How to Make a Splash! Marketing Your Nonprofit Educational Programs

I’ve never told anyone about this before…

I’m about to share a secret that can help keep your association in the black.

What can you do to help your association succeed, and how can you get more people to take your fantastic educational programs?

You’ve got to market them more effectively.

What does marketing really mean, in this case?

There are lots of ways to market your programs, but let’s look at one example.

How to describe your educational programs?

How can you make your program sound like it’s worth real money to a nonprofit?

What would make someone likely to buy your association workshop or webinar? How can you describe it to help people understand the value that you bring?

They want to know what to expect in the webinar. What is the outline? What’s the structure? Will there be time for questions? You can answer all of this in the webinar description.

What will you be learning? Make 9-13 learning objectives for the webinar and you’ll be sure to deliver extreme amounts of value, which makes it easier to charge more for your webinars.

What are the bonus materials, things that will allow you to take action from what you learned?

How knowledgeable are your instructors? Can they see their bios right there?

Have you given this presentation (or one like it) before? Do you have testimonials from that presentation? If so, include these at the bottom of the webinar description.

You do have to write some sales text that establishes the problem in the beginning, citing sources, and then talk about how your webinar helps your customer find a solution to that problem. And you need to read this entire description out loud several times, to make sure it flows, and make sure you’re not lapsing into jargon or a mish-mash of words that no one would ever say when talking to a friend.

Naming your programs: Headlines that work

Here are some principles of webinar or workshop titles:

  • You want to make an extreme value proposition.
  • Make the title SCREAM benefits
  • Make sure they know what they are going to get from the webinar just on the title alone
  • Make it seem like a magic bullet, with this webinar you will achieve your dreams! Even though we know it’s a lot harder than that to achieve your dreams, this webinar could be the first step!

Here are some words to put into your webinar title:

  • How To
  • Free
  • New
  • This
  • Announcing
  • Just released
  • You

Here are some example webinar titles that have resulted in lots of attendance and sales for me and my webinar partners.

Advanced Annual Reports for Print and Web Webinar
Getting People to Click Donate On Your Nonprofit Website
NEW Webinar: Keeping Your Donors: Stewardship Plans for Success
Getting Donations Through Your E-Newsletter
NEW Free Webinar: Make Better Nonprofit Annual Reports Now! April 13th, 2013
New Webinar: Wildly Successful Nonprofit Blogging April 23rd

We’re going to be looking at a sales page for a large webinar provider. They sell their webinars in the $199-$250 range. If you want to sell webinars or workshops in this range, look at what they offer and try to offer the same amount of value.

Large Webinar Provider Example

If you’re going to charge $199 for a webinar or even a webinar recording, you might want to take a look at the value proposition that this company offers.

Presented Tuesday, November 29, 2005
Audio Conference Recording Price: $199.00

Nearly all of us fear it – it ranks right up there with public speaking: The Major Gift Ask. Join us for a 60-minute audio conference where you and your team will discover:

How to use the team approach – and secure the coveted major gift

Seven steps you must take with every prospect

When to ask for the gift – so you get it!

Techniques to answer donor questions and overcome objections

  • Getting to “YES”
  • How to use prospect screening to choose “ready” prospects
  • The five “R’s” that guarantee the secured major gifts
  • Vital strategies to alter perceptions: From making a donation to making a difference
  • Building Donor Relationships: Strategies That Work
  • The best-kept secret to ensuring a successful conversation
  • What to say when – and when not to say anything
  • When you should communicate by e-mail, telephones, mail, or in person
  • What you can – and what you should never – take for granted
  • Involving Your Entire Fundraising Team
  • Keys to uniting board members, staff and volunteers with a common goal
  • Guidelines for defining goals, roles and accountability
  • Tips for improving your team’s culture, momentum and energy
  • Question and Answer Session – Hear Real-World Donor Relations Questions Answered

What do you think?

Do you have a better idea of how to describe your educational programs so they sell?

It’s all about the value you can bring that relates to a pain people have.

If you want to learn a lot more about marketing your nonprofit educational programs like webinars or workshops, check out

Webinar How To: Marketing your webinars e-course
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