Certificate in Direct Marketing in Fundraising
In a fundraising role and want to develop and sharpen your direct marketing (DM) skills to get improved results for your organisation? Designed by leading fundraisers specifically for the sector, this innovative qualification provides you with the knowledge, theory and practical tools and techniques needed to succeed in direct marketing roles within charities.
Who is this qualification for?
The qualification is designed for those who have been working in direct marketing role for up to a year as well as those wishing to move to a DM role from other fundraising disciplines.
What are the benefits to you and your organisation?
You will develop, consolidate and improve your understanding, knowledge and application of DM principles and techniques. These skills will enable you to make a direct and positive impact on your own and your organisation’s DM fundraising results.
What will you learn?
The what is direct marketing unit helps you to develop an in-depth understanding of the key principles of DM and the benefits and effectiveness of a range of methods in the DM mix. You’ll explore what differentiates DM from other types of marketing and why DM excellence is so important to charities.
The importance of data unit examines different data, analysis and segmentation techniques used in fundraising to maximise income. You’ll learn how to differentiate between targeting and profiling techniques; understand how to use different DM tools and how best to implement successful DM testing programmes.
The performance evaluation unit explores how to create an effective campaign review to help inform your future decision making. You will learn how to conduct reviews of past results and assess the performance of a campaign. You will discover how to gain competitor insight and how to benchmark.
The project management unit explores how to construct the different phases of a direct marketing plan and how to manage your campaigns more effectively. You’ll learn project management theories and understand how to implement different strategies for promoting the importance of direct marketing to key stakeholder groups.
The creative development unit explores how you can develop effective creative concepts and copy and how to evaluate their impact. You’ll learn the key principles underpinning a successful creative brief, how to manage multiple stakeholders including suppliers on a day-to-day basis and how to efficiently manage the ‘sign-off’ process.
How will you be assessed?
There are four different assignments that must be successfully completed to achieve the Certificate in Direct Marketing in Fundraising including data analysis, a presentation and critique. Assignments are set by the course tutors and you will be required to complete them alongside your studies.
To help you plan your studies the assignment deadlines for each course are provided to you on each course's booking information page within the Training and Events Calendar.
To ensure you are not placed at a disadvantage when studying for an IoF qualification you should have a good command of written and spoken English to complete assignments to the required standard.
What level of commitment is needed?
You are expected to attend every session and actively engage with your class and tutor. If you fail to attend and/or engage you will disrupt your own learning experience and the shared learning experience of your group.
You are also expected to study in your own time. On average the length of time needed to complete the Certificate in Direct Marketing in Fundraising is approximately six months.
You will need Internet access to enable you to register for the file sharing service which provides essential free online course materials.
By the end of the course you will be able to:
- Demonstrate an in depth understanding of the key principles of DM and state the benefits and effectiveness of a range of methods in the DM mix.
- Differentiate DM from other types of marketing and understand why it is so important to charities
- Select appropriate methods and techniques to maximise the impact of your DM programme for fundraising purposes
- Understand and state the different data, analysis and segmentation techniques used in fundraising to maximise income
- Differentiate between targeting and profiling techniques and to understand the different tools available
- Differentiate between controls and tests and understand how to implement testing programmes
- Create an effective campaign review
- State key evaluation and performance measures
- Differentiate between evaluation and performance measures and to demonstrate how to implement them
- Construct effective campaign projections and testing matrices
- Be able to conduct a review of past results and assess the performance of a campaign
- Understand how to implement and review testing programmes
- Understand steps that can be taken to assess the short term and long term impact of the methods used and tests undertaken
- Demonstrate key methods of gaining competitor insight and to benchmark your activity
- Construct the different phases of a direct marketing campaign plan and understand how to best manage a complex campaign
- State key project management theories and understand how they can support a direct marketing campaign
- Demonstrate how to implement lessons learnt from previous campaigns
- Select and implement strategies for promoting the importance of direct marketing to relevant stakeholders
- Understand the key skills required to deliver an effective presentation
- Develop effective creative concepts and copy and to evaluate their impact
- Understand the key principles to construct a creative brief
- Demonstrate an understanding of how to manage the sign off process and manage multiple stakeholders
- Demonstrate an understanding of how to manage suppliers on a day-to-day basis and how to give feedback
Booking information, course dates and terms and conditions
To book your place on a Certificate in Direct Marketing in Fundraising course visit the Training and Events Calendar.
Booking terms and conditions apply for all IoF qualification courses - for details please click here.
You must hold a valid IoF individual membership while studying for a qualification. This gives access to range of benefits which should benefit your studies and wider professional development.
Please note if you are a new member you will need to provide a reference to complete your membership application and our Membership team will get in touch with you to arrange this on receipt of your booking. You can visit our membership pages for more information.
What our learners say
“The course turned out to be one of the most valuable experiences I had this year. The combination of terrific trainers, peer participation and in-depth analysis gave me perspective, expanded my peer network to exchange ideas with and has generally truly helped me to make better decisions in my role as an emergency fundraiser working across multiple audiences.”
C.Ishkanes, Emergency Fundraising Executive, Save the Children UK
“The course has been invaluable in my understanding of DM. It has helped fill gaps in my knowledge and also teach me new techniques which I can apply to my current role. It also tests my knowledge and has meant I have had to revisit areas which I had previously covered but forgotten”
H. Yehezkel, Direct Marketing Assistant, Battersea Dogs and Cats Home
Further details and contact information
Telephone: 0207 840 1020