Overview

Who is it for?

You may already be working in the charity sector as a marketing and fundraising manager. Or you may wish to transfer relevant skills and knowledge from experience you've gained in other sectors.

The course will support and further develop your core marketing management skills. It will equip you to deliver efficient, effective and appropriate fundraising and marketing practice in the voluntary sector.

Objectives

Charity marketeers are under pressure to deliver better-than-ever results within an ethically managed, robust and accountable strategic framework. This course has been designed specifically to meet their needs. You will study how charities are using new and existing marketing ideas to acquire and distribute resources. And you will look at the practical application of key strategic marketing concepts and planning disciplines to voluntary sector organisations.

Throughout the course you will focus on the application of a strategic marketing approach. Under the umbrella of strategy you will look at and discuss effective brand management, selecting and adopting alternative channels, and the role and types of charity marketing communications.

You will debate different approaches to fundraising alongside the important constraints of ethical best practice and contemporary regulation as they apply to charity marketing strategy.

For further enquiries please contact: Professor Paul Palmer , The Charities Programme Office or 020 7040 5114.

Structure

The MSc course is taught on a part-time basis over a period of two years. Students initially enrol on the Postgraduate Diploma with the specialist area of their choice, and confirm their intention to complete the MSc at the end of the first year.

As a student you will:

  • Develop your understanding of the strategic application of the marketing paradigm in the voluntary sector.
  • Explore the practical application of key strategic marketing concepts and tools in different voluntary sector contexts
  • Understand how to design, implement and evaluate alternative fundraising strategies and techniques.
  • Build relevant marketing/fundraising management and leadership skills and analytical capabilities.
  • Gain access to a strong network and connections within the charity sector.
  • Grow your confidence in pursuing your marketing career in the sector.

Assessment methods

The Postgraduate Diploma is offered on a part time basis and is taught over a period of 12 months. The Diploma consists of four core modules plus three specialist pathway modules. The core modules are shared by all five Centre for Charity Effectiveness postgraduate courses.

Upon successful completion of the diploma, you will be given the option to continue to the MSc. This requires completion of the Research Methods for Managers module.

This can be followed by a further six months of personal, supervised research and the presentation of a 15,000-word dissertation.

Alternatively, you can opt to take a taught Masters which allows you to choose specialist modules from one of the other Charities programmes.

Term dates

Postgraduate Diploma

The Postgraduate Diploma is offered on a part time basis and is taught over a period of 12 months.

The Diploma consists of four core modules plus three specialist pathway modules. The core modules are shared by all five Centre for Charity Effectiveness postgraduate courses.

All courses are taught at Cass Business School and will require attendance one weekend a month commencing on the Friday afternoon at 13:00 to 21:00 and finishing on Saturday at 18:00.

Additional times of attendance will be required: ·

  • On the Induction Day
  • For Action Learning Set meetings (usually alternate months on the Friday morning of the teaching weekend)
  • The Resource Management module exam

Term dates October 2018 intake

Induction
05 October 2018

Learning and Understanding the Voluntary
Sector 05 - 06 October 2018

Strategy, Diversity and Governance
09 - 10 November 2018; 07 - 08 December 2018

Marketing and Fundraising
11 - 12 January 2019

Resource Management
08 - 09 February 2019; 08 - 09 March 2019; 05 - 06 April 2019; Exam* 03 May 2019

Fundraising
17 - 18 May 2019; 14 June 2019 Exam* 12 July 2019

Strategic Charity Marketing
15 June 2019; 26 - 27 July 2019

Shadowing process to be completed by mid August 2019

Course Review Day
06 September 2019

*All other modules area assessed by coursework

MSc conversion Upon successful completion of the diploma, you will be given the option to continue to the MSc. This requires completion of the Research Methods for Managers module.

This can be followed by a further six months of personal, supervised research and the presentation of a 15,000-word dissertation.

Alternatively, you can opt to take a taught Masters which allows you to choose specialist modules from one of the other Charities programmes.

Term dates For students progressing from the Postgraduate Diploma Intake in 2018

Research Methods for Managers
January 2020

Dissertation or Taught Masters Option
completion by mid-September 2020

Teaching staff

Course Director

Course director profile

Dr Stephen Lee

Academic expert working at Cass Business School.

The teaching staff on this course have many years of practical experience working in industry and are also active researchers in their fields.

Stephen Lee is currently Professor of Voluntary Sector Management at Cass Business School. From 2012 until the General Election in May 2015 he was also Chief Executive at CentreForum, the UK based liberal think tank.  Whilst at CentreForum he commissioned and over saw the publication of 65 major public policy research reports. Under his leadership CentreForum was awarded Prospect Magazine Economic Think Tank of the Year in 2013.

He has been College Secretary at Henley Management College and Faculty Director Strategy and Professor of Marketing at Henley Business School where he also established and ran the Centre for Voluntary Sector Management.  During this period he established himself as a leading authority on marketing, governance and business ethics issues, and the leading European authority on charity fundraising regulation and the law and fundraising ethics.

