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.

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

Leveraging the Full Team for Fundraising Success

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

Campaign Plan Essentials

• Learn the major elements of a fundraising campaign including goal-setting, timeline and marketing
• Understand how to leverage, manage and steward your volunteers

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