Course Title: Manage fundraising and sponsorship activities
Part B: Course Detail
Teaching Period: Term2 2021
Course Code: MKTG5054C
Course Title: Manage fundraising and sponsorship activities
School: 650T Vocational Business Education
Campus: City Campus
Program: C6169 - Advanced Diploma of Business (Public Relations)
Course Contact: Nick Reynolds
Course Contact Phone: +61 3 9925 0791
Course Contact Email: nick.reynolds@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Alain Grossbard
Nominal Hours: 50
Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.
Pre-requisites and Co-requisites
None
Course Description
This unit describes the skills and knowledge required to conduct and administer fundraising and sponsorship activities.
It applies to individuals in not-for-profit organisations who typically have responsibility for the work of other staff and lead teams in developing submissions, identifying funding prospects and budgets according to organisational requirements.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBPUB503 Manage fundraising and sponsorship activities |
Element: |
1. Identify factors influencing fundraising or sponsorship |
Performance Criteria: |
1.1 Identify relevant environmental issues in relation to fundraising and sponsorship 1.2 Identify available sources of funding or sponsorship including criteria, conditions or constraints related to funding 1.3 Conduct research to identify the most appropriate target public for fundraising or sponsorship activities in accordance with organisation profile and requirements 1.4 Identify and consider legal and ethical requirements in relation to fundraising or sponsorship 1.5 Make recommendations for fundraising, sponsorship campaigns or activities based on research findings |
Element: |
2. Prepare a funding submission |
Performance Criteria: |
2.1 Evaluate organisation’s current operations and readiness to apply for funding 2.2 Develop a funding submission which meets the funding source’s guidelines and criteria 2.3 Ensure the submission complies with all legal and ethical requirements 2.4 Write the submission to meet the needs of the grantor and submitting organisation |
Element: |
3. Develop a fundraising or sponsorship campaign |
Performance Criteria: |
3.1 Confirm the aims, objectives, outcomes and evaluation measures for a fundraising or sponsorship campaign with senior management 3.2 Conduct a feasibility study to ensure all aspects of the fundraising or sponsorship campaign have been considered 3.3 Examine and agree upon budgets with senior management 3.4 Prepare and obtain agreement on a campaign plan for fundraising or sponsorship activities that meets organisational, ethical and legal requirements |
Element: |
4. Implement a fundraising or sponsorship campaign |
Performance Criteria: |
4.1 Conduct a fundraising or sponsorship campaign in accordance with plan 4.2 Monitor progress of campaign and make necessary alterations as required 4.3 Ensure any changes are agreed upon by relevant stakeholders 4.4 Ensure changes meet legal and ethical requirements |
Element: |
5. Evaluate campaign |
Performance Criteria: |
5.1 Evaluate campaign outcomes against outcomes documented in campaign plan 5.2 Obtain feedback on performance of fundraising or sponsorship campaign from stakeholders 5.3 Develop mechanisms to incorporate feedback into any future fundraising campaigns |
Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to conduct and manage fundraising and sponsorship activities for a not-for-profit organisation, and to align fundraising and sponsorship activities with organisational requirements.
Details of Learning Activities
This course is structures to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.
You will participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided to you to complete outside of the scheduled class time.
A range of in class activities, case studies and independent research is included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.
The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.
Teaching Schedule
Course Schedule: Manage Fundraising and Sponsorship Activities, Semester 2, 2021 | ||||
Week |
Week commencing |
Topic |
Activities |
Assessment Due |
O-Week |
5 July |
Introduction |
Welcome to Week 1 - Introduction to the course.
Class Lecture: Introduction to the course Discuss – Week 1 Lecture Read - What is sponsorship? What sponsors want from the Arts? Industry Case Study |
|
Week 2 |
12 July |
The Not for Profit Sector in Australia |
Welcome to Week 2 - Not-for-profit sector in Australia. This week we will cover the following topics:
Discuss – Week 2 Lecture : Manage Sponsorship & Fundraising Activities-2.pptx Read: Industry Case Study
|
|
Week 3 |
19 July |
Legal and Ethical Constraints. |
Welcome to Week 3 - Legal and Ethical Constraints.