Principle current research interests include Public Trust and Confidence in Charity Fundraising; Charity Fundraising Regulation; Ethical, Governance and Data Protection issues. A Fellow of the RSA and one of only four Honorary Fellows of the IOF, in September 2000 he received the inaugural, Professional Fundraising Lifetime Achievement Award.

Professor Ian Bruce CBE is President of Cass CCE which he founded in 1991. He started his career with Courtaulds and Unilever as a marketing manager, and has worked in the voluntary sector as Assistant Director of Age Concern England, CEO at The Volunteer Centre UK, Assistant Chief Executive of the London Borough of Hammersmith and Fulham and Director General of the Royal National Institute of Blind People (RNIB). He has founded 12 third sector organisations and has been, or is a trustee of many more. His particular interests are nonprofit strategy, marketing (services, fundraising and campaigning/lobbying) and market research and his book "Charity Marketing" is in its fourth edition.

Dr. Justin Davis-Smith is a Senior Research Fellow at the Centre for Charity Effectiveness, Cass Business School. He was previously Chief Executive of Volunteering England, Director of the Institute for Volunteering Research and Executive Director of Volunteering at NCVO. He has over 20 years researching and leading in the volunteering movement and has advised the UK Government and the United Nations on the development of volunteering policy.

James Newell is Director of the Kingston Smith Fundraising and Management division and supports a wide range of clients with high value fundraising and strategy advice. Following a marketing role in the automotive sector, James moved into the charity sector where he has gained a breadth of fundraising experience over the last nine years. James holds a Masters from Cass Business School in Grantmaking, Philanthropy and Social Investment and the ICAEW’s Diploma in Charity Accounting. Recently, James was featured in Charity Finance Magazine’s ‘25 under 35’ rising stars in the charity advisory field.

Application

How to apply

There is no application deadline for this course. However, we do advise you to apply well in advance as competition for places is high and applications are considered on a continuous basis.

Entry requirements

All students will be highly motivated graduate-level people who bring a wide range of professional competencies, skills and experience from a wide range of backgrounds. Gender is evenly balanced across all the courses and there are no age barriers.

In general we ask for a good first degree, normally an upper second-class honours degree from a British University or an equivalent qualification from a leading overseas institution; and three or more year’s relevant experience at a senior level. In exceptional cases we will also accept those without a degree but with significant work experience.

In order to participate fully in the collaborative learning process all students who have not previously studied in English must sit an IELTS exam.

English language requirements

In order to participate fully in the collaborative learning process all students who have not previously studied in English must sit an IELTS exam.

The minimum required IELTS level is an average of 7.0 with a minimum of 6.5 in writing and no less than 6.0 in any other section.

If you are not a native English speaker but have been working in the UK for the last three years it is unlikely you will need to take the test.

Fees

UK/EU/International £9,690 (2018/19) Tuition fees are subject to annual change

Fees in each subsequent year of study (where applicable) will be subject to an annual increase of 2%. We will confirm any change to the annual tuition fee to you in writing prior to you commencing each subsequent year of study (where applicable).

The fee for the Postgraduate Diploma is £6,120 for 2018/19. A deposit of £400 is payable on acceptance of a place and the balance is payable in two instalments, the first on registration and the second in April. For those converting the Diploma to MSc a further £3,570 in 2018/19 is payable in the second year.

Students who are sponsored by their employer will need to complete a sponsorship form as part of the application process. An invoice for the full fees will be sent to the employer in October. If the employer is a charity, they can request payment in two instalments by contacting the person named on the invoice. This arrangement allows the charity to spread the fees across two financial years.

Career pathways

Students are selected on their professional experience, and generally continue working in their full –time role whilst undertaking this course.

"The Charity Marketing and Fundraising course gave me some much needed intellectual rigour and helped develop a much more analytical and reflective approach. This has been invaluable in my new job; in fact, I wouldn't have got this job without this more strategic thinking."

Zoe Marlow, Head Education and Business Development (UK and Ireland), Sannam S4

"I specialise in fundraising but wanted a wider understanding of the third sector as a whole, in order to aid my development and to give me a better grounding as a senior manager in my organisation. The course was challenging but manageable when working full time, and the lecturers and guest speakers were all excellent."

Stephanie Lawless, Community Fundraising Manager, Dogs for Good

"The course covered a fantastic breadth of topics in great detail, merging theory with practical real world solutions, and prepares students to take on the challenges currently facing the voluntary sector. Completing this course provided me with the skills, knowledge and confidence to apply for and secure a more senior role in a new organisation."

Marco Greco, Fundraising Manager, Coram Fields

"I really enjoyed my two years at Cass and the course developed my confidence, honed my strategic thinking and gave me a new peer network. This helped me progress into my current role"

Melanie Aram, Head of Major Gifts & Appeals, National Portrait Gallery

Course information and statistics

Graduation hat
Our senior academics
deliver the course with first-hand experience and ongoing involvement in the third sector.
Human brain
Highly experienced
teaching faculty, including both senior academics and experienced practitioners.
Chart
Unique
blend of theoretical and practical learning.
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Opportunity
to meet and interact with non-profit leaders during guest lectures and seminars.