| CODE | SWP1016 |
| TITLE | Marketing and Fundraising in the Voluntary Sector |
| UM LEVEL | 01 - Year 1 in Modular Undergraduate Course |
| EQF/MQF LEVEL | 5 |
| ECTS CREDITS | 4 |
| DEPARTMENT | Social Policy and Social Work |
| DESCRIPTION | This study-unit introduces students to the principles and practices of marketing and fundraising within the voluntary sector in Malta. It explores how NGOs communicate their mission, engage supporters, and secure financial and non-financial resources in an ethical and sustainable manner. The study-unit focuses on practical approaches relevant to the Maltese context, including community-based fundraising, digital marketing, donor relations, and volunteer engagement. Students will examine the challenges faced by NGOs in building public trust and competing for limited resources, while remaining aligned with their values and social purpose. Emphasis is placed on ethical considerations, transparency, and accountability in marketing and fundraising activities. Through applied learning, learners will develop the skills needed to plan and evaluate basic marketing and fundraising initiatives that support organisational sustainability and social impact. Study-Unit Aims: To introduce students to the principles of marketing and fundraising as applied to voluntary organisations. To enable students to understand how ethical, values-based marketing and fundraising support sustainability and public trust in NGOs. To develop students' practical skills in planning and communicating effective fundraising and marketing initiatives within the Maltese NGO context. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Describe key marketing and fundraising concepts relevant to non-profit organisations; - Identify different channels and approaches to marketing by NGOs; - Describe and distinguish between key fundraising approaches, including individual giving, community fundraising, digital fundraising, corporate partnerships, and grant-based funding; - Explain ethical, legal, and governance considerations affecting NGO marketing and fundraising activities; - Discuss the role of branding and storytelling in building trust and long-term support for NGOs. 2. Skills: By the end of the study-unit the student will be able to: - Develop a basic marketing and fundraising plan aligned with an NGO’s mission and values; - Apply communication techniques to promote causes, engage supporters, and build relationships with donors and volunteers; - Evaluate the effectiveness of marketing and fundraising activities using simple tools and indicators; - Adapt marketing and fundraising approaches to suit different audiences, resources, and organisational capacities. Main Text/s and any supplementary readings: View reading list |
| ADDITIONAL NOTES | Pre-requisite Study-unit: YTH1025 Understanding NGOs and the Voluntary Sector |
| STUDY-UNIT TYPE | Lecture |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2026/7. It may be subject to change in subsequent years. |
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