Discuss – Week 3 Lecture - Legal and Ethical Constraints Read Industry Case Study Government ACTS Fundraising Regulations 2019 |
Class Exercise - Competition Case Study Analysis. Upload to Canvas |
Week 4 |
26 July |
History of Sponsorship |
Welcome to Week 4 - Insights into the history of sponsorship Discuss – Week 4 Lecture Read 10 essential steps to create a winning sponsorship proposal Industry Case Study - Discussion |
Assessment 1 Due. A4 Research Report, supplied as pdf to Canvas |
Week 5 |
2 August |
Fundraising Budgets |
Welcome to Week 5 Fundraising Budgets. This week we will discuss the importance of establishing a budget and inputs into a budget. Discuss – Week 5 Lecture - Fundraising Activity Budgets Industry Case Study - Discussion NFP Client Briefing – Assessment 2 - Group Project Read : |
|
Week 6 |
9 August |
Introducing Assessment 2 Intro to sponsorship Australian Charity Register |
Welcome to Week 6 Fundraising strategy. This week we will discuss what a fundraising strategy is, where it fits within a business plan and how to develop a fundraising strategy. Discuss – Week 6 Lecture - The Fundraising Activity Plan Read: https://www.consumer.vic.gov.au/clubs-and-not-for-profits/fundraisers Watch: Developing A Fundraising Strategy |
|
Week 7 |
16 August |
Fundraising Strategy |
This week we will cover the following topics: Fundraising Strategy Discuss – Week 7 Lecture Reading: Lecture Notes Week 7 - Fundraising Strategy The Sponsorship Seeker's Toolkit For next week we will be looking into the world of social media strategies The unauthorised use of photographs or names of personalities may arise in relation to sponsorship or approval cases.
Crowdsourcing - the Pros and Cons MATTHEW, Anne. (2017). Crowd-sourced equity funding : The regulatory challenges of innovative fintech and fundraising.
|
|
Week 8 |
23 August |
Successful social |
This week we will cover the following topics: Successful social media strategies in fundraising Reading: Lecture Notes Week 8 - Successful social media strategies in fundraising Read Szolnoki, Gergely., Thach, Liz., Kolb, Dani., & SpringerLink. (2016). Successful social media and eCommerce strategies in the wine industry. New York: Palgrave Macmillan US : Imprint: Palgrave Macmillan. |
|
Mid Semester Break: Monday 30 August to Sunday 3 September | ||||
Week 9 |
6 September |
The Celebrity Influencer in Fundraising |
This week we will cover the following topics: The rise of the celebrity influencer in fundraising Reading: Lecture Notes Week 9 - The celebrity influencer in fundraising
2. Lessons learned from Celeste Barber 3. Here’s what’s happening with Celeste Barber’s $51 million bushfire cash
Kelly, S., Morgan, G., & Coule, T. (2014). Celebrity altruism: The good, the bad and the ugly in relationships with fundraising charities. International Journal of Nonprofit and Voluntary Sector Marketing, 19(2), 57-75. Bulck, H. (2018). Celebrity philanthropy and activism : Mediated interventions in the global public sphere. London, [England] ; New York, New York: Routledge.
|
|
Week 10 |
13 September |
How to write a sponsorship proposal/agreement |
Welcome to Week 10 Sponsorship History and benefits. This week we will discuss how Sponsorship has evolved and the benefits to all stakeholders. Discuss – Week 10 Lecture Reading: Lecture Notes Week 10 Read Basic Principles of Drafting and Negotiating Event Sponsorship Agreements. Watch: Watch Sponsorship Proposal Basics in About 15 Minutes Workshop – Assessment 2 - Group Project commences |
Assessment 2 Due |
Week 11 |
20 September |
Recap on a sponsorship proposal/agreement |
Welcome to Week 11 Sponsorship - what your business has to offer. This week we will look at matching audience to company. We will define audience, take inventory and Discuss – Week 11Lecture - Understanding what you have to offer in your sponsorship proposal
Read: The lowdown on crowdsourcing Case Study https://sport.nsw.gov.au/clubs/ryc/funding/proposals Workshop – Assessment 2 - Group Project
|
|
Week 12 |
27 September |
Sponsor Data Collection |
Welcome to week 12 - this week we will look into ways to measure and collect data from stakeholders. Discuss – Week 12 Lecture - Technology and data collection Read Workshop – Assessment 2 - Finalising Group Project |
|
Week 13 |
4 October |
Sponsorship review and measurement. |
Welcome to Week 13 Sponsorship review and measurement. This week we will we will review the key elements of sponsorship and work on assessment. Discuss – Week 13 Lecture - The sponsorship proposal
Read Sargeant, Adrian, author, & Shang, Jen. (2017). Fundraising principles and practice (Second ed.). Hoboken, New Jersey: John Wiley & Sons.
