Marketing Management (Nonprofit)

Professional Development
Academic Level
Badge Icon Marketing Management

This microcredential is best suited for nonprofit board members, employees or volunteers with a nonprofit or community organization or small business operators who want to build their marketing and communications skills. Develop the critical skills necessary to manage marketing initiatives designed to connect with constituents, clients, community members, board members, employees and volunteers with the goal of publicizing events, promoting their mission and conducting fundraising campaigns.  

This course is split into six 2-hour sessions: 

  1. Marketing Strategy: Explore current marketing trends and develop a marketing and outreach strategy for your nonprofit organization. By the end of the session, you will have a preliminary strategy that utilizes your website as the cornerstone of your marketing strategy with a combination of email and social media marketing serving as the drivers of qualified traffic and leads.
  2. Website Strategy & Management: Explore how to optimize your existing website or build a new one. From choosing a domain name and the right platform to content, security and search engine optimization, this seminar provides a series of steps and action items necessary to build, manage and maintain a website. This session will help you understand how your website works and how to use it more effectively.
  3. Email Marketing: Email marketing provides the highest return-on-investment out of all marketing channels. Learn why organizations should be using email marketing and how to do it more effectively. You will follow the presentation to design your first template. Email marketing strategy, content development and contact list growth will be addressed in detail. Design and launch an email marketing campaign in one day. You will see a side-by-side comparison of Constant Contact and Mailchimp, two of the leading email marketing platforms. You will get expert feedback on your organization's current email template. 
  4. Facebook for Nonprofits: Explore how to start, optimize and manage a Facebook Page for your organization or group. Facebook continues to provide a consistently strong return on investment for marketing businesses of all sizes. For many nonprofits, Facebook can provide an inexpensive entry into advertising. For most organizations, Facebook should be the first social media channel established with the goal of reaching beneficiaries, volunteers and donors. Gain valuable insight into using the Facebook algorithms to your benefit and advantage.
  5. Facebook Ads Manager: Explore how to make effective use of paid advertising on Facebook. Take control of your marketing budget and use it for effectively marketing your nonprofit organization to a highly qualified audience of Facebook users. In this interactive session, you will learn to use the same robust marketing tool that marketing agencies use. This session covers boosting posts, marketing events, growing fans, analytics and audience development.
  6. LinkedIn for Nonprofits: Explore the value of using LinkedIn to promote and add credibility to your organization. LinkedIn is the oldest social media platform on the Internet, even pre-dating Myspace. Today, it is the world's best forum for business-to-business marketing. For nonprofit organizations, it is a great place to recruit volunteers and board members, connect with other organizations and businesses and build credibility for your organization. If you are hiring, there is no better place than LinkedIn. We will start with how to build a business page for your organization and how to access an existing page. This session will go through the page settings, outline industry best practices, and discuss strategy for LinkedIn communications, marketing, public relations, reputation management and fundraising.

What are Microcredentials?

Whether you’re a current student or a working professional, microcredentials will help you develop new, relevant and demonstrable skills that can give you an edge in a competitive job market. 

Microcredentials at the University at Albany are a collection of courses and experiences that teach industry-aligned skills and competencies, which are documented by digital badges. 

Being able to clearly articulate your skills means you’ll be better positioned to bridge the gap between college and career, or between your current job and your dream job. You can also stack microcredentials into larger skillsets and credentials.

Our programs are developed using established faculty governance processes and endorsed by UAlbany, so the skills you learn are portable, meaningful and high quality. The programs are offered at the undergraduate or graduate level, or as an opportunity for continuing education. Many are conveniently offered online.