Marketing & Communication

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Nonprofits engage in marketing that adheres to high ethical and professional standards to communicate the organization's mission, vision, values, and progress toward social change to all stakeholders.

No matter how big or small your organization, there is a common thread: you live or die by the effectiveness of your communications. To succeed, you need to shore up your marketing and communications strategy. This credential covers these topics:

• Creating strategies and plans for: organizational marketing, social media marketing, and crises
• Optimizing your website for donors, volunteers, and corporate partners
• Using data to direct your efforts and tell your story
• Press releases - a twist on tradition
• Creating personas and how to market to them


Successful completion of the Marketing & Communications Course  requires that the organization submit the following items for review. Once all the items have been submitted, UNA and the Subject Matter Expert will review them. A passing review of all the items earns the organization the Marketing and Communications Badge.


1. Talking points—Provide 2 to 3 talking points that speak to one of your "marketing" personas. Ensure that the mission, vision, and values of the organization are interwoven into your talking points.

2. SEO– Provide evidence of an SEO strategy. This could be a list of keywords you have incorporated into your website or blogs, backlinks from a reputable source, or keyword research.
3. Editorial Calendar— Provide a copy of your editorial calendar that contains at least the channel, messaging, timing, and author. This can be a 30, 60, 90 day or 1-year calendar.
4. Marketing Personas—Provide a sample that conveys the results of your efforts to address one of your personas has. Examples of this may include: an annual report, a quarterly report, a press release, a newsletter, a blog, a social media campaign, a funding report, a performance dashboard or similar proof.
5. Website—Document when and by whom your website has been most recently reviewed and critiqued. Describe who viewed the review findings and what was done with the information received.
6. Metrics—Provide metrics from one channel and demonstrate how you altered your course of action as a result of that data. This could be a shift in posting times on social media, introducing or stopping a topic, segmenting an email list, etc.
7. Press kit with Press Release—Provide a copy of your organization’s press kit. This can includes bios and headshots from your executive team, brief organizational information, contact information, social media links, and your logo. Provide a copy of a press release to be delivered to a reporter/editor or a direct to consumer release.
8. Crisis Communication Plan—Provide a copy of your organization’s crisis communications plan.
9. Social Media Policy—Provide a copy of the organization’s social media policy that directs employees on appropriate use of personal social media as an employee of your organization.

NOTE: The documentation supporting the requirements requesting explanation need not be lengthy. Clear, concise statements on how the organization meets the requirement listed are sufficient. In most cases, three or four lines of description should suffice.


Sponsored by American Express

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Facilitators: Pearl Wright



Pearl started at CHOICE as a volunteer helping to craft the many stories of the donors, villagers, and partners and continues that work now as the Director of Marketing & Communication. As an advocate for social good, Pearl has been involved in the nonprofit sector for over 20 years in the capacity of both staff member and volunteer. Previous to working at CHOICE Pearl was the Executive Director of a STEM education foundation, Funder for Energy Solutions, and Interim Director at UNA.

Pearl holds a Masters of Professional Communication from Westminster College with an emphasis in technical writing and a Bachelor of Arts in Mass Communication from the University of Utah.

Pearl is learning to speak Spanish, an avid mountain biker, reader, scuba diver, and global citizen.