Nonprofit Marketing Certificate Program

6 Consecutive Thursdays

9am - 12pm (In-Person)

Thurs: Jan. 16, 23, 30, 2025 + Feb. 6, 13, 27, 2025

Whether you struggle with marketing your nonprofit or completely excel, you need to have a measurable marketing plan. These classes are designed as stand-alone workshops and as a complete series resulting with a marketing plan that attendees can put to use right away. Class participants will have homework each week and are expected to participate during workshops.

Join trainer and consultant Leslie A.M. Smith, owner of McCormick L.A. Public Relations, for this five-session, in-person workshop. You will walk away with a nonprofit marketing certificate, and a new marketing plan for your organization.

Note: All sessions must be completed to receive the Certificate of Completion. Sessions can be taken a la carte. Visit our training calendar to register for individual courses.

DAY 1 – Jan. 16

Taking Stock: Marketing Inventory

To start the process of constructing a marketing plan, you will take a thorough audit of all of your existing marketing tools.

In this class we will:

• Review the elements of the Marketing Mix

• Examine the strengths and weaknesses of your marketing materials, including digital assets

• Discover where your organization might have a void in your promotional efforts

• Evaluate whether your marketing tools effectively convey your mission and brand.

Attendees should have available printed and digital promotional pieces to review

Register for a la cart class here.

DAY 2 – Jan. 23

Laying the Groundwork: Marketing Objectives

Marketing objectives supply the foundation for any successful marketing plan and create bridges that join your organization to your target markets.

Join us and we will:

• Identify your target markets

• Learn the components that every objective should include

• Develop marketing objectives that will aid your organization's success

• Learn the importance of measuring success through meeting objectives.

Before the next class, talk to your executive director and/or board president about these to make sure you are headed in the right direction prior to creating the rest of the plan.

Register for a la cart class here.

DAY 3 – Jan. 30

Mapping Your Success: Strategic Communications

Once your marketing objectives are devised, find out how to achieve them strategically. Deliberate communication is the key to your success and will help you position your organization to attract your desired target markets.

In this class you will discover how to:

• Devise multiple ways to map out your objectives strategically

• Decide whether the strategies that work best for your organization are tried and true or completely unique

• Create strategies that support your objectives and put you on the right track

• Monitor and assess your strategies to see what's giving you traction.

Register for a la cart class here.

DAY 4 – Feb. 6

Destination Possible: Tactical Implementation

Once you have your objectives laid out and you've decided on the strategies you'll take to achieve them, the tactics make it all possible. We'll also spend some time discussing media relations to earn news coverage in print and broadcast.

What you'll learn about tactics:

• Differentiate marketing tactics from a to-do list

• Paring down your list to work within your defined timeline

• Give your tactics a litmus test: How do they stand up to your mission?

• Learn how to write and pitch a press release that gets media attention

• Balancing advertising and public relations.

Register for a la cart class here.

DAY 5 – Feb. 13

Destination Probable: Timeline and Sequencing

Now that you have all this information (objectives, strategies and tactics), it's important to create a timeline, decide the best sequence, and allocate your resources effectively.

In this session we will consider:

• What needs to happen first and what naturally follows

• Resources that affect how your organization enacts the plan, specifically time, personnel, and funding

• Whether your inventory of marketing tools needs to be strengthened and expanded

• How to hire and work with a consultant

Register for a la cart class here.

DAY 6 – Feb. 27

Full Circle: Fine Tuning Your Marketing Plan

Whether you just created a new marketing plan or it's a few years old, this session will offer you a chance to fine tune and/or update your marketing plan.

We will:

• Apply an equity lens to make sure you’re being as inclusive as you can be (ethnicity, culture, age, socioeconomics, etc.)

• Fill in communication gaps with effective marketing methods

• Examine each part of your marketing plan for viability

• Forge a schedule for implementation

• Create balance using a variety of marketing techniques.

Register for a la cart class here.

Trainer: Leslie A.M. Smith, McCormick L.A. Public Relations

A Southern California native, Smith began her career at an advertising agency in Orange County and soon made a shift to association management, serving as the communications director for a local association of Realtors and a statewide membership association for consulting engineers.

Since founding McCormick L.A. Public Relations in 1994, she has written dozens of marketing and promotional plans for a variety of local nonprofits, small "main street merchants," and numerous solopreneurs in professional services. She has planned and implemented grand openings, groundbreakings, product launches, social initiatives, and other community relations activities that earned her clients front page and network news coverage.

Based on her experience helping people who were overwhelmed and confused about marketing and promotions, she felt compelled to write a very concise and simple marketing guide called Laws of Promotion now available on Amazon.

She holds a Bachelor of Arts degree in Communications and a Minor in American Studies from California State University, Fullerton, and a professional writing certificate from California State University, Long Beach. She is a proud resident of Long Beach, California where she and her husband (and their rescue dog) raised their two daughters.

Attendance Policy: Attendees must attend all sessions to receive the certificate. Sessions missed for half an hour or more are considered absences. If an attendee misses a class, they can make up the missed session no more than one year later, or the next time the program is held, with a $25 administrative fee per missed session to receive the certificate.

Cancellation Policy: We require notice of cancellation at least 48 hours in advance of the class start time. No refunds will be provided for no-shows or late cancellations. LACDAC and First 5 (Region 4) grantees who register and do not attend will be invoiced directly for the full cost of the course. All registrants are encouraged to send an alternate if unable to attend.

By Registering: You will receive weekly email updates from TNP about upcoming workshops, services, and other annoucements; You can opt out at any time. You also give TNP permission to use your image for communications and waive any rights for compensation.

For more information: Please contact us at This e-mail address is being protected from spambots. You need JavaScript enabled to view it or call 562-888-6530.