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 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 bring in a funder’s perspective to have a healthy discussion on what techniques work to attract funders for a mutually sustainable relationship.

Center for Nonprofit Management

Grow your fundraising and marketing efforts to create an innovative strategy


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.

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

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

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 divide into categories to understand giving trends
  • Create and compare score cards for various giving campaigns
  • Assess real-life fundraising asks through an experiential exercise

Using Engagement & People Resources for Fundraising Success

One key to fundraising success is to fully engage your resources and network.

  • Understand how in addition to your development staff, your administrators, program staff, board members and volunteers can play an important role in contributing to your organization's fundraising goals
  • Explore how to effectively empower and leverage your full work force to take your organization's funding to the next level
  • Receive actionable insights and strategies for how to utilize both internal and external resources to ensure fundraising success
  • Leave with new ideas on infusing philanthropy within the culture of your organization, leveraging the dynamic partnership between the executive director and development director, fully utilizing your board and reducing staff turnover

Fundraising Metrics & Portfolio Management

  • Improve management of your fundraising portfolio by creating a system of accountability
  • Evaluate real life case studies to appraise the solicitation challenges and solutions for focus and prioritization within the fundraising portfolio
  • Determine how implementation of metrics can generate awareness for a change in fundraising strategy and receive buy-in from leadership

Grants as a Part of Your Mix of Income Sources

Many nonprofits think it is impossible to secure grants, and therefore pass up valuable opportunities. While an initial application for a grant may be rejected, persistence and refinement of the process has great possibilities for success.

  • In this session, you will learn about various grant opportunities in order to evaluate if applying for grants should be a part of the development strategy
    • Understand different grant making sources
    • Increase your knowledge of grant resources
    • Advance your knowledge of good grant writing techniques
    • Increase understanding of foundation/government processes for evaluating proposals

Effective Social Media Strategies

Your organizational reputation and online presence is closely related to how the donors perceive and give to your organization.

  • Identify the psychological motivations for use of online portals amongst different stakeholders
  • Prioritize better management of your online reputation and a more accurate representation of your identity
  • Develop a strategy for managing your message with your identity
  • Adopt a social media presence to combat lack of information about your organization
  • Analyze your own organization's reputation during an experiential exercise


Naini Serohi - Academic Director; Program Administrator Senior, Center for Nonprofit Management, Kellogg School of Management

Judith Gethner - Executive Director, Illinois Partners for Human Service

Megan Kashner - Clinical Assistant Professor & Director of Social Impact, Kellogg Public-Private Interface; Founder and CEO, Benevolent

Brayden King - Max McGraw Chair in Management and the Environment; Professor of Management & Organizations; Chair of Management & Organizations Department

David Lively - Associate Vice President and Campaign Manager, ‘We Will. The Campaign for Northwestern’

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

Lindsay Marciniak - Senior VP, CCS Fundraising, Chicago

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.


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

March 11-13, 2019

Start: March 11 at 8:30 AM

End: March 13 at 5:00 PM

LOCATION: Chicago campus


Scholarships Available

September 23-25, 2019

Start: September 23 at 8:30 AM

End: September 25 at 5:00 PM

LOCATION: Chicago campus


Scholarships Available

Kellogg School of Management

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