(ANS – Rome) – The third sector is undergoing a period of increasing complexity, characterised by a reduction in public funding, greater competition for access to funding and a widespread need for strategic skills. In this context, fundraising can no longer be regarded as a secondary activity, but represents a central function for the sustainability of organisations.
The “Fundraising for the Non-Profit Sector” Masterclass, organised by the Faculty of Communication at the Pontifical Salesian University (UPS), has been created precisely to strengthen the strategic vision of fundraising and transform it into practical operational skills: not just understanding what to do, but learning how to do it effectively and sustainably.
The programme integrates up-to-date tools, with a focus on digital technology and Artificial Intelligence, alongside the direct input of professionals who bring real-world experience and concrete case studies. The workshop based on a real-life case study allows participants to put what they have learnt into practice straight away. The result is learning that does not remain abstract, but translates into skills that can be immediately applied within one’s own working context.
Who is it for
The formation programme is aimed at:
Third Sector managers and practitioners, i.e. professionals already working in non-profit organisations (associations, foundations, social cooperatives) who wish to structure or strengthen their fundraising activities in a more strategic manner;
Junior or developing fundraisers, individuals who have already had some initial exposure to fundraising and feel the need to consolidate their methods, tools and vision.
Communication and social marketing professionals, those involved in communications within the non-profit sector who wish to integrate fundraising skills, particularly in the digital sphere and in campaign management;
Project managers and project leaders, that is, figures working on social projects who need to develop the skills to sustain these initiatives financially over time;
Managers and coordinators of non-profit organisations, including chairpersons, directors and coordinators who must make strategic decisions and wish to view fundraising as a key driver of development, rather than a secondary activity;
Young professionals interested in working in the non-profit sector, namely those who see the Third Sector as a potential career path and wish to acquire immediately applicable skills, avoiding a purely theoretical approach.
The masterclass aims to develop participants’ ability to view fundraising as a strategic process, their skills in building a sustainable fundraising system, their ability to design integrated campaigns, their practical knowledge of digital fundraising, crowdfunding and AI tools, and their capacity to translate a social cause into a concrete proposal (case for support).
Teaching methodology
The masterclass is based on an integrated approach that combines theory and practice. It is therefore not just about ‘knowing’, but about ‘knowing how to do’. The programme alternates between lectures, which help build a solid foundation, and the analysis of real-life case studies that demonstrate how concepts take shape in practice. These are complemented by guided exercises, designed to immediately put what has been learnt to the test, and discussion sessions, which are essential for stimulating critical thinking and the exchange of viewpoints.
At the heart of the experience is the project-based workshop focusing on a specific case study: a practical space in which to experiment, make decisions and develop solutions. The aim is not merely to acquire knowledge, but to develop practical skills that can be put to use straight away.
Applied Workshop
The workshop is the real highlight of the programme, the moment when everything comes together. Here, theory is put into practice and participants tackle a real-life case, working in a structured manner just as they would in a professional setting.
The work begins with a contextual analysis, which is essential for guiding every subsequent decision, and continues with the definition of the case for support – the strategic core of the project. The focus then shifts to identifying the target audience, to clarify who to address, before moving on to designing the campaign and selecting the most effective channels and tools.
It is a comprehensive process that enables participants to bring all the pieces together and transform them into a coherent project. The workshop is not just about practising: it allows participants to truly consolidate the skills they have acquired and to produce a concrete, practical and verifiable output.
The course will be taught by Nicla Roberto, Elisabetta Casali, Chiara Ceretti, Patrizia Giorgio and Luca Pereno.
Further information is available at the following link.
