The SYNOPSIS project concerns Storytelling and Fundraising for Cultural Heritage professionals. Cultural heritage covers a variety of activities, and a system of values, traditions, knowledge, and lifestyles that characterise society. The heritage sector has to deal with new challenges and it is therefore necessary to develop new professionalism, able to promote and support cultural heritage as it improves not only the overall economic growth and employment, but also social cohesion and environmental sustainability. Storytelling and fundraising skills assume a fundamental role in connecting the past to the future. Cultural Heritage storytelling is concerned with “communicating through stories”, creating narratives through which a cultural heritage enters into an emphatic relationship with people, managing to arouse public emotion. The purpose is to engage people to protect, exploit cultural heritage, and support it financially. This presentation introduces fundraising and ethical issues as part of the training programme

1. Fundraisers Guide
Storytelling and Fundraising for Cultural Organisations

2. Philanthropy
and
Fundraising-
Cultural and
social context
Fundraising for Cultural Organisations

3. Philanthropy and Fundraising
One of the main sources of fundraising is philanthropy. This involves voluntary
financial and in-kind donations and support from individuals, companies and
grant-making organisations, such as foundations. (K. Hadzi-Miceva, N. Bullain, Social Economy:
Building Inclusive Economies: A Supportive Financing Framework for Social Economy Organizations (OECD Local Economic
and Employment Development [LEED] Program, 2007), p. 218)
The prerequisite is knowledge of the relationship between fundraising
activities and philanthropy, both in theory and in practice, starting from the
history.

4. Underpinning Knowledge
 In philanthropy: definition, role and historical development; philanthropy in different
cultures and traditions; role of trust in the philanthropic sector
 In fundraising: fundraising cycle and development; concept and role of donor centricity;
categories of campaigns; categories of funders/donors; types of gifts; role of tax-effective
donations
 In the non-profit sector: size, scope and role; fiscal and structural/operational definitions;
organisational forms; categories of nonprofit; role of councils/governing bodies; role of
volunteers/volunteers; sources and trends of nonprofit income;
 History and development of the fundraising profession: role and different fundraising
roles; structure of fundraising activity; relationship between fundraising and philanthropy.

5. Practically, the fundraiser
should be able to:
 Describe the scope and role of the non-profit sector in the focal
society/Europe.
 Understand the development and role of philanthropy in the focal
society/Europe.
 Reflect on the relationship between fundraising and philanthropy
 Describe the role and impact of a professional fundraiser.
 Use the vocabulary of the fundraising industry in Europe and apply it to be
able to communicate effectively with other fundraising professionals.

6. Fundraising Ethics
An understanding of fundraising ethics is vital for any
professional in the sector: the actions taken shape the
reputation of the fundraiser and the impact on the public
perception of fundraising as a whole.
International Statement of Ethical Principles in Fundraising

7. Fundraisers must follow some
fundamental ethical principles
• Honesty: Fundraisers will always be honest and sincere, never deceiving supporters or
the public
• Respect: Fundraisers will always be respectful of our beneficiaries and donors, following
their choices and wishes wherever possible.
• Integrity: Fundraisers will always act with integrity, respecting legislative and regulatory
requirements, and will always work for the best interests of the cause and supporters
• Transparency: Fundraisers must be transparent, keeping clear and accurate in the
management and spending of donations and reporting on costs and impact.
• Accountability: Fundraisers must act responsibly, promoting excellence in fundraising
for the benefit of all.

8. Underpinning Knowledge
∙ Ethics and best practice: definition and scope of fundraising ethics; difference
between ethical and legal issues; normative fundraising ethics; rights of the donor
/ rights of the beneficiary
∙ Ethical frameworks: codes of conduct; ethical and values-based decision making;
ethical policies and processes for their development
∙ Ethical codes: i.e. Code of Ethical Standards, Donor Bill of Rights, International
Statement of Ethical Principles in Fundraising
∙ Common ethical dilemmas in fundraising and their resolution: gift
acceptance policies; who owns the donor relationship; whose interests should the
fundraiser primarily uphold.

9. Practically, the fundraiser
should be able to
∙ Understand the importance and role of professional ethics
∙ Access appropriate sources of ethical advice and guidance
∙ Analyse given scenarios and identify the core ethical issue(s)
∙ Assess whether appropriate ethical advice exists (or may be
extrapolated)
∙ Apply utilitarian and deontological principles to develop a framework
for ethical decision making
∙ Resolve common ethical dilemmas in fundraising

10. Fundraising Regulation / Self-
Regulation
The fundraiser should be familiar with the regulatory
system of his or her own country and should have an
overview of the different approaches adopted in other
European countries. Therefore he/she should be able
to access sources on how to be compliant.

11. Underpinning Knowledge
∙ Laws, regulation and self-regulation within the fundraising sector.
∙ Advantages / disadvantages of fundraising self-regulation
∙ Methods of self-regulation: codes of practice / conduct; certification /
accreditation schemes; the advantages / disadvantages of each
approach
∙ Management of self-regulatory standards: derivation of standards;
compliance and enforcement; consequences of a breach
∙ Regulation /self-regulation that applies to local forms of fundraising.

12. Practically, the fundraiser
should be able to:
∙ Understand the nature and role of fundraising regulation /
legislation and self-regulation in the focal jurisdiction
∙ Develop fundraising that is consistent with local regulatory
and self-regulatory requirements
∙ Describe models of regulation / self-regulation in different
jurisdictions and appraise the advantages / disadvantages
of each.

13. Conduct fundraising in a way that is consistent with the cultural
context in which it is applied: it is, therefore, essential that the
fundraiser knows the factors influencing the fundraising market at
both the national and international levels.
Underpinning Knowledge in:
∙ Key social, cultural and political factors (both national and European);
∙ A range of sources of secondary market research relevant to fundraising; and
∙ Key results of market research and relevance for focal forms of fundraising.
Practically, the fundraiser
should be able to:

14. ∙ Describe trends in the social, cultural and political
environment for fundraising (both national and European)
∙ Critically evaluate the opportunities and threats presented
by the macro environment to identify appropriate market
opportunities
∙ Define, research and evaluate relevant fundraising markets
(both national and European
Practically, the fundraiser
should be able to:

15. Congratulations!
You have successfully
completed Activity 2 –
Fundraising in Details:
Different Fundraising
Activities and Contexts
Storytelling for Cultural Organisations