ADVANCED NONPROFIT MANAGEMENT CERTIFICATE COURSE

Corporate Nonprofit Partnerships and Corporate Philanthropy

This course focuses on what the Aspen Institute calls one of the most pressing issues facing the nonprofit sector in America -innovative ways in which the business and nonprofit sectors can work together to address shared concerns and promote a healthy civil society and democracy - featuring some of the best national trainers, local experts, and a variety of case studies and applications exercises.

Trainers:

Dr. Richard Steckel is President of AddVenture Network, Inc., author of Making Money While Making a Difference (1999) and Filthy Rich: How to Turn Your Nonprofit Fantasy into Cold, Hard, Cash (2000), and international expert in nonprofit marketing and for-profit public purpose or cause marketing. Beginning his career in the West Indies, Steckel rose to national attention in 1983 when he directed the financial turnaround of the Denver Children’s Museum by partnering with businesses. Dr. Steckel will spend a day covering the how to’s of 21st century strategic alliances between companies and charities, including: goals, permissions, reviews, vetoes, exclusivity, promotion, money, and ownership.

Mr. Randall Murray is co-principal of The Sponsorship Network (with Barbara Harrington), author of The Essence of Sponsorship (1995, revised 2000) and Advanced Sponsorship Sales (2000), and a leading sponsorship professional. Prior to starting The Sponsorship Network in 1992, Mr. Murray was Sponsorship Manager for Six Flags Darien Lake, New York State’s largest amusement park, where he developed sponsorships with numerous Fortune 500 companies including: Eastman Kodak, Quaker Oats, Procter and Gamble and Pepsi-Cola. Mr. Murray will spend a day presenting a range of sponsorship techniques - sponsorship sales, evaluation of sponsorship potential, naming rights, title sponsorship, pricing sponsorship packages, and qualifying prospects.

Ms. Shirley Sagawa is co-principal of Sagawa/Jospin (with Deb Jospin), co-author (with Eli Segal) of Common Interest, Common Good: Creating Value through Business and Social Sector Partnerships (2000), and was recently named a “Woman to Watch in the 21st Century,” by Newsweek magazine. She served as a presidential appointee in both the first Bush and Clinton Administrations,. including appointments as Deputy Chief of Staff for First Lady Hillary Clinton, and Executive Director of the Corporation for National Service. She will spend a day introducing the principles of “new value” partnerships, including: specific needs of nonprofits that can be met through corporate alliances, clarifying nonprofits’ “brands,” determining nonprofit organizations’ “assets” that can be leveraged through partnerships, identifying potential corporate partners, creating a compelling pitch to potential partners, and preparing to negotiate a deal.

Ms. Patricia Nash Workman is the Director of Communications and Marketing at Independent Sector. Independent Sector is the only national forum that brings together foundations, corporate giving programs, and nonprofit organizations to strengthen the effectiveness of America's nonprofit sector. Ms. Nash Workman is currently involved in the Mission and Market Program, a resource collection of best practices and effective tools for effective corporate-nonprofit partnerships. This program’s goal is to research issues directly relates to cause-related marketing, corporate philanthropy and cross-sectoral collaborations including licensing, sponsorship, message promotion and other partnerships.

Course Outline:

Advanced Nonprofit Management Certificate courses are part of the Nonprofit Capacity Building Program, a partnership of the Center for Community Research and Service and the Delaware Association of Nonprofit Agencies supported by the Jessie Ball duPont Fund.

Prerequisite: Five years management experience in the nonprofit sector or graduate of the University of Delaware’s Nonprofit Management Certificate course