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Welcome to the Marketing and Sales for Non-Profits course brought to you by Carmichael. We hope you find course content helpful as you develop your social enterprise or non-profit organisation.





Course Overview

Marketing activity is essential in every non-profit organisation. It helps organisations to reach out to donors to ask for fundraising support. It helps organisations to communicate the good work carried out by staff and volunteers to a wider public, the local community and funders. It helps beneficiaries and service users to identify the non-profit organisations that can best support them.

In this course, we set out the marketing activities of most relevance to non-profit organisations.  We pay particular attention to how marketing may be used to help organisations generate trading income and/or implement their organisational purpose i.e. mission.


Target Audience

This course offers a practical insight into marketing and sales planning and is aimed at directors, senior managers and supervisors who do not have a professional background in marketing management.


Course Structure

The course is divided into 10 component parts and takes approximately 6.5 hours to complete. Participants should allow time to review the practical templates provided throughout the course. Topics are self-contained to facilitate micro-learning for the time conscious participant.


Lesson 1: Purpose

This lesson explains the purpose of marketing and introduces participants to key marketing concepts.

Topic 1: What is Marketing?

Topic 2: Defining the Marketplace

Topic 3: Identifying Competitors and Customer Groups


Lesson 2: Identifying Opportunities

This lesson will be of special interest to any social enterprise or non-profit organisation that wishes to identify opportunities to grow trading income.

Topic 4: Market Segmentation

Topic 5: Identifying Gaps in the Market

Topic 6: Market Research

Topic 7: Generating Business Ideas


Lesson 3: Products, Pricing and Distribution

The lesson explores some of the elements of the Marketing Mix i.e. tactics to help an organisation achieve its marketing objectives.

Topic 8: Product Decisions

Topic 9: Services Decisions

Topic 10: Setting Prices

Topic 11: Distribution Channels


Lesson 4: Promotion

There is a host of promotional tools that can be used by organisations to help them to communicate and engage with their communities, beneficiaries and clients.

Topic 12: Promotional Methods

Topic 13: Focus on Networking

Topic 14: Focus on PR and Event Planning


Lesson 5: Digital Marketing

Another form of promotion, digital marketing, helps organisations large and small to cost effectively share their marketing messages with a much wider audience than would be possible using traditional methods.

Topic 15: Inbound and Outbound Marketing

Topic 16: Online Advertising

Topic 17: Social Media Marketing

Topic 18: Search Engine Optimisation


Lesson 6: Customer Service

Good customer service matters in every organisation! This lesson explores customer service in the context of organisations operating in the Non-Profit Sector.

Topic 19: Customer Service in Context

Topic 20: Principles of Customer Service

Topic 21: Features of Excellent Customer Service

Topic 22: Customer Charter

Topic 23: Handling Customer Complaints


Lesson 7: Sales Management

If you want to grow trading income in an organisation, then you must engage in sales activities at some stage!

Topic 24: The Salesperson

Topic 25: Selling Skills

Topic 26: The Selling Process


Lesson 8: Marketing Plans

This lesson brings together learning gained in previous topics and identifies the information that should appear in marketing plans.

Topic 27: Developing Marketing Plans

Topic 28: Branding


Lesson 9: Website Development

This special purpose lesson focuses on website development and will be helpful to course participants who want to design a website from scratch or refresh their existing online presence.

Topic 29: Content Purpose and SEO

Topic 30: Keywords and Headings

Topic 31: Visual and Audio

Topic 32: Lists and Links

Topic 33: Forms and Messages

Topic 34: Reviewing Content

Topic 35: Creating a Style Guide

Topic 36: Web page Layout and Grids

Topic 37: Keeping Content Up-to-date

Topic 38: Working with Web Developers


Lesson 10: Marketing and Sales Templates

In this final lesson, we provide a fast and easy-to-access list of all the templates covered during lesson topics. Upon completion of the course, the lesson page can be accessed time and again thereafter.



Carmichael would like to acknowledge this project was approved by Government with support from the Dormant Accounts Fund.



The content provided in this elearning resource is not exhaustive and should not be construed as advice. The resource is intended to aid in the development of marketing and sales planning knowledge by participants completing the course. If you plan to use the content and especially the policy templates and other sample documents accompanying this course in your organisation, please ensure that you first adapt them to suit your own requirements. No liability can be accepted for any consequences arising from the use of the content provided in this course.


Course Commencement & General Instructions

  1. Please progress through each of the lessons in the course sequentially.
  2. To move from one lesson page to another, click on the ‘Mark Complete’ button located at the end of each lesson page. Once you have clicked the ‘Mark Complete’ button, you may then progress to the next lesson in the course.
  3. Some lesson pages contain interactive resources. To open an interactive resource, click the orange ‘Launch’ button contained on the web page. Click on the ‘Next’ buttons or arrows within each interactive resource to move from one screen to the next within each of these resources.
  4. Document names in blue within a lesson or topic page denote that the document is available to download. Just click on the document name (in blue) to open it for viewing and download.

Course Content

Lessons Status

The Purpose of Marketing


Identifying Opportunities


Products, Pricing and Distribution




Digital Marketing


Customer Service


Sales Management


Marketing Plans


Website Development


Marketing and Sales Templates


Course Quiz