Date:

September –October 2012 (Tuesdays)

Venue:

Duke of Windsor Social Service Building, 15 Hennessy Road, Wanchai, Hong Kong

Medium:

Cantonese (supplemented with English)

Class size:

30

*Preference will be given to applicants who enroll in full certificate course.

Session

Topics/ Contents

1

4 September
0930 – 1700

6 hours

Fundraising Planning and Management

Course Code: 12A- C14

• Overview in fundraising methods and choosing suitable tools
• Core functions of fundraising team/department
• How to plan and implement the fundraising programme?
• Steps in building a fundraising programme
• Gains and benefits of fundraising programme
• Case sharing: Pass-it-On Charity Sales fundraising campaign and  Red Décor Day corporate fundraising campaign
  
  

Ms Bonnie So

Case Sharing:

2

25 September
0930 – 1700

Fundraising Sustainability - Donor Relations Management

Course Code: 12A- C15

• Donor Relations Management for Donor Retention
• Importance of donor relations management
• How to establish, develop and manage effective donor relations?
• Donors database management
• Donor and Funder Centered Fundraising
• What donors and funders expect from NGO?
• Think from the perspectives of donors and funders
• Turning volunteers and members into donors
• Fundraising Accountability and Donor Due Diligence

Mr Timothy Ma

3

18 September
0930 – 1700

6 hours

Fundraising through Network Building

Course Code: 12A- C16

• Making use of Media in Fundraising
1. Views of the media in selecting their fundraising campaign or charities partners
2. How to identify suitable media for a fundraising initiative to build impact
3. Pre-requisites and precautions in working with media in Fundraising

Ms Deon Lai

Guest Speakers:

Mr Dan Kadison

2. Soliciting Corporate Sponsorship through Fundraising Programme
• How to solicit corporate sponsorship?
• Ways and means to attract corporate sponsorship
• Case Illustration: Developing creative ideas in fundraising
• Sharing from the corporate point of views: how to select the sponsor(s) and partner(s)?

Ms Florence Tsang

Guest Speaker:

4.1

9 October
0930 – 1230

3 hours

1. Basic Proposal Writing
• Writing an effective proposal
• Essentials dos and don’ts in presenting proposals
• Preparations and follow up actions after submitting proposals
• Sharing: Views from Wise-giving with foundations’ point of views

Course Code: 12A-C17

Ms Lois Lam

Guest Speaker:

Ms Christine Kwan

4.2

9 October
1400 – 1700

3 hours

2. Making Good Use of Social Media in Fundraising
• Types of online social media and their current situation
• How to develop and execute online social media for fundraising activities?

Course Code: 12A-C18

Mr Ralph Szeto

4.3

16 October
0930 – 1230

3 hours

3. Generating a more stable income for your organization
• Direct Mailing & telemarketing
• Monthly donar program
• Face-to face team

Course Code: 12A-C19

Ms Cammie Ma

4.4

16 October
1500 – 1800

3 hours

4. Million-dollar Flag Day Fundraising
• Formulating FR Target & Promotional Strategy
• Sponsorship Solicitation
• Strategic Distribution Spots on Flag Day
• Logistics Arrangement & Volunteer Recruitment
• Crisis Management
• Evaluation Tools

Course Code: 12A-C20

Mr Timothy Ma

4.5

16 October
1245-1500

Fundraising Projects Presentation and Diagnosis (Lunch Gathering + Presentation)

Course code: 12A- C21

Ms Bonnie So
Mr Timothy Ma

Ms Bonnie So 蘇婉嫻女士
Deputy Secretary General (Services)
Hong Kong Red Cross

Ms So has been working with the Hong Kong Red Cross for 22 years involving in the aspects of disaster management, governance management, corporate communications, and resource development. Currently, she is the Chairperson of the Face-to-Face Monthly Giving Alliance which is a charity-led self-regulatory membership body to promote public understanding on their right to know before engaging to monthly giving to a charitable organization.

Ms Winnie Wong 王詩韻女士
Head, Communications & Resource Development
Hong Kong Red Cross

Ms Wong has 18 years of experience in the field of marketing, project development and event management in sizable non-profit organization. She is experienced in the development and marketing strategies in promotion and coordination of public exhibitions and fundraising campaigns. She currently services at Hong Kong Red Cross, taking charge of the department to develop fundraising strategies, including driving of fundraising campaigns, enhancement of donor loyalty and relationship building, and to maintain a high standard of accountability to donors.