Watch:
|
|
Week 14 |
11 October |
Strategies for Fundraising and Selling Sponsorship |
Welcome to Week 14 Sponsorship implementation plan. This week we will review what goes in the sponsorship plan and discuss how to effectively implement the plan. We will also cover how to sell your plan, particularly through a broker.
Discuss – Week 14 Lecture - The sponsorship implementation plan
Read: Using technology in fundraising |
|
|
Week 15 |
18 October |
The Sales Process and Fundraising and |
Discuss – Week 15 Lecture – The Sales Process Read: 5 Ways to Measure the Impact |
Assessment 3 Due |
Learning Resources
Prescribed Texts
References
Other Resources
All resources will be available on Canvas
Overview of Assessment
Assessment Methods
A range of assessment methods will be used to assess practical skills and knowledge. The following assessment methods will be used specifically to assess competency in managing fundraising and sponsorships.
- Project management
- Written reports supported by practical assignments or tasks for individual assessment
- Observation of workplace practice supported by personal interviews
- Knowledge tests
- Practical display with personal interview, presentations or documentation
- Case studies
- Real situations
- Interaction with others.
You will be assessed on the criteria below:
Performance Evidence
Evidence of the ability to:
- research and recommend fundraising or sponsorship campaigns or activities
- develop funding submissions according to requirements
- prepare, implement and evaluate a fundraising or sponsorship campaign.
Knowledge Evidence
To complete the unit requirements safely and effectively, the individual must:
- summarise key provisions of relevant legislation that affect fundraising and sponsorship activities
- identify organisational culture, policies and procedures relevant to fundraising and sponsorship activities
- explain the relevance of donor motivation to fundraising and sponsorship activities
- outline fundraising alternatives.
Assessment Conditions
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the public relations field of work and include access to:
- office equipment and resources
- examples of public relations communication documents
- case studies and, where possible, real situations
- interaction with others.
You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met. You will be provided with feedback throughout the course to check your progress.
Feedback
Feedback will be provided throughout the semester in class and/or with online discussions.
You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. You can email or arrange an appointment with your teacher to gain more feedback on your progress.
You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.
Assessment Tasks
Assignment 1 - Research Report
DUE: Week 4
Part A – Client Profile
Conduct research into the NFP. Prepare a brief history of the organisation, creating an overview profile which is to include:
- Vision
- Mission (including key requirements)
- Goals and objectives
- Programs and comprehensive product information (the use of graphic table is recommended here)
- Key fundraising and/or sponsorship activities
- Organisation’s general target audience(s) and key stakeholders
Part B – Client Readiness
Using your research from Part A, evaluate the organisation’s current operations and readiness to apply for funding:
- Identify two (2) relevant issues that may impact the NFP ability to fundraise and access sponsorship.
- State three (3) key legal and ethical requirements that exist in relation to fundraising or sponsorship. Describe the approach(es) the organisation uses to meet these requirements and suggest how they impact fundraising or sponsorship activities.
- Suggest the most appropriate target public for the NFP’s fundraising or sponsorship activities.
- Create a brief readiness statement, describing how prepared the organisation is to apply for funding through a formal submission. Outline two (2) additional fundraising alternatives the organisation could also consider. (approx.100 words)
Assignment 2 - Fundraising Strategy
DUE: Week 10
STAGE 1 – Draft funding submission
Develop a draft funding submission in line with funding source’s guidelines and criteria outlined below.
