Marketing activity is essential in every non-profit organisation. It helps organisations to reach out to donors to ask for fundraising support. It helps organisations to communicate the good work carried out by staff and volunteers to a wider public, the local community and funders. It helps beneficiaries and service users to identify the non-profit organisations that can best support them.
In this course, we set out the marketing activities of most relevance to non-profit organisations. We pay particular attention to how marketing may be used to help organisations generate trading income and/or implement their organisational purpose i.e. mission. This course can be accessed for 12 months after purchase.
This course offers a practical insight into marketing and sales planning and is aimed at directors, senior managers and supervisors who do not have a professional background in marketing management.
The course is divided into 10 component parts and takes approximately 6.5 hours to complete. Participants should allow time to review the practical templates provided throughout the course. Topics are self-contained to facilitate micro-learning for the time conscious participant.
Lesson 1: Purpose
This lesson explains the purpose of marketing and introduces participants to key marketing concepts.
Topic 1: What is Marketing?
Topic 2: Defining the Marketplace
Topic 3: Identifying Competitors and Customer Groups
Lesson 2: Identifying Opportunities
This lesson will be of special interest to any social enterprise or non-profit organisation that wishes to identify opportunities to grow trading income.
Topic 4: Market Segmentation
Topic 5: Identifying Gaps in the Market
Topic 6: Market Research
Topic 7: Generating Business Ideas
Lesson 3: Products, Pricing and Distribution
The lesson explores some of the elements of the Marketing Mix i.e. tactics to help an organisation achieve its marketing objectives.
Topic 8: Product Decisions
Topic 9: Services Decisions
Topic 10: Setting Prices
Topic 11: Distribution Channels
Lesson 4: Promotion
There is a host of promotional tools that can be used by organisations to help them to communicate and engage with their communities, beneficiaries and clients.
Topic 12: Promotional Methods
Topic 13: Focus on Networking
Topic 14: Focus on PR and Event Planning
Lesson 5: Digital Marketing
Another form of promotion, digital marketing, helps organisations large and small to cost effectively share their marketing messages with a much wider audience than would be possible using traditional methods.
Topic 15: Inbound and Outbound Marketing
Topic 16: Online Advertising
Topic 17: Social Media Marketing
Topic 18: Search Engine Optimisation
Lesson 6: Customer Service
Good customer service matters in every organisation! This lesson explores customer service in the context of organisations operating in the Non-Profit Sector.
Topic 19: Customer Service in Context
Topic 20: Principles of Customer Service
Topic 21: Features of Excellent Customer Service
Topic 22: Customer Charter
Topic 23: Handling Customer Complaints
Lesson 7: Sales Management
If you want to grow trading income in an organisation, then you must engage in sales activities at some stage!
Topic 24: The Salesperson
Topic 25: Selling Skills
Topic 26: The Selling Process
Lesson 8: Marketing Plans
This lesson brings together learning gained in previous topics and identifies the information that should appear in marketing plans.
Topic 27: Developing Marketing Plans
Topic 28: Branding
Lesson 9: Website Development
This special purpose lesson focuses on website development and will be helpful to course participants who want to design a website from scratch or refresh their existing online presence.
Topic 29: Content Purpose and SEO
Topic 30: Keywords and Headings
Topic 31: Visual and Audio
Topic 32: Lists and Links
Topic 33: Forms and Messages
Topic 34: Reviewing Content
Topic 35: Creating a Style Guide
Topic 36: Web page Layout and Grids
Topic 37: Keeping Content Up-to-date
Topic 38: Working with Web Developers
Lesson 10: Marketing and Sales Templates
In this final lesson, we provide a fast and easy-to-access list of all the templates covered during lesson topics.
Note: Once an e-Learning course is booked, it could take up to 48 hours for login details to be provided.