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Essentials of Fundraising & Marketing

Innovative Strategies and Approaches

What comes first - The money or the donors?
"Where will the money come from?"
"How can we let more people know about our program?"

These two issues, marketing and fundraising are critical 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 marketing and fundraising 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, see how researchers segment communities.

Upcoming Sessions

  • Apply Online
    September 28-30, 2015
  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. Marketing & solicitation strategies for different categories and types of donors
  3. An understanding of the marketing mix most effective for a nonprofit organization 
  4. The role that "brand" image plays in an organization
  5. How to effectively evaluate your marketing and fundraising efforts

Leadership in Fundraising & Marketing: Understanding Changing Generations

  1. Understand the concept of marketing and how to effectively apply the concepts to nonprofit organizations
  2. Understand the three characteristics of today’s marketing environment: nanosecond culture, hyper competition, and empowered customers
  3. Understand generational differences and how they can affect nonprofit fundraising and marketing efforts

Essentials of Fundraising

  1. Overview of most recent Giving USA report and an understanding of what to expect in 2013-2014
  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

Defining Your Customer Base and Targeting Your Customers

  1. Participants will drill down into the concept of marketing nonprofit services and the challenges of marketing services
  2. Participants will then move into identifying and understanding the customers or stakeholders of their organizations. Using the concepts of understanding the different generations, participants will be able to effectively identify the best ways to reach all of their stakeholders

Building Your Brand in Today’s Environment

  1. Participants will understand the definition and concept of a brand and apply it to the nonprofit sector and their individual organizations
  2. Understand the following brand concepts:

- Brand meaning 
- Brand differentiation 
- Brand statement 
- Brand focus 
- Brand development

  1. How to create loyal brand customers by understanding what customers want
  2. Participants will then work in groups to develop a brand statement for their organization. They will present it to the class and get feedback from faculty

Engaging the Board in Fundraising & Marketing

  1. In these interactive sessions, participants will brainstorm why people serve on boards and what boards really do. They will then get detailed information from the faculty 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.

Focused Tracks
Track 1 – Fundraising: Leveraging Limited Resources
Track 2 – Marketing: How to Get the Work Done3

  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.

The New Realities of Fundraising and Marketing

  1. Faculty will give participants lists of the new trends to be aware of in fundraising & marketing. These thoughts will be very helpful to participants as they go back to their organizations to apply the learning.

Case Study

  1. Utilizing a Harvard Business Review case study of The Metropolitan Opera, participants will be able to apply all of the previous learnings of the program to diagnose a real-world nonprofit challenge and then brainstorm solutions. In addition, they will be able to apply the learnings from the case study directly to their organizations.
Jennifer Paul - Academic Director; Assistant Director, Center for Nonprofit Management, Kellogg School of Management

Richard Honack - Adjunct Professor of Executive Education

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 Preferred Hotel List
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