Courses
The course is designed to provide the essential skills needed to communicate effectively about charitable giving in today’s media landscape, deeply shaped by social media and AI. The central challenge of the program is to provide the insight and tools needed to prepare communications managers and staff to plan information, communications and fundraising activities. This is particularly important because welcoming others, dialogue and supporting listening initiatives—core themes of doing good—often run counter to the content that goes viral in the digital environment.
ADMISSION REQUIREMENTS
Five-year upper secondary school diploma and experience gained in diocesan, national or European Caritas offices.
WHO SHOULD APPLY
The course is intended for young people under 30, primarily high school graduates and university graduates with previous experience in the Caritas sector.
To apply, email your CV to youngcaritas@caritas.it by 27 February 2026.
Course overview and eligibility requirements
Course structure and schedule
Classes will be delivered in a blended format, with three in-person sessions and online lessons through a dedicated platform. This will enable group work in workshops on using generative artificial intelligence to create and distribute video, image and audio content.
The 60 hours of classes will run from March 13, 2026 to May 30, 2026, and will be scheduled as follows: Fridays, 2:00–6:00 p.m.; Saturdays, 9:00 a.m.–1:00 p.m.
Delivered remotely, with 3 in-person sessions (13–14 March | 10–11 April | 29–30 May).
Attestato rilasciato
Certificate of attendance issued by LUMSA Human Academy and Caritas Italiana for the course “Communicating charitable work online and on the Web: Skills for social media and AI”. The certificate is awarded subject to attendance at no less than 80% of classes and passing the final assessment.
Director and Scientific Coordinator
Director
Prof. Fabio Bolzetta, journalist and adjunct lecturer in Communication Law and Television Journalism at the Faculty of Communication Sciences, Marketing and Digital Media of Libera Maria SS. Assunta University (LUMSA), Rome.
Scientific Coordinator
Luca Servidati, Ph.D., YOUngCaritas
Programme
Content structure and integration of practical workshop activities
The course is designed to balance in-depth theoretical study with practical, hands-on application. During the 60-hour teaching program, participants will work on a specific case study (for example, presenting a particularly significant report already published and presented by Caritas Italiana), developing in groups an integrated communication plan as the final course deliverable, to be presented to the management of Caritas Italiana.
Programma
1. The mission of Caritas Italiana
We begin with the organisation’s identity, examining Caritas Italiana’s mission and vision to define the framework for its communications. This module is not merely informative; it serves as the ethical filter and benchmark for participants when they work on sensitive topics. We will establish guiding principles for language that speaks about poverty and inclusion with dignity and authority, avoiding sensationalism, polarisation and the misuse of images.
2. The resonance of charity in the Catholic context
This section will explore the impact of ethical, values-based communication, examining how the Magisterium and the Church’s social teaching, as urged by Pope Leo XIV, can purify communication of aggression and hatred and enable it to give voice to the poor and address contemporary challenges. “There is a growing demand for the Church’s social teaching that we must respond to,” and for communication that is “capable of listening and giving a voice to those who have none.” We will examine how data and social action can be turned into stories that not only inform but also move consciences, connecting the Christian message with the practice of solidarity.
3. Theoretical foundations and strategic planning
Theoretical knowledge is essential for the effective design of communication activities. Starting with classical models, the focus will shift to communication as a relational process, which is crucial for the third sector. Sessions will focus on translating the mission into specific objectives and understanding how messages are received. Key topics will also include the principles of transparency, accountability and governance in reputation management and crisis communications.
4. Digital tools and social media skills
This thematic area will provide skills in social media and AI. Lessons will focus on acquiring technical and strategic knowledge. In particular, in-depth sessions will cover Instagram, TikTok and WhatsApp: an approach to short, authentic visual storytelling (Reels and Stories) to reach younger audiences and convey messages of solidarity and advocacy. There will also be an in-depth look at using direct messaging strategically to engage supporters, organize internal communications and manage volunteer communities.
Editorial planning: developing a calendar and multichannel content that brings together different digital formats.
5. AI, Innovation and Relational Intelligence
One module focuses on innovation and ethics in AI. It will explore the potential of generative AI for creating and sharing written, video, image and audio content. At the same time, it will foster critical reflection on AI ethics and the risk of bias, with the concept of Relational Intelligence as a necessary counterbalance (see 111. Antiqua et nova). Technology should be viewed as a tool that enhances the human capacity to build relationships, which is the true essence of Caritas’s mission.
The final in-person session will focus on finalising the communication plan for the selected case study and integrating the ethical use of AI into the strategic proposal.
The intersection of advanced digital skills and specialist knowledge of “the good” is key to training communications professionals who can innovatively support and amplify the witness of charity online and across the network.
