Marketing Essentials: Elevate Your Fundraising Strategies

Marketing & communications to fuel fundraising efforts

Previously named: Fundraising & Marketing: Building Nonprofit Capacity

Funders and donors are growing savvier and more sophisticated in the way they make giving choices. Hence, the need for nonprofit organizations to understand the changing ‘donor market’ and engage their stakeholders in meaningful ways has become more imperative than ever. It is crucial to revisit organizational fundraising strategy, learn new engagement techniques and create compelling messages to ensure that the organization is on the right track for continued growth.

In this live virtual program, you will learn from faculty and practitioner experts on topics related to strategies for growing fundraising capacity, fundraising cultures and infrastructures required for achieving fundraising goals and simply why people give. This program will also include marketing and branding strategies that attract and engage key stakeholders for a mutually sustainable relationship.

Center for Nonprofit Management

Grow your fundraising and marketing efforts to create an innovative strategy


Who Should Attend

  • Nonprofit leaders, board members and nonprofit managers with fundraising and/or marketing responsibilities
  • Career switchers or for-profit leaders who intend on joining a nonprofit team or Board

Key Benefits

  • Learn about and understand the basic principles of fundraising and marketing
  • Identify and assess your organization's fundraising practices and culture
  • Rethink the engagement strategies with the funder and donor base and the role which targeted marketing plays in it

Program Content

Must Haves and the Please Don'ts of Creating a Successful Development Strategy

This session will look at the opportunities, complexities, and necessary learnings of building development strategies in the new normal / post COVID-19 fundraising world. Participants should walk away with the following learnings:

  • The Old: What no longer works as part of building successful development plans? Where are the biggest shifts and how do they impact individual, corporate, and foundation giving?
  • The New: How do organizations transition to fundraising in an increasingly digital and virtual world without losing personal connections? What are the opportunities for new strategies and fundraising wins?
  • The How: How are successful development plans created that take advantage of all the new learnings while continuing to build on previous successes?

Inclusive Philanthropy

  • Understand the roles of equity and inclusion in fundraising
  • Diversify your donor portfolio
  • Build your organization's cultural competencies for more inclusive donor engagement

Marketing Essentials for Nonprofits

  • We discuss the concept of marketing as more than just communications. How do we position our non-profit to be seen as offering more value to our constituents?
  • In this class we cover the fundamentals – setting clear, achievable marketing goals, choosing where to focus our resources with segmentation, targeting and creating a distinct identity in the market with positioning
  • An in-class case borrowed from the consumer packaged goods world helps us put these ideas into practice

Creative Brief Writing

  • Understand the importance of the creative brief for stakeholder communications and advertising
  • Learn how to structure and write a sound and proper creative brief
  • Discuss common pitfalls and best practices in creative brief writing

Communicating Brand Value: The ADPLAN Framework

  • Strategically assess the strengths and weaknesses of ads being used to build your organization’s brand
  • Utilize the ADPLAN framework to make your communication efforts more successful

Digital Stewardship

  • Learn strategies to improve your digital fundraising strategy
  • Understand and apply behavioral economics principles to improve your connection with stakeholders and increase fund generation

Narrative Design: Toolkit for Brand Story

  • Identify the role stories play and how to leverage them to change behavior
  • Discover six steps to building powerful brand narrative
  • Learn the Narrative Design tool and apply to your organization


Elise Madrick Townsend - Academic Director; Senior Program Administrator

Kristian Alomá - Founder & CEO, Threadline

Brenda Asare - President & CEO, The Alford Group

Liz Livingston Howard - Clinical Professor of Management; Executive Director of Nonprofit Executive Education

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

Elizabeth Schwan-Rosenwald - Chief Program Officer, Common Impact

Accommodations, Fees & Policies


This program is delivered in a live virtual format via the Zoom platform. Please visit our live virtual programs page for more information.

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.

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.

Approved By CFRE


Full participation in this Kellogg Nonprofit Executive Education program entitles you to 21 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.

Learn More

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

2022 Session

February 9-16, 2022

Start: February 9 at 8:30 AM

End: February 16 at 4:30 PM

Format: Live Virtual Program

Program Days
February 9-10, 15-16


Scholarships Available

Kellogg School of Management

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