North Park University School of Business and Nonprofit Management. SBNM 5771 B3 Annual Gift Fundraising for Nonprofit Organizations

North Park University School of Business and Nonprofit Management SBNM 5771 – B3 Annual Gift Fundraising for Nonprofit Organizations Fall B 2016 Syll...
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North Park University School of Business and Nonprofit Management SBNM 5771 – B3

Annual Gift Fundraising for Nonprofit Organizations Fall B 2016 Syllabus Updated: August 2016

Course Instructor: Marilyn Foster Kirk, CFRE Adjunct Faculty, School of Business and Nonprofit Management, and Senior Vice President, TerMolen Watkins & Brandt

Mailbox Location: SBNM Building – Box 27 5043 N. Spaulding Avenue North Park Campus Phone: 847-328-9536 (mobile) (Please call before 9 PM) Email: [email protected] Classroom:

Magnuson, Room 4

Schedule:

Wednesday evenings, October 26 – December 14 6:30 pm – 9:50 pm Note: November 23 is off for Thanksgiving Week

Office Hours: Before class by appointment. Please request an appointment at least two days prior to a regularly scheduled class meetings.

Introductory Comments The most critical challenge facing most nonprofit organizations is the ability to regularly obtain the resources necessary to accomplish its mission. Indeed, the sheer number of nonprofits that have not survived in recent times is due in large part to their inability to generate the necessary financial support. The ability to generate support is largely impacted by the extent to which the nonprofit organization has a clear and compelling case (or reason for raising support), can effectively and powerfully communicate that case, can identify individuals and/or funding entities that have an inclination and capacity to support the organization, and is effective in persuading these potential donors to commit their resources to its cause. Whether you are new to fundraising or bring some experience to this class, you will find much that is potentially useful to you. However, successful fundraising will require that you take what is offered here and apply it to the greatest extent possible in real life settings. For this reason, students who register for this class are required to have access to a nonprofit organization through which they can complete required course assignments. You may use the organization where you work or volunteer. You may also use an organization which is willing to allow you to interview organizational leaders during the weeks of the course. Whatever organization you choose, that organization must employ at least one full-time professional development officer. Course Description This course takes an in-depth look at the giving techniques and processes by which contributed financial resources are secured annually by nonprofit managers and fundraisers. The focus is on raising funds from individuals by employing various methods and techniques including direct mail, personal solicitation, phonathon, email, event, and digital media fundraising programs along with applications of technology and research. This course is taught from a marketing orientation which defines fundraising as the building and managing of relationships between an organization and potential donors for the purpose of increasing resources to the organization. Student Learning Outcomes By the completion of this course, students will have a comprehensive understanding of the process of raising annual gifts from individuals; the programs, techniques and technology used to do so; and related research. North Park University uses the IDEA course rating system to measure student progress toward learning objectives and to measure student satisfaction with their overall learning experience.

These course evaluations are administered at the end of the term, and you will be asked to complete them during the final class session. The results of the evaluation are very important to us and we use them for ongoing efforts to improve the quality of our courses. The overarching IDEA objectives for this course are the following: 1. Comprehend fundamental principles, generalizations, or theories. 2. Apply course material to improve thinking, problem solving, and decisions. 3. Develop specific skills, competencies, and points of view needed by professionals in the field most closely related to this course. In addition to the above stated IDEA objectives, students will be able to achieve the following outcomes specific to this course: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.

Understand how annual giving fits into a comprehensive fundraising program Apply segmentation analysis in order to engage prospective annual giving donors Develop a direct mail program Create a phonathon program Create an annual giving gift table Apply best practices for personal solicitation of annual gifts Apply research to improve annual giving outcomes Create a crowdfunding campaign Understand how social media can be integrated into an annual giving campaign Understand the importance of stewardship and donor retention Create a complete integrated annual giving campaign plan

Required Texts Dove, Kent E., Lindauer, Jeffrey A., and Madvig, Carolyn P. (2001). Conducting a Successful Annual Giving Program. San Francisco, CA: Jossey-Bass. ISBN 0-7879-5649-X Oppenheimer, Daniel M. and Christopher Y. Olivola, Editors. (2011) The Science of Giving: Experimental Approaches to the Study of Charity. New York: Taylor and Francis Group LLC; IISBN: 978-1-84872-885-1 (Chapters 1, 2, 5, 6, 9, 11, 12, 14)

