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Marketing for Nonprofits

Telling your story is vital to fundraising and building awareness of your organization’s mission. A compelling story told to the right audience is what you need to be effective. During the week-long Marketing for Nonprofits Institute, you will learn to pull all of the pieces together to create a successful marketing plan for your organization whether the focus is to raise money or awareness of your mission.

Upcoming Institutes

  • July 23 – 29, 2017
  • January 28–February 3, 2018

We offer the opportunity to come for the entire week, or choose an individual session from the week-long program to address specialized professional development needs for staff in your nonprofit. Periodically, additional advanced level classes are offered to take a deeper dive into a topic covered during the Marketing Institute.

The Marketing for Nonprofits Institute is specially designed for both fundraising and marketing professionals, career switchers and program staff who want to learn more to enhance their careers. This is especially useful for fundraisers who work for a small nonprofit without a separate marketing role or department. Our classes are taught by marketing professionals who are experts in their fields and share the real-world knowledge as well as their love of fundraising.

Participants will earn a professional certificate from the University of Richmond upon completion of the week-long program.

Register online from the list below, or you may register using the paper registration form.

Marketing for Nonprofits Institute

Overview

Strong marketing is vital to the success of nonprofit organizations. Having a thorough understanding of marketing helps nonprofits make the most of limited resources. The Marketing for Nonprofits program is designed to provide a comprehensive overview of marketing basics, effective communication and promotion.

The Marketing for Nonprofits Institute is an intensive 48-hour, week-long certification program. During the week, you’ll create a comprehensive marketing plan for your organization. At the conclusion of the program, you’ll earn a certificate in Nonprofit Marketing from the University of Richmond.

Printable Institute Summary

Registration & Details

Online registration or paper registration form

  • Dates: Sunday, July 23 – Saturday, July 29, 2017
  • Fees
    • Early registration rate: $1,650
    • Standard rate: $1,850
    • Scholarships are available. Fee includes Sunday dinner, lunches & snacks
  • Deposit: $125 nonrefundable; credited toward the final cost
  • Schedule: Review the weekly planning calendar
  • Accommodations: Book a nearby hotel room and transportation or consider the new HI Richmond hostel or the Bottomley House on campus
Outcomes & Requirements
Institute Outcomes
  • Build a comprehensive marketing plan for your organization, integrated with fundraising
  • Identify your audiences and reach them with the appropriate messages
  • Learn to develop stories to share your mission and impact
  • Learn how to effectively integrate social media tools into your marketing plan
  • Formulate a direct marketing plan to make the most of your direct mail versus “e” dollars
Institute Modules

The Marketing for Nonprofits Institute requires 48 hours of instructional time. A certificate in Marketing for Nonprofits from the University of Richmond Institute on Philanthropy will be awarded at the conclusion of the program.

The following modules are required in the certification institute.

  • Nonprofit Marketing 1
  • Telling Your Story – What’s Your Brand?
  • Integrated Marketing Promotion – Audiences
  • Integrated Marketing Promotion – Tactics
  • Persuasive Writing for Nonprofits
  • Developing a Media Relations/Digital Strategy
  • A New Social Media World for Nonprofits
  • Direct Marketing and Constituent Communication
  • Nonprofit Marketing 2
Two Ways to Earn a Certificate
  1. Work While You Learn: Complete the certificate during a one-week intensive program offered in the winter or summer each year. In this format, you will work on a development plan for your organization through hands-on interactive sessions focusing on your nonprofit.
  2. A la Carte: Complete the certificate you started but did not complete by taking individual classes. Contact the program manager for details.

Institute/Course Listing & Registration

Marketing for Nonprofits - Digital & Media Strategy
Course Offerings (1)
Wednesday, July 26, 2017; 
1:00 - 5:00 pm
Instructor: IOP Staff
CRN: IOP317.MKT-DIGITAL
Fee: $155
If eligible for UR Tuition Remission, the Tuition Remission benefit will not be refunded in the event of cancellation.
Description
Media - Have you ever received a big gift from a donor and wanted to tell the world - to take advantage of the opportunity to raise awareness of your organization? Do you have a special event or need nominations for an award you are presenting at your Gala and wish the media would pick up the news? Are you starting a ambitious fundraising campaign to build a new building or expand your facilities and want everyone to know? To be able to get your stories picked up in the media you need to take the time to build meaningful relationships with the media that cover your organization. Learning this skill can pay dividends for years to come. Often called "earned media" (as opposed to "paid media") the process of courting, pitching and placing a positive story in print, online or broadcast outlets about is two parts finesse and one part luck. In this course you will learn how to think like a journalist, develop materials that translate in today's 24-hour news cycle and how to merchandize your news internally and externally. Our discussion will cover: *Positioning - what makes your organization newsworthy? *Targeting - reaching the right journalists *Pitching - practical exercise in pitching your story *News Releases - how to write and disseminate them. Media - What does your digital footprint look like? During our Digital Strategy session, Emily Shane will explore how to apply brand messaging and audience insights to your digital assets - your website, blog and newsletter communications. We'll learn how to build a digital strategy, the processes you'll need to put in place to execute that strategy (as painlessly as possible) and how to measure those activities in order to evolve strategy in this ever-changing practice. Student will walk away with a framework for their own strategy, tools to gain internal buy-in and several templates to simplify execution.

