COM 60711 Strategic Communication and Fundraising

(3 credit hours)

Format: Online
Duration: 8 weeks
Credits: 3 credits

Public relations (PR) is the key to successful fundraising. To create a successful campaign, a good PR professional must develop a case for supporting why the organization needs these funds. COM 60711 provides an introduction to fundraising, a brief history, and strategies and theories to cover a variety of fundraising initiatives, from non-profit organizations to corporations and universities.

In this course, you’ll learn the right way to build relationships with potential donors. You’ll explore how different groups require different messages and what approaches are the most effective when soliciting funds for your organization. You’ll learn how to gauge the effectiveness of your campaign, not just by the money earned, but also by the relationships cultivated.

In your final project, you’ll have the opportunity to interact with fellow classmates to prepare a written communication plan for an organization of your choice that needs to develop its fundraising program. This team assignment will help solidify your understanding of how strategic communication and fundraising concepts strengthen fundraising programs and it will allow you to enhance your experience by putting your learning into practice.

What You’ll Learn in COM 60711
According to the U.S. Bureau of Labor Statistics (2011), fundraising managers, “plan, direct, or coordinate activities to solicit and maintain funds for special projects or nonprofit organizations.” As such, this course is primarily intended for those who work with non-profits. However, the information covered will be applicable to fundraising initiatives in a variety of organizational contexts (for-profits, corporations, universities, nongovernmental organizations, etc.) since course material will focus broadly on the ways in which strategic communication and fundraising concepts come together to support organizational initiatives.

Course Topics
Throughout this course, weekly topics may include but are not limited to:

  • Introduction to Fundraising
  • Public Relations and Building a Case for Support
  • Prospect Identification
  • Fundraising Mediums
  • Persuasion Theory and Message Design
  • Capital Campaigns and Grants
  • Best Practices in Fundraising
  • Evaluation and Future Directions for Fundraising

Course Learning Outcomes
Upon completion of COM 60711 Fundraising, you will be able to:

  • Demonstrate knowledge of communication theory related to fundraising management.
  • Identify best practices of fundraising.
  • Analyze the importance of message design and mediums when creating fundraising campaigns.
  • Assess the implications of an organization’s relationships with multiple publics/stakeholder groups for fundraising.
  • Evaluate case studies of fundraising in light of theory and best practices.

*Disclaimer: Course content and outcomes may vary and are subject to change without notice.

Request More Information
To learn more about the online Masters of Communication curriculum from Purdue University, including Strategic Communication and Fundraising, call (877) 497-5851 to speak with an admissions representative or request more information.