EXEC-GP/PADM-GP 4131 - New York University



EXEC-GP/PADM-GP 4131 Fundamentals of Fundraising Spring 2020Instructor InformationKelly Moody (kelly.s.moody@nyu.edu) & Erika Goodman (rikagoodman@) Office Hours: By appointment.Course InformationClass Meeting Times: Saturdays 4:20 – 6:00pm, February 8, February 22, March 7, March 28, April 11, April 25, and May 9, 2020Class Location: 194 Mercer, Room 308Midterm Assignment Due Date: March 28, 2020Final Assignment/Test Date: May 16, 2020Course MaterialsYou are expected to read all required readings, including articles and chapters in books that are posted on NYU Classes and the course textbook:Achieving Excellence in Fundraising (Fourth Edition), edited by Eugene R. Tempel, Timothy L. Seiler and Dwight F. BurlingameThe textbook is on electronic and hard-copy reserve at Bobst Library. You have the option of purchasing the book at the NYU bookstore or on , but in an effort to make this course more affordable, no one is required to purchase the book.Learning GoalsBy the end of the semester, participants in this class should achieve the following competencies, all of which are immediately applicable in nonprofit work at the jobs they may have:Know where and how fundraising fits into the organizationKnow ethics of fundraising, donor rights and possess vocabulary of the field and gain knowledge of the fundraising cycle.Know the basics of managing a fundraising operation that drives success (metrics; links with program development and marketing; office structure such as Annual Giving/Unrestricted Gifts, Major Gifts, Corporate and Foundation Gifts, Stewardship, Events and Planned Gifts.Knowledge of current trends.Experience soliciting individuals in person through role plays and learn how to write a proposal for foundation and corporation support.Understand the components of a successful fundraising campaign: leadership, board, case, prospects.***We will focus on nongovernmental funding sources ***Course PoliciesNo late assignments. If extenuating circumstances arise, please notify Erika and Kelly in advance.Detailed Course OverviewAssignments due for Class 1Readings on topics to be covered in Class 1:Achieving Excellence, Chapters 3, 4, 17, 34, 35.“Charitable Giving: How Much, by Whom, to What, and How?” The Non-Profit Sector: A Research Handbook, Second Edition, pp 542-567 (Chapter 23).Giving in the USA 2019 InfographicThe New Normal: Trends in UHNW Giving 2019 by Wealth-X Class 1: Nuts and Bolts of FundraisingOverview of Fundraising – Who gives to charity? What do they give to?Know your organization and its case. How does fundraising fit into an organization?Fundraising VocabularyVarious group exercises in classAssignments due for Class 2Required readings on topics covered in Class 2:Achieving Excellence, Chapters 7, 8, 9Foundation Center’s Guide, Chapters 2, 11, 12, read the sample proposal - pp 262-273. Pay special attention to page 13, which describes the components of a proposalProspect Research for Fundraisers, “Researching Prospects,” Chapter 3Writing assignment:Select an organization about which you care deeply and to which you will have access to an informed staff member whom you can interview in order to write your proposal and complete other class assignments. This organization will be yours for the duration of the class, including the final. At the beginning of the next class, please provide in writing the name of the nonprofit that you plan to follow during the course of the semester. If you have trouble identifying a nonprofit, please contact either Erika or Kelly to help brainstorm.Class 2: How to Identify Funders & Write a ProposalKnow your donor - Prospect ResearchClass handout: Prospect Research by Troy SmithProposal basicsClass handout: Components of a ProposalAssignments due for Class 3Readings on topics to be covered in Class 3:Achieving Excellence, Chapters 5, 18, 26, 31.Foundation Center’s Guide, Chapters 5Generosity Network, pp. 19-65, and Chapters 6 and 7Writing assignment:After reading the Generosity Network, ps 19-65, write your story of self, of us and now using your personal story and the nonprofit that you have chosen for your proposal. Be prepared to present your story in class and to turn in the written version.For your proposal, describe the program for which you seek funding in a narrative, which should span no more than 3 pages, and include 2 or 3 objectives with corresponding goals, methods, staffing and a timeline. You will be asked to submit later in this course information on sustainability. If you need more space, the timeline and staffing can be attachments. (Please reference chapter 5 in the Foundation Center’s Guide)Class 3: The Ask: In-person