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WSP 278 — Purposeful Branding for Nonprofits

Quarter: Spring
Day(s): Saturdays
Time: 10:00 am—4:00 pm
Date(s): May 7—May 14
Duration: 2 days
Drop By
Drop Deadline: Apr 30
Unit(s): 1 Units
Tuition: $225
Format: On-campus course
Status: Open
An organization’s brand is the expression of the essential truth or value of the organization. Branding goes beyond organizational mission to connect constituents with the organization’s products, services, and messages in a language and tone that they understand. It connects people emotionally and inspires loyalty. For nonprofit organizations, a brand that is deeply aligned with the organization’s values, culture, and personality will attract support well beyond the organization’s immediate sphere of influence.

This workshop will show you the full benefits of building your brand as a nonprofit organization. We will begin by delineating the organization’s purpose, values, and vision. We will create an organizational charter statement, and define the strategic objectives that drive success in the organization. We will describe the culture and personality of the organization and how they can be expressed in tone, design, and communications. Through interactive exercises, case studies, and a panel discussion with successful nonprofit leaders, you will learn how to integrate the fundamental values of the organization with its cultural norms and business strategy. You will emerge with a blueprint for communicating your purpose—to employees and volunteers, and through your development efforts.

Melissa McVicker, Founder and Principal, Melissa McVicker Consulting

Melissa McVicker works with global clients, organizations, and teams to build meaningful communications that engage customers and maximize results. In the nonprofit sector, she has worked on strategy, branding, and leadership development with such clients as the National Association of Women Lawyers, the Minority Corporate Counsel Association, Mercy Corps, and the Women’s Initiative for Self Employment. She is the former senior director of global communications at Intel. She received an MBA from UCLA.

Textbooks for this course:

No required textbooks