Strengthening Your Mission: Building Your Brand

The Organizational Reputation & Values Approach to Branding

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.

Center for Nonprofit Management

Build a brand that resonates with your stakeholders


Approved By CFRE


Full participation in this Kellogg Nonprofit Executive Education program entitles you to 14 points in Category 1.B—Education of the CFRE International application for initial certification and/or recertification.

Note: Participants who wish to apply for continuing education points on their CFRE application for initial certification and/or recertification will be able to access a tracking form on the course site, once they register for the program.

Who Should Attend

  • Nonprofit managers tasked with marketing & fundraising functions within their organizations
  • Senior nonprofit leaders who supervise marketing and fundraising staff
  • Cross-functional leaders positioned for ‘VP of Strategic Marketing / Nonprofit Branding’ or similar roles
  • Public sector and government leaders who work with community leaders
  • Career switchers or for-profit leaders who intend on joining a nonprofit team or Board

Key Benefits

  • Create a connection between brand and mission
  • Understand nonprofit brand management strategies
  • Learn to communicate your value to stakeholders
  • Understand the competitive landscape and how to leverage your advantages

Program Content

Creating and Tracking Market Value

  • Gain a strategic perspective of marketing management and its key elements
  • Focus on the process of developing a marketing strategy and designing an optimal marketing mix to carry out the chosen strategy
  • Work with a sound framework for problem analysis and action planning

Strengthening the Second Most Important Asset after Your People: Your Brand

  • Receive an overview of the key aspects of branding and brand management
  • Specifically, understand the key elements of strategic brand management and a sound framework for brand-focused action planning
  • Discuss a case study, to highlight the role of brands as a means of aligning core objectives with stakeholder engagement
  • In a collaborative setting, understand the environment in which an organization operates and identifies opportunities and threats
  • Tie this with resource allocation for nurturing, building and protecting the brand

Segmenting, Targeting, & Positioning For Advantage

  • Through discussions and case studies, understand how to effectively segment a market of potential donors
  • Learn how to identify targets who might potentially favor your brand
  • Develop a compelling value proposition for your brand
  • Identify new opportunities for collaboration by considering the connections between your stakeholders' brand and your brand

Communicating Brand Value: The ADPLAN Framework

  • Focus on how to evaluate the strategic soundness of advertising and communication efforts
  • To accomplish this objective, utilize a framework to guide the strategic assessment of advertisements accompanied by real world examples
  • In addition, complete a breakout session and apply the framework to past or present advertising efforts within the nonprofit space, including executions of your own submission


Kristian Alomá - Founder & CEO, Threadline

Aparna Labroo - Professor of Marketing

Kevin McTigue - Clinical Associate Professor of Marketing

Derek D. Rucker - Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing; Professor of Marketing; Co-chair of Faculty Research

Fees & Accommodations


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

Wieboldt Hall
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. 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.

Hospitality during the Program

We strive to provide healthy meal choices for our participants for breakfast, lunch and breaks. We typically provide a range of choices, including some vegetarian-friendly and gluten-avoidant selections. We cannot meet all dietary preferences, but we will do our best to accommodate health restrictions, religious restrictions and food allergies.


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

Download Nearby Hotels 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.

Learn More

Please email or call us if you would like additional information about Nonprofit Programs

2019 Sessions

September 18-19, 2019

Start: September 18 at 8:30 AM

End: September 19 at 5:00 PM

LOCATION: Chicago campus


Scholarships Available

Kellogg School of Management

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