For a nonprofit organization, sound communication of one's mission and brand is key to leveraging funding resources. However, before this communication can start, the organization needs to first recognize, understand and internalize its mission branding strategy. As a nonprofit leader, you will need to take the lead in becoming that organizational brand manager. This program will provide you with that foundation.
Participants will learn from Kellogg’s premier faculty – experts who have written the books on branding. The program includes in-depth exploration of the concept of a brand and tools for building and strengthening brands to impact their organizations. Participants will have an opportunity to discuss their own ideas of brand and what it could mean for their individual nonprofits.
Build a brand that resonates with your stakeholders
Creating and Tracking Market Value
Strengthening the Second Most Important Asset after Your People: Your Brand
Segmenting, Targeting, & Positioning For Advantage
Communicating Brand Value: The ADPLAN Framework
Naini Serohi - Academic Director; Program Administrator Senior, Center for Nonprofit Management, Kellogg School of Management
Kristian A Alomá - Client Partner, Group Director of Client Service - Brandtrust
Alexander Chernev - Professor of Marketing
John Harris - Principal, a5 branding + digital
Aparna Labroo - Professor of Marketing
Derek D. Rucker - Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing; Professor of Marketing; Co-chair of Faculty Research
Nonprofit Management Programs are held at Northwestern University's Chicago Campus.
340 East Superior Street
Chicago, IL 60611
Chicago Campus Parking Map - Please Note: the Huron Superior Parking A lot and the Erie Ontario Parking C & D lots are available to the public and should be used when attending programs at Wieboldt Hall.
The deadline for registration is 10:00 am one business day prior to the program start date.Scholarship Assistance
Up to 50% scholarships are available for all of our nonprofit executive education programs for those working in nonprofit organizations. All applications are initially submitted at the full list price. Each is reviewed by our registrar and any scholarships granted will be reflected in the amount applied to your invoice or charged to your credit card.
Participants are responsible for booking their hotel accommodations during their stay in Chicago.
Participants must notify the Program Manager five business days in advance of the program start date if they are unable to attend. Otherwise, participants will be charged 20% of the stated program fees.
When canceling a program registration, participants may choose to rollover their payment to a future program or receive a refund. Participants are allowed three rollovers, after the third rollover, participants forfeit the money paid to the Center for Nonprofit Management.
*Refund or rollover must be requested at the time of the program cancellation. Once a program payment has been rolled over, a monetary refund is no longer an option. The participant must continue with the rollover process.
Please email or call us if you would like additional information about Nonprofit Programs
September 27-28, 2018
Start: September 27 at 8:30 AM
End: September 28 at 5:00 PM
LOCATION: Chicago campus