Marketing MAnagement microcredential
Nonprofit organizations communicate with a wide array of different people on a regular basis. These people generally fall into 6 primary groups: constituents, volunteers, employees, board members, benefactors and community leaders. Furthermore, nonprofits have an ongoing need to publicize events, promote their mission and conduct fundraising campaigns. Knowing what messages to project, who should receive them, when to send them and how they get delivered can be overwhelming...especially for the smaller organization lacking an experienced communications person. This live and interactive webinar series that will prepare a nonprofit board member, manager, employee or volunteer to effectively communicate on behalf of their organization and develop a marketing strategy that consistently delivers desired results.
A nonprofit’s website should be considered the cornerstone of their marketing strategy and the place to direct readers and recipients of all marketing messages including email newsletters and social media posts. This 7-part marketing series is designed to create (or update) your marketing strategy, ensure that your website is optimized and ready for new visitors, and provide detailed training on how to use email and social media marketing to drive qualified traffic to your website and ultimately, to your programs, events and fundraisers.
A nonprofit’s website should be considered the cornerstone of their marketing strategy and the place to direct readers and recipients of all marketing messages including email newsletters and social media posts. This 7-part marketing series is designed to create (or update) your marketing strategy, ensure that your website is optimized and ready for new visitors, and provide detailed training on how to use email and social media marketing to drive qualified traffic to your website and ultimately, to your programs, events and fundraisers.
Workshop #1 - Marketing Strategy (Wednesday, March 23, 11:00 AM - 1:00 PM)
Learn about current marketing trends and develop a marketing strategy for your nonprofit organization. Understand the importance of the website serving as the cornerstone of your marketing strategy and how you can use (mostly) free online tools to communicate with the community you serve. Audience Worksheet
Workshop #2 - Website Management & Strategy (Wednesday, March 30, 11:00 AM - 1:00 PM)
Chances are good that you already have a website for your nonprofit organization...but is it serving you well? Even if you don’t have a website yet, learn about key elements of an effective website and how to make it the hub of all communications for your organization. Learn about content development and proper organization and understand what it takes to manage and maintain a successful website.
Workshop #3 - Email Marketing 101 (Wednesday, April 6, 11:00 AM - 1:00 PM)
Email Marketing provides the highest return-on-investment out of ALL marketing channels. Learn why your organization should be using email marketing and how to do it more effectively. Participants can follow along the presentation and design their first template. Email marketing strategy, content development and contact list growth will be addressed in detail.
Workshop #4 - Email Marketing 201 (Wednesday, April 13, 11:00 AM - 1:00 PM)
In this second-level course, we will take a deep-dive look at MailChimp and Constant Contact, their features and and their benefits. We will cover template design, content creation, contact list growth and segmentation along with email automation and customized messaging.
Workshop #5 - Facebook for Nonprofits (Wednesday, April 20, 11:00 AM - 1:00 PM)
Learn how to start, optimize and manage a Facebook Page for your organization or group. Facebook continues to provide a consistently strong return on investment for marketing businesses of all sizes. For many nonprofits, Facebook can provide an inexpensive entry into advertising. For most organizations, Facebook should be the first social media channel established with the goal of reaching beneficiaries, volunteers and donors. Gain valuable insight into using the Facebook algorithms to your benefit and advantage. This session will start simple with page creation, but will go into important considerations regarding safety and security; what to post and when, and when to apply paid advertising on Facebook, ensuring the best possible results.
Workshop #6 - Facebook Ads Manager (Wednesday, April 27, 11:00 AM - 1:00 PM)
Learn to make effective use of paid advertising on Facebook. Take control of your marketing budget and use it for effectively marketing your nonprofit organization to a highly-qualified audience of Facebook users. We will cover boosting posts, marketing events and growing fans. We will also look at analytics and audience development and help you determine how best to distribute your ad budget.
Workshop #7 - LinkedIn for Nonprofits (Wednesday, May 4, 11:00 AM - 1:00 PM)
Learn the value of using LinkedIn to promote and add credibility to your nonprofit organization. Today, it's the world's best forum for business-to-business marketing. For nonprofit organizations, it's a great place to recruit volunteers and board members, connect with other organizations and businesses and build credibility for your organization. If you are hiring, there is no better place than LinkedIn! We will start with how to build a business page for your organization and how to access an existing page. We will go through the page settings and outline industry best-practices. Finally, we will discuss strategy and outline how to use LinkedIn for communications, marketing, public relations, reputation management and fundraising.
