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Greater Good/ Kellogg Certificate Program April-November 2018 From Wednesday, June 6, 2018 - Thursday, January 3, 2019

Greater Good/ Kellogg Certificate Program April-November 2018 Part of the Northwestern/Kellogg Nonprofit Marketing and Communications Certificate Program

 Please note, the Certificate program as a whole may no longer be purchased, but individual coaching sessions may be purchased and individual workshops may be purchased (see below as well)


Northwestern/Kellogg Nonprofit Marketing and Communications Certificate Program


This program includes five workshops and a celebration luncheon upon completion.  Workshops are: Effective Branding for your Organization, Whole Brain Communication, Stakeholder Mapping and Messaging, Public Speaking Workshop, and Strategic Social Media Management.

The Kellogg School’s Center for Nonprofit Management is excited to collaborate with the Gorton Greater
Good Project to bring the Nonprofit Marketing and Communication Certificate to the Lake County
nonprofit community. The learning objectives of the individual sessions build on each other, allowing
participants to:

  • Utilize storytelling as a unique skill that can strengthen leaders, brands and organizations
  • Create a connection between your organization’s brand and mission
  • Understand nonprofit brand management strategies
  • Use the latest research on cognitive neuroscience to make your ideas more understandable, memorable and viral
  • Gain insights into who your stakeholders are and how to communicate your organization’s value to them
  •  Learn and workshop best practices around public speaking
  • Incorporate a social media strategy into your marketing plan to further your mission


Storytelling:  Strengthening Your Skills for Impact (separate event)   8:30-10am  Keynote Address
Rives Collins
February 28, 2018


Effective Branding for Your Organization   8:30am-2:30pm (includes continental breakfast and lunch)  Workshop 1
Aparna Labroo
April 10, 2018

Brand image is one of the most important resources organizations have and brands vary in the amount of power and value they have in the marketplace.  Leveraging your nonprofit’s brand effectively can be a powerful tool for leaders.  This session will combine the latest thought-leadership on this topic with practical exercises so that participants can better understand brand image.  In addition, participants will have the opportunity to begin crafting a strong positioning statement that will leverage their brand to increase participation and engagement of various stakeholders.


Whole Brain Communication  8:30am-2:30pm  (includes continental breakfast and lunch) Workshop 2
Steven Franconeri
May 2, 2018

Be persuasive in presenting your ideas. Learn to convince your clients, customers, and colleagues of the merits of your views, using the latest breakthroughs in cognitive science, computer science, and graphic design. Through interactive exercises, these sessions will provide hands-on experience and tools for presenting data-based evidence with impact, across images, graphics, and visualizations of big data. Leave this session with expertise in the principles of effective data visualization, as well as a practical toolkit for conveying your ideas in ways that are convincing, catchy, and contagious.


Stakeholder Mapping & Messaging  8:30am-2:30pm (includes continental breakfast and lunch) Workshop 3
Ernest Duplessis
June 6, 2018

Nonprofit organizations have multiple stakeholders and to be successful, leaders need to identify, understand and reach out to these audiences with different, segmented messages.  This session will help participants: identify their key audiences; learn strategies for prioritizing the audiences and: communicate relevant messages to those audiences.


Public Speaking  Small group sessions will run all week-sign up blocks 9am-12pm and 1-4pm  Workshop 4
Ernest Duplessis
Runs week of September 10th through 13th

This workshop will have an instructor as well as live videotaping and the opportunity to purchase your footage/edited footage.


Strategic Social Media Management (workshop) 8:30am-2:30pm (includes continental breakfast and lunch) Workshop 5
October 17 2018

The current internet landscape brings nonprofit leaders new tools to build both awareness and a new stakeholder base for their organizations.  But, exactly how do these tools fit into the overall marketing and development strategy? What tools make sense for what audiences? How are other nonprofit organizations utilizing social media to further their mission and engage new audiences? This session will help leaders understand some of the trends in social media and how they can apply them in their own organizations.

Celebratory luncheon 12:00 pm 
November 7, 2018
Enjoy a luncheon to celebrate completion of certificate with your cohort at Gorton.


Individual Coaching
Participants  have the option to purchase a one-on-one follow-up coaching session with the faculty at the rate of $200 for 50-minutes.  Limit 8

Gorton Community Center will take and may use photos and videos from this event for its promotional purposes. Your attendance indicates your consent to the above.

Class Refund and Cancellation Policy: Refunds will only be given up to one week prior to the first week of class of any session. (The refund period for some classes, which require advanced reservations or purchase of materials, may be more limited.) Cancellations will incur a $5 handling fee for programs costing under $100 and a 10% handling fee for programs with fees of $100 or more. If a class is cancelled due to insufficient enrollment, you will be notified, and a full refund will be given.