3 Things to Know About Picking a Nonprofit Marketing Course

Picture this: 

You’re sitting at your desk, coffee in hand . . .  

. . . staring at your browser with 47 tabs open . . .

. . .  each one for a course promising to teach you the “ultimate secrets” of nonprofit marketing. 

You start into the first one . . . 

But by the time you get to the 5th, that overwhelmed feeling sets in, and you say to yourself . . . 

I think I’ll . . .  look at the rest of these tomorrow.

Sound familiar? 

As a nonprofit leader, you know you need to level up your marketing game. But the sheer number of courses available is enough to make your head spin faster than a busy bee in springtime.

We get it. 

Here’s the truth: 

Finding the right nonprofit marketing course is NOT about picking the one with the flashiest sales page, the biggest promise, or a name that includes “academy” or “university”. 

It’s about finding the course that aligns with your nonprofit’s unique needs, resources, and goals, NOW.

Before we dive into our practical framework for choosing the perfect course, let’s acknowledge three important truths – or things to know about picking a nonprofit marketing course:

1. No single course will solve all your marketing challenges (and if they claim they will . . .  run the opposite direction!)
2. The best courses will help you ask progressively better questions – moving you from “How do I get more donors?” to “How do I create sustainable donor relationships?”
3. Your creativity and unique understanding of your mission will always be your secret sauce – courses are tools, not magic wands.

Why Traditional Course Selection Methods Often Fall Flat for Nonprofits

Let’s be honest: many nonprofits approach course selection like choosing a candy bar – grabbing whatever looks good at the moment or whatever fits the budget. 

Here’s why that approach often leads to disappointment:

The Price-Only Trap

We’ve seen nonprofits choose the cheapest option available, only to discover they’ve invested in knowledge that’s too basic or too generic to make a real impact. 

While budget matters (we’re passionate about responsible resource stewardship!), it shouldn’t be your only criterion.

The One-Size-Fits-All Fallacy

General marketing advice can be like trying to fit a square peg in a round hole. 

Your animal shelter’s needs are vastly different from an environmental advocacy group’s challenges. Generic marketing courses often miss the nuanced approaches needed for cause-driven organizations.

The Bandwidth Blindspot

Frustrating fact: Sometimes nonprofits invest in courses hoping their already-stretched staff will somehow find time to implement new strategies.

Before purchasing any course, honestly assess your team’s capacity to not just learn, but actually implement what’s being taught.

Sometimes nonprofits hope that objectives magically morph to fit the course (rather than the other way around).

This isn’t a nonprofit example, but my colleague Dave (an ex-aerospace engineer) remembers being flown to Lawrence, Kansas, for a week’s training in aeroelasticity (a very specialized area of the industry). 

He was delighted with the training, and excited to get back and implement everything he’d learned . . .  only for management to decide they didn’t want him working in that area at all, they wanted someone else to do it.

Colossal waste of time and money.

The Learn-vs-Community Question

Sometimes, the real solution isn’t a standalone course . . .  but a course with a community.

A lot of training today happens in cohorts. 

Ship30for30 is an example of a cohort-based program that teaches students how to write effectively in order to build a subscriber list. Every student intake accepts only so many students, and the course/cohort lasts a month. (Hence the name – you will ship, or publish, 30 pieces of content over 30 days.) Every cohort gets:

• Its own dedicated online forum where they can connect, encourage and help each other for the duration of the cohort.
• Weekly webinars, where they can take in instruction while interacting their fellow cohort students during the call

Think of it as Course meets Private social media.

Many Ship30for30 graduates come back cohort after cohort, because they love the community aspect so much. Oftentimes, returning students take on community or instruction responsibilities. (And that is often how the best learning happens – returning students learn by teaching.)

New initiatives (including partnerships and businesses) have been spawned by Ship30for30 students. The benefits are often unexpected and life-changing.

The Learn-vs-Hire Dilemma

Sometimes, the real solution isn’t a course at all – it’s hiring expertise. 

