Course Text Table of Content for discussion

Understanding Non-profit Marketing
The Marketing Exchange Concept
Non-profit Marketing Publics
Donor Market Segmentation
Assignment One

Developing a Donor Perspective
An Introduction to Market Research
The Marketing Research Process
Focus Group Research
Assignment Two

Strategic Planning in Marketing
Preparing a Marketing Strategy
Strategy Options
The Marketing Plan
Assignment Three

Communications
The Role of Communications in Marketing
Communication Strategies
Creative Writing and Marketing Communications
Sample Communications Plan
Assignment Four

Public Relations
Communication Vehicles
Effective Media Relations
News Releases
Special Media Events
Other Public Relations Options
Assignment Five

Capstone Project
Bibliography

Course Description and Algonquin College Link

You can review the course descriptions on the Ryerson site.
Fundraising Program Description
Algonquin College Schedule

Introduction to Marketing and Public Relations for Fundraisers

This course provides an understanding of marketing, communications and public relations as they relate to achieving the fundraising mission, goals, and objectives of nonprofit organizations.

Taught at Algonquin College Jan 11- Jan 15 2005

Over View

Marketing And Public Relations In Fundraising
The overall aim of this course is to provide an understanding of marketing, communications and public relations as they relate to achieving the fundraising missions, goals and objectives of nonprofit organizations.

Traditionally, marketing was confined to selling products in the for-profit sector. Today, marketing is being applied in all three sectors – business, government and nonprofit. In the highly competitive framework of the 1990s, most voluntary organizations engage in marketing practices to enhance their mission and generate public acceptance.
In order to fully understand nonprofit marketing, it is essential to have a grounding in basic marketing.

This course begins with a view of marketing from the perspective of the donor – market research - and then goes on to explore marketing in general—terminology, marketing for profit organizations versus not-for-profit organizations and positioning. The course will then take an in-depth look at preparing a marketing plan for any nonprofit organization.

Marketing is, of course all about communicating your messages effectively, so this course takes a close look at effective communications. An important part of effective communications is how well you relate to the various publics you are trying to address, so the course also explores effective public relations for nonprofit organizations.

This course will be instructed by Boyd McBride, Boyd is the National Director for an International Child Charity that you too can help with the option of sponsor a child.