Marketing & Communication

Nonprofit Organizational Credential Schedule

Cost
UNA Member Rate: $150 for the first person/$30 for each additional participant
Non-Member Rate: $300 for the first person/$60 for each additional participant


Course Dates in SALT LAKE CITY:
Classroom Training Part 1: Wednesday, April 22, 2020   9:00 am-3:00 pm
Classroom Training Part 2: Thursday, April 23, 2020   9:00 am-3:00 pm
Consultations*: Wednesday, June 3, 2020 (rollover day Thursday, June 4)   
(lunch will be provided for both classroom training sessions but not the consultation day)

*Consultations provide participants an opportunity for more deeply integrating the concepts and practices covered in the program. We'll schedule each participating organization for a 45-minute consultation on June 3. (If we have more participating organizations than time-slots, we’ll add appointments on June 4.)

Location:
UNA Office
4900 S. Highland Dr., Suite B
Holladay, UT 84117
(above Mountain America Credit Union)

Register for Marketing and Communication SLC

 

Course Dates in MOAB:
Classroom Training Part 1: Wednesday, May 13, 2020   9:00 am to 4:00 pm
Classroom Training Part 2: Thursday, May 14, 2020   10:00 am to 4:30 pm
Consultations*: Thursday, June 18, 2020 (rollover day Friday, June 19)   
(lunch will be provided for both classroom training sessions but not the consultation day)

*Consultations provide participants an opportunity for more deeply integrating the concepts and practices covered in the program. We'll schedule each participating organization for a 45-minute consultation on June 18. (If we have more participating organizations than time-slots, we’ll add appointments on June 19.)

Location:
Moab
TBD - Stay tuned for training location information. 

Register for Marketing and Communication MOAB

 


Marketing and Communication Course Description:

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.

Successful completion of the course will deliver the following to your organization:
• Strategies for organizational marketing, social media marketing, and crisis communication
• Website optimization for donors, volunteers, and corporate partners 
• Ways to use data to tell your story
• Press relation practices including an organizational press kit and press releases
• The creation of 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.

 

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.

In order to receive the Marketing & Communications Badge, the organization must submit the following items to UNA to be reviewed:

Marketing Persona —Provide an example of one marketing persona that represents your ideal supporter based on real data and some educated speculation that you are creating content for.

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.

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.

Email Marketing —Provide evidence that you have segmented your email list and have sent at least one email to one of the segments.

Video Marketing —Provide a link to a new (brand, personalized, or event) video that you have posted on social media.

Social Media:

Post Examples – Provide (can even be a screen shot of something that you have already posted) an example of 3 types of social posts:

  • Industry post
  • Promotional post
  • A post about your organizations Why vs. What

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.

Repurposing Content—Provide an example of where you expanded a piece of content to repurpose it for another channel. This can be a Facebook post expanded to an email or a blog. Or an Instagram post expanded to a Facebook post, etc.

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.

 

Facilitator: Pearl Wright

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Pearl works as a freelance consultant to nonprofit organizations interested in increasing their marketing outcomes. Recently she worked as the Director of Marketing and Communication for CHOICE Humanitarian crating stories to increase donations. 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.