When you learn, teach. When you get, give.
University of Richmond's Strategic Communications Institute for Nonprofits
Strong communication is vital to the success of nonprofit organizations. Having a thorough understanding of communications helps nonprofits make the most of limited resources. The Strategic Communications for Nonprofits program is designed to provide a comprehensive overview of marketing basics, effective communication and promotion.
The Strategic Communications Institute for Nonprofits is an intensive 24-hour, week-long certification program. During the week, you’ll create a comprehensive marketing plan for your organization. At the conclusion of the program, you’ll practice presenting your plan and earn a professional certificate from the University of Richmond.
Build a comprehensive communications and marketing plan for your organization, integrated with fundraising
Identify your audiences and reach them with the appropriate messages
Learn to develop stories to share your mission and impact
Learn how to effectively integrate social media tools into your marketing plan
Formulate a direct marketing plan to make the most of your direct mail versus “e” dollars
A certificate in Strategic Communications for Nonprofits from the University of Richmond Institute on Philanthropy will be awarded at the conclusion of the program.
The following modules are required in the certification institute.
Introduction to Marketing
Assessing Your Organization and Market
Developing Your Marketing Strategies
Identifying Your Audiences
Telling Your Story
Public Relations & Promotion Tactics
Measuring and Communicating Results
Pulling Your Strategy into a Plan
Design brand communications that involve physical experiences for consumers. Learn to create experiences around ongoing brand strategies, and to create experiences based on research of website usage, store appearance, employee behavior, and the purchasing process.
da Vinci Project (Faculty Mentor For Graduate Students)
Open only to students enrolled in the Master of Product Innovation program. Students will engage in an interdisciplinary product innovation project with a corporate sponsor under faculty supervision. Topics and activities will hone product innovation skills, including project management, team building, concept generation and testing, market analysis, visualization, and prototyping.
The thinking and skills for content strategy and content creation. Content marketing is the planning, creating and online sharing of valuable free communications to attract and engage consumers. In short, this course is focused on the online branded stuff that we enjoy daily on Facebook, Instagram, Twitter, Youtube, etc.
Public Relations Campaigns
Application of public relations theory and methods in the preparation of a plan for a public relations campaign. Special attention to the planning process including issues analysis, and application of public relations and research methods.
Study of public relations careers, including in-depth examination of types of practice and industry choices for professionals. Includes development of job-seeking skills such as networking, resume and cover letter writing, interviewing, as well as professional skills such as impromptu and extemporaneous speaking, presentation development and effective meeting management. Focus on ethical practice and understanding of effective long-term professional development activities such as the Accredited in Public Relations and Accredited Business Communicator credentials.
Lead a class of juniors and seniors through the full process of research, strategy, ideation, content creation, execution and analytics/reporting of an advertising campaign.
Syllabi | Resources
In User Experience class at VCU, students in my class are spending their second half of the semester on their passion projects. Each has been tasked with identifying a problem they care about and using the User Research, Strategy and Design process we’ve learned in class. Here’s what they’re working on: It’s Electric… Stephanie Eldridge…
Today was the halfway mark for the semester. What problem are you trying to solve? Who is your user? (user persona) What challenges if your user facing? What communications issues are there? What do you want to ask your class? (feedback/advice) I wish someone would figure out a way for regular doors to make that…
User Experience At VCU 11am-12:15pm on Tuesdays and Thursdays in Temple 2211 Instructor: Christina Dick COURSE DESCRIPTION Design brand communications that involve physical experiences for consumers. Learn to create experiences around ongoing brand strategies, and to create experiences based on research of website usage, store appearance, employee behavior, and the purchasing process. 11am-12:15pm on Tuesdays…
One of my favorite lessons to teach when I visit classes is the”Instagram Workshop.” Students bring in an item from a brand they like and we studied the Instagram accounts to define the vibe/look/feel or the brand. They study the look/feel of the visuals and photography for their brand of choice. Then, they get to work…
One of the classes I teach at VCU’s Robertson School is Professionalism in PR: The class wasn’t created until after I graduated, and when I talk about it I frequently hear things like: “I wish they’d offered that when I was in school.” Here’s the official course description: Study of public relations careers, including an in-depth examination of…
Last month, we launched The Tiramisu for Breakfast scholarship. Open to undergraduate students in The Robertson School of Media & Culture (Journalism, PR, and Advertising) at VCU, recipients of the scholarship will receive funds to go toward conferences, professional organizations dues, and networking events. I want students to have the same opportunities I’ve had to…
We were snowed out of our first class today but I can’t wait to meet a fresh crop of students next week! This semester I’m teaching Content. We’ll learn about the fundamentals of creating content strategies for brands in the first half and then hit the ground running with real clients after spring break. I’m…
Today was the day of the brand new ad course, Content. These two wonderful women were part of a group of Chinese scholars that observed our class all semester. It was so special to have them. They surprised me with this Chinese tea and art that means “when you are at peace, success will come.”…
Very cool to have Jade, a student from the first class I ever taught at VCU, back again to judge this semester’s presentations. Thank you, Jade!
Social media networks are often criticized for fostering weak associations and inauthentic relationships, for keeping people from being “in the moment.” But what if social media tools can actually enhance and amplify your networking and relationship building efforts in real life? That’s what we discussed at AIGA’s Coffee Talk. To watch a recording of the…
Last week, my section of VCU’s undergraduate advertising course in campaigns met for the first time. This is my second time teaching the course, described as an: “Intensive study in the planning and preparation of advertising campaigns. Students develop complete advertising plans including research, media and creative strategies, sales promotion plans and merchandising plans.” With encouragement…