COMMUNICATIONS & MARKETING FOR NONPROFIT

This introductory core course examines the central role of marketing and communications in fulfilling the mission of nonprofit institutions of all types and at all stages of development. The programmatic objective of this course is to build a shared set of competencies and understandings around the power, practices, ethical applications, and desired outcomes of nonprofit marketing and communications.

Dramatic changes across civil society in recent years, including the evolving role of nonprofits in democratic discourse and the rise of new forms of communications technologies, means that nonprofit leaders today must have a fundamental understanding of the principles of marketing and communications in order to ensure organizational success both internally and externally. While outreach technologies and trends change rapidly in our era, true excellence in the field is based upon a core group of basic skills that are hardly novel: strong writing and analysis, strategic planning, and the ability to connect disparate individuals across a wide range of disciplines and diverse backgrounds to build an inclusive community around shared goals.

This course is designed to help students gain these skills through engaging with the strategic frameworks and tactical applications needed to create and leverage a range of communications and marketing activities. The course will introduce students to multiple communications and marketing practices designed to engage key stakeholders, including donors, the media, volunteers and advocates, and additional internal and external influencers and sector leaders. Throughout the semester, the principles of diversity, equity, and inclusion in all forms of outreach (written and oral; digital and print) will be foregrounded.

No prior marketing or communications experience is necessary.