four:
Legal and Ethical Issues in Fundraising
In preparation for this class session, read
Weinstein, Chapter 3
http://charitychannel.com/printer_7970.shtml
Hopkins, “State Regulation of Fundraising: Legal Issues” from
The Law of Fundraising.
Balda, “The Liability of Nonprofits to Donors”
Tom Holland will discuss ethical and legal aspects of fundraising,
and then lead the case discussion, “The American Red Cross and
September 11th.”
Guest presenter: Ms. Joan Pritti, Director, Project Safe
Week Five:
No class session this week. Please make use of the time for a team
meeting to identify the organization for your work, specify and
allocate tasks for getting underway.
Week Six:
Planning for Fundraising: Strategy and Process
In preparation for this class session, read
Weinstein, Chapters 3, 5-7, 15
Also read supplementary article:
Brilliant, “Women’s Gain: Fundraising and Fund
Allocation as an Evolving Social Movement
Strategy.”
Review CD ROM files (back inside cover of textbook): Exh 0301,
0302, 0502, 1501, 1502, 1601, 0602, Forms 1-7.
Also in preparation for this class session, explore the websites of
Association of Fundraising Professionals (www.afpnet.org), and
Council for Advancement and Support of Education
(www.case.org). Identify the specific ways these organizations
serve fundraisers, what resources they provide, and the
circumstances under which a fundraiser would make use of them.
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A great little checklist to see if your organization is ready to begin
a fundraising campaign:
http://www.tgci.com/magazine/97summer/ready.asp
Guest presenter: Ms. Illene Roggensack, Consultant on
Fundraising
Students are to hand in reports on telephoning nonprofits as a prospective donor today.
Week Seven:
Preparing a Case Statement
In preparation for this class session, read
Weinstein, Chapter 4
CD ROM: Exh0806
Then read about case statements at
http://nonprofit.about.com/library/weekly/aa020801a.htm
http://www.afpnet.org/resource_center/resource_center_faqs
Then do a search (using Google or other search engine) for case
statements. Critically examine them for quality and usefulness.
Come to class prepared to identify characteristics of good case
statements and how to prepare and critique them
Week eight:
Researching Prospects and Cultivating Relationships
In preparation for this class, read
Weinstein, Chapters 6-7
Supplementary reading:
Sargeant, “Relationship Fundraising: How to Keep Donors Loyal.”
CD ROM Exhibits 0304, 0305, 0311, 0505, 0602, 0603, 0604,
0702, 0801, 0803, 0804, 0808, Form 5.
About the exchange process in fundraising:
http://charitychannel.com/printer_4167.shtml
Then explore web sites for research resources on prospects and
foundations: www.uga.edu/prospect/ethics.html
www.fdncenter.org (The Foundation Center)
Select the name of some well known person and try doing prospect
research
www.sec.gov/edgar/searchedgar/webusers.htm
www.irs.gov/taxstats/article/0,,id=96426,00.html
http://realestate.yahoo.com/re/homevalues
www.hoovers.com/free
www.martindale.com
www.internet-prospector.org
www.guidestar.com
Guest presenter: Mark DeFilippis, Assistant Director, UGA Office
of Development (and expert prospect researcher)
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Week nine:
Fall break…. Have fun!
Week ten:
Annual Giving and Special Events
In preparation for this class session, read
Weinstein, Chapters 9 – 11.
Supplementary reading:
Diamond & Gooding-Williams, “Using Advertising Constructs
and Methods to Understand Direct Mail Fundraising Appeals.”
CD ROM Exhibits 0904, 1001, 1003, 1004, 1005, 1006, 1102
* Students are to hand in their case analyses at the beginning of this class session*
Presenters: Heather Hart, Associate Director, Special Olympics of
Georgia (and MNPO alumna)
Brent Buice, MNPO intern at BikeAthens
Recommended for further reading: Warwick, How to Write
Successful Fundraising Letters, 2001.
