Postgraduate Diploma in Charity, Fundraising & Sponsorship Event Management - Distance Learning

Postgraduate Diploma in Charity, Fundraising & Sponsorship Event Management (PG Dip. CFS Event Man.) with Marketing & Online PR Modules by Distance Learning

next enrolment date:02 May 2014

Charity, Fundraising and Sponsorship Event Management is a important sector globally. Maximising your Charity, Fundraising or Sponsorship Event Management Strategy to obtain much needed Revenue has never been such an essential sector need. This Practical Online Postgraduate Diploma Course in Charity, Fundraising and Sponsorship Event Management features a Portfolio of Real Life Briefs, Case Studies and Interactive Industry Subject Expert Support.

This Course will give you a full toolkit to develop and implement a Charity Event Management Plan and advance your Career in this area.

Event Management Planning

Managing Event Planning Schedules; Feasibility Studies, Identifying Event Goals and Listing Objectives, Event Organisational Charts, Duty Rosters, Record Keeping Mechanisms, Recruitment, Reviewing Event Contracts and Agreements, Troubleshooting Event Co-ordination, Creation and Presentation of Proposals to Clients.

Coordinating Events

Developing Creative Elements, Scheduling Entertainment, Site Planning and Inspection, Analysis and Management of the Registration and Admission Process, Providing Adequate Event Security, Planning Event Protocol Requirements, Coordinating Event Speakers with additional Entertainment for maximum effect, Identifying Appropriate Food and Beverage Menus, Event Contingency Planning.

Overview of Fundraising, Charitable and Sponsorship Events

Define Fundraising Event, Define Charitable Event, Define Community Event, Goals for a successful Event, Types of Fundraising & Charitable Events, Key Elements of a Fundraising or Charity Event, A Model for selecting an Event type.

Charity, Fundraising and Sponsorship Event Revenue

Goals of the Organisation, Goals of the Event, Monetary Goals, Budgets & Estimated Revenue, Revenue Streams, In-kind Donations, Estimating Attendance, Sponsors, Tools to assist with budgeting.

Stakeholder Analysis in Fundraising & Charity Events

Who are the Stakeholders, What role does each one have in Planning the Event, Identify the Decision Makers in the Organisation, Corporate Sponsors and their Role in the Event.

Volunteer Management in Fundraising & Charity Events

Use of Volunteers, Recruitment of Volunteers, Volunteers in Leadership Positions, Training of Volunteers, Motivating Volunteers.

Fundraising & Charity Events - Selecting the Right Event

Balls and Dinners, Sport Events, Challenge Events, Musical Events, Cultural Events, Conferences, Receptions, Auctions, Concerts (celebrity or local talent), Family Friendly Events, Festivals.

Raising Money Using Fundraising & Charity Events

Donations, Ticket Sales, How to Negotiate and Secure Sponsorship, Auctions, Record Keeping, Receipts and Donation Claiming.

Planning a Fundraising or Charity Event

The Master Event Timetable, Target Audience of the Fundraising or Charity Event, Event Profile, Select type of Event, Event location, Food & Beverage Service, Prepare the Budget, Analyse and Assess Risks, Develop Promotional Materials, Event Staff Requirements, Entertainment, Decorations (as required).

An Overview of Event Risk Management

Budgeting, Forecasting Expenditure, Compiling and Understanding Event Contracts, Managing Health and Safety, Event Risk Assessment, Copyright and Trademark Considerations, Event Ethical Practice.

Accident, Incident and Emergency Management

Public Liability and Insurance, Accident and Incident forms, Planning for Hot or Wet and Stormy Weather Conditions, Emergency Management Plan for Fire, Explosion, Dangerous Chemical Release, Medical Emergency, Bomb Threat, Robbery etc., Emergency Services Management, Fire Safety, Contingency Planning, Evacuation Plans and Training, Crisis Management Strategy, Media Management during a Crisis or Emergency, Management of Complaints.

Overview of Legal Requirements

Charity Rules and Regulations (examples from various countries), Professional Fundraisers, Charity Name and Registration, Principles and Standards surrounding Charity Events, Codes of Ethics and Professional Conduct.

Fundraising & Charity Event Evaluation & Reporting

Tools for Measuring Success of Fundraising & Charity Event, Evaluation of Expenses, Evaluation of Volunteers, Evaluating the Program, Revisit the Event Objectives - were targets met?

Sustainable Event Management

The Importance of Making your Events Environmentally Friendly, Benefits to your Company, Benefits to your Clients, Benefits to the Environment, Environmental Standards & Eco-friendly Credentials, Schemes you can adhere to, Options Available, Carbon-Neutral Events, Types of Eco-Friendly Events/Suppliers, Eco-friendly Weddings, Eco-friendly Conferences, Eco-friendly Caterers, Eco-friendly Venues and Questions to ask them.

