Critical Mass: Modern Marketing for the Rising Nonprofit

Learn the 3-part marketing engine every nonprofit must master, and how to plan for scale with Tentpole Campaigns.

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Course curriculum

1. Housekeeping, Course Map and Workbook
2. WELCOME TO CRITICAL MASS + 3 Core Truths about nonprofit marketing
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3. Quiz: What are the 3 Core Truths of Nonprofit Marketing (hint: go watch the welcome video)
1. Building an Unshakable Foundation
1. Intro: The Silent Conversion Killer
2. Mission Statement
3. Vision Statement
4. Problem Statement
5. Solution Statement
6. Onliness Statement
1. Intro: Interview with Scott Harrison
2. The Jonah Complex and Your Purpose
3. Bring the aliveness, bring the joy!
4. Money mindset: abundance vs. scarcity
5. Channeling your inner creative
6. You do you: Intuition = personal power
1. The power of the in-house model
2. 5 to Thrive: the 5 elements of content creation
3. Hiring bar-raisers
4. Running the creative team
5. BONUS: Interview with Tyler Riewer
1. INTRO: The 3-Part Marketing Engine
1. Know your audience
2. The 8 Captivation Triggers - PART 1
3. The 8 Captivation Triggers - PART 2
4. Rate of Revelation
5. Minimum effective dose
6. Captivation strategies for beginners
1. The Donor Mountain (AKA the Conversion Funnel)
2. The Conversion Formula
3. Email is the New Black
4. Landing Page Exercise
5. 4 Silent Conversion Killers
1. INTRO: Keeping Donors Long Term
2. The Golden Period - first 90 days
3. Productizing
4. Major Donor Threshold
5. Interview with Yasmine Hicks
1. INTRO: Three content strategy mistakes nonprofits make
1. TENTPOLE CAMPAIGNS: What are they and how do they work?
2. HEAT MOMENTS: How to plan Heat Moments around holidays, big announcements and brand partner launches.
3. EVERGREEN CONTENT: How to plan for Housekeeping content and Core Story Pillar content
4. Content Calendar: How to calendar a Tentpole Campaign
1. Scout out your best story
2. Set your Campaign Goal
3. The Campaign Pre-launch Phase
4. Launch Day!
5. Campaign Run Time & Sunset
6. Bonus: Brand Partner Pitch Deck Examples
1. Interview with Brady Josephson: The Future of Nonprofit Marketing

About this course

$950.00
50 lessons
11 hours of video content

Critical Mass: Modern Marketing for the Rising Nonprofit

Course curriculum

Welcome!

INTRODUCING CHAPTER 1: Building an Unshakable Foundation

FOUNDATION, PART 1: Your core message stack

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

FOUNDATION, PART 3: Building your creative dream team

INTRODUCING CHAPTER 2: The 3-Part Marketing Engine

MARKETING ENGINE, PART 1: CAPTIVATE

MARKETING ENGINE, PART 2: CONVERT

MARKETING ENGINE, PART 3: KEEP

INTRODUCING CHAPTER 3: The Tentpole Campaign Strategy

CHAPTER 3, PART 1: The Tentpole Campaign Strategy

CHAPTER 3, PART 2: Anatomy of a Tentpole Campaign

CHAPTER 3, PART 3: The Future of Nonprofit Marketing

About this course