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Lilly Family School of Philanthropy

Available dates

Mar 23—25, 2020
3 days
Indianapolis, Indiana, United States
USD 990
USD 330 per day


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About the course

When marketing and fundraising work together effectively, donors receive consistent, compelling messages that build trust and understanding. This trust encourages deeper involvement and support for your cause, even during times of crisis. You will learn to use marketing as a strategic management tool for fundraising, including creating print, digital, and event-based strategies to meet specific goals, communicating messages to media outlets effectively, and measuring organizational needs and effectiveness.



Course Overview

  • Introduction Activity
  • Expectations
  • Outline of course materials

Key Marketing Concepts

Learning Outcome – Describe how marketing is a strategic management tool for nonprofit organizations

  • Marketing Management
  • Marketing and Altruism
  • Marketing Elements Marketing
  • Planning Process

Market Research - Researching Constituent Needs and Interests Learning

Outcomes - Conduct a SWOT analysis of your organization; Select research strategies to gather needed information from donors

  • Internal Analysis
  • Environmental Analysis
  • Constituent Analysis Donor
  • Research
  • Types of Research for Fundraising

Defining your Brand

Learning Outcome – Explain the difference between brand and reputation

  • Understanding Brands
  • Nonprofits and Brands
  • Reputation Matters

Messaging the Case for Support

Learning Outcome – Create a theme for your case as an extension of your brand.

  • Distilling the Case
  • Theming the Case



Selecting the Right Medium to Communicate Your Case Tried and true case expressions: Ink on paper

  • Learning Objectives: Describe the 4 elements that create impactful print pieces; develop an effective print-based strategy for your case.
  • Selecting the Right Medium Effective Print
  • Solicitations Developing a Print Based
  • Strategy

Demystifying Digital

Learning Outcome: Analyze your website for fundraising impact; Analyze which social media platforms might work best for your audience; Describe how Hootsuite can make your digital life easier

  • Why Digital is Important
  • Websites
  • Social Media/Email Digital
  • Storytelling

Setting Digital Strategy Goals

Learning Objective: Craft digital messages that result in increased volunteers, monthly giving and email address acquisition.

  • What does Success look like?
  • Moving from Permission to Success
  • Designing Effective Calls to Action

Special Events as a Marketing Strategy

Learning Outcome: Develop clear objectives for special events to further your marketing objectives.

  • Benefits of Special Events
  • Building an Events Strategy
  • Implementation
  • Cost/Benefit Analysis



Telling your Story through Others

Learning Objective: Prepare yourself, your CEO and volunteers to be effective at media interviews.

Working with the Media

  • Learning what reporters look for
    • Rehearsing the message; Dressing the part
  • During the interview
  • Remembering Do’s and Don’ts

Media Interview Exercise

Communicating in a Crisis

Learning Objective: Develop a Crisis Communication Plan for your

  • Organization
  • Evaluating a Crisis Situation
  • Crisis Communication Plans
  • Managing Crises

Managing the Marketing Process Internally

Learning Objectives: Describe the competing demands for marketing support within your organization; Identify marketing resources that may be able to help your organization.

  • Accountability
    • Organizational Life Cycle and Marketing
    • Marketing on a Budget

Putting the Plan Together

Learning Objective: Identify the step in the planning process where your organization needs to invest attention; Set SMART objectives for your efforts.

  • Marketing Plan Process
  • SMART Objectives

Course Wrap Up and Reflections

  • Evaluation of Expectations
  • Completion of Course Evaluations
  • Awarding of Certificates of Completion


### You’ll learn how to

  • Develop dynamic marketing strategies to promote your organization.
  • Create print, digital, and event-based marketing products to achieve marketing and fundraising goals.
  • Implement effective media relations.
  • Manage the marketing process internally, setting SMART goals for the program.
  • Create a plan to measure marketing effectiveness.

What you’ll receive

  • Digital, print, and special event best practices
  • Practice working with media outlets
  • Marketing plan outline
  • Comprehensive, easy-to-understand study guide with background reading

Course reviews

Downloadable files