Course Overview
This workshop will cover different ways that charity marketers, fundraisers and communication managers can ensure their for-purpose brand is fit for fundraising.
From values to tone of voice and value propositions to distinctive assets, this workshop will help you learn the landscape of brands, branding and brand building so you can protect your charity from positioning strategies and brand development that exclude fundraising managers and charity donors.
Learning Outcomes
By the end of the session, you will:
– develop a clear understanding of the role (and power) of brand positioning
– understand the language you need to engage senior leadership and communication team colleagues
– learn the practical skills needed to diagnose the gaps in their existing brand toolkit
– develop confidence in your ability to lead positioning conversations and drive brand development projects
What the session won’t cover
Developing your organization’s brand strategy during the decision will not be feasible.
Targeted skills
– Influence
– Leadership
– Communication strategy
Key Topics
– Language and definitions of brand strategy
– Brand strategy toolkit
– Diagnosing areas of weakness and how those impact fundraising
Who should attend
Communications managers looking to enable fundraising growth within their organisation.
Fundraising Managers and leaders looking to expand their influence and /or rile into Communications function.
Before registering anyone for the course, you must ask the person to set up a Log In or Sign Up in the FIA Learning Hub. Instructions are below.
Need more help?
Video Instruction: How to register for a course via the FIA Learning Hub
2 July 2024
9:00am – 12:00pm AEST
Online – Facilitated
Regular
Member $195
Non member $270
Before registering anyone for the course, you must ask the person to set up a Log In or Sign Up in the FIA Learning Hub. Instructions are above.
19 September 2024
1:00pm – 4:00pm AEST
Online – Facilitated
Regular
Member $195
Non member $270
Before registering anyone for the course, you must ask the person to set up a Log In or Sign Up in the FIA Learning Hub. Instructions are above.
FIA Code
This course relates to the following aspects of the FIA Code of Conduct:
FIA Code 4. Conduct towards donors.
Full participation in Brand Strategy is applicable for up to (TBA) continuing education points in Category 1.B – Education of the CFRE International application for initial certification and/or recertification.
Marlin – Dan Geaves & Jasmine Coronado
Dan Geaves FFIA
Dan’s study of psychology led him to develop a keen interest in the use of communications to steer human behaviour. Motivated by a desire to do good in the world, Dan has helped elevate the important role of message framing in the Australian charity sector, and is an elected Fellow of the Fundraising Institute of Australia. Through his business Marlin Communications, he provides creative ideas for market positioning, public engagement programs and fundraising products that raise $40M+ each year for causes such as Greenpeace, Prostate Cancer Foundation, and Red Cross. Marlin Communications has appeared on the BRW Fast 100 List, and has been a Certified B-Corp since 2018.
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