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Essentials of Fundraising & Marketing

Innovative Strategies and Approaches

Fundraising and marketing are critical strategy components to the success of all nonprofit organizations. The objective of this course is to allow nonprofit leaders the opportunity to develop skills to evaluate, change and implement new and effective fundraising & marketing programs. Participants will learn how to assess their current situations and to think creatively when searching for resources and tools relevant to advancing their organizations. They will learn to look at their markets, find where donors live and work, gain insight into why people give, understand branding and how to evaluate and build their own organizations brand and how to engage their boards in the important work of fundraising & marketing.

Upcoming Sessions

  • Apply Online
    September 26-28, 2016
  • Apply Online
    October 2-4, 2017
  1. CEOs and Executive Directors of Nonprofit Organizations
  2. Board Members of Nonprofit Organizations
  3. Department Heads with Oversight of Development and/or Marketing Functions of Nonprofit Organizations
  4. Team Members with Development or Marketing Responsibilities of Nonprofit Organizations
  1. The role of leadership in fundraising and marketing
  2. An understanding of the marketing mix most effective for a nonprofit organization 
  3. The role that "brand" image plays in an organization
  4. How to effectively evaluate your marketing and fundraising efforts
Essentials of Fundraising
  1. Overview of most recent Giving USA report and an understanding of what to expect in 2015-2016
  2. Participants will gain an understanding of why people give and then focus on the following keys to a successful fundraising effort: 

- Understand the current environment 
- Build strong leadership partnerships 
- Focus on the donor 
- Encourage closer relationships with the donor 
- Make the ask 
- Continue cultivation

The Customer-Focused Nonprofit
In these sessions, we will take a look at some of the best practices of marketing strategy and how they can be applied to the challenges faced by nonprofit organizations. We will talk about market segmentation and how it allows us to increase the effectiveness of our effort. We will also discuss the challenge of target selection and the real need for focus. And finally, we will talk about how to position ourselves, in the increasingly competitive world of fundraising, to enhance the value of giving for potential donors.

Understanding Donors and Motivations for Giving
Today’s donors are increasingly disloyal and unpredictable. How, then, does the savvy fundraiser engage for success? Success and sustainability in fundraising hinges on a keen understanding of donors and their motivations for giving. In this session we’ll examine current trends in individual giving and consider strategic approaches that take these trends and shifts in donor engagement into account. With digital strategy and new forms of philanthropy taking a larger and larger role in the giving equation, this session will spend a great deal of time on getting inside the donor’s thought process and applying communications tools for successful engagement, retention and renewal.

High Touch Branding: Is Your Messaging Prompting the Right Action?
  1. Understand the relationship between branding and marketing in order to leverage each one to achieve “business” results
  2. Identify the experiential elements of your brand
  3. Close the perception gap
  4. Align on reasonable, realistic next steps

Engaging the Board in Fundraising & Marketing
In this interactive session, participants will brainstorm why people serve on boards and what boards really do. They will then gain insight on key board activities, ways/ideas to engage the board in fundraising and marketing, how to create fundraising strategy and goals for the board, how to utilize the board to identify prospects and cultivate relationships, how to use the board to build brand awareness, and how to involve them in the solicitation process – from making the ask to ongoing stewardship.

Leading in the Age of Social Media
Focusing on reputation, shared perception and leadership, these sessions will help participants gain insight into effective social media strategies. Participants will be able to assess their current social media plan by looking at the following key areas:
  1. How do people form perceptions and how does that impact your online presence?
  2. Advantages and disadvantages of various social media tools
  3. How do you use these social media tools to achieve your goals and mission?
  4. How can you use social media to enhance your reputation

Applied Learning Tracks

Track 1 – Fundraising: Leveraging Limited Resources
Track 2 – Marketing: How to Get the Work Done

  1. The class will be divided into two groups and participants will be able to ask specific questions about fundraising and marketing issues at their organizations. They will get feedback from both the faculty and their classmates.
Jennifer Paul - Academic Director; Assistant Director, Center for Nonprofit Management, Kellogg School of Management

Shannon Alexander - Principal, Alexander Ross Group

Aleen Bayard - Founder and Principal, MarketZing

Julie Hennessy - Clinical Professor of Marketing

Megan Kashner - Founder and CEO, Benevolent

Brayden King - Professor of Management & Organizations

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

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

Wieboldt Hall

Kellogg Conference Center
340 East Superior Street
Maps and Directions

Programs typically start promptly at 8:30 am and end by 5:00 pm each day. Once you have registered and paid for a program, you will receive a detailed schedule which includes daily start/end times, session titles, and faculty names.

Program Fees
All two and three-day programs cost $950.00 each. Up to 50% scholarships are available for all of our nonprofit executive education programs for those working in nonprofit organizations.

Application Deadline
The deadline for registration is 10:00 am one business day prior to the program start date.

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.

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