Marketing and Communication

Course Description and Learning Objectives

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. Nonprofits, regardless of their size, live or die by the effectiveness of their communications. To succeed, you need to shore up your marketing and communications strategy. Marketing and Communications is one of nine courses in the UNA Credential Program designed to provide you with the resources you need to make an even greater impact.

Successful completion of the course will give you:

  • Strategies for organizational marketing, social media marketing, and crisis communication
  • Website optimization for donors, volunteers, and corporate partners
  • Ways to use data to tell your story
  • Press relation practices including an organizational press kit and press releases
  • The creation of personas and how to market to them

What’s Expected of You

This course is highly interactive and relies on the experiences of each participant. Therefore, it's important you are prepared to contribute to the program. Please be ready to:

  • Bring all required materials to each session. If your organization doesn’t have any of the required materials, the facilitator will provide you with samples to use.
  • Complete the follow up activities after each session and bring questions and concerns to the next session.
  • Complete the Badge Requirements by the deadline.


In order to earn the UNA Marketing and Communications Badge, the organization must submit the following items for review:

Talking points

Provide two to three talking points on an event that employees and volunteers can use when speaking to the general public.

Elevator Pitches

Provide a general elevator pitch about your organization relevant to what you do at the organization. This will be unique to you but could be used to help other employees or board members create an elevator pitch of their own.

Marketing Persona(s)

Provide an example of at least one marketing persona that represents the semi-fictional person that you are creating content for.

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.


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.

Press Kit with Press Release

Provide a copy of your organization’s press kit. This can include bios and headshots from your executive team, brief organizational information, contact information, social media links, and your logo. Provide a copy of a press release to be delivered to a reporter/editor or a direct to consumer release.

Social Media Posting

Provide (can even be a screen shot of something that you have already posted) an example of 3 types of social posts:

  • Industry post
  • Promotional post
  • A post about your organizations Why vs. What

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 that directs employees on appropriate use of personal social media as an employee of your organization.

Subject-Matter-Expert: Pearl Wright

Pearl works as a freelance consultant to nonprofit organizations interested in increasing their marketing outcomes. Recently she worked as the Director of Marketing and Communication for CHOICE Humanitarian crating stories to increase donations. 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 Master's 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.

  • Course Dates:

    Course Dates in Salt Lake City:
    Classroom Training Part 1: Wednesday, October 21, 2020   9:00 am-3:00 pm
    Classroom Training Part 2: Thursday, October 22, 2020   9:00 am-3:00 pm
    Consultations*: Wednesday, December 16, 2020 (rollover day Thursday, December 17)  
    (Your registration includes lunch on both classroom training sessions but not the consultation day.) 

    *Consultations provide participants an opportunity for more deeply integrating the concepts and practices covered in the program. We'll schedule each participating organization for a 45-minute consultation on December 16. (If we have more participating organizations than time slots, we’ll add appointments on December 17.)

  • Cost:

    UNA Member Rate: $150 for the first person/$30 for each additional participant
    Non-Member Rate: $300 for the first person/$60 for each additional participant

  • Location:

    SLC Location:

    UNA Office
    4900 S. Highland Dr., Suite B
    Holladay, UT 84117
    (above Mountain America Credit Union)