Course curriculum

  • 1

    Welcome!

    • Housekeeping, Course Map and Workbook

    • WELCOME TO CRITICAL MASS + 3 Core Truths about nonprofit marketing

    • Quiz: What are the 3 Core Truths of Nonprofit Marketing (hint: go watch the welcome video)

  • 2

    INTRODUCING CHAPTER 1: Building an Unshakable Foundation

    • Building an Unshakable Foundation

  • 3

    FOUNDATION, PART 1: Your core message stack

    • Intro: The Silent Conversion Killer

    • Mission Statement

    • Vision Statement

    • Problem Statement

    • Solution Statement

    • Onliness Statement

  • 4

    FOUNDATION, PART 2: Invisible elements of a marketing -first leader.

    • Intro: Interview with Scott Harrison

    • The Jonah Complex and Your Purpose

    • Bring the aliveness, bring the joy!

    • Money mindset: abundance vs. scarcity

    • Channeling your inner creative

    • You do you: Intuition = personal power

  • 5

    FOUNDATION, PART 3: Building your creative dream team

    • The power of the in-house model

    • 5 to Thrive: the 5 elements of content creation

    • Hiring bar-raisers

    • Running the creative team

    • BONUS: Interview with Tyler Riewer

  • 6

    INTRODUCING CHAPTER 2: The 3-Part Marketing Engine

    • INTRO: The 3-Part Marketing Engine

  • 7

    MARKETING ENGINE, PART 1: CAPTIVATE

    • Know your audience

    • The 8 Captivation Triggers - PART 1

    • The 8 Captivation Triggers - PART 2

    • Rate of Revelation

    • Minimum effective dose

    • Captivation strategies for beginners

  • 8

    MARKETING ENGINE, PART 2: CONVERT

    • The Donor Mountain (AKA the Conversion Funnel)

    • The Conversion Formula

    • Email is the New Black

    • Landing Page Exercise

    • 4 Silent Conversion Killers

  • 9

    MARKETING ENGINE, PART 3: KEEP

    • INTRO: Keeping Donors Long Term

    • The Golden Period - first 90 days

    • Productizing

    • Major Donor Threshold

    • Interview with Yasmine Hicks

  • 10

    INTRODUCING CHAPTER 3: The Tentpole Campaign Strategy

    • INTRO: Three content strategy mistakes nonprofits make

  • 11

    CHAPTER 3, PART 1: The Tentpole Campaign Strategy

    • TENTPOLE CAMPAIGNS: What are they and how do they work?

    • HEAT MOMENTS: How to plan Heat Moments around holidays, big announcements and brand partner launches.

    • EVERGREEN CONTENT: How to plan for Housekeeping content and Core Story Pillar content

    • Content Calendar: How to calendar a Tentpole Campaign

  • 12

    CHAPTER 3, PART 2: Anatomy of a Tentpole Campaign

    • Scout out your best story

    • Set your Campaign Goal

    • The Campaign Pre-launch Phase

    • Launch Day!

    • Campaign Run Time & Sunset

    • Bonus: Brand Partner Pitch Deck Examples

  • 13

    CHAPTER 3, PART 3: The Future of Nonprofit Marketing

    • Interview with Brady Josephson: The Future of Nonprofit Marketing