Fundraising Success: Creating an Annual Marketing Campaign

Your Complete Guide to Ensure Your Marketing Campaign Supports Your Fundraising Efforts - Approved for 3.0 CFRE Points
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  • Lectures 22
  • Length 2.5 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
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    Available on iOS and Android
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About This Course

Published 4/2016 English

Course Description

Creating a marketing and communications plan to engage your donors, volunteers, partners and clients.

Harness the mission of your organization.  Communicate its impact. Create a call to action.  Start by determining where you are. Then decide where you want to go. Finally set a map for getting there.

This course will help you craft a marketing and communications plan that you can use all year long, tailored to your organizational goals, size of your team and scalable to your needs. Many nonprofits know what they want to say, but don’t know how to best reach their intended audience and provide opportunities for engagement.  This course provides you with tools and resources to help you create impactful messaging, outline how your audience is best communicated with, and actionable activities to support your overall organization marketing and communication objectives.  You will receive guidance on how to create your own plan and implement it!

Nonprofit teams that include marketing professionals or a one-person department, regardless of experience, will benefit from the comfortable discussion style with over 2.5 hours of video lectures, Merrill Stewart, and Louanne Saraga Walters. You’ll become part of the discussion as you determine how you want to communicate your organization’s brand, unique factors and impactful purpose with a comprehensive marketing and communications plan. 

Full participation in Fundraising Success: Creating an Annual Marketing and Communcations Plan is approved for 3.0 points in Category 1.B – Education of the CFRE International application for initial certification and/or recertification.

What are the requirements?

  • While not necessary, it is helpful to have a copy of any marketing or communications material you are currently using with you as you work through this course.
  • An understanding of “who is your audience?”
  • You will need a desire to improve how your organization communicates to its constituents, value the importance of a consistent and cohesive message and a willingness to invest the time in creating a creative but actionable marketing and communications plan.

What am I going to get from this course?

  • Understand the importance of creating an annual marketing and communication plan
  • Segment their ideal audience craft messaging that delivers impact and a call to action.
  • Identify the individuals that make up the marketing team, and how to leverage their expertise and resources to create a plan.
  • Set goals and objectives that are actionable and measurable.
  • Create a complete marketing and communications plan that outlines channels of communication, frequency of messaging and team member responsibilities.
  • Evaluate the success of the plan, areas for improvement and planning ahead.
  • Full participation in Fundraising Success: Creating an Annual Marketing and Communications Plan is applicable for 3.0 points in Category 1.B – Education of the CFRE International application for initial certification and/or recertification.

Who is the target audience?

  • This course is meant for anyone with responsibilities for fundraising, marketing, or communications in a nonprofit organization
  • Both paid staff and volunteers can benefit from this class

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Introduction

A brief look at what we will cover in this course and how we structured the course. This lecture also includes a printable outline for the course in the resources section. 


In this lecture we learn why an annual marketing & communications plan is important and how to create one.


In this lecture we discuss the differences and similarities between marketing and branding.

Section 2: Where are you in marketing your mission/brand?

In this lecture we look at how your mission impacts others and utilizes its core competencies.


In this lecture you will learn who you need to tell about what you do and its impact on others.


In this lecture you will learn about what tools you can use to represent you mission/brand and how to gauge people’s perceptions.

Section 3: Creating Your Message

In this lecture we will discuss how to communicate who you are and what you do, in a tailored way.


In this lecture we discuss how to give your audience direction on what you want them to do next. 

Section 4: Identifying Your Marketing Team

In this lecture you will learn who can help you communicate the best and who can champion specific aspects of your plan.


In this lecture you will learn to create a team that involves outside expertise and resources to leverage.

Section 5: Setting Your Goals

In this lecture you will learn to set objectives and think though what you aim to accomplish with your initiatives.


Learn how to create goals that are attainable and measurable regardless of the size of your team.

Section 6: Creating an actionable marketing & communications plan

In this lecture we discuss the mix of activities and channels used to reach your audience appropriately.


In this lecture you will learn how to estimate when the best time is to utilize specific channels


In this lecture we discuss how to estimate costs of marketing and how to leverage your resources


In this lecture you will learn how to hold specific members of your team accountable as champions for specific activities.

Section 7: Evaluating Success

In this lecture we will discuss how to check your progress as you go. Because results aren't always immediate, we discuss how to schedule progress checks.


In this lecture you will learn to determine if you have met your goals and benchmarks for success.


In this lecture we discuss how to tweak the plan when things don't measure up to our expectations.


In this lecture we discuss how to expand your plan and how to make the next marketing and communications plan.

Section 8: Summary Overview

This lecture provides a summary of the contents of this course. The lecture also includes all resources provided in previous lectures. 


Special offer for additional courses for CFRE CE credit!

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Instructor Biography

Louanne Saraga Walters, Former News Anchor, Udemy Instructor, Online Talk Show Host

Louanne has coached and mentored students in video production, personal and spiritual growth, social media, organizational management and finance over the past two and half decades, helping them discover, develop and deepen their talents and skill sets.

Louanne has over 30 years in communications, teaching, finance and tourism including:

* A TV news reporter/anchor with three NBC affiliates (KPOM, KRIS, KWQC)
* A video programmer and cruise director with Royal Caribbean Cruise Lines (RCCL)
* A financial advisor with Raymond James & Associates
* Director, Marketing & Communications at the Community Foundation of Tampa Bay
* Instructor to entrepreneurs, small businesses and nonprofits
* Co-Producer and Host of The Philanthropy Show®, an internet talk show program of My Video Voice Productions, the full scale video production company she owns with her wife, Sharon.

Louanne began working in radio in the mid 1980's learning all aspects of live and programmed radio broadcasting, and transitioned to television a few years later. She has 'grown up' with video production from the old school tape shooting and linear editing, to HD cams/DSLR's and using post production software and editors like Avid, Final Cut Pro, Motion and Compressor.

In addition to her behind the camera expertise, she's made the rare transition to 'on cam', capable of planning a project as producer, host, shooter and editor.

During her time as a Cruise Director with Royal Caribbean, the cruise line brought her off ships and into the Miami Headquarters to produce and host three 30 minute videos which aired during every cruise fleet-wide for more than 10 years.

"I'm grateful to be able to serve thousands more students through this amazing platform Udemy has provided! I look forward to connecting with you in class - and please let me know if you have any comments or questions in the Discussion sections!"

B.A. Communications and Political Science, Trinity University, San Antonio, Texas

Instructor Biography

Merrill Stewart, Marketing & Fundraising Specialist

Merrill Stewart has over 17 year's experience in the marketing, fundraising and communications fields in both the for-profit and non-profit sectors. Her unique sense of vision provides a level of strategy, expertise, detail focus, professionalism and best practices in her work. 

Merrill’s unique experience in both the for-profit and non-profit sectors has provided a strong foundation to work with clients and organizations that need help with making their marketing and business initiatives, including fundraising, work together, to market the brand and mission. Her expertise assists individuals in creating a strong and tailored platform to connect brand and/or mission while connecting with donors, constituents and the general public.  

Merrill is an active member of the Association of Fundraising Professionals (AFP). 

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