Communication, Marketing and Methodologies of Fundraising
Nonprofits must communicate with a variety of groups, such as donors, trustees, regulators, the media, and the general public—and good communication is crucial to obtaining and keeping new donors. This program will focus on the groups and market segments a nonprofit must attend to, and will explore in depth how a nonprofit’s communication and brand strategies involve fundraising and long-term resource development needed to safeguard the organization’s future.
Choice #1: Mornings of May 14, 15, 21 and 22, 2024 | Virtual format over Zoom
Choice #2: Mornings of December 3, 4, 10, 11, 2024 | Virtual format over Zoom
$650
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Cost assistance opportunities are available. Email emre@unl.edu for more information.
Key Benefits
Like strategic and financial planning, a nonprofit’s communication, marketing and fundraising efforts must be designed to fit the unique nature of that organization. This program will help you sharpen your relevant skills as we explore proven principles and methodologies.
Who Should Attend?
Nonprofit executives responsible for fundraising, marketing and communications, human resources and volunteer management, and operations.
Nonprofit leaders (executive directors), board members and community leaders.
Program Content and Objectives
This interactive program includes discussion, case studies, and practical application of real-world problems in order to explore how nonprofit organizations can use marketing principles such as market segmentation, marketing mix, and brand management to lay the foundation for a strategic communication plan. Other topics that will be explored include public relations, storytelling, use of social media, effective event planning, and working with the governing board.
The program will also discuss several principles and practices of successful fundraising and donor development. Careful planning and a well-developed fundraising strategy are essential to approaching activities such as annual, major, and planned giving. Developing a case for support, corporate and foundation giving, and the continued importance of direct response fundraising, will be included among the topics addressed in this program.
Participants are encouraged to bring questions and challenges confronted in their own nonprofit experience to share with colleagues during the lab portion of this program.
Program Schedule
| Day 1 | |
| 8:30 - 9 a.m. | Introduction to the program. This will include participant introductions. |
| 9 - 10:30 a.m. | Communicating with Our Various Constituencies • Identifying the nonprofit’s constituencies • Developing communication strategies |
| 10:30 - 10:40 a.m. | Break |
| 10:40 a.m. - 12 p.m. | The Strength of the Organization’s Brand • The benefits of branding • The elements of your brand • Establishing your brand positioning |
| 12. - 12:15 p.m. | Applied Learning from the Day’s Activities |
| Day 2 | |
| 8:30 - 8:40 a.m. | Introduction to Day 2 |
| 8:40 - 10:30 a.m. | Is Marketing Useful for Nonprofit Organizations? • Building awareness • Engaging others in the nonprofit’s mission • Fundraising • Recruiting volunteers |
| 10:30 - 10:40 a.m. | Break |
| 10:40 a.m. - 12 p.m. | Fundraising Planning • Where are we now? • Where do we want to be? • How do we get there? |
| 12 - 12:15 p.m. | Applied Learning from the Day’s Activities |
| Day 3 | |
| 8:30 - 8:40 a.m. | Introduction to Day 3 |
| 8:40 - 9:45 a.m. | Case for Support • A marketing tool • A training and motivation tool • An aid in fundraising planning • A resource document for future proposals |
| 9:45 - 10:30 a.m. | Individual Giving • Who gives? • What motivates individuals to give? • Donor retention |
| 10:30 - 10:40 a.m. | Break |
| 10:40 a.m. - 12 p.m. | Direct Response Fundraising • Media selection • Digital technology • Social media |
| 12 - 12:15 p.m. | Applied Learning from the Day’s Activities |
| Day 4 | |
| 8:30 - 8:40 a.m. | Introduction to Day 4 |
| 8:40 - 10:30 a.m. | Major Gift Fundraising • From individuals • Planned giving • Corporations • Grants |
| 10:30 - 10:40 a.m. | Break |
| 10:40 - 11:45 a.m. | Nonprofit Management Lab: Participants are encouraged to bring their communication and fundraising concerns/issues to share with program facilitators and colleagues. |
| 11:45 a.m. - 12 p.m. | Applied Learning from the Nonprofit Financial Management Program |
| 12 - 12:15 p.m. | Wrap-up Discussion |
Speakers
Jeri Bingham, EdS
Matthew W. Charlton, Ph.D.
Jim Croft, Ph.D.
Katy Scrogin, Ph.D.
Patti Tuomey, EdD
Greg Petersen
Learn About Other Nonprofit Executive Certificate Offerings
Strategic Leadership for Nonprofit Organizations Financial Management for Nonprofit Organizations
Contact
Center for Executive and Professional Development
HLH 201
execed@unl.edu
402-472-2353