Course Outline Week 1: Introduction to Annual Giving Student Learning Objectives By completion of this class session, you will have a basic understanding of course structure and requirements and knowledge of: fundraising terminology, annual campaign scope, overview of the various techniques of fundraising, fundraising research, and annual giving case statements. Class Organization ➢ Review Syllabus/Assignments/APA Manual requirement ➢ Lecture ➢ Discussion ➢ Small group breakout—research articles Topics ➢ Defining the annual giving program ➢ Fundraising terminology ➢ Annual giving case statements ➢ Identifying the annual giving audience ➢ Introduction to fundraising research ➢ Resources available Readings to be completed for this class 1. Dove, Part I, Chapter 1; Part II, Chapter 23 2. Oppenheimer/Olivola Chapter 1 - Feeling Good About Giving 3. Oppenheimer/Olivola Chapter 2 - A Model of the Value of Giving to Others Compared to the Value of Having More for Oneself 4. Oppenheimer/Olivola Chapter 3 - Precommitment to Charity

Assignments due at the start of the session: None

Week 2: Segmentation and Direct Mail Student Learning Objectives By completion of this class session students will be able to identify the key components of an annual giving plan and understand what role direct mail plays. The student will also gain a basic understanding of how to select and implement the best methods and vehicles, acquire new donors, and segment and target specific donor markets. Additionally, students will understand the role that testing and statistical analysis plays in an annual giving program. Students will be able to set up annual giving gift tables. Class Organization ➢ Lecture ➢ Discussion ➢ Small groups work on mail piece in class Topics ➢ Annual giving plan ➢ Direct mail ➢ Segmentation ➢ Donor acquisition ➢ Metrics ➢ Gift table ➢ Data Readings to be completed for this class 1. Dove, Part I - Chapters 2, 3, 4 2. Dove, Part II – Chapters 1, 2, 11 3. Science of Philanthropy Initiative, “Nonprofit Fundraising Study – An Examination of the Understanding and Use of Scientific Research Methods in Fundraising Campaigns” http://spihub.org/site/resource_files/SPI_report_on_NRC_Survey.pdf 4. Brown, M., “Study a Lot – and Raise More! http://spihub.org/site/resource_files/newsroom/2015_Advancing_Philanthropy.pdf Assignments due at the start of the session: 1. Write a short (3-4 pages) paper. Describe your nonprofit organization and its current annual giving program. If the organization doesn’t have one, outline the key elements that should be included in a comprehensive annual giving plan. Explain how these elements would be important for the organization. Use APA style, but no abstract. 15 points. 2. Select one of the three research articles from Week 1’s readings and submit a PowerPoint (PPT) presentation that summarizes the results and how they might be applied to the annual

giving program plan in your organization. Organize the PPT by these sections: 1) Summary, 2) Methodology and 3) Application. No APA style requirement. 10 points.

Week 3: Phonathon and Online Fundraising Student Learning Objectives After completing this session, the student will be able to create and manage a phonathon program, work with volunteers for raising annual gifts, solicit annual gifts personally, and analyze online fundraising programs. Students will be able to apply research on social norms to annual giving programs. Class Organization ➢ Lecture ➢ Discussion ➢ Visit North Park U. phonathon operations

Topics ➢ Phonathon ➢ Personal solicitation ➢ Volunteers ➢ Online and email fundraising ➢ Integrating direct mail, phonathon, email, website fundraising ➢ Social norms and giving Readings to be completed for this class 1. Dove, Part I, Chapters 6, 7, 8, 9 2. Dove, Part II, Chapters 3, 10, 19, 20 Assignments due at the start of the session: 1. Collect sample direct mail packages and note your reactions (what you like and don’t like, what catches your interest; bring samples to class for discussion in class for Week 3). Analyze at least three samples using the theory and ideas from class/textbooks. Rank the three and provide a rationale. Submit photocopies (or originals) of the actual direct mail pieces. Write the analysis within a 2-3 page paper. APA style, but no abstract. 15 points. 2. Draft an annual fund gift table for your nonprofit organization’s upcoming annual gift campaign. If a table already exists, compare to the one you create. Please include both your table and the organization’s, if you make a comparison. Write a 1 page paper that articulates a rationale for how you set up the table and how it compares to the organization’s (if it exists). APA, but no abstract. 15 points

