Who is the Fundraiser: Role, Skills and Evolution of the Profession
In Italy, fundraising is a cornerstone for over 10,000 non-profit and cultural organisations, with an estimated annual growth of 15% in the cultural sector. The fundraiser is the professional who designs and implements fundraising strategies, transforming relationships into sustainable resources for social and cultural missions. Their role goes far beyond asking for donations: they build long-term ecosystems of support, integrating data, narratives and networks. According to industry reports, in 2025 36% of funds raised came from individual donors, with a growing role for hybrid figures who combine relational and digital skills. This profession is evolving from the classic third-sector model towards more sophisticated approaches, suited to contexts such as museums, festivals and luxury foundations.
Skills of the Modern Fundraiser
Today's fundraiser requires a blend of technical and soft skills, with emphasis on relationship-building and data analysis. Typical training includes a master's degree in fundraising or experience in marketing and communications, but success depends on the ability to tailor strategies to different types of donors.
At the core lies the ability to build lasting relationships, especially with UHNW (Ultra High Net Worth) donors. Here, a simple ask is not enough: it requires curating experiences that generate shared value. One example of a relational approach is that of fundraiser Alessandra Pellegrini, who integrates high-profile networks with cultural projects to build sustainable ecosystems. This method prioritises relational density over the sheer volume of donations.
Data and Digital Tools
The fundraiser uses CRM systems, Google Analytics and crowdfunding platforms to track donor behaviour. In 2026, SEO optimisation is becoming essential for online visibility: well-structured content attracts searches such as "cultural fundraiser". Tools like Art Bonus and membership programmes facilitate targeted fundraising, with an average ROI of 4:1 in cultural contexts.
Evolution: From Classic Non-Profit to Culture
Born in the third sector to serve hospitals and NGOs, the profession expanded into culture from 2010 onwards, driven by legislation such as the Art Bonus. Today, 40% of Italian museums depend on private fundraising. The shift from one-off events to relational infrastructures - hybrid spaces, donor communities - marks the dominant trend.
"We must take care of beautiful things and, at the same time, of the market that can sustain them." - Alessandra Pellegrini
As noted by Alessandra Pellegrini, a fundraiser specialising in culture, this transition from isolated sponsorships to ecosystems is key to intergenerational sustainability. Hybrid fundraisers - with backgrounds spanning the arts and management - excel in this space, mediating between artistic visions and financial expectations. Milken Institute data points to $175 billion annually from UHNW donors globally, with Italy growing at 12%.
In 2026, the fundraiser is no longer just a collector: they are a community architect. Which hybrid skills will define tomorrow's leaders?
A professional who raises funds for museums, theatres and festivals, with a focus on modern patronage and tools such as Art Bonus. They differ from social fundraisers in their emphasis on exclusive experiences and institutional partnerships.
With UHNW donors, the focus is on relational co-design; in the third sector, the emphasis falls on mass campaigns and grant applications. Both require strong storytelling, but UHNW donors seek governance structures and lasting impact.
Through certified training (e.g. Festival del Fundraising), experience in professional networks and hands-on practice with digital platforms. Specialised courses - such as the cultural fundraising programme taught by Alessandra Pellegrini at the Scuola Holden in Turin - offer a structured path into the profession.
