Adolfo Ferrario
A rapidly changing world demands new approaches to engaging the public, rallying volunteers, and inspiring support. Learn how to use the latest digital tools to create effective campaigns that build authentic, powerful relationships, and develop a sense of community - both online and off.
In the context of an evolving social media landscape, this course will cover how to build an adaptable digital communications strategy that leverages best practices that aren't going away any time soon. Students will learn how to create compelling content that moves people to action, acknowledging the time and capacity constraints faced by nonprofit professionals in their demanding roles. We'll survey newer platforms like the Fediverse, BlueSky, and Threads. Simultaneously, students will develop an understanding of how people are using channels like Facebook, Instagram, TikTok, LinkedIn, and YouTube differently. Rather than chasing algorithms, students will learn how to recognize the role of content in creating and sustaining meaningful relationships with real people.
Students will explore how to move social media followers to owned channels like WhatsApp Communities, Discord, SMS, and email, where they can be more readily activated and continue their journey toward higher levels of engagement. As a final assignment, students will create a multi-channel digital fundraising plan for a GivingTuesday or end-of-year campaign.
COURSE TOPICS
- The Online Giving Revolution: Using Digital Tools to Build a Movement for Your Cause
- Design It: Developing SMART Campaign Goals and Moving People to Action with a Compelling Story
- Build it: Choosing Your Tools and Crafting Your Content
- Email Marketing for Campaigns
- Social Media for Campaigns
This course is eligible towards the completion of the Certificate in Fundraising. Bundle your coursework and earn a professional credential that communicates knowledge and skills gained. Declared Certificate students receive 10% off of courses within the program.
Note: Full participation in this course is applicable for 18 points in Category 1.B-Education of the CFRE International application for initial certification and/or recertification.