Building a Successful Marketing Program
Your organization’s marketing is successful when you achieve the balance of matching your best service benefits to the neediest and most appropriate clients. Achieving this is a challenging mix of art, intuition and research. Marketing success requires the ability to take the clients’ perspective: how they become clients, how they benefit and how that experience can lead to improving their lives either in the short run or through ongoing involvement with your organization. This course will cover the fundamentals required to build a marketing strategy for your organization through benefit analysis, identifying different types of target markets and learning how to recruit new clients and build loyalty in existing clients. We’ll learn the importance of segmentation or targeted marketing. You will learn how to develop marketing research objectives and gain ideas about cost-effective marketing research approaches. Finally, you’ll also learn how to present the good you do in salient terms to prospective volunteers, donors and stakeholders whose support may be critical to your success. Be ready to bring your organizational, as well as personal experiences, for of much discussion.
Certificate Programs: Nonprofit Management
Date: July 08th, 2015
Ebony Staton Weidman has collaborated with nonprofits and various organizations throughout her professional career. Currently owner and principal consultant at 3+four Consulting, she develops marketing plans and implementation strategies, helping nonprofits solve problems by guiding them through the processes of auditing, evaluating and reimagining their brands.
Before starting the company, Ebony worked for Comcast Corporation in Corporate Communications and Human Resources. She also worked at BrownPartners Multicultural Marketing where she was lead senior account executive. Among her clients were the state’s Department of Health social where she focused on a smoking cessation campaign for African Americans and the Food Trust, working