Inclusions: See detailed description in sections A-E.
Length: 1000 words (appox)
Format: Prepare in order provided (i.e. A to E), Professional A4 Presentation, supplied as pdf
Part A – Overview (organisation & recommendations)
Perform some research in the NFP organisation. Using your findings provide an overview of:
- The client, who are they, what do they do, what their values are and organisation culture.
- Campaign needs – why is this campaign necessary?
- Aims, objectives and desired outcomes of the NFP in relation to the proposed campaign – what does the organisation want to achieve from this?
- Example policies and procedures relevant to fundraising and sponsorship activities
-
Three (3) fundraising activities you would recommend for the organisation, including details of:
- the name and nature of each one
- objectives of the fundraising/sponsorship activities – how will these activities address the needs of the NFP?
- the timing of activities, i.e. when and for how long?
- the location(s) and expected attendance of activities, i.e. venues and number of people expected to attend
Part B – Supporters + Sponsorship
- Identify the key stakeholders - who do you need to produce/deliver the activities for?
- The Sponsor – include a comprehensive profile of the organisation (sponsor) explaining:
- Who are they, what do they do, who is their audience?
- Investment from organisation (what are they paying to be part of the sponsorship?)
- Key needs, guidelines, criteria, and requirements, e.g. campaign minimum duration, promised exposure, collaboration and personnel involved etc.
- The Relationship – explain what motivates and incentivises the Sponsor to engage with the fundraising activities, including:
- How the organisation (sponsor) will benefit from the partnership to meet their needs?
- Proposed marketing assets they will receive (What will they get?)
- Proposed digital marketing channels they will be profiled in (Where will they be seen?)
Part C – Legal + Ethics
- Summarise two (2) key provisions of relevant legislation and regulations (e.g. anti-discrimination, privacy, WHS) that can have an impact on fundraising and sponsorship activities.
- Identify two (2) legal and two (2) ethical requirements you will take into account specific to your idea/campaign. Hint: Think about any legal or ethical concerns that need to be addressed with the stakeholders, sponsor and activity concept you have proposed. Describe how you will ensure each requirement is addressed to ensure there are no issues.
Part D – Feasibility Study
- Will your campaign (idea) work? Is it desirable – will people want to go/engage with it? Is the organisation ready? Have all key organisational, legal and ethical requirements been considered? Is it financially viable, do you have the funds? – show workings*. And is it feasible – do you have the resources and support/network in place to do this? (150-200 words)
Part E – Costs + Revenue
- What is the projected revenue to be raised – what is your goal?
- Outline the expected costs of activities (budget) and include an overall draft budget of all costs associated with bringing your concept to life (i.e. the whole campaign) – show workings*
* When showing your workings use mathematical formula to calculate whole numbers and decimals to determine funding constraints (viability in D) and sponsorship budgets (costs of activities in E).
STAGE 2 -Presentation to senior management (teacher and students)
At this stage you will take part in a short meeting with senior management of the organisation (your teacher and fellow students).
You will need to present the key details of your submission, including recommendations, to senior management in order to confirm and agree on key details of the plan before implementation. When presenting, use clear spoken language at all times to ensure everyone understands. You may select and use any notes, PowerPoint or other suitable form of communication to help gain support for your plan.
You will need to communicate the following:
- Proposed fundraising idea, organisational aims, objectives, outcomes, strategies and evaluation measures
- Budgets for recommended activities
- Key legal and ethical considerations considered
4. Your presentation should last between 2-3 minutes and should be supported with your research findings and other key information from your funding submission (Parts A-E above).
5. Once you have finished your presentation, invite senior management to ask any questions and share information. Equally, you will need to question any ideas put forward to clarify information and confirm understanding. Examine the finer details of the plan together, and ensure you negotiate agreement on all aspects, including budgets and the overall campaign plan.
6. Make any changes to reflect what was discussed and agreed with senior management, and ensure it meets all organisational, ethical, and legal needs, and requirements. Ensure you adhere also to the submission requirements (outlined in Stage 1) and submit the revised version to Canvas.