Exhibition Management

Types of Exhibits and Goal for Each type, Sourcing Exhibiting Companies, Resourcing the Exhibition, Determine the Design and Layout of Booth Based on Market Dynamics, Floor Location, and Pricing Strategy.

Corporate Event Management

Major Impacts which Events have on their Stakeholders, Use Events to Strengthen Corporate Pride and Values, Organising Local and Global Corporate Events, Review Corporate Event Types, Events as Corporate Motivators, Managing Important Corporate Events, Determine Theme, Organising Corporate Hospitality, Negotiating Event Investment Returns, Managing Event Costs.

Conference Organisation

Determine Conference Goals and Objectives, Managing Speaker Requirements, Choosing Conference Sites and Locations, Working to a Budget with a Goal to Earn a Profit, Developing Marketing Strategies for Your Target Group, Creating a Feedback Form to Evaluate the Effectiveness of the Event.

Sporting Event Management

Plan a Sporting Event from Conception to Post Evaluation, Event Media Marketing and Management, Logistics that Apply Across Different Sports, Earning Event Sponsorship, Managing Corporate and/or Celebrity Hospitality, Event Operating Strategy, Organising Events Team and Onsite Staff, Admissions Management, Compliance and Protocol Procedures, Planning Awards Ceremonies.

Festival Management

Art Festivals, Community Based Festivals, The Importance of Involving Everyone, Film Festivals, Food & Wine Festivals, Music Festivals.

Working with Celebrities

Organising Celebrity Events, Concerts and Launches, Television Related Events and Ceremonies, Fashion Shows, National Festivals, Galas, Special Themed Events, Internet Event Launches, Dealing with Celebrity Agents, handling Celebrity Wish Lists, Fireworks Displays

Event Sponsorship

Determining Potential Sponsorship Market based on the Event Type, Time, Location, Assessing Selling Points of the Event, Determining Sponsorship Fulfilment Responsibilities, Research and Set Sponsorship Pricing based on Market Factors and Event Exposure.


Definitions, Historical Development, the Advertising Industry and Professional Bodies, Codes of Practice, Advertising Agencies, Selecting an Agency and working with it, Advertising Campaign Planning and Management, Advertising Media. Types of Advertisements - Magazines, Newspapers, Posters, Billboards, Ambient Advertising. The Relationship between Advertising and Public Relations.

Event Marketing

Planning the Event Proposal Strategy, Preparing the Event Proposal, Sending Invitations, Budgeting and Buying Advertising, Publicising the Event? Organising Contests, Merchandising, Packaging and Sales Promotion, Formulating a Public Relations Strategy, Conducting Market Research, Methods of Measuring Marketing Activity.

Marketing Fundraising & Charity Events

Outline Objectives of Event, Identify the Target Audience, Develop Marketing Plan, Using Sponsors to Market, Social Media Marketing, Getting the Message out via the Media, Promotion, Public Service Announcements, Word-of-Mouth, Making News, Publicity Stunts, Pre-Event Marketing, Post-Event Marketing.

Press Events

Understanding the Objectives of the Press Conference, Defining the Target Audience that Should Attend, Planning Date and Time, Selecting and Booking Venue, Listing Logistics Requirements, Developing a Speaker and Presentation Plan, Reviewing Presentation Content with your Client, Timelines and Media/Press Invitations, Managing Confirmations. Define the Format to a Press Release Structure, Date, Headline, Structure, Wording, Contact Details, Note to Editor, Structuring a Press Release (The Inverted Pyramid model), The Appropriate use of Language for Press Releases.

Public Relations

Sponsorship, Internal PR functions, Corporate Image, Press and Broadcast Media Relations, Client Relationships, Internal PR, Commissioning and Briefing Photographers, Supplying Material to the Press/Getting Material onto TV and Radio, Organising Seminars, Exhibitions and Conferences, Audio/Visual Aids, Writing Skills (Press Releases, Writing Feature Articles for the Press, In-house Journals and Newsletters), Crisis Management, Corporate Advertising, Brochures and Printing.

Social Network Marketing

Introduction to Social Media and Social Networking, How Social Media is transforming the way we do Business, Facebook, Twitter, YouTube.

Setting Up & Marketing Your Own Consultancy

The Business Plan, Legalities, Setting Up, the Marketing Strategy, Knowing Your Competitors, Promotional Tools.

Project Management

Project Management Defined, The Project and the Project Manager, the Role of the Project Manager, Successful Project Management, the Project Management Life Cycle, Formulating a Plan.

ProjectLibre Open Source Project Management Software

ProjectLibre is a free open source project management software application. It is designed to manage small to medium sized projects and contains all the tools necessary to manage various types of projects including extensive reporting facilities. ProjectLibre is also compatible with Microsoft Project making transfer of projects easy and straightforward.

