NPO 120 | Nonprofit Marketing and Communications

Overview

Effective marketing and communication strategies are increasingly more important as nonprofit organizations strive to prove their relevance and garner public support. Developing a strong brand and image can effectively communicate and position the organization’s message firmly with potential donors and community stakeholders. Participants will learn the components of successful marketing; the complexities of brand management; and an effective marketing mix, including digital marketing.

This course was formerly numbered as NPO 220. It has been changed to better reflect the content level and intended audience.

Learning Objectives

• Define the core of an organization’s brand.
• Describe the components of an integrated marketing plan.
• Develop an effective campaign message.
• Develop a marketing and communications plan.

Course Modules

Marketing and Communications

• Target markets for nonprofits
• Plan development
• Enhancing reputation and visibility
• Streamlining and coordinating communications

Brand Management

• Brand definition
• Mission and brand alignment
• Appealing to multiple stakeholders

Marketing Mix

• Owned, earned, shared, and paid
• Digital marketing for today’s nonprofit