• 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

• Learn about and understand the foundational principles marketing to set you up for fundraising success
• Rethink the engagement strategies with your key stakeholders
• Create meaningful opportunities to connect with your stakeholders in ways that have them feel moved and inspired to take action in supporting the mission of your organization

Building Stakeholder Insights

• Learn how to mine for the information you need about your stakeholders to create a meaningful campaign
• Discover and leverage an insights framework to shape your interactions with key stakeholders

Donor Engagement Strategies

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

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

Narrative Design

• Leverage the power of narrative to compel your stakeholders to take action
• Learn how to design moving stories for your organization
• Utilize principles from narrative psychology applied to the narrative economy to have your stakeholders feel inspired to support donate

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

Storytelling

• Amplify your communication skills by unpacking the psychology of storytelling
• Learn techniques to engage, inform and persuade your donors and stakeholders

Jennifer Paul - Academic Director; Director, Nonprofit Executive Programs, Center for Nonprofit Management, Kellogg School of Management

Kristian Alomá - Founder & CEO, Threadline

Kevin McTigue - Clinical Associate Professor of Marketing

Derek D. Rucker - Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing; Professor of Marketing; Co-Director, Center for Global Marketing Practice

Aparna Labroo - Professor of Marketing

Location

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

Wieboldt Hall
340 East Superior Street
Chicago, IL 60611
Directions

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 scholarship requests are reviewed by our Registrar and any scholarships granted will be reflected in the amount charged to your credit card.

Payment Deadline

• If you request a scholarship, your credit card is submitted upon registration and will be charged once your request is approved (allow 1-2 business days for review).
• If you do not request a scholarship, your credit card will be charged upon application submission.

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.

Accommodations

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 two rollovers, after the second 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.

Northwestern University reserves the right to cancel a program at any time for any reason. In the unlikely event of a course cancellation, paid program fees will be refunded, but the university is not responsible for any travel or other related expenses accrued by the program registrant.