SolicitationsFace-to-Face MeetingsWhat makes a good gift agreementDonor Relations & Stewardship/ReportingHow to create a story of self, of us, of now If we end early, Kelly and Eriika will remain to review questions about proposalsAssignments due for Class 4Readings on topics to be covered in Class 4:Review Role play scenarios for both donor and development officerAchieving Excellence, Chapters 10, 11, 12, 13, 14, 15, 16Foundation Center’s Guide to Proposal writing, chapters 4, and 15The 2018 US Trust Study of High Net Worth Philanthropy “The Big Winner in China’s Philanthropy Game: Schools,” Wall Street Journal (January 28, 2016)“Women primed to give big,” Chronicle of Philanthropy, June 1, 2016“Zakat: The Wealth of Charity,” Huffington Post, August 12, 2011Vaid, Urvashi and Ashindi Maxton “The Apparitional Donor: Understanding and Engaging High Net Worth Donors of Color,” (New York: The Advancement Project and The Vaid Group LLC, 2017)Writing assignment:In preparation for next class’s role plays, fill out a meeting preparation worksheet only for a qualification meeting from the development officer perspective. (leave off the biography section and consult role play write up for that information instead). Please turn in this write up in Class 4.Add a needs statement to your proposal no more than 300 words long for your chosen organization/program.Optional supplemental readings about fundraising in small and grassroots organizationsAchieving Excellence, (3rd edition), Chapter 34How big is a major gift?Six simple steps to major gifts for small shops Successful Fundraising at the Small Development ShopWatch Out! Your Non-Profit Could be Missing a Pot of GoldMajor Gift Fundraising in a small shopTo Boost Individual Donor Giving, Nonprofits Need a PlanClass 4: Role Play & Inclusive FundraisingHow To Be An Inclusive FundraiserGiving Trends Across Various Demographic GroupsCustomizing Approach to Different Communities Class will participate in role plays to gain experience conducting a qualification visit***Please submit your midterm assignment at the beginning of this class. The midterm assignment comprises the qualification meeting prep worksheet and the cumulative sections of your proposal. Your midterm grade will comprise the combination of your midterm assignment, plus your participation to date and all other scored written assignments.***Assignments due for Class 5Reading on topics to be covered in Class 5:Achieving Excellence, Chapters 19, 21, 24, 27, 29, 30, 32The Foundation Center’s Guide to Proposal Writing, Chapter 6 and 8“Everything you need to know about campaigns,” CASE Currents (Nov/Dec 2014), pp. 44-48.Assessing Campaign ReadinessHow to be a great board member“How to Persuade Grant Makers Your Program Is Sustainable”, Chronicle of Philanthropy, April 6, 2016Gayle L. Gifford, “Cause Marketing: 10 Cautionary Principals for Nonprofits,” Cause & Effect, 2014 (downloaded Jan 5, 2019)“Fundraising Roadmap: How To Prioritize Your Digital Fundraising Channels,” Forbes (May 2, 2018)Writing assignment:Write the evaluation section of your proposal. Please refer to Chapter 6 in the Foundation Center’s guide.Write the Organizational description/capacity section of your proposal. Please refer to Chapter 8Class 5: Direct Response Solicitations & CampaignsDirect Response & Cause Marketing SolicitationsAnnual givingMail, email, websiteSocial media & crowd fundingEvents fundraisingCause MarketingIntegrating channelsCampaignsWhat is a fundraising campaign and why do organizations do them?Should we do a campaign?Basic campaign elementsAssignments due for Class 6Readings on topics to be covered in Class 6:AFP Code of Ethical Principles and StandardsDonor Bill of RightsAchieving Excellence, Chapters 20Foundation Center’s Guide, Chapter 7How to give away $1 billion,” Financial Times (December 23, 2015)“The Government We Deserve – The Zuckerberg Charitable Pledge and Giving from One’s Wealth”Impact Investing vs Venture Philanthropy“Sticky Situations,” Currents (May/June 2015)Cases: You will be assigned one of the following cases. Please read all items relating to your assigned case and come to class prepared to discuss your case. The other cases are optional readings.Case 1: Lincoln Center’s Avery Fisher Hall“Lincoln Center to Rename Avery Fisher Hall,” The New York Times (Nov 13, 2014)“David Geffen Captures Naming Rights of Avery Fisher Hall,” The New York Times (March 4, 2015)Case 2: Paul Smith College“Paul Smith College Will Get $20 Million, If It Changes Its Name,” The New York Times (August 17, 2015)“Judge Rejects Request by Paul Smith’s College to Change its Name,” The New York Times (October 7, 2015)“After Ruling, Paul Smith’s College Won’t Get Weills’ $20 