May 15

Registration Deadline for May Courses





Certificate in Nonprofit Management


Individual Donors: Finding, Soliciting and Keeping Them

This course explores the concept and practice of individual giving in the context of generational changes. The trends of aging baby boomers and the emerging generation Y pose challenges to nonprofit organizations that rely on individual donors. Today, traditional fundraising practices are no longer sufficient.

Throughout this course you will learn how to tailor cultivation, solicitation and recognition strategies to the needs of current and emerging donors, and how to ensure the long-term success of your fundraising efforts. The important topics of prospect research and ethics in fundraising will also be discussed.

This intensive five-week online course explores how nonprofits can build a sustainable donor base and touches on:

• The differences in motivations and expectations of current and emerging donors;
• New approaches to retaining older donors and attracting and cultivating younger donors;
• The potential of social media for reaching out and engaging the next generation of donors.

Special features of this course:

• A weekly Resource Center provides carefully tailored readings and other resources
• “Studio” activities provide opportunities for new and experienced practitioners to cultivate practical skills
• Original case studies and problem-based learning activities
• In-depth weekly discussions on the real-life challenges and opportunities of marketing management
• Small class size of 25 participants

This is an instructor-led course delivered entirely online. It is highly interactive and requires active participation on discussions boards and completion of assigned projects. We estimate spending an average of 8 – 10 hours per week on each Certificate in Nonprofit Management course. For this reason, we highly recommend students participate in no more than two CNM courses at a time.

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