Essentials of Fundraising & Marketing

Innovative Strategies and Focused Approaches

Fundraising and marketing are not only critical to the success of nonprofit organizations, they also rank among the most significant leadership challenges. This strategically focused, highly practical program offers nonprofit leaders the opportunity to develop the skills required to evaluate existing efforts, identify areas in need of change and implement new, more effective fundraising and marketing programs.

You will learn how to assess the current climate and to think creatively when searching for resources and tools relevant to accomplishing your mission. You’ll learn to look at your market more strategically, gain deeper insight into who your donors are and why they give, understand the value of branding and how to assess and strengthen yours, and explore ways to engage your board in helping to meet your unique fundraising and marketing challenges.

Center for Nonprofit Management

Grow your fundraising and marketing efforts to create an innovative strategy


Who Should Attend

  • CEOs and executive directors of nonprofit and non-governmental organizations
  • Board members of nonprofit organizations
  • Department heads with oversight of development and/or marketing functions of nonprofit organizations
  • Team members with development or marketing responsibilities of nonprofit organizations

Key Benefits

  • Understand the role of leadership in fundraising and marketing
  • Learn the most effective marketing mix for a nonprofit organization
  • Appreciate the role that "brand" image plays in an organization
  • Effectively evaluate your marketing and fundraising efforts

Program Content

Essentials of Fundraising

  • Overview of the most recent Giving USA report and an understanding of what to expect in the current funding environment
  • Participants will gain an understanding of why people give and focus on the six keys to a successful fundraising effort:
    • Build strong leadership partnerships
    • Focus on the donor
    • Encourage closer relationships with the donor
    • Make the ask
    • Continue cultivation

The Customer-Focused Nonprofit

  • Examine marketing strategy best practices of marketing strategy and how they can be applied to the challenges faced by nonprofit organizations
  • Explore market segmentation and how it can increase effectiveness of our effort.
  • Address the challenge of target selection and the real need for focus.
  • Learn how positioning can enhance the value of giving for potential donors in the increasingly competitive world of fundraising

Understanding Donors and Motivations for Giving

  • Examine current trends in individual giving and consider strategic approaches taking these trends and shifts in donor engagement into account
  • Consider the importance of digital strategy and the new forms of philanthropy that are playing a growing role in the giving equation
  • Look inside the donor’s thought process and how to apply communications tools for successful engagement, retention and renewal

High Touch Branding: Is Your Messaging Prompting the Right Action

  • Understand the relationship between branding and marketing in order to leverage each one to achieve “business” results
  • Identify the experiential elements of your brand Close the perception gap
  • Align on reasonable, realistic next steps

Engaging the Board in Fundraising & Marketing

  • Brainstorm why people serve on boards and what boards really do
  • Develop insight into key board activities and how to engage the board in fundraising and marketing, create a fundraising strategy and goals for the board
  • Learn how to leverage the board to identify prospects, cultivate relationships and build brand awareness
  • Explore how to involve board members in the solicitation process – from making the ask to ongoing stewardship

Effective Social Media Strategies

  • Gain insight into effective social media strategies
  • Assess your current social media plan by looking at the following key areas:
    • How do people form perceptions and how does that impact your online presence
    • Advantages and disadvantages of various social media tools
    • How do you use these social media tools to achieve your goals and mission
    • How can you use social media to enhance your reputation


Naini Serohi - Academic Director; Program Administrator Senior, Center for Nonprofit Management, Kellogg School of Management

Aleen Bayard - Principal, Aleen Bayard Transformative Consulting

Julie Hennessy - Clinical Professor of Marketing

Liz Livingston Howard - Clinical Associate Professor of Management; Director of Non-Profit Executive Education

Megan Kashner - Clinical Assistant Professor & Director of Social Impact, Kellogg Public-Private Interface; Founder and CEO, Benevolent

Brayden King - Professor of Management & Organizations

Fees & Accommodations


Nonprofit Management Programs are held at Northwestern University's Chicago Campus.

Wieboldt Hall
Kellogg Conference Center
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.

Application Deadline

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.


Participants are responsible for booking their hotel accommodations during their stay in Chicago.

Download Recommended Hotel List

Cancellation Policy:

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.

Personal Consultation

Please email or call us if you would like a personal consultation for Nonprofit Programs

Upcoming Sessions

September 26-28, 2016

Start: September 26 at 8:30 AM

End: September 28 at 5:00 PM

LOCATION: Chicago campus


October 2-4, 2017

Start: October 2 at 8:30 AM

End: October 4 at 5:00 PM

LOCATION: Chicago campus


Kellogg School of Management

James L. Allen Center
2169 Campus Drive, Evanston, IL 60208