Successful Fundraising Strategies

Tactics and Tools for Effective Fundraising

Never an easy task, fundraising for nonprofit organizations in the current environment has become more difficult and demanding than ever. This program tackles the toughest challenges today’s leaders face: Keeping the asks fresh and compelling. Identifying and engaging new donors. Using data-driven strategies and technology to increase giving levels and frequency.

Guided by Kellogg’s faculty experts and highly experienced practitioners, you’ll explore the current trends in fundraising and the implications for your organization. You’ll develop a deeper understanding of development research and prospecting and learn how to make data-driven decisions. You'll discover new strategies for advancing major gifts and learn other proven tactics you can put into practice immediately to energize your fundraising efforts.

Center for Nonprofit Management

Overcome your biggest fundraising challenges


Who Should Attend

  • CEOs and executive directors of nonprofit organizations
  • Board members of nonprofit organizations
  • Department heads with oversight of development at nonprofit organizations
  • Team members with development responsibilities at nonprofit organizations

Key Benefits

  • Understand current trends in fundraising and the implications for your organization
  • Move from anecdotal to data-driven development decisions
  • Understand development research and prospect management
  • Identify ways to advance your major gift strategies and engage your donors

Program Content

Smart marketing strategy for the nonprofit organization

  • Identify the four foundations of marketing strategy: segmenting markets, selecting targets or focus areas, positioning the organization for maximum impact, and managing the brand
  • Understand why developing marketing strategy for a nonprofit organization is different; including an analysis of competitive forces and customer focus
  • Learn about creating and sustaining brand equity
  • Gain tools and ideas for easily replicable and effective market research activities

Prospect research in an electronic era

  • Understand the role information can play in various stages of fundraising
  • Learn research and prospect identification techniques used in a wide range of shops
  • Learn how to apply these to your shop, whatever the size

Moving beyond anecdotal to data-driven decisions

  • Learn how to focus limited resources to cultivate the right donors using the right levers
  • Identify tools, including databases and surveys, to measure and monitor activities at the nonprofit organization
  • Understand how to analyze and interpret the data and identify the drivers of giving
  • Training to shift the culture at the nonprofit organization from anecdotal to data-driven
  • Identify best practices in building a database that works to build donor knowledge at the organization

Major gift strategies and donor relations

  • Identify the challenges facing advancement professionals in “the new normal” and understand the importance and impact of major gifts
  • Understand the need for new, unconventional, guerilla-type approaches to identifying, cultivation, and soliciting of major gifts
  • Learn about the donor relationship building process, including tactics for getting in the door and an opportunity to workshop strategies to prepare for the actual major gift solicitation visit


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

Leo Latz - Principal, Latz & Wall

Angela Lee - Mechthild Esser Nemmers Professor of Marketing; Chair of Marketing Department

Sacha Litman - Managing Director and CEO, Measuring Success

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

Christina Pulawski - Independent Consultant, Christina Pulawski Consulting

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

Kellogg School of Management

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