If you’re considering a comprehensive marketing course that costs $2,000, but you really need ongoing Google Ad Grant management, for example . . .  that money might be better spent on a specialized nonprofit marketing consultant who can deliver fast results. 

(And if you need help identifying such a consultant, get in touch. Even if we can’t help you, we are very well connected in the nonprofit world, and can point you in the direction of someone who can!)

Course or Encyclopedia

Sometimes, neither learning nor hiring are the problem – it’s access to data.

And that data can come in the form of a nonprofit marketing guide, nonprofit marketing examples (e.g. email templates), manuals or reference sources.

Ones that you can just pull off the shelf (or pull up on the screen), then flip through to the pages that solve your problem or show you how to solve it.

The Honeycomb Framework: 6 Essential Questions to Ask Before Choosing

Just as bees use hexagonal cells to efficiently organize their resources, we’ve developed what we call the “Honeycomb Framework” – 6 essential questions that will help you make a smart, strategic choice in your nonprofit marketing education. Let’s explore each cell of this framework:

1. What Specific Problem Are You Trying to Solve?

Before diving into any course, you need crystal-clear problem definition. Are you:

• Wanting to create a not for profit marketing plan?
• Struggling to manage your Google Ad Grant effectively?
• Looking to acquire new donors through digital channels?
• Trying to build a more engaging social media presence?
• Needing to improve your email marketing results?

The more specific you can be, the better. For example, instead of “We need more donors,” try “We need to convert more of our website visitors into first-time donors”, or “We need to convert more of our one-time donors into monthly donors” (These are common ones.)

This clarity will help you find courses that actually address your core challenges.

Plus, some marketing skills are structural and permanent, others need regular updating. 

For specific, time-sensitive skills, you want something short and focused, that doesn’t cost you much time or money. 

Examples here might include TikTok marketing techniques, or Meta ad setup. Both platforms are constantly tinkering with their dashboards, pages, and algorithms, meaning that marketing techniques are rarely constant for much more than a year.

But for evergreen and strategic skills? 

Invest more heavily, and in comprehensive programs that focus on fundamental principles. Examples here include donor psychology, storytelling, or campaign strategy.

Another way to frame this question is . . .  What gap is there in your nonprofit staff’s skillset? What kind of professional development does your staff need? What kind of training would your staff value, and would make them feel valued? How do they need to grow?

When a nonprofit invests in its staff as well as its beneficiaries . . .  staff productivity, and staff retention (which is huge) . . .  go way up. 

2. Where Are You in Your Nonprofit Marketing Journey?

Like any journey, your starting point matters. 

Be honest about where you are. Are you:

• Starting from Scratch?

Then look for comprehensive foundational courses. Seek programs with strong support systems. Focus on fundamental principles before advanced tactics.

• Optimizing Existing Efforts?

Choose specialized courses targeting specific improvements. 

Look for case studies relevant to your situation. Seek programs offering audit and assessment tools.

• Ready to Scale?

Focus on advanced strategies and automation.

Look for courses covering team management and delegation. Seek programs with proven scaling frameworks

3. What Resources Can You Realistically Commit?

Success requires honest assessment of the resources you can afford to invest.

Time Investment:

How many hours per week can you actually dedicate? When will you complete coursework? (Be specific here. And for safety’s sake, double how long you think it will take.)

Who will cover your other responsibilities while you learn?

Budget Considerations:

What’s your total training budget?

Are there implementation costs beyond the course fee? What’s your expected Return-On-Investment timeline?

Team Capacity:

Who will implement what you learn?

Do they have the bandwidth? (Do they really?) 

Do they have the disposition and temperament? 

Do they thrive on solo work, or can they only learn in a group context? (Some people desperately need conversation and someone to “hold their hand” if they’re actually going to learn anything – they cannot do so otherwise. There’s nothing wrong with that, but it’s important to consider.)

What additional training might they need?

4. How Will You Measure Success?

Without clear success metrics, you’re flying blind.