Week eleven:
Capital Campaigns and Major Gifts
In preparation for the class, read
Weinstein, Chapters 8, 14
Supplementary reading:
Lindahl, “The Major Donor Relationship: An Analysis
of Donors and Contributions”
CD ROM Exhibits 0505, 0602, 0603, 0604, 0702, 0801 0803,
0804, 0805A, 0805B
Guest presenter: Ms. Brooke Stortz, Associate Director for Development,
UGA College of Veterinary Medicine (and MNPO student)
Week twelve:
Planned Giving
In preparation for this class session, read
Weinstein, Chapter 13
CD ROM Exhibits1310, 1409
Guest presenter: Mr. Keith Oelke, Director of Planned Giving, UGA
Office of Development
Students are to hand in donor prospect reports today.
Week thirteen:
Grant-writing, Foundation and Corporate Solicitations
In preparation for this class session, read
Weinstein, Chapter 12
Before approaching any funder:
http://charitychannel.com/printer_2294.shtml
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http://charitychannel.com/printer_1200.shtml
http://charitychannel.com/printer_4165.shtml
http://charitychannel.com/printer_2840.shtml
http://charitychannel.com/printer_3051.shtml
http://charitychannel.com/printer_3642.shtml
http://www.gaarts.org/grants_programs/organizational_grants/hints
Doing homework to find a good match:
http://charitychannel.com/printer_101.shtml
Next, go to the web site of the Foundation Center
(www.fdncenter.org) and work through the short course on writing
grant proposals (a copy is included in the supplementary course
pack). Also check out http://charitychannel.com/printer_119.shtml
See also these tips for novice proposal writers:
http://charitychannel.com/printer_116.shtml
http://charitychannel.com/printer_118.shtml
Then use the resources of the Foundation Center web site to
identify several foundations that provide grants in the area(s) of
programs and services of the organization identified for your final
project. Go to the web sites of those foundations and review their
funding priorities and guidelines for submitting proposals.
CD ROM Exhitits1202, 1203, 1204, 1205
Guest presenter: Ms. Carole Smith, Director of Corporate and Foundation
Relations, UGA Office of Development
Recommended reading for going further on this topic:
Geever, J. C. The Foundation Center’s Guide to Proposal Writing,
2001.
Week fourteen:
Evaluation and wrap-up
Read Weinstein, Chapter 16
CD ROM Exhibits1601, 1602.
Mann, “Legal Implications of the Internet for Nonprofits” from
Futter, Nonprofit Governance & Management
Check out these web sites for ideas on using the Internet for
fundraising: www.fundraisinginfo.com www.missionfish.com
Week Fifteen:
Presentations of student group project plans
Week Sixteen:
Presentations of student group project plans
(final exam distributed at end of this class session)
Week Seventeen:
Final project reports and responses to the final exam are due in the
instructor’s office today
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Weights and Criteria for Assessing Performance and Assigning Grades for this Course:
Class participation, quality of oral and written work
Report on calls as prospective donor
Organizational case analysis
Donor prospect report
Group fundraising project
Final exam
10%
10%
10%
10%
40%
20%
In an effort to approximate as closely as possible the “real world” of work in nonprofit
organizations, the performance of participants in this course will be evaluated by the instructor
on the basis of evidence of actual mastery of the course goals and objectives, as evidenced in
class participation and in the written assignments. Whereas individual progress and efforts are
laudatory, the assessment criteria do not accommodate to grading for growth or effort; rather, the
focus is upon the evaluation of evidence of the actual level of achievement in relationship to the
stated goals and objectives by the end of the grading period, regardless of the person’s level of
accomplishment at the outset or the intensity of efforts during the term. Grades are assigned on
the basis of the following criteria. If you have any questions about grades, please review these
principles:
F - Performance is inadequate on most goals and objectives; cognitive understanding of concepts
and principles does not appear to be clear or integrated; student is excessively dependent upon or
avoidant of instruction for direction.
D - Individual is engaged in some of the course goals and objectives at a minimal level of skill or
cognitive processing required for performance of some tasks; integration of theory and practice
is occasionally apparent; student is inappropriately dependent upon structured instruction to
overcome deficiencies.
C - Individual identifies, distinguishes, illustrates, and applies concepts and principles from
course materials to show understanding of some course goals and objectives; demonstrates
comprehension and appropriate usage of methods and principles; gives correct answers to
questions and satisfactorily addresses most components of assignments; relies extensively on
structured instruction for conceptualizing tasks; reflects to a limited extent on own mastery and
integration of material.
