Fundraising & Marketing: Building Nonprofit Capacity

Understanding the Principles of Fundraising

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 their stakeholders has become more imperative than ever. It is also crucial to continuously go back to the basics and revisit organizational fundraising strategy and culture 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

  • All nonprofit leaders, board members and nonprofit managers
  • Public sector and government leaders who work with community programs
  • 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 fund generating techniques
  • 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

Understanding Donors/Motivation for Giving

Understanding the reasons why people give is key to understanding how to engage them through various fundraising channels.

  • Engage in discussions on "how to think like a donor"
  • Assess donor segments and gain tools to divide into categories to understand giving trends
  • Assess real-life fundraising asks

Creating & Advancing a Culture of Philanthropy

This session will offer insights and actionable strategies for how to utilize both internal and external resources to ensure fundraising success. Participants will learn how to:

  • Infuse philanthropy into your organization's culture
  • Leverage the dynamic partnership between the Executive Director and Development Director, along with other key staff leaders
  • Better engage your Board of Directors to propel fundraising efforts

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

Digital Marketing for Fundraising Success: Email & Social Media

  • Understand how a good content strategy contributes to fundraising success
  • Learn best practices for fundraising with email and social media tools
  • Learn success stories from Caleb's personal experience raising millions online

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

Essentials of Fundraising

In today's competitive environment, more nonprofits are competing for fewer dollars.

  • Discuss the new fiscal reality and the need to be transparent
  • Think about your competitors and your strategies for a multi-channel fundraising
  • Who are your fundraising partners and why is engagement critical?
  • Understand the current fundraising environment

Narrative Design: Toolkit for Brand Story

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

Equity in Philanthropy


Kristian Alomá - Founder & CEO, Threadline

Caleb Gardner - Co-Founder & Managing Partner, 18 Coffees

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

Lindsay Marciniak - Managing Director, CCS Fundraising, Chicago

Kevin McTigue - Clinical Associate Professor of Marketing

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

2021 Sessions

March 2-3, 5, 8-9 & 11, 2021

Start: March 2 at 8:30 AM

End: March 11 at 12:30 PM

Live Virtual Program


Scholarships Available

September 20-21, 23, 27-28 & 30, 2021

Start: September 20 at 8:30 AM

End: September 30 at 5:00 PM

Live Virtual Program


Scholarships Available

Kellogg School of Management

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