Define Specific Outcomes that feel like SUCCESS to you. What numbers should change?

By when? How will you track progress? Who will track progress?

And set Realistic Timelines. When do you want to be able to see the first results? How will you adjust if needed?

5. What Comes After the Course?

The best courses are never just about learning – they’re about implementation.

Does the course offer implementation support and coaching? (Remember my earlier comment about staff who can’t learn if they don’t have someone to hold their hand.) Are there active community forums or groups?

What happens if the course content gets updated after completion? Will the provider let you know and give you access to the updates? 

Will there be continued learning opportunities? And will there be templates and tools you can implement  immediately?

6. Who is Teaching, and What’s Their Nonprofit Experience?

Your teacher’s background matters enormously.

Have they worked directly with nonprofits before? The nonprofit sector is a small part of the economy, and while most people know what a nonprofit is, many people have no experience of working in one.

Which means they don’t understand your unique challenges.

Can they show real results from organizations like yours? Red flags you should be alert to include:

• No nonprofit-specific experience
• Only theoretical knowledge
• No recent hands-on experience

Remember: The Honeycomb Framework isn’t just a checklist – it’s a tool for deeper thinking about your learning journey. 

Each question should spark additional questions, helping you make an informed decision that serves your mission’s long-term success.

Practical Examples of Good Course-Nonprofit Matches

Let’s look at three real-world scenarios (with names changed for privacy) that show how different nonprofits used the Honeycomb Framework to make smart course choices.

Case Study 1: The Wellspring Foundation

Initial Situation:

• Education nonprofit empowering those who lead, teach, and raise Rwandan children.
• Decent size marketing staff.
• Doing it all by guesswork. Not measuring anything. Always looking for a new tool, new platform, new magic fix.

Framework Analysis:

• Specific Problem: No idea where their donors came from, or what content they engaged well with.
• Skill Type: Strategic and data-driven evergreen
• Journey Stage: Optimization phase
• Resources: Limited time but moderate budget
• Success Metrics: Social media growth and engagement
• Teacher Requirements: Experience with mid-to-large nonprofits

The Choice Made:

• They selected the NextAfter Institute

Results:

After one year, Wellspring finally had clear, accurate data on where their donors came from (e.g. SEO, Facebook, Instagram, email). They used NextAfter’s email strategy, and stopped begging for money in every email, but rather gave stuff away and thanked people. The results in terms of email open rates and funds raised spoke for themselves.

Case Study 2: Beeline

This example comes directly from Beeline (which, while not a nonprofit, has a vested interest in the nonprofit world😀).

Initial Situation:

• In 2016, Chris wanted to grow his own small business, in such a way as to leverage his skills and experience, and to eventually replace his employment income. He had one client, but that was it.

Framework Analysis:

• Specific Problem: No idea how to build an audience or build rapport with potential partners
• Skill Type: Google ads
• Journey Stage: Beginner, but with significant sales experience
• Resources: Limited time but moderate budget
• Success Metrics: 10,000 subscribers 
• After-Course Needs: 1:1 coaching
• Teacher Requirements: Someone who had already built significant partnerships and audiences, and income from them.

The Choice Made:

• Selected (what was then) Growth Tools’ Get 10,000 Subscribers.

Results:

Chris completed only 1 out of 10 modules (despite being highly motivated and having enough time). 

Completion rates for other students were similar. Growth Tools recognized that students needed more “hand-holding” to actually implement what they were learning, so devised a new “1:1 coaching program” version. 

With that 1:1 coaching in place, Chris took the new course and completed it! The key was having a coach who critiqued and cheered him along the way.