Learn about current marketing trends and develop a marketing strategy for your nonprofit organization. Understand the importance of the website serving as the cornerstone of your marketing strategy and how you can use (mostly) free online tools to communicate with the community you serve. Audience Worksheet
Workshop #2 - Website Management & Strategy (Wednesday, March 30, 11:00 AM - 1:00 PM)
Chances are good that you already have a website for your nonprofit organization...but is it serving you well? Even if you don’t have a website yet, learn about key elements of an effective website and how to make it the hub of all communications for your organization. Learn about content development and proper organization and understand what it takes to manage and maintain a successful website.
Workshop #3 - Email Marketing 101 (Wednesday, April 6, 11:00 AM - 1:00 PM)
Email Marketing provides the highest return-on-investment out of ALL marketing channels. Learn why your organization should be using email marketing and how to do it more effectively. Participants can follow along the presentation and design their first template. Email marketing strategy, content development and contact list growth will be addressed in detail.
Workshop #4 - Email Marketing 201 (Wednesday, April 13, 11:00 AM - 1:00 PM)
In this second-level course, we will take a deep-dive look at MailChimp and Constant Contact, their features and and their benefits. We will cover template design, content creation, contact list growth and segmentation along with email automation and customized messaging.
Workshop #5 - Facebook for Nonprofits (Wednesday, April 20, 11:00 AM - 1:00 PM)
Learn how to start, optimize and manage a Facebook Page for your organization or group. Facebook continues to provide a consistently strong return on investment for marketing businesses of all sizes. For many nonprofits, Facebook can provide an inexpensive entry into advertising. For most organizations, Facebook should be the first social media channel established with the goal of reaching beneficiaries, volunteers and donors. Gain valuable insight into using the Facebook algorithms to your benefit and advantage. This session will start simple with page creation, but will go into important considerations regarding safety and security; what to post and when, and when to apply paid advertising on Facebook, ensuring the best possible results.
Workshop #6 - Facebook Ads Manager (Wednesday, April 27, 11:00 AM - 1:00 PM)
Learn to make effective use of paid advertising on Facebook. Take control of your marketing budget and use it for effectively marketing your nonprofit organization to a highly-qualified audience of Facebook users. We will cover boosting posts, marketing events and growing fans. We will also look at analytics and audience development and help you determine how best to distribute your ad budget.
Workshop #7 - LinkedIn for Nonprofits (Wednesday, May 4, 11:00 AM - 1:00 PM)
Learn the value of using LinkedIn to promote and add credibility to your nonprofit organization. Today, it's the world's best forum for business-to-business marketing. For nonprofit organizations, it's a great place to recruit volunteers and board members, connect with other organizations and businesses and build credibility for your organization. If you are hiring, there is no better place than LinkedIn! We will start with how to build a business page for your organization and how to access an existing page. We will go through the page settings and outline industry best-practices. Finally, we will discuss strategy and outline how to use LinkedIn for communications, marketing, public relations, reputation management and fundraising.
About the presenter
Scott Mathias, Mathias Marketing
Scott Mathias, a seasoned marketing strategist and experienced nonprofit board member, is the owner of Mathias Marketing and Vice President of The New Hartford Chamber of Commerce. With direct marketing experience in every major business sector, he specializes in coaching, strategic planning, and technical marketing support for nonprofit organizations. Scott enjoys teaching his clients simple but effective strategies that result in strong returns-on-investment.
Scott's philosophy focuses on a simple but effective website serving as the cornerstone of the marketing strategy, along with email and social media marketing serving as the drivers of qualified traffic. As the oldest of 15 siblings, the oldest uncle of 25 cousins, and the father of two pre-teens (Gen Z), Scott has his own built-in focus groups that span four generations and provide valuable insight into effective marketing strategies.
Scott Mathias, a seasoned marketing strategist and experienced nonprofit board member, is the owner of Mathias Marketing and Vice President of The New Hartford Chamber of Commerce. With direct marketing experience in every major business sector, he specializes in coaching, strategic planning, and technical marketing support for nonprofit organizations. Scott enjoys teaching his clients simple but effective strategies that result in strong returns-on-investment.
Scott's philosophy focuses on a simple but effective website serving as the cornerstone of the marketing strategy, along with email and social media marketing serving as the drivers of qualified traffic. As the oldest of 15 siblings, the oldest uncle of 25 cousins, and the father of two pre-teens (Gen Z), Scott has his own built-in focus groups that span four generations and provide valuable insight into effective marketing strategies.
