Fundraising & Marketing: Building Nonprofit Capacity

Kellogg School of Management

How long?

  • 3 days
  • in person

Kellogg School of Management


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Full disclaimer.

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

About the course

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.

Approved By CFRE


Full participation in Kellogg Nonprofit Executive Education’s Fundraising & Marketing: Building Nonprofit Capacity Program entitles you to 21 points in Category 1.B—Education of the CFRE International application for initial certification and/or recertification.

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


Liz Livingston Howard

Liz Livingston Howard is a graduate of Northwestern University and holds an MBA degree from the Kellogg School of Management at Northwestern. Ms. Howard is the Director of Kellogg's Nonprofit Management Executive Education programs and a Clinical Professor of Management. She developed and teaches...

Megan Kashner

Megan Kashner is a Clinical Assistant Professor in Kellogg's Public-Private Interface and Director of Social Impact. Kashner comes to Kellogg from an extensive career in the impact sector, most recently as the Founder of Benevolent, a philanthropic platform that invites donors to step in and fill...

Kristian Alomá

I use narratives to design the mind’s relationship with products and create brands. The things we purchase, the services we use and the nonprofits we support do more than fill a need. They tell our life stories to others and, more importantly, to ourselves. They confirm what we care about. They...

Kevin McTigue

Kevin Thomas McTigue is an Adjunct Lecturer of Marketing at Northwestern University’s Kellogg School of Management teaching the core marketing management course to MBA students. When not in class, Kevin is a Group Strategy Director at Razorfish’s Chicago office where he works on numerous Fortune ...

Lindsay Marciniak

Lindsay is a fundraising consultant with more than 15 years of experience working with nonprofit organizations on fundraising and major gifts development, communications, and volunteer management.

David Lively

Senior Associate Vice President and Campaign Manager, Office of Alumni Relations and Development Evanston, Illinois Associate Vice President and Campaign Manager, Office of Alumni Relations and Development Evanston, IL Associate Vice President, Schools & Programs; Office of Alumni Relations...

Caleb Gardner

Here’s what I believe. We are in the midst of an overhaul in human exchange, driven by accelerating changes in technology that have created a more interconnected, open world. That world is creating almost infinite opportunities for real relationship building with people that matter—and infinite ...

Fundraising & Marketing: Building Nonprofit Capacity at Kellogg School of Management

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Full disclaimer.

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