B - In addition to above, individual clearly describes and assesses concepts from course
materials, explores underlying linkages and relationships among concepts and principles;
evaluates content, structure, and utilization of material; draws inferences for applications in new
situations; demonstrates development of high level of skill in analysis and application of
concepts and methods; takes initiative in developing and demonstrating mastery of all course
goals and objectives.
A - In addition to all of the above, individual takes extensive initiative in demonstrating
exceptional mastery and integration of all areas related to course goals and objectives; makes
explicit use of standards of excellence to critically appraise a wide range of resources beyond
those covered in this course; creatively synthesizes and formulates innovative approaches to
dealing with complex problems; proposes improvements in theory and application to improve
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field and own contributions to it; demonstrates superior cognitive, affective, and practical
mastery of all aspects of this field.
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Readings on Fundraising for Nonprofit Organizations
Bauer, D.G. (1995). The “How To” Grants Manual: Successful Grantseeking Techniques for
Obtaining Public and Private Grants. Phoenix, Az..: Oryx Press.
Boshee J. (1998). Merging Mission and Money. Washington, D.C.: BoardSource.
Burlingame, D.F. (ed.). (1997). Critical Issues in Fund Raising. New York: Wiley.
Dalsimer, J.P. (1996). Understanding Nonprofit Financial Statements. Washington, D.C.:
BoardSource.
Dove, K.E., Martin, V.L., Wilson, K.K., Bonk, M.M. & Beggs, S.C. (2002). Conducting a
Successful Development Services Program. San Francisco: Jossey-Bass.
Downs, H. (1996). Speaking of Money. Washington, D.C.: BoardSource.
Edwards, R.L. & Benefield, E.A. (1997). Building a Strong Foundation: Fundraising for
Nonprofits. Washington, D.C.: N.A.S.W. Press
Fry, R.P. (1997). Creating and Using Investment Policies. Washington, D.C.: BoardSource.
Futter, V. (ed.). (2002). Nonprofit Governance and Management. Chicago: American Bar Assn.
Geever, J.C. (2001). Guide to Proposal Writing. New York: The Foundation Center.
George, G.W. (1996). Fearless Fundraising. Washington, D.C.: BoardSosurce.
Greenfield, J.M. (2002). Fund-Raising Fundamentals: A Guide to Annual Giving for
Professionals and Volunteers. New York: Wiley.
Hopkins, B.R. (1991). The Law of Fund-raising. New York: Wiley.
Howe, F. (1998). Fund-Raising and the Nonprofit Board. Washington, D.C.: BoardSource.
Howe, F. (1991). The Board Member’s Guide to Fund Raising. San Francisco: Jossey-Bass.
Kelly, K.S. (1998). Effective Fund-Raising Management. Mahwah, N.J.: Lawrence Erlbaum
Associates.
Lang. A.S. (1998). Financial Responsibilities of the Nonprofit Board. Washington, D.C.:
BoardSource.
Lang A.S. & Sorrells M. (2001). The IRS Form 990: A Window into Nonprofits. Washington,
D.C.: BoardSource.
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McIlnay, D.P. (1998). How Foundations Work: What Grantseekers Need to Know About the
Many Faces of Foundations. San Francisco: Jossey-Bass.
McLeish, B.J. (1995). Successful Marketing Strategies for Nonprofit Organizations. New
York: Wiley.
Seisman, C. (ed.). (2000). Secrets of Successful Fundraising. Washington, D.C.: BoardSource
Seltzer, M. (2001). Securing Your Organization’s Future: A Complete Guide to Fundraising
Strategies. New York: The Foundation Center.
Thornton, G. (1999). Planned Giving: A Board Member’s Perspective. Washington, D.C.:
BoardSource.
Warwick, M. (2001). How to Write Successful Fundraising Letters. San Francisco: JosseyBass.
Weinstein, S. (2002). The Complete Guide to Fundraising Management. New York: Wiley.
Weisman, C. (ed.). (2000). Secrets of Successful Fundraising. Washington, D.C.: BoardSource.
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