Nonprofit Marketing and Communications Certificate
Launch a winning, targeted, marketing & communications plan. Attract new donors, volunteers & subscribers.
November 2016 – May, 2017.
Work Smarter in Nonprofit Communications: Six Months to a More Focused, Organized You. In this 6 month transformational, mentored, nonprofit marketing certificate program, you will focus on launching a winning, targeted, marketing and communications program for your supporters—whether they are donors, volunteers, corporate sponsors or your programs’ clients.
We provide cutting-edge information, weekly, downloadable tool kits, non profit training and expert consultancy.
|How to Enroll. Learn more about program fees and the simple enrollment process:|
Advance your Career, Raise Funds, Solve Challenges.
This marketing & communications program is for nonprofit staff and nonprofit job-seekers. Participants work on programs such as social services, community development, education, and the environment. You will:
Great Communication = New Donations + Increased Services
This program will lead you in developing and launching a winning, targeted, nonprofit marketing strategy to help you:
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- What nonprofit target market are you hoping to reach?
- Prioritize (donations, volunteers, subscribers, branding).
- Who are the supporters you are hoping to reach? Their burning causes?
- Secret: Listen carefully to what they want—and how they say it.
- Your brand: Make what you do attractive to potential supporters.
- Work faster. Start your campaign template collection now.
- Connect a donor campaign goal to a target audience.
- Google keyword magic: Use supporters’ search language in your donor campaigns.
- Where will you launch? Blog, newsletter, AdWords?
- Launch. Use our templates to write and complete the finished campaign.
This nonprofit management certificate program is designed in a progression where each weekly module represents one sequential step for you to take in the process of developing a nonprofit marketing and communications plan. Each assignment has a tool kit for you to download, print out, edit, and use as a template over and over again in launching new marketing campaigns. We will take approximately one month for each one of the following six core topics:
- Learn more about you and your organization.
- Get a general sense of goals that you would like to focus on in the program.
- Answer any questions that you may have.
- Make sure that there aren’t any logistical challenges like logins or site access.
- Then we will be fully prepared to move onto the following six core topic areas.
- What are you hoping to achieve (brainstorm)?
- Examples may include building your subscription list, volunteer engagement, driving people to your site, branding, social media development, or fundraising through online donations.
- Articulate and prioritize your list of goals (donations, volunteers, subscribers?) in preparation for your first marketing campaign. How many? How much? When?
- Action: Start your campaign template collection by identifying the campaign that you want to develop in this 6-month program. Learn now, grow your nonprofit, and work faster on your next campaign using your new templates. Begin a campaign file using a simple Word document that I provide to compile your monthly findings that you uncover in these assignments.
- Who are you hoping to reach in order to meet your support goals?
- Are they wealthy, needy, young, professional, retired?
- What specifically are new supporters looking for?
- Where are they? What groups might they be affiliated with that you can target?
- Action: Create a description of the type of person they are: We need a persona—an avatar to visualize here! Copy the detailed description into your marketing campaign file.
- What are your causes’ challenges?
- What are your nonprofit’s solutions?
- Who benefits—or what causes benefit?
- Are your solutions enduring?
- What is your unique selling proposition (USP)?
- Action: Define each of these with compelling sound bites in a manner interesting to supporters. Paste these into your marketing campaign file.
Let supporters find you by using their own way of asking. Listen carefully to what they want—and how they say it. This is known as the “Voice of the Customer” (VOC).
- What specifically are your potential supporters looking for?
- Why are they looking?
- Where and how do they look for finding a nonprofit to support?
- Specifically, how do they ask for what they’re looking for?
- How do they articulate it? What words, what phrases?
- This VOC will become your most effective keywords.
- How can your nonprofit’s ‘sound bites’ be edited to address what they are asking for?
- Action: Compile how supporters articulate their searches for what you do. What words, what phrases? Match their keywords and phrases to your compelling calls for action. Paste these into your marketing campaign file.
- Website/Blog. To do: Carefully write each page in order to speak to your supporters in their language. SEO. Blog promotion.
- Newsletter: To do: Build your mailing list. Compelling subject lines. Valuable content. Modern, responsive format.
- AdWords. To do: Google Grant for AdWords. Plan your ad campaigns. Use supporters’ language in your AdWords ads, and in your webpage too.
- Action: Analyze which platform will best meet your goals. Research what you might need to do to improve an existing approach—or develop a new one. Simple is better! Too much, too fast might be counterproductive. Paste your decision into your marketing campaign file.
- Your new potential supporters’ search terms?
- Your communications’ keywords (blog, newsletter, or AdWords ad text and its keywords)?
- Your webpage landing pages linked to from newsletters, blogs, or AdWords campaigns?
- Does your Unique Selling Proposition (USP) match what your customers ask for (VOC).
- Use one of my templates to write the finished campaign.
- Consider space, attention span, and mobile devices.
- Upload your copy to your organization’s blog or newsletter template.
- Do you want to add photos and links?
- Will they link to a landing page: is it complete and ready too?
- Proof read. Check links. Send samples to different devices. Check payment systems.
- Launch it! Track your performance over the first week and watch it grow.
- Take the energy from this forward motion to develop a donor communications calendar.
How to Enroll
Program Fees. Marketing Management for Nonprofits. Normally, when I work with an organization on a project as expansive as this—we might be looking at a hefty consulting fee. But, the Center has organized this program so that it is much more affordable: your organization will simply pay $1,200. This will cover the six month program, your coach and mentor, and the 20 template kits and downloadable resources. There are no other expenses.
Two simple steps and you’re in!
I look forward to working with you. The application form is just below.
Center for Sustainable Development