Million Naming Gift,” The New York Times (October 22, 2015)Case 3: The Case of Patrick Soon-Shiong“Culver City-Based NantHealth's Stock Plunges As CEO Is Accused Of Funneling Donations Back To Company,” California News Wire Services, News Partner (March 8, 2017)“Biotech Billionaire Accused of Funneling Donations Back to Companies,” Fortune (March 6, 2017)“Hughes Questions Whether University of Utah had a Cinderella-Slippered Deal…” Salt Lake Tribune (October 17, 2017; updated October 18, 2017)Case 4: Influence of Corporate Giving“How Coke and Pepsi are Buying Off Charities Like Save the Children,” Alternet (December 17, 2010)Selfish Giving: How the Soda Industry Uses Philanthropy to Sweeten Its Profits. (2013)“Cancer Society Executive Resigns Amid Upset over Corporate Partnerships,” The New York Times (November 5, 2018)Case 5: Tarnished ReputationsSackler Case Study readingsCase 6: Influence of Ultra Wealthy Donors“A Word from Our Sponsor,” The New Yorker (May 27, 2013)Optional: “Gilded Giving: Top Heavy Philanthropy in an Age of Extreme Inequality,” published by Institute for Policy Studies (Nov 2016)Writing AssignmentFor your proposal, write your budget (you can make up the budget) and complete the sustainability section.Supplemental Materials about Board Development & Campaigns:Sample Advisory Board and Board Job DescriptionsBoard Member Self Assessment worksheetsBoard Self Assessment ToolBoard Self-Assessment worksheetSample Feasibility Study Questionnaire and letter$40 million gift tableSample 1 & 2: campaign case statementsClass 6: Planned Giving & Case StudiesPlanned giving as a tool to structure the giftRise of venture philanthropy and social impact investingEthics and Donor RightsCase Studies: Dealing with sticky gifts, including moral and ethical dilemmasAssignments due for Class 7Required readings for Class 7:Achieving Excellence, Chapters 23Foundation Center’s Guide, Chapter 3 and Chapter 8“Beyond Metrics” & “By the Numbers”, Currents (March 2006), pp. 16-32.Writing assignment:Write the executive summary and conclusion of your proposal. Prepare a meeting prep worksheet for a solicitation visit: fill out section on expected outcomes and talking points onlyOptional Readings:What Should a Billionaire Give and What Should You? New York Times (December 17, 2006)Statement of Financial Accounting Standards No. 116Class 7: Class Wrap-upFundraising as a professionHow are development offices structured?Driving performance: How to measure success beyond dollars raisedSalary reviewClass will participate in role plays to gain experience making an askDiscussion: Pulling it altogetherPlus/Delta review of courseTake-home final exam will be handed outReview of proposals: Q & AFinals PeriodTurn in proposal and final examSubmit your complete proposal, including narrative, budget and all other attachments electronically by 4:20 pm (EDT) on May 16, 2020Submit the take home final (handed out in class on May 9) electronically by 4:20 pm (EDT) on May 16, 2020.Academic IntegrityAcademic integrity is a vital component of Wagner and NYU. All students enrolled in this class are required to read and abide by Wagner’s Academic Code. All Wagner students have already read and signed the?Wagner Academic Oath. Plagiarism of any form will not be tolerated and students in this class are expected to?report violations to me.?If any student in this class is unsure about what is expected of you and how to abide by the academic code, you should consult with me.Henry and Lucy Moses Center for Student AccessibilityAcademic accommodations are available for students with disabilities. Please visit the Moses Center for Students with Disabilities (CSD) website and click on the Reasonable Accommodations and How to Register tab or call or email CSD at (212-998-4980 or mosescsd@nyu.edu) for information. Students who are requesting academic accommodations are strongly advised to reach out to the Moses Center as early as possible in the semester for assistance.NYU’s Calendar Policy on Religious HolidaysNYU’s Calendar Policy on Religious Holidays states that members of any religious group may, without penalty, absent themselves from classes when required in compliance with their religious obligations. Please notify me in advance of religious holidays that might coincide with exams to schedule mutually acceptable alternatives.NYU’s Wellness ExchangeNYU’s Wellness Exchange has extensive student health and mental health resources. A private hotline (212-443-9999) is available 24/7 that connects students with a professional who can help them address day-to-day challenges as well as other health-related concerns. ................
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