[MUSIC] An important aspect to be considered when we talk about heritage immersion is fundraising. Many cultural institutions suffer of lack of money, lack of resources and it is absolutely essential nowadays for each cultural institution to be able to collect money. Not only from the public institution and from the traditional sponsorship, but also doing individual fundraising. Asking the single individual, the single member of the organization, the single visitor of the museum, the single part of the audience to be together with the organization. Giving money to the organization in order to allow the organization itself to have more resources for future investments and future activity. What is the first topic when we talk about fund raising? The first aspect that we need to consider is also called the case for support. What is the case of support? The case for support is the very case, the very idea that the organization decides to focus the attention on. That deserve and research for gift donation and money. So what is this case for support? The case for support is the expression of the cause of the institution. The expression that can provide all the reasons why the contributor, anyone, should give money, should give a gift to contribute to the advancement of the project of the organization. The case for the support is to be chosen inside in the organization. So, we talk about the internal case for support and of course it's a detail project that consist of the mission, of the institution, the goals. That a goal and objective that with this case for support the institution it wants to reach the program. And of course all the staffing and the government body that are playing a role in organizing and realizing the project on which the case is built. The finances that are necessary to arrive and to reach that goal and planning and of course the performance and evaluation of the very case. Of course once the organization has decided what is the case for supporting internally, the point is to give it outside. So promote this case for support and to reach the attention, grab the interest of the potential donor, the potential persons in the organization that are likely to give money to the organization themselves. How we communicate this case for support outside the organization? We already have found inside the organization what is the internal case for support. Now, we have to promote it outside to convey the challenge of this project, to convey the needs of the organization. And also to transfer the commitment that the prospect is engaged in. Again, we are talking about relating with people, because the prospect are people, are donors, are person that have already entering content with the organization and the project. Or simply person that bump into this news and decided to give money and support it. Of course, we are talking about using a dual form, a form that is regarding the emotional aspect and one regarding the function quality of aspect. So, we need to enter contrary with emotions of the prospective the person line. It's important that the consumer, the prospect give money for the restoration of an old building that our institution is taking care for restoration. Is important that somebody will support a particular form of theatrical expression, a form of performing art that needs to collect money in order to be perform and organized for the. So we need to enter in the emotional relation with the prospect. Then we need to consider that, of course, we are talking about gift giving, about money that are given to somebody else. And so, people, typically, consider is it worth or not, so reason. A connected aspect, try to be reliable in the relation with the prospect. Who is the people that we want to refer to in communicating and spreading the message of the case for support? Of course, we can start considering the universal prospect. People that can be already entering counter with the institution or the project or no. In this case we talk about the universal profiting in the sense that everybody is potential giver of money for a fundraising campaign. Then an important aspect to proceed is second element, a second group of people being involved, which are the first time donor. So people that already gave a sort of support to the institution to acknowledge it. Considering the example of a theatre. A theater have a typical programmation and building an evening that is 200 people participating game to listen into a concept or a performance. Those person are the person that we can send the request for the support of the cause. So they can evolve the relation from being the first time donor because in a way buying the ticket, they support your organization. But they maybe also interested in giving more for a specific project that it will be the proper case for the support of the organization. Then after this level, we have people that is already a proper donor for the fundraising campaign. So we can upgrade, evolve, and renew also their relation with them. Consider an example of an organization that leads thanks with the support of it's member. Each members pays a fee each year for the subscription. And after this payment, the same people can be sent an email, a message, a call in order to support another specific cause for the institution. Then there is another element, we already have people that paid something for the project, we have already people that support the organization. This is special, we talked about a lot in the entire course about relating with the present customer because it's important to maintain the relation and make it evolving. Therefore we need to create a proper relation with these special donor, major donor, in order to make them deciding to be an a way permanent supporter for the institution itself. In order to arrive to the final loyal donors that will be always interested and involved and pleased to give money for each project belonging to our varying institutions. This is very important, and this is important also with the connection with the form of communication that we decided to implement with them. Of course when we talk about the massive universe of prospect or the first time donor, we can have general form of communication. We can consider in email, we can consider direct mail letters, and so on. And the closer, the more important becomes the average of donations that the people is giving, the closer needs to be the relation. So, from emails we start talking about direct personal contact, phone calls, special events reserved for golden donor or major donors. And that one to one contact where we talk about people that forever and ever is bound with project within the institution. Okay, the final part of this model of fundraising is regarding the form of fundraising much use now a days and very common if we open any web page of a cultural institution or a heritage site, which is the Crowdfunding. The Crowdfunding is the way to raise funds through the collection of small contribution from the general public. There are three models of Crowdfunding, the first one is the donation reward, a model that is the one that describe a Crowdfunding activity where the donor is not expecting anything back. So the donor believe that the project is worth being supported. So he gives money, he donates money for the cause without an expectation of financial return. On the contrary, we can have an expectation of financial return and Crowdfunding is also used for example in the activity of many start-ups. So, I give money, I support a cause with the expectation of having something back. That can be in the lending model, my money back to me after amount of, a precise amount of time with a defined interest rate. Or also in BM investment models of Crowdfunding to expect, as a reward at percentage of the share of the institution itself. Or participate in the revenue of the institution at the end of precise moment of time and year or a period. So a campaign of Crowdfunding following one of the three model needs to be positioned in the prospect that we talked before about. So the position it can mainly be oriented into a local area or to a general area. It means that the Crowdfunding activity can on one side be very specific and meet the interest of a niche group of people. But also and this is the case quite important for the cultural institution and for the heritage management use of Crowdfunding. It's a project, the case for support, open to everybody, so the universal prospect are the target of the Crowdfunding campaign. And these are the objective of the message of that the institution needs to consider when starting a new way that is being used quite often nowadays in order to increase the interest. Not only the financial support but mainly the interest in heritage safeguarding and maintenance. [MUSIC]