Mr Timothy Ma 馬錦華先生
Consultant
Senior Citizen Home Safety Association

Under Mr Ma’s leadership, the organization is now commented as the most successfully self-finance social enterprise serving more than 75,000 service users in Hong Kong. With his successful fundraising experience, he is a trainer on Fundraising and SQS and has conducted lots of staff training for the NGOs on topics like Team Building, Creativity and Innovation, Leading Efficient Meeting, Resource Development, Efficient and Effective Supervision Funding Proposal.

Ms Deon Lai 黎燕儀女士
Head of Partnership
Business Partnership
British Council

With ten years of solid experiences in resource development and marketing, Ms Lai raised a record breaking HK$17.5 million for the 16 beneficiaries for Operation Santa Claus 2011. She also initiated to develop the South China Morning Post Heart of HK Relief Fund to mobilize readers to raise fund for local charities. She holds a Master Degree in Development Studies in University of East Anglia. Deon currently serves at Urban Renewal Fund Limited to oversee board relations, corporate communication, media relations and corporate management of the Secretariat.

Mr Dan Kadison

Mr Dan Kadison is an award-winning reporter, who has worked for the New York Post in New York and the South China Morning Post in Hong Kong. In October 2010, after deputy editing the official book on the USA Pavilion at the Shanghai Expo, he founded Kadison Media, a Hong Kong-based media strategy, communications and public relations firm. Since then, Kadison has provided advice or support to several well-known individuals, organizations and companies, including Rackspace, Jardine Schindler, and KEE Club. Kadison is a graduate of Emory University, Atlanta, Georgia, and the John Marshall Law School, Chicago, Illinois.

Ms Florence Tsang 曾淑英女士
Head, Resource Development
S.K.H. St. Christopher’s Home

Ms Tsang holds a Master Degree in Business Administration from Monash University, Australia. She has more than 13 years of experience in brand building, fundraising, corporate partnership and donor cultivation in non-profit making organizations, including Haven of Hope Christian Service and World Vision Hong Kong. Florence currently serves at S.K.H. St. Christopher’s Home and is responsible for overseeing resource development, network building, media relations and event management of the agency. 

Mr Steven Lee 李根泰先生
CEO of Konew Financial Express

Ms Lois Lam 林莉君女士
Head, HKCSS Institute
The Hong Kong Council of Social Service

Ms Lam has ample experience in soliciting funding from various sources for projects like the HKCSS Institute and the Caring Company Scheme. She has been working in the marketing and PR areas for years in both the NGO and business sectors. She holds a Master Degree in Social and Public Communication (LSE) and a Graduate Diploma in Management Consulting (HKU) and has been teaching courses in management, communications and marketing at tertiary institutes.

Ms Christine Kwan 關韵唐女士
Senior Manager, WiseGiving
The Hong Kong Council of Social Service

Ms Christine Kwan plays an active role in enhancing charity accountability and transparency, including due diligence on recipient charities involved with overseas and cross-border giving. She facilitates effective partnerships between donors and NGOs and manages grant programs for foundations, private donors and companies. Christine is a former Head of Communications & Fundraising of an NGO serving people with disabilities. She holds a bachelor degree of Social Science and a Master Degree of Arts (The Chinese University of Hong Kong).

Mr Ralph Szeto司徒廣釗先生
Business Development Director
CMRS Digital Solutions Limited

Mr Szeto graduated from the Hong Kong Baptist University with a Degree in Humanities and Master Degree in Communications. He is one of the founders of CMRS Digital Solutions Limited, which develops and provides various marketing solutions on social media and digital marketing services. Mr Szeto is currently the Vice Chairman of Hong Kong Association of Internet Marketing and Executive of the Interactive and Direct Committee of HK4As. He is also a guest lecturer of several universities and organizations.

Ms Cammie Ma 馬玉鳳女士
Head of Individual Membership & Fundraising Events
WWF-Hong Kong

Ms Ma has over 20 years working experience in marketing and advertising and she is one of the direct marketing professionals in the industrial.  She started her fundraising career with WWF-Hong Kong in 2007 and she helped establish a donor communication journey, retention and winback programmes, telemarketing, testing different mailing formats and so on.  She also helped launch the DRTV, online donation and solicit new F2F agency.  Her event management skills enabled her to improve the cost effectiveness of the fundraising events which include an annual charity walk for 3,000 participants in Mai Po Nature Reserve.