Week 4: Giving Societies and Special Events Student Learning Objectives By completion of this class session, the student will have increased knowledge of monthly giving programs, giving days, communication strategies, giving societies, and special events. Students will be able to apply the research on emotional factors in giving to a particular annual giving program. Class Organization ➢ Lecture ➢ Discussion ➢ Small group research breakout Topics ➢ Monthly giving programs ➢ Giving societies ➢ Giving days ➢ Special events ➢ Communications ➢ Emotional factors in giving Readings to be completed for this class 1. Oppenheimer/Olivola, Chapter 5 - Social Influences in Giving 2. Oppenheimer/Olivola, Chapter 6 - How Social Norms, Price, and Scrutiny Influence Donation Behavior 3. Dove, Part I, Chapters 5, 10 4. Dove, Part II, Chapters 8, 12, 13, 14, 15, 16, 17, 18, 24 5. Murphy Society Website: http://mccormick-dev.tech.northwestern.edu/murphy/ 6. AFP Report on Special Events Assignments due at the start of the session: 1. Write a 2-3 page paper that answers the following questions: How does your organization use its website in annual gift fundraising? How do the email, phonathon and direct mail solicitation programs work together? What changes would you suggest to better integrate the program? Use APA, but no abstract. 15 points 2. Find three larger organizations that appear to have a robust online giving presence. Analyze their programs using the theory and ideas from class/textbooks. Rank the three and provide a rationale for your ranking. Submit links to the three websites together with a short 2-3 page paper. Email the link for the best online program to the instructor at least two days prior to the class session and be prepared to present to the class. Use APA, but no abstract. 15 points.

Week 5: Technology and Innovation Student Learning Objectives By completion of this class, students will have increased knowledge of social media and CRM software for use in annual giving programs. Students will be able to create a crowdfunding campaign for a particular organization. Class Organization ➢ Lecture ➢ Discussion ➢ Guest speaker ➢ Small group research breakout Topics ➢ Crowdfunding ➢ Social media ➢ CRM and tools ➢ Recent innovations ➢ Other influences on giving Readings to be completed for this class 1. Oppenheimer/Olivola, Chapter 9 - Sympathy Biases and Sympathy Appeals 2. Oppenheimer/Olivola, Chapter 11 - Donate Different 3. Crowdfunding resources (from Brady Josephson’s blog posts) http://recharity.ca/crowdfunding-questions-resources/ http://recharity.ca/common-crowdfunding-questions/ http://recharity.ca/talking-crowdfunding-nonprofits/ http://recharity.ca/crowdfunding-use-stories-strategies-raise-funds-crowd/ http://recharity.ca/summary-crowdfunding-infographic/ Assignments due at the start of the session: 1. Select one of the research articles from Week 4’s readings and submit a PowerPoint (PPT) presentation that summarizes the results and how they might be used to influence the annual giving program plan in your organization. Organize PPT into these sections: 1) Summary, 2) Methodology and 3) Application. No APA. 10 points. 2. Outline your organization’s communications and PR plan for the current year, and analyze its goals, comprehensiveness, ease of execution, and likelihood of influencing positive donor responses. If your organization does not have a plan, create a calendar of communications that could be adopted by your organization. APA, but no abstract. 20 points.

Week 6: Donor Retention & Sight Raising Student Learning Objectives By completion of this class session, the student will be able to identify and implement strategies for retaining donors and sight-raising giving. Students will also have the tools to develop a stewardship plan and overall budget for annual giving. Class Organization ➢ Lecture ➢ Discussion ➢ Small group research breakouts Topics ➢ Stewardship & recognition ➢ FEP ➢ Overhead ➢ Costs and budget ➢ Sight raising Readings to be completed for this class 1. Oppenheimer/Olivola, Chapter 12 - The Benefits of Asking for Time 2. Oppenheimer/Olivola, Chapter 14 - The Critical Link Between Tangibility and Generosity 3. Dove, Part I – Chapters 11, 4. Dove, Part II – Chapters 25, 26 5. Gneezy, U., Keenan, E. and Gneezy, A. ”Avoiding overhead aversion in charity” sciencemag.org, SCIENCE, 31 October 2014, Vol 346 ISSUE 6209

