This document provides an overview of fundraising for cultural organizations. It discusses that fundraising requires establishing a broad approach using entrepreneurial, financial analysis, and digital branding techniques. It also stresses the importance of planning, including defining strategic fundraising goals and objectives and selecting appropriate operational fundraising tools to achieve those goals. Finally, it characterizes fundraising as a permanent strategic activity involving various business strategies and marketing techniques, not just a tool for specific financing.

1. Fundraisers Guide
Storytelling and Fundraising for Cultural Organisations

2. WHAT IS
FUNDRAISING
Fundraising for Cultural Organisations

3. General Overview
To carry out a successful fundraising activity it is necessary to
establish a broad approach and not focus on one activity.
This involves:
•Entrepreneurial techniques
•Financial analysis
•Digital knowledge and branding

4. Characteristics of fundraisers:
•Self-esteem
•Matching offer and demand
•Putting formal leadership in the background
•Not being afraid to ask for donations

5. When it comes to fundraising, it should never be forgotten that the first phase is
planning/strategy. It is necessary to define what is meant by strategic fundraising and
operational fundraising:
• Strategic fundraising: It deals with setting up a strategy, defining the objectives to be
achieved in a given period of time with a given budget.
• Operational fundraising: It is based on the strategy of the former and on the basis of that
strategy it has to choose the tools to be used and set the activities to be carried out. For
example, all digital fundraising tools, such as social media, email marketing, seo, websites,
etc., fall under operational fundraising and must be used to achieve the objectives defined
by strategic fundraising.
General Overview

6. General Overview
Fundraising is often seen as a tool limited to financing something specific.
Instead, it is a permanent strategic activity involving entrepreneurial
strategies, financial and digital positioning, and digital marketing techniques.
Fundraising should become a mindset, an orientation within organisations of
all kinds, as a tool for economic development.
Conducting a fundraising activity requires planning, project development and
negotiation skills. The work does not end when you receive a 'yes', for example
from a company, but rather a long-term commitment that produces tangible
and economically important effects.

7. Congratulations!
You have successfully
completed Activity 1– What
is Fundraising
Storytelling for Cultural Organisations