By 2020, Chris:

• Had 9 clients
• Was full-time
• Had a system for growing his email list
• Was partnered with 50+ companies/people with large audiences in the nonprofit space
• Was appearing regularly on podcasts and webinars

Case Study 3: Neighborhood Coalition for Shelter

Initial Situation:

• Provides housing and shelter for New Yorkers facing homelessness
• Team of about 30
• Wanted to:
  • Improve marketing, communications, social media skills, but had no previous formal training (as explained in this video)
  • Set baseline measurements for analytics and improve their fundraising strategy

Framework Analysis:

• Specific Problem: No original setup for analytics, no prior training on how to do this
• Skill Type: Strategic and technical (Meta ads, Google Ad Grant, Google Analytics, email, landing page optimization)
• Journey Stage: Late-Ideation Stage and Early Optimization

Resources:

• Coaching: Access 300+ hours of nonprofit marketing courses with cutting-edge tactics and strategies in an easy-to-navigate platform.
• Courses: Get personalized, 1:1 expert advice bi-weekly, recorded for you to reference anytime.
• Community: Join a curated group of nonprofit marketing peers rooting for your success and growth.

The Choice Made:

• Invested in Community Boost’s Accelerator’s Office Hours to focus on setting up Google Analytics for the first time (previously was getting lost in unhelpful Youtube videos)
• Learned how to increase conversions by retargetting website visitors
• Received audits on landing pages and marketing campaigns during Accelerator Office Hours revamping their customer journey
• Spent time learning new and foundational marketing strategies with the Meta Ads, Google Ad Grant, Analytics and Website Design courses in the Accelerator
• Utilized the Accelerator community to quickly get questions answered from other nonprofits

Results:

• Optimized their Google Ad Grant and their Facebook Campaigns
• Learning skillsets for various new marketing channels without hiring more or outsourcing anything

Key Takeaways from These Examples:

1. Successful course selection always starts with honest self-assessment
2. The best solutions often combine learning with ongoing support
3. Clear success metrics make it easier to justify the investment
4. Nonprofits that plan for implementation from the start see better results

Remember: These organizations succeeded not just because they chose good courses, but because they were realistic about their needs and resources. They also thought beyond the immediate problem to consider long-term growth.

4 Steps to Create Your Marketing Learning Path

Just as every nonprofit’s mission is unique, your marketing learning journey should be tailored to your organization’s growth trajectory. 

Here’s a good strategic approach to your marketing education that grows with you:

1. Build a Progressive Learning Journey

• Phase 1: Foundation Building (start with):
  • Basic nonprofit marketing principles
  • Understanding your audience
  • Setting up measurement systems
  • Mastering one primary channel

Warning: Don’t try to learn everything at once! 

We often see nonprofits overwhelm themselves by attempting to master multiple channels simultaneously. Instead, focus on mastering one channel before expanding.

• Phase 2: Skill Expansion (once you’ve mastered the basics):
  • Add complementary channels
  • Deepen technical knowledge
  • Learn automation tools
  • Develop testing methodologies

• Phase 3: Advanced Integration (graduate to):
  • Multi-channel campaign strategies
  • Advanced donor journey mapping
  • Marketing automation
  • Data-driven decision making

2. Combine Different Learning Resources

Create a learning ecosystem that includes:

3. (How to) Choose Between a Nonprofit Marketing Course or Consultant?

Sometimes, the best “next step” is NOT another course. Consider working with a consultant when:

• You Need Immediate Results
  • Quick implementation is essential
  • Time is critical
  • Stakes are high
  • Resources are available

• Resource Constraints
  • Team is at capacity
  • Learning curve is too steep
  • Expertise gaps are substantial
  • Quick wins are needed

• It’s Too Far Outside Your Purpose
  • No strategic advantage
  • Seen as an unnecessary distraction
  • Staff simply aren’t interested

• Your Challenges Are Complex
  • Multiple channels need coordination
  • Technical setup is overwhelming
  • Strategy needs expert refinement
  • Custom solutions are required

• You’re Ready to Scale
  • Current efforts are working
  • Systems need optimization
  • Team needs training
  • Results need to be multiplied

4. Map Ahead the Learning Timeline

Imagine your way through the course, and the progressive benefits acquired.

It may even pay to write this out in advance and keep it handy, so that the learner can at all stages assess their progress against expectations.