Assignments due at the start of the session: 1. Select one of the research articles from Week 5’s readings and submit a PowerPoint (PPT) presentation that summarizes the results and how they might be used to influence the annual giving program plan in your organization. Organize PPT using these sections: 1) Summary, 2) Methodology and 3) Application. No APA. 10 points. 2. Create a crowdfunding campaign online during Week 5. Submit the link as a part of the assignment due in Week 6. Execute the campaign during Week 7. 3. Draft outline for final paper. Bring to class to use in small group breakouts toward the end of class. Share and discuss in small groups (do not turn in outline).

Week 7: Integrating, Evaluating, & Developing an Annual Giving Plan Student Learning Objectives By completion of this class session, the student will be able to create an integrated annual giving plan for an organization, including budget, staffing, programs, timing, and gift charts. Students will be able to evaluate the success of an annual giving program and create final reports. Class Organization ➢ Lecture ➢ Discussion ➢ Small group breakout for paper discussion ➢ Work on papers ➢ Completion of course evaluations Topics ➢ Integrating annual giving into overall fundraising program ➢ Evaluation of success ➢ Reports ➢ Developing an integrated annual giving campaign plan ➢ Celebrating Success! Readings to be completed for this class 1. Dove, Part I, Chapter 12; 2. Dove, Part II Chapters 4, 5, 6, 7, 21, 22, 27, 28 3. Sample Annual Gift Development Plan (AFP First Course materials – available online) http://www.spurinstitute.org/wp-content/uploads/2014/10/AFP_Sample-Annual-FundDevelopment-Plan.pdf

Assignments due at the start of the session or following this session as indicated: 1. Create an annual giving stewardship plan for your organization. This should be as detailed as possible, indicating who is in charge of ensuring that donors are acknowledged and recognized appropriately. If the organization has a plan, critique the plan. Again, indicate if this is a new plan or a critique. APA, but no abstract. 15 points. 2. Select one of the research articles from Week 6’s readings and submit a PowerPoint (PPT) presentation that describes the results and how they might be used to influence the annual giving program plan in your organization. Organize around 1) Summary 2) Methodology 3) Application. No APA. 10 points.

3. Report on your Crowdfunding campaign. Use APA. 50 points. (Due no later than Friday, December 16.) 4. Final Paper: Create an annual giving fundraising plan for your organization (Due no later than Friday, December 16). Use APA. 100 points.

Specific Instructions for Crowdfunding Project and Final Paper Crowdfunding Assignment Instructions and Rubric - Total Points: 50 Create your personal crowdfunding campaign to benefit any registered nonprofit organization you’d like (yours or not), apply class concepts and report on your experiences and results (Limit 6 pages, 50 pts). Due no later than December 16. Create & Customize Your Fundraising Page. Using any crowdfunding tool you’d like, CrowdRise or Everydayhero are suggested, create a fundraising page with at least a $100 goal to be completed within 3 weeks. Read the fine-print regarding funding model (how the crowdfunding tool gets paid) and other details. Become an expert! Solicit Friends and Family. Once your page is active, send a few personal emails, post on social media, etc. to raise support for your particular cause and campaign Thank and Close. Be sure to thank your supporters and end your campaign. Make sure to send the money to your charity of choice if your platform requires it. Write Report. Complete your report and assessment based on your experience in accordance to the criteria/rubric below. Use APA format. No more than 6 pages. Criteria: Successfully Completed - 15 pts ● Create page - 5 pts ● Customize page - 5 pts ● Reach $100 goal - 5 pts Report on Experience - 35 pts ● Recap of what you did - 10 pts ● Application of class concepts to what you did and the results - 25 pts

Grading Rubric – Crowdfunding Project Criteria

Exceeds Standards

Meets Standards

Below Standards

Created Page (5 pts)

Live and published page (5 pts)

Drafted page but not live (2 pts)

No active link or drafted page (0 pts)

Customized Page (5 pts)

Picture and personalized message talking about the fundraiser (video is great too). (5 pts)

