Events

presented by the American Marketing Association and the
American Marketing Association Foundation

In today’s challenging economic climate, every nonprofit needs an organization-wide commitment to a comprehensive marketing strategy to help it stand out among the growing number of nonprofits competing for funding, programs, and volunteers. To focus your organization’s marketing efforts to drive results, the AMA offers this highly interactive program facilitated by an experienced AMA instructor. 

What it is
The AMA & AMAF Nonprofit Marketing Boot CampTM provides training in marketing fundamentals with a strategic overview of what marketing involves and how it can be applied in nonprofits.

Who it is for
The program is designed primarily for staff new to nonprofit marketing. Staff with more marketing experience may also want to attend Bootcamp for a back-to-basics refresher.

What you will learn
This intensive 1½ day workshop will equip participants with critical knowledge and skills they can use immediately. Topics covered in this interactive, hands-on learning session include:

• What marketing is and is not
• Understanding who your “customers” are
• Competitive differentiation and positioning
• Using the marketing mix
• Insight on the customer’s experience and branding
• Strengthening stakeholder relationships
• How to develop a marketing plan.

8:00am – 8:30am, Registration and Breakfast

8:30am – Noon, Conference Session

Noon - Lunch

1:00pm – 5:00pm, Conference Session

Day Two

8:15am, Breakfast

8:30 – Noon, Conference Session

Noon – Boot Camp Concludes

Conference Session Outline

I. What Marketing Is and Is Not

• Marketing’s new definition & what it means to nonprofits
• The evolution of customer-centric marketing

II. What You Need to Know in Marketing

• Your customers
• Your competitors
• Differentiating your organization
• Using marketing research
• Applying the marketing mix
• Brand overview

III. The Next Weapon in the Competitive Battleground

• The customer experience
• Internal marketing

IV. Relationship Marketing Applications

• Relationship marketing for donors
• Relationship marketing for members, subscribers, volunteers

V. Putting It All Together - Developing Your Marketing Plan

• The marketing planning process:
• Analysis – Strategy – Implementation - Evaluation
• Marketing plan template
• Making the most of your marketing plan

VI. Next Steps

• Ongoing marketing challenges
• Building your marketing knowledge