SLC Marketing & Communications

Apr 12, 2017 9:00 am - 3:00 pm

This is a 3 part training course. The first two classes will be a training on the evidence list and the last class (workshop) will be a time to have your organization work on the materials. By signing up for this training, you must attend all three classes.

Class dates & times:

  • April 12, 2017 from 9:00-3:00 p.m.
  • April 26, 2017 from 9:00-3:00 p.m.
  • July 12, 2017 from 9:00-1:00 p.m.

Cost $150 member /$300 for non-members
Additional attendees from your organization are only $25 member/$75 non-member

About the training class:

Nonprofits engage in marketing that adheres to high ethical and professional standards to communicate the organization's mission, vision, values, and progress toward social change to all stakeholders.

No matter how big or small your organization, there is a common thread: you live or die by the effectiveness of your communications team. To succeed, you need to shore up your marketing and communications strategy. This credential covers these topics:

  • Creating strategies and plans for: organizational marketing, social media marketing, and crises
  • Optimizing your website for donors, volunteers, and corporate partners
  • Using data to direct your efforts and tell your story
  • Press releases - a twist on tradition
  • Creating personas and how to market to them

 In order to receive the Marketing & Communications Badge, the organization must submit the following items to UNA to be reviewed:

Elevator pitches—Provide samples of elevator pitches developed and used by your organization.

Talking points—Provide 2 to 3 talking points that define a specific problem that one of your "buyer" personas has that your organization solves and specific actions/activities of your organization which are solving that problem. Ensure that the mission, vision, and values of the organization are interwoven into your talking points.

Content Strategy / SEO—Provide an example of content that drives a portion of your SEO strategy (keywords, new visitors, most visited pages, etc.) The document will be public facing, but the strategy will not. This will be a digital marketing piece (blog, press release, newsletter, social post).

Editorial Calendar - Provide a copy of your editorial calendar that contains at least the channel, messaging, timing, and author. This can be a 30, 60, 90 day or 1-year calendar.

Marketing Personas—Provide a sample that conveys the results of your efforts to address an issue that one of your personas has. Examples of this may include: an annual report, a quarterly report, a press release, a newsletter, a blog, a social media campaign, a funding report, a performance dashboard or similar proof.

Social Media—Proof that your organization has a social media plan. Examples of this may include: a social media calendar (can be part of your editorial calendar or a separate document), a policy delineating the frequency, parameters, and platforms for social media communications, a job description including duties specific to social media and how those duties are to be fulfilled or similar proof.

Website—Document when and by whom your website has been most recently reviewed and critiqued. Describe who viewed the review findings and what was done with the information received.

Metrics—Provide metrics from one channel and demonstrate how you altered your course of action as a result of that data. This could be a shift in posting times on social media, introducing or stopping a topic, increasing specific style (poll, video, quotes, etc.), etc.

Communications & Marketing Plan—Proof that the organization has concrete plan and methods of assessing progress towards those goals. Examples of this may include: a strategic marketing communications plan, a list of organizational priorities, a matrix citing goals and deliverables, a performance dashboard or similar proof.

Press kit with Press Release—Provide a copy of your organization’s press kit that includes bios and headshots from your executive team, brief organizational information, contact information, social media links, your logo, a press release to be delivered to a reporter/editor and a direct to consumer release.

Accessibility—Provide a link to the downloadable press kit &/or past press releases on the organization’s website or document alternate means of accessing press kit and/or releases.

Crisis Communication Plan—Provide a copy of your organization’s crisis communications plan.

Social Media Policy—Provide a copy of the organization’s social media policy.

Presenter:  Pearl Wright


Pearl started at CHOICE Humanitarian as a volunteer helping to craft the many stories of the donors, villagers, and partners and continues that work now as the Director of Marketing & Communication. As an advocate for social good, Pearl has been involved in the nonprofit sector for over 20 years in the capacity of both staff member and volunteer. Previous to working at CHOICE Pearl was the Executive Director of a STEM education foundation, Funder for Energy Solutions, and Interim Director at UNA.

Pearl holds a Masters of Professional Communication from Westminster College with an emphasis in technical writing and a Bachelor of Arts in Mass Communication from the University of Utah. Pearl is learning to speak Spanish, an avid mountain biker, reader, scuba diver, and global citizen.

Contact Email:
Contact Name:
Kate Rubalcava
Contact Phone:
Utah Nonprofits Association