Assignment 3 - Sponsorship Strategy and Fundraising Concept Presentation
DUE: Week 15
Part A – Implementing the campaign
You have been successful in your funding submission and, after developing your plan have been given the go-ahead to implement the campaign.
Note: to help you implement your plan, it is recommended that you refer to a current campaign or case study that you can use to benchmark against and inform your strategy. Preform some research to look at best practises and sample resources that you could take ideas from.
Using your plan, you will need to show how you have:
- Conducted the campaign and its activities
- Monitored progress to track the success of the campaign
- Modified and amended the campaign based on changing needs/circumstances
To do this, complete all of the following tasks in line with the word counts shown:
- Describe the scope and nature of the fundraising/sponsorship activities used, and describe how the overall campaign was conducted in line with the agreed plan - Did the event meet the proposed objectives and outcomes presented in the plan, if so, how? Were the activities and campaign strategies successful in meeting the needs of the organisation/cause? Were all key organisational requirements, including budget constraints met? (250-350 words)
- Explain how progress was monitored over time, e.g. regular meetings, checking user engagement/sponsor activity, KPI’s etc. (100-150 words)
- Create a timeline to show how you monitored progress highlighting any milestones/objectives reached or changes made, e.g. gradual increase in interest/interaction from stakeholders, growth of financial objectives as the campaign gained traction etc.
- What changes were made to the plan and how were these implemented? – who were the people you agreed these changes with and how did this happen, e.g. face-to-face meeting, distribution of amended plan sent to key stakeholders (e.g. senior management for review and approval). Attach an email from your assessor (senior management) to show these changes were authorised/agreed to. (100-200 words)
- Explain how you ensured the changes made to the original plan still met legal and ethical requirements. (100-150 words)
Part B – Evaluating the campaign
Following implementation, you are asked to look into the success of the campaign by gathering and analysing feedback and reviewing the outcomes. Note: If the campaign is ongoing, you may base your evaluation on a specified timeframe after launch, e.g. 2 months.
Complete both tasks below:
- Stakeholder Feedback:
Develop a simple (1 page) form which you can hand to various stakeholders to get their feedback on the performance of the campaign.
- Design the form so that it can be used for similar campaigns in the future – i.e. questions should be made generic – e.g. what were the two (2) key issues you observed? How would you rate the overall effectiveness of the campaign on a scale of 1 to 10? Etc.
- Include at least five (5) questions (open and/or closed)
- Distribute the form to, and gather feedback from at least two (2) stakeholders you worked with (e.g. general public, contractors, IT specialists, colleagues, staff etc.). Note: Where necessary, this can be simulated with fellow students in the class and/or the assessor.
- Report:
Write a short report evaluating the campaign. The report is to be used for recordkeeping, and continuous improvement purposes to help inform similar campaigns in the future.
Your report should be titled appropriately (e.g. ‘2020 Campaign - Evaluation’) and cover the following:
- What were the key campaign outcomes?
- What were the original objectives, and were they achieved? To what degree?
- What were the critical factors that determined success, and why were/weren’t they met?
- What were the key points from the feedback you received, and how could this be used to improve other campaigns?
Length: 350 words (approx)
Format: Professional Report, A4 printed document handed in class, pdf version online
Assessment Matrix
The assessment matrix that maps all the assessment is available on CANVAS.
Submission Requirements
You should:
- Ensure that you submit assessments on or before the due date. Non submission without supporting evidence such as ELP or special consideration will mean a result of Did Not Submit (DNS)
- Always retain a copy of your assessment tasks. (hard copy and soft copy)
- When you submit work for assessment at RMIT University you need to use the Assessment task document that includes a declaration and statement of authorship.
- Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers.
Other Information
Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work
Where an extension of greater than seven days is needed, you must apply for Special Consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration
Resubmissions:
If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.
Re-submissions
Successful re-submissions will contribute a CA only (Competency Achieved) result to your overall grade for the course.
Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:
https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment
Marking Guide (Competency):
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.
Final Grades table:
CA Competency Achieved
NYC Not Yet Competent
DNS Did Not Submit for assessment
Further information regarding the application of the grading criteria will be provided by your teacher
Course Overview: Access Course Overview