Under pressure to increase membership, expand program value, attract media, entice donors, and develop volunteers, all while keeping an eye on the bottom line? In the face of stiff competition, more worthwhile causes, more regulations, more watchdog agencies, and fewer funding opportunities, you need to work smarter—not longer.
This course will show you how to use powerful marketing techniques to compete more effectively for customers, donors, members, and volunteers. You’ll also learn how to persuade the media to communicate your organization’s message and further its ideals and goals. Before you know it, you’ll be ready to improve your market share by learning to evaluate and implement effective promotions, advertising campaigns, and communication techniques. If your organization relies on a diverse mix of fees, events, and/or contributions for support, you’re sure to find this information-packed course indispensable.
In our first lesson, you’ll learn the basics of marketing and the common terminology used in the marketing field. Then, you’ll think like a professional marketer, ready to take on any challenge as you explore how and why nonprofit marketing succeeds.
Learn how to differentiate your nonprofit from others and you’ll come to understand what targeting clients, positioning, and branding can do for your organization. Then, you’ll learn how to conduct a marketing audit using the six P’s: Product, Publics, Price, Place, Production, and Promotion.
In this lesson, we’re going to look at different types of strategies that help nonprofits focus their resources and energy to meet their goals and objectives. Then, gain timely information that will empower you to make wise advertising choices on behalf of your nonprofit.
Get an introduction to marketing and advertising on the Internet and gain an understanding of three specific tools for your advertising toolbox: Web site design, Web site ads, and event support. Then, we’ll take a close look at who your volunteers are, what those volunteers bring to the workplace, and how to maximize their contributions to your marketing efforts.
Look at three different ways to get your message across to the public: PR, media outreach, and publicity. Then, understand not only why your nonprofit needs a marketing plan, but also how to put a small and a large one together on your own.
Follow a series of steps that will lead you through the promotion planning process. We look at image, message, promotion, and implementation. And finally, we’ll look at the last piece of the marketing puzzle: How to evaluate your marketing program.
Prerequisites / Requirements
There are no prerequisites to take this course.
- This course can be taken on either a PC or Mac.
- PC: Windows XP or later.
- Mac: OS X Snow Leopard 10.6 or later.
- Browser: The latest version of Internet Explorer, Firefox, Chrome, or Safari (We recommend Firefox or Chrome).
- Adobe Flash Player. Click here to download the Flash Player.
- Adobe Acrobat Reader. Click here to download the Acrobat Reader.
- Email capabilities and access to a personal email account.
- Software must be installed and fully operational before the course begins.
WHEN CAN I GET STARTED?
A new session of each course opens each month, allowing you to enroll whenever your busy schedule permits!
HOW DOES IT WORK?
Once a session starts, two lessons will be released each week, for the six-week duration of your course. You will have access to all previously released lessons until the course ends.
HOW LONG DO I HAVE TO COMPLETE EACH LESSON?
The interactive discussion area for each lesson automatically closes 2 weeks after each lesson is released, so you’re encouraged to complete each lesson within two weeks of its release.
WHAT IF I NEED AN EXTENSION?
The Final Exam will be released on the same day as the last lesson. Once the Final Exam has been released, you will have 2 weeks plus 10 days to complete the Final and finish any remaining lessons in your course. No further extensions can be provided beyond these 10 days.