Here’s an example of what that might look like:

• Month 1-3:
  • Complete one foundational course
  • Implement basic tracking
  • Be confident in one primary channel
  • Set baseline metrics
  • Join relevant communities

• Month 4-6:
  • Add one complementary skill
  • Begin testing and optimization
  • Document processes

• Month 7-12:
  • Expand to advanced strategies
  • Train team members
  • Implement automation
  • Scale successful initiatives

• Pro Tip: Create a “Learning Library” for your nonprofit:
  • Document key learnings
  • Store valuable resources
  • Share knowledge across team
  • Track results and insights

Nonprofits will find greater satisfaction (and success) when they approach marketing education as a journey, not a destination. 

Your learning path should evolve as your nonprofit grows and your needs change.

Red Flags and Green Lights (How to Avoid a Bad Nonprofit Marketing Course and Find a Good One Instead)

Bees can sense which flowers will provide them the best nectar.

YOU have to develop the same keen sense for which courses will truly serve your nonprofit’s needs, and which are a waste of your time and resources.

🚩 4 Red Flags to Watch For:

• 1: Promises That Sound Too Sweet
  • “Guaranteed” fundraising results
  • Promises of instant success
  • One-size-fits-all solutions
  • “Secret” or “hidden” techniques that “no one else knows”

• 2: Course Structure Concerns
  • Can’t preview any content before buying
  • No clear learning objectives
  • Outdated content (especially for platform-specific training)
  • No implementation support

• 3. Instructor Red Flags
  • No verifiable nonprofit experience
  • No case studies or testimonials
  • Unable to provide references
  • Only theoretical knowledge, no practical experience

• 4: Payment and Pricing Issues
  • Pressure to “buy now or miss out”
  • Unclear refund policies
  • Hidden costs or upsells
  • Prices that seem drastically out of market range

🟢 4 Green Lights: Consider these Courses

• 1: Strong Nonprofit Focus
  • Experience with nonprofits like yours
  • Understanding of nonprofit compliance
  • Recognition of budget constraints
  • Appreciation for mission-driven work

• 2: Clear Value Proposition
  • Specific, measurable outcomes
  • Realistic time-frames
  • Transparent about limitations
  • Clear implementation pathway

• 3: Robust Support Systems
  • Active community
  • Regular Q&A sessions
  • Technical support
  • Implementation assistance

• 4: Quality Content Structure
  • Organized learning path
  • Practical exercises
  • Real-world examples
  • Updated regularly

13 Essential Questions to Ask Course Providers

• About the Course:
  • “How many nonprofits have completed this course?”
  • “What’s the average completion rate?”
  • “What specific results have other nonprofits achieved?”
  • “How often is the content updated?”
  • “Does the price match the time investment and long-term benefits?”

• About Implementation:
  • “What ongoing support is available?”
  • “What tools or templates are included?”
  • “How much time should we allocate weekly?”
  • “What’s the typical implementation timeline?”

• About Results:
  • “Can we speak with past participants?”
  • “What metrics do you track?”
  • “What’s the average ROI timeline?”
  • “How do you measure success?”

4 Pro Tips for Course Evaluation:

• 1. Request a Sample
  • Ask for a lesson preview
  • Review course materials
  • Test the learning platform
  • Evaluate the teaching style

• 2. Check the Fine Print
  • Refund policy details
  • Access duration
  • Additional costs
  • Support limitations

• 3. Verify Credibility
  • Look for testimonials
  • Check instructor credentials
  • Research the provider
  • Review case studies

• 4. Assess Fit
  • Technology requirements
  • Time commitments
  • Team capabilities
  • Resource needs

6 Success Indicators to Watch For:

1. Regular content updates
2. Active student community
3. Responsive support team
4. Clear implementation guides
5. Relevant case studies
6. Nonprofit-specific examples

Remember: The best course providers will be happy to answer your questions and provide evidence of their success. 

