Marketing and Communications (CNP)

Nonprofit Marketing


Market to Nonprofit Customers and Stakeholders

Friday, July 14, 2017

9 am to 4 pm, WCU at Biltmore Park
CPEs: 6 Marketing / SHRM-CPSM or SCPSM: 5.5
Cost: $119 Workshop / $300 CNP Module 4

Register Online

Participants can attend this one-day workshop independent of the Certified Nonprofit Professional (CNP) program or as the kick-off for CNP Module 4. During the registration process, participants will have an option to register and pay for either option. See CNP module details below for the entire course content.

Workshop Description
Nonprofit organizations face unique challenges related to marketing including reduced staff, strategies that target both stakeholders and customers, securing new funding and trying to maintain a mission-first approach. In this one-day workshop, participants will learn about a variety of marketing approaches, discuss current trends, review the importance of the organizational vision, and look at all the challenges related to nonprofit marketing. Trends can range from marketing geared towards specific generations, to technological advances and which social media network is hip at the time, so it’s important to be aware of the changes and how to incorporate them into a marketing plan.
Workshop attendees will explore customer centric organizations, identify the many nonprofit customers, and learn how nonprofits can adopt a customer centric approach, while also balancing operational priorities on a shoe-string budget.

At the conclusion of the workshops, participants will be able to:

  • Recognize and define key marketing concepts processes, and approaches
  • Compare and contrast the roles and interactions of marketing concepts, processes, and approaches
  • Justify the role of marketing in motivating various stakeholders and advancing the missions of nonprofit organizations
  • Understand the concept of market orientation, and how it impacts organizational success

Instructor: Betty Farmer, PdD

Dr. Betty Farmer is an award-winning professor of communication at Western Carolina University and an engaged campus and community leader. She holds the Ph.D. in Communication with emphases in public relations and organizational communication and a Master’s in Journalism, both from the University of Tennessee, Knoxville. She has worked professionally as a journalist, public relations practitioner, fundraiser, and communication consultant. Her scholarship has appeared in the top communication and community engagement journals.

Dr. Farmer specializes in public relations, crisis communication and communication skills training. She has provided communication training for a wide variety of individuals hailing from government, education, business and non-profits. Since 1993, she has directed her students in completing hundreds of public relations projects, including crisis communication plans, for community clients. Hallmarks of Dr. Farmer's professional approach include her "can do" attitude, collaborative leadership style, strategic mindset, attention to detail, and follow through. Contact her at

CNP Module 4: Marketing and Communications

After attending the one-day workshop, participants registered for the CNP will complete 4 weeks of on-line content to satisfy the requirements for the Marketing and Communications CNP course. The content will include on-line readings, presentations, discussions, submission of a final artifact and other resources.

In this 4- week CNP course, participants will learn to identify internal and external factors that impact nonprofit organizations in terms of operations and decision-making and how targeted communications is more effective at achieving both marketing and organizational goals. You’ll learn the importance of making data-driven marketing decisions and the tools and strategies for collecting marketing research. You’ll also be introduced to the critical function of nonprofit organizations in advocacy and the public policy process.


Marketing as a function in a nonprofit organization:

  • External factors that impact nonprofit decision-making
  • The role of advanced technologies in communications, public relations and marketing in the nonprofit sector; Public and community relations as functions in a nonprofit organization;
  • Critical function of nonprofit organizations in advocacy and the public policy process.

For more information, call 828-227-7397 or email

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