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Marketing for Non-Profits

Module Details
Audience: VP level and manager/director level
Duration: 2 – 4 hours
Location: Miami Herbert Business School, University of Miami


The non-profit/NGO space is increasingly crowded with new organizations being created every day. This means that organizations are fighting, not only to identify new donors, but to maintain their current donor base. Non-profits lack the large marketing budgets of for-profits and, moreover, watchdog organizations are also increasing the scrutiny of these organizations meaning every marketing dollar spent must count.

This course will help the non-profit manager use the tools of for-profit marketing but tailored to the non-profit space. Topics covered will include:

Case studies will focus on successful non-profit organizations, both large and small, using a variety of resourceful techniques to engage current and new donors. This course is ideal for anyone working in marketing, fundraising, or development at any non-profit or NGO organization.


Claudia Townsend

Claudia Townsend is an associate professor of marketing at the University of Miami, Miami Herbert Business School. She performs research on consumer behavior and decision-making. Specifically, she examines how people make choices with a focus on how the visual presentation of information influences judgment and choice. She has published in leading marketing journals including the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Marketing. Dr. Townsend is on the Editorial Review Board of the Journal of Consumer Research as well as the Journal of Business Research. Dr. Townsend also has industry experience in market research and economic consulting. Dr. Townsend received her PhD at UCLA’s Anderson School of Management and B.A. from Brown University graduating magna cum laude with honors.
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