Overview of the ProjectLibre Environment

Introduction to ProjectLibre; Downloading & Installing the Application. The ProjectLibre screen environment: Gantt Charts, Using Network Diagrams, the Resources View, the Work Breakdown Structure Chart, the Resources Breakdown Structure Chart, the Reports Screen, the Task Usage Detail Screen, the Resource Usage Detail Screen, the Histogram Screen.

Setting up and Managing a Project

Setting up a New Project; Creating Sub Tasks, Setting Task Durations, Setting Task Dependencies, Modifying a Task, Adding Notes to a Task, Adding Resources to your Project. Work and Material Resource Types, Assigning & Modifying a Resource, Assigning Costs to a Resource, Adding Notes to a Resource. Inserting Milestones in a Project; Tracking your Project using Baselines, Creating Project Reports. Common Project Management Terms, Resources and References.

Presentation Skills

Preparation and Research, Speech Content, Subject Matter and Objectives, Speech Delivery and Variety, Body Language, Eye Contact, etc., Presentation Aids e.g. Visuals, etc., Management of Locations and Audiences, Presentation Structure.


The Social Media Landscape

Blogs, Microblogs, Chatrooms, Delicious, Email, Flickr, Twitter, Instant messaging, Message Boards, Mobile Internet , New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets.

The Internet as a Media

Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications, Internet Convergence, the Network Effect, Internet Information Exchange, Internet Audience Size and Exposure, Internet Culture and Communication, Transparency and the Internet.

Public Relations and Search Engine Optimisation

PR tactics, Optimising your Campaign, the Google Factor, SEO Tactics, SEO Guidelines, Factors influencing SEO, on-page and off-page SEO, CMS, Link Building. Link Building guidelines.

Social Media and PR Strategy

Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO considerations, Online PR Planning, Managing Online PR Risk and Opportunities.

Online Influences on Present PR Practices

Internet influence on News, Internet Journalists, Economics of Online News Production, Internet Critics and other influences, the PR Practitioner as an Online Publisher, Ethical Internet PR, Truthfulness and Duty of Care, Online Ethics, Debate, Guidelines and Best Practice. Monitoring and Evaluation of Social Media Discourse, Trends and Value. Policy Influences, corporate speak. Implications of Social Media for Corporate Social Responsibility.

Charity, Fundraising & Sponsorship Event Management Project

There will be 5 Course Projects related to a Charity, Fundraising or Sponsorship Event.


Online Lecture Modules, Subject Expert Feedback Sessions after each Module, practical case studies, end of module assignments. etc.


The Fitzwilliam Institute Group maintains a panel of qualified subject experts.


Anyone working in Event Management in an entry or support position or those who wish to make a career change to Event Management, specialising in Charity, Fundraising or Sponsorship Events. The course will also benefit anyone who has Event Management as part of their job specification.


Successful candidates qualify for the Postgraduate Diploma in Charity, Fundraising & Sponsorship Event Management. The Postgraduate Diploma is awarded at Distinction, Credit or Pass level. This course is accredited by the Institute of Commerical Management and is industry and internationally recognised in over 140 different countries worldwide.

Times / Duration

24 weeks to 2 calendar years depending on individual progress.

The course project features Real Life Briefs which are a critical part of the curriculum. It requires participants to apply all practical techniques they've learned in the program in a Real Life Context.

Practical guidance will be offered throughout the course to ensure that theoretical learning is translated into practical proposals.

Accreditation is awarded by the Institute of Commercial Management (ICM).

The Institute of Commercial Management was founded in 1979 and is one of the leading Professional Examination and Accreditation Bodies in the world today.

Fitzwilliam Institute Group, have developed and provided Practical Skills Training Courses in liaison with the Institute of Commercial Management Qualifications and Accreditations framework for over 25 years.

Institute of Commercial Management qualifications are recognised throughout Europe, the USA, Canada, Australia, South Africa and Asia in a total of 140 countries, by leading industries, bodies and professions.

The Institute of Commercial Management's 30-year reputation for practical and progressive programmes of study is supported by its accreditation by the Qualifications and Curriculum Development Agency (QCDA), the UK regulatory body for public examinations and publicly funded qualifications.

The Institute of Commercial Management benefits from full recognition by the regulators of external qualifications in England - the Office of the Qualifications and Examinations Regulator (OFQUAL).

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Start Date: 02 May 2014

GBP 2995.00

All course material is included in the fee. Fees are payable by credit card, debit card, bank draft/transfer, cheque or PayPal. All fees must be paid before the course starts

The Fitzwilliam Institute Group closes on Bank Holidays and for a number of days at Christmas and New Year. The Fitzwilliam Institute Group reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this brochure. Fees are not refundable unless the course is cancelled by the Fitzwilliam Institute Group. Distance Learning courses are provided by the Fitzwilliam Institute Ltd.