Some customization around media or message but not both or thorough. (3 pts)

Standard page with no additional customization. (1 pt)

Reach $100 Goal (5 pts)

$100 or more raised. (5 pts)

More than $50 raised. (3 pts)

Less than $50 raised. (1 pt)

Recap of Activity (10 pts)

Full description of activity with items like tool and organization selected, how page was customized, link to page provided, who you asked and how. (10 pts)

Fair description with key info like link to page, who fundraising for and how you raised funds. (8 pts)

Short description, no info on how you raised funds, no link provided. (5 pts)

Application of Class Concepts (20 pts)

Applied key concepts from text books and other research into own use and fundraising, can articulate those concepts and the impact they had (if any) and tie in the discussion around annual giving and how lessons learned can influence strategy, fundraising and planning. (20 pts)

Applied a key concept from class and allude to how they were used and how they can be applied. (15 pts)

Little discussion of key concepts, how they were used and their application to the project or fundraising and planning in general. (10 pts)

Well-written (5 pts)

Excellent (5 pts)

A few writing errors/doesn’t use all APA features (3 pts)

Several writing errors/ignores APA format (0 pts)

Final Paper Instructions and Rubric – Total Points: 100 Create an annual giving fundraising plan for your organization. Organize the plan in a way that matches the organization’s needs. Use APA format. Include the following sections in the plan and include history, if available to you by the organization, to show the changes from the past plan/results to your new plan:  

Prospect pool/segmentation Case for support

          

Techniques (direct mail, phonathon, personal solicitation, online, social media, etc.) Integration into a larger organization fundraising plan (which may include major and planned giving) Budgets Staffing Timing Gift Table Volunteers Giving Societies Communication/PR Stewardship Evaluation

Grading Rubric – Final Paper Criteria Exceeds Standards Specifically addresses the needs of the organization (25 pts) Covers the topics suggested at a deep level (25 pts)

Very much connected to the particular needs of the organization (25 pts) Covers 100% of the suggested topics at a deep level (25 pts)

Integrated plan (20 pts)

Highly integrated plan (20 pts)

Well-written (20 pts)

Excellent writing and follows APA (20 pts)

Length appropriate – page count is for content --not including the cover page or references (10 pts)

15-19 pages in length (10 pts)

Meets Standards

Below Standards

Connected to the needs of the organization (20 pts)

Very generic plan, not connected to the needs of the particular organization (10 pts) Covers 50% of the suggested topics at a superficial level (10 pts)

Covers 80% of the suggested topics at moderate depth (20 pts) Somewhat integrated plan (15 pts)

A few writing errors and missing some APA formatting (15 pts) 9-14 pages in length (8 pts)

Parts of the plan appear independently, but not integrated (5 pts) Very poor writing and not following APA (5 pts) 8 or less pages in length or 20+ pages in length (0 pts)

General Course Requirements 1. Active and informed participation in class discussion. (10 points per session—total 70). As adult learners, you are expected to manage your own learning process. The extent to which the class is valuable to you will depend much upon your level of personal involvement in learning. 2. Assignments. The assignments mostly relate to a particular nonprofit organization accessible to the student. Most assignments will involve exploring an aspect of fundraising theory in a practical context. The crowdfunding assignment requires using publically

available software to set up an actual fundraising campaign for an organization. The final report on the crowdfunding assignment is due no later than Friday, December 16. 3. Final Paper. A final paper will be due no later than Friday, December 16 and will involve developing an annual fundraising plan for an organization, incorporating most recent fundraising technology and methods. The final paper must be the work of the student and not the result of group discussion or collaborative work.

Grading Rubric – Entire Course Class Assignment Session 1 2 2 3 3 4 4 5 5 6 6 7 7 7 Total

Paper: Intro to organization Research PPT Direct mail analysis Gift table Paper: integrated program Paper: Online giving Research PPT Communication plan Research PPT Crowdfunding Stewardship plan Research PPT Final Plan