Marketing for Nonprofits - Direct Marketing
Course Offerings (1)
Friday, July 28, 2017; 
8:00 am - 3:00 pm
Instructor: Laura Doherty
CRN: IOP317.MKT-DIRECT
Fee: $235
If eligible for UR Tuition Remission, the Tuition Remission benefit will not be refunded in the event of cancellation.
Description
At the heart of every successful annual fund, there is a thriving direct mail campaign. This course will cover all aspects of coordinating and implementing an effective direct mail campaign for your nonprofit organization. Topics include: * Effective messaging and copy for your solicitation pieces *Designing pieces for your audience while staying on budget, * Best practices in segmenting your population, * Post Office do's and don'ts, * Information Technologies that increase operational efficiencies.

Marketing for Nonprofits - Social Media - Don't Blink!
Course Offerings (1)
Thursday, July 27, 2017; 
8:00 am - 3:00 pm
Instructor: Dean Browell
CRN: IOP317.MKT-SOCIAL
Fee: $218
If eligible for UR Tuition Remission, the Tuition Remission benefit will not be refunded in the event of cancellation.
Description
Communications professionals worldwide recognize the Internet has forever changed how we manage public relations and communications strategies for our organizations. Learn how new media channels and recent consumer, generational and business trends are continuing to shape how we collect online communications tools and what nonprofit organizations need to know about the opportunities and challenges they face in an increasingly digital world. Topics covered include social networking, blogs and other new media. Bring your laptops. You will be working on creating a work plan for social media based on the audiences and purposes identified earlier in the week. This class is part of the week-long Marketing for Nonprofits Institute.

Marketing for Nonprofits Institute
Course Offerings (2)
Sunday, July 23, 2017; 
1:00 - 5:30 pm
Monday, July 24, 2017; 
8:00 am - 5:30 pm
Tuesday, July 25, 2017; 
8:00 am - 5:30 pm
Wednesday, July 26, 2017; 
8:00 am - 5:00 pm
Thursday, July 27, 2017; 
8:00 am - 3:30 pm
Friday, July 28, 2017; 
8:00 am - 5:00 pm
Saturday, July 29, 2017; 
8:00 am - 12:00 pm
Instructors: Katie Gilstrap Pamela Hervey David Hogge Emily Shane Greg Surfer Laura Doherty Dean Browell
CRN: IOP317.MKT
Fee: $1,650 early (through Mar 19); $1,850 standard (starting Mar 20)
Deposit of $125 is non-refundable. If eligible for Tuition Remission, the Tuition Remission benefit will not be refunded in the event of cancellation.
Sunday, January 28, 2018; 
1:00 - 5:30 pm
Monday, January 29, 2018; 
8:00 am - 5:30 pm
Tuesday, January 30, 2018; 
8:00 am - 5:30 pm
Wednesday, January 31, 2018; 
8:00 am - 5:00 pm
Thursday, February 1, 2018; 
8:00 am - 3:30 pm
Friday, February 2, 2018; 
8:00 am - 5:00 pm
Saturday, February 3, 2018; 
8:00 am - 12:00 pm
Instructor: IOP Staff
CRN: IOP218.MKT
Fee: $1,750 early (through Jan 13); $1,850 standard (starting Jan 14)
Deposit of $125 is non-refundable. If eligible for Tuition Remission, the Tuition Remission benefit will not be refunded in the event of cancellation.
Description
Join us for an intensive weeklong program where you will start from the beginning. You'll investigate what marketing is, study the four P's, address your audiences with suitable key messages and tactics, learn about direct mail and social media, and complete the week with individualized help with the marketing plan for your organization. By week's end you will put together a comprehensive marketing plan for your organization, develop your organization's key messages, identify your audiences and how to reach them with you the appropriate messages, learn how to make the most of your direct mail dollars, and determine how new social media tools can be integrated into your marketing plan. A Certificate in Marketing for Nonprofits will be awarded at the conclusion of the week.

IOP logo

Institute on Philanthropy
Professional & Continuing Studies
28 Westhampton Way
Univ. of Richmond, VA 23173

Kathy Laing, Manager
Miriam Blackmon, Assistant
Phone: (804) 287-1290

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