Social Media and Email Fundraising: Building Resilient Digital Communities in Uncertain Times
A rapidly changing world demands new approaches to engaging the public, rallying volunteers, and inspiring support. Learn how to use the latest digital tools to create effective campaigns that build authentic, powerful relationships, and develop a sense of community - both online and off.
In the context of an evolving social media landscape, this course will cover how to build an adaptable digital communications strategy that leverages best practices that aren't going away any time soon. Students will learn how to create compelling content that moves people to action, acknowledging the time and capacity constraints faced by nonprofit professionals in their demanding roles. We'll survey newer platforms like the Fediverse, BlueSky, and Threads. Simultaneously, students will develop an understanding of how people are using channels like Facebook, Instagram, TikTok, LinkedIn, and YouTube differently. Rather than chasing algorithms, students will learn how to recognize the role of content in creating and sustaining meaningful relationships with real people.
Students will explore how to move social media followers to owned channels like WhatsApp Communities, Discord, SMS, and email, where they can be more readily activated and continue their journey toward higher levels of engagement. As a final assignment, students will create a multi-channel digital fundraising plan for a GivingTuesday or end-of-year campaign.
COURSE TOPICS
- The Online Giving Revolution: Using Digital Tools to Build a Movement for Your Cause
- Design It: Developing SMART Campaign Goals and Moving People to Action with a Compelling Story
- Build it: Choosing Your Tools and Crafting Your Content
- Email Marketing for Campaigns
- Social Media for Campaigns
This course is eligible towards the completion of the Certificate in Fundraising . Bundle your coursework and earn a professional credential that communicates knowledge and skills gained. Declared Certificate students receive 10% off of courses within the program.
Note: Full participation in this course is applicable for 18 points in Category 1.B-Education of the CFRE International application for initial certification and/or recertification.
You'll Walk Away with
- An understanding of how to use social media to build awareness, connect with new supporters, engage hearts, and open wallets without treating your donors like an ATM.
- Knowledge about how to move social media followers to owned channels so that you can build a community ready to activate for your cause when you need them.
- An understanding of how to build a flexible and sustainable digital communications strategy.
- A comprehensive multichannel campaign that you can deploy at your organization plus the blueprints to efficiently build additional campaigns.
Ideal for
- Communications or fundraising staff at small to mid-sized nonprofits
- New social media managers who are looking for a strong foundation in digital organizing
- Experienced social media managers who are switching from for-profit to the nonprofit sector.
- Experienced communications or fundraising staff who are looking to experiment with the newest social media platforms and digital tools
NO open sections available for this course at the moment. Please check back next semester.
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Section
1 -
Semester
Spring 2025 -
Date
Mar 27 - May 1 -
Day
Thursday -
Time
6:30PM-9:30PM -
Sessions
6 -
Faculty
Murphy, Kathleen -
Location
Instructor Led
Tuition $675 -