Possible Points 15 10 15 15 15 15 10 20 10 50 15 10 100 300

Participation Cumulative Points Points 10 10

10 45

10 85 10 125 10 165 10 235 10

70

370 370

Academic Honesty In keeping with our Christian heritage and commitment, North Park University and the School of Business and Nonprofit Management are committed to the highest possible ethical and moral standards. Just as we will constantly strive to live up to these high standards, we expect our students to do the same. To that end, cheating of any sort will not be tolerated. Students who are discovered cheating are subject to discipline up to and including failure of a course and expulsion. Our definition of cheating includes but is not limited to: 1. Plagiarism – the use of another’s work as one’s own without giving credit to the individual. This includes using materials from the internet. 2. Copying another’s answers on an examination. 3. Deliberately allowing another to copy one’s answers or work. 4. Signing an attendance roster for another who is not present. In the special instance of group work, the instructor will make clear his/her expectations with respect to individual vs. collaborative work. A violation of these expectations may be considered cheating as well.

For further information on this subject you may refer to the Academic Dishonesty section of the University’s online catalog. In conclusion, it is our mission to prepare each student for a life of significance and service. Honesty and ethical behavior are the foundation upon which such lives are built. We therefore expect the highest standards of each student in this regard. Criteria for grading written assignments A/A- Well-written with no errors (spelling, sentence fragments, unclear sentences, etc.). Excellent analysis and well-supported conclusions. Demonstrates complex understanding of topic and familiarity with supporting sources (readings, class presentations). Fully and clearly responsive to question(s) asked. B/B- Moderately well-written with few errors. Good analysis and well-supported conclusions. Demonstrates correct understanding of topic and familiarity with most supporting sources (readings, class presentations). C/C- Content may show either less than correct familiarity with the topic or bulk of supporting sources, is not fully responsive to the question(s) asked, or is poorly written (major mistakes made). D/D- Any combination below the levels described above. Class Attendance Policy The graduate courses in the SBNM are all 7 weeks in length. Missing one class session is allowed without penalty as long as all readings and assignments are made up by the student within a reasonable time period (the following week). Failing to log into an online course site for an entire week is allowed, but a penalty may be applied at the instructor’s discretion. Missing a second class session is allowed only in unusual circumstances by prior arrangement with the instructor. Since this represents almost 30% of the engagement time for the course, the student runs the risk of receiving a lower overall grade for the class. Faculty are encouraged to drop the course grade by a full letter grade in this situation. A student who misses three classes (or the equivalent two weeks for an online class) will automatically fail the course, unless the student drops the course before the seventh week of class. Students who drop a course will be held responsible for tuition, based upon the current North Park University policy outlined in the University Catalog (found on the NPU website). Disabilities Accommodations Students with disabilities who believe that they may need accommodations in this class are encouraged to contact the Student Support Specialist by email [email protected], by phone at (773) 244-5737, or stop by the office located on the first floor of the Johnson Center in the Center for Student Engagement. Please do so as soon as possible to better ensure that such accommodations are implemented in a timely manner. If needed, appointments can be relocated.

Title IX Students who believe they have been harassed, discriminated against, or involved in sexual violence should contact the Dean of Students (773-244-5565) or Director of Human Resources (773-2445599) for information about campus resources and support services, including confidential counseling services. As a member of the North Park faculty, we are concerned about the well-being and development of our students, and are available to discuss any concerns. Faculty are legally obligated to share information with the University’s Title IX coordinator in certain situations to help ensure that the student’s safety and welfare is being addressed, consistent with the requirements of the law. These disclosures include but are not limited to reports of sexual assault, relational/domestic violence, and stalking. Please refer to North Park’s Safe Community site for contact information and further details. http://www.northpark.edu/Campus-Life-and-Services/Safe-Community APA Requirement The School of Business and Nonprofit Management (SBNM) has adopted the Publication Manual of the American Psychological Association (APA) as the standard and required format for all written assignments in SBNM courses. Our goal in adopting the APA Manual is to enhance student learning by: 1) Improving student’s writing skills. 2) Standardizing the required format of all written assignments in all SBNM courses. 3) Emphasizing the importance of paper mechanics, grammatical constructs, and the necessity of proper citations. 4) Holding students accountable for high quality written work. If you are unfamiliar with the requirements of the APA Manual, we recommend that you purchase the reference manual and/or that you consult one or more of the suggested resources as listed on the Student Resources section of the SBNM website. It is your responsibility to learn and ensure that all written work is formatted according to the standards of the APA Manual.

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