If you encounter resistance or vague responses, consider it a warning sign.

The Best Nonprofit Marketing Courses in 2025

A. Free Nonprofit Marketing Courses

• NonprofitReady’s Free Nonprofit Marketing Courses
• NonprofitReady’s Free Certificate in Nonprofit Marketing
• Nonprofit Marketing Guide
• Google’s Skillshop

B. Paid Nonprofit Marketing Courses and Certifications

• Our Favorites:
  • The NextAfter Institute 
  • Beeline’s Google Ad Grant Management Course – just $99 (email us to get the details!)
  • Community Boost Accelerator
  • Whole Whale’s University

• In case you need more, here are additional options:
  • Udemy 
  • NonprofitReady
  • Hootsuite’s Academy
  • Network for Good
  • Nonprofit Hub
  • Nonprofit New York
  • Slam Media Lab’s Nonprofit Marketing Strategy Masterclass

C. University- or College-Affiliated Programs

• Douglas College’s Non-profit Marketing course (MARK 3313)
• University of British Columbia’s COMM 460 Social and Nonprofit Marketing course
• Conestoga College’s Marketing Your Nonprofit course
• George Brown College’s Digital Strategies for Charities and Non-profit Organizations course

D. Specialized Marketing Focus Areas

• Meta’s Blueprint for Nonprofits
• LinkedIn Learning’s Nonprofit Management collection of courses
• Virtuous Academy

E. Only Content Marketing (for Nonprofits)

• NonprofitReady.org offers a free course called “Content Marketing for Nonprofits” by Whole Whale. This course covers the basics of creating engaging blog posts, videos, and web content to promote your cause on social media.
• Growth Ganik offers various digital marketing courses for nonprofits, including content marketing tactics to drive traffic to your website and create social media strategies.
• Slam Media Lab’s Nonprofit Marketing Strategy Masterclass includes content on digital marketing and branding, which likely covers aspects of content marketing.

Conclusion: Making Your Course Selection Count

As we wrap up this guide, let’s pollinate your mind with some final thoughts about choosing the right nonprofit marketing course for your nonprofit.

Key Takeaways to Remember:

1. Trust Your Mission-Driven Instincts

Your deep understanding of your cause and community is invaluable. The right course should enhance this knowledge, not replace it. Look for learning opportunities that align with your organization’s values and goals.

2. Start Where You Are

Whether you’re just beginning your marketing journey or looking to scale existing efforts, there’s a right-sized solution for your current stage. Don’t let perfectionism prevent progress – choose a course that meets you where you are.

3. Learn By Doing

Don’t go for learning that just fills your head with facts. Go for learning that very quickly has you doing something that’s either new or better. And go for learning that involves an appropriate level of feedback and reinforcement. New skills done once are new skills forgotten; new skills repeated are skills retained.

4. Think Beyond the Course

The best educational investment isn’t just about what you learn – it’s about what you can implement. Consider your full journey:

• Implementation support
• Resource requirements
• Team capacity
• Long-term growth potential

5. Think: Journey Before Destination

To reference one of Chris’ favorite authors, Brandon Sanderson, remember that marketing mastery is a journey, not a destination. Start with foundational knowledge and build progressively, adding new skills and strategies as your confidence and capabilities grow.

Your Next Steps:

1. Complete the Honeycomb Framework for your nonprofit
2. List your top three immediate marketing challenges
3. Review your available resources (time, budget, team)
4. Evaluate potential courses using our Red Flags/Green Lights checklist
5. Be flexible about whether a course really is the best fit for your current needs – a community or consultant might be better

Need More Guidance?

At Beeline, marketing is what we’re good at. And nonprofits seem to find what we do very helpful.

If you’re feeling overwhelmed or unsure about your next steps . . .  we can help:

Email us to discuss your marketing education needs.

Check out our blog for more detailed guides and resources

Remember: The best marketing education investment is the one you actually use. 

Choose wisely, implement consistently, and don’t hesitate to reach out for support along the way.