Marketing & Communication

Register Here for Marketing and 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:
Classroom Training Part 1: Wednesday, April 17, 2019   9:00 am-3:00 pm
Classroom Training Part 2: Thursday, April 18, 2019   9:00 am-3:00 pm
Workshop: Thursday, May 16, 2019 (with rollover day May 17 if needed)   9:00 am-4:00 pm
(Lunch will be provided for the classroom sessions but not the workshop)

Location:
UNA office in Salt Lake City (4900 S. Highland Drive, SLC, Utah 84117)


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

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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:

Talking points - Provide 2 to 3 talking points on an event that can be used by employees and volunteers when speaking to the general public.
Elevator Pitches—Provide a general elevator pitch about your organization relevant to what you do at the organization. This will be unique to you, but could be used to help other employees or board members create an elevator pitch of their own.
Marketing Persona(s)—Provide an example of at least one marketing persona that represents the semi-fictional person 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.
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.
Social 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
Crisis Communication Plan—Provide a copy of your organization’s crisis communications plan.
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.

 

Facilitators: 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.