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Marketing for Nonprofits

The Institute on Philanthropy offers week-long institutes in marketing to meet the learning needs of nonprofit professionals in all positions, directly and indirectly connected to marketing a nonprofit.

Our week-long institutes are held in the summer (typically July) and winter (typically January). We also offer individual sessions from the weeklong institutes to address specialized professional development needs staff in your nonprofit may have.

And we also periodically offer individual classes related to nonprofit marketing, especially specific marketing tactics that may prove useful to your nonprofit organization.

Participants in the week-long institute earn a professional certificate from the University of Richmond.

Select a class below for details and online registration. You may also register using the paper registration form.

Marketing for Nonprofits Institute


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, January 28 – Saturday, February 3, 2018
  • Fees
    • Early registration rate: $1,650 (through November 16, 2017)
    • Standard rate: $1,850 (starting November 17, 2017)
    • 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 Institute
Course Offerings (1)
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
Fee: $1,650 early (through Nov 16); $1,850 standard (starting Nov 17)
Deposit of $125 is non-refundable. If eligible for Tuition Remission, the Tuition Remission benefit will not be refunded in the event of cancellation.
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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