CCNL3 | RELATIONSHIP | CONNECTING HEARTS TO MINISTRY MISSION

This module provides an executive-level view of creating and building an engaging brand, connecting that brand with various audiences, and inspiring donor support. You will learn to establish your organization’s distinctive brand, gain insight into pursuing a sound approach to technology in your organization’s communications, and develop practical, biblically based insight into building and stewarding transformative, life-long relationships with your organization’s donors.

Content Contributors: Shannon Litton, CEO, 5by5 Agency; Guy Richards, CEO, Abiah; Wes Willmer, Vice President of Advancement, Far East Broadcasting Company; and Rick Dunham, CEO, Dunham+Company                

Learning Objectives

1. Learn the fundamentals of brand development.
2. Understand the components of an engaging brand.
3. Identify all the channels and methods to connect your brand with your target audience.
4. Discover the core ways to inspire donor support.
5. Learn the keys to stewarding lifelong donors.

Requirements for Receiving Credit

1. Completing and submitting five Reflection assignments demonstrates that the participant has read the required resources and reviewed the presentation content.
2. Engage in all topic forum discussions for all five sessions.

Required Text Book(s)

1. The Bible
2. Additional articles will be available from within the course once it begins. 

Faculty: Michelle Beckham-Corbin MBA, Founder & Chief Digital Strategist at C3, Creating Connection Consulting, LLC

Michelle has been a member of the CLA Advisory Council since 2019 and has led the Marketing and Communications efforts for the American Heritage Girls, Inc. ministry for nearly ten years. As the Founder and Chief Digital Strategist at C3, Michelle assists businesses and ministry organizations navigate the evolving digital landscape through strategic marketing, brand storytelling, and AI-powered solutions.

Michelle has over 30 years of experience across corporate, startup, and nonprofit sectors, including 15 years at Procter & Gamble in the marketing, advertising, and customer business development functions around some well-loved brands: Crest, Tide, Pringles, Nyquil, and Pepto-Bismol. Michelle founded C3 in 2009 and has trained hundreds of business professionals in best practices for strategic digital marketing.

Michelle holds a BS in Psychology, an MBA from Xavier University in Cincinnati, Oh, and a certificate in Moralities of Everyday Life from Yale University. She is HubSpot-certified in Inbound Marketing, Social Media Marketing, and Better Prompts for Better Results: AI Prompting for Marketers. Michelle additionally holds certifications in Prompt Engineering for Chat GPT (Vanderbilt University), Intro to Generative AI (Google), Generative AI Teachout (University of Michigan), and others. She has been a guest lecturer at several University Business Schools in the Cincinnati region and a workshop presenter and moderator at CLA Outcomes conferences. She is a published author and enjoys writing short stories and poetry.

Michelle is active in her home church and helped establish a Mental Wellness Ministry in 2024. This ministry provides education, training, and spiritual support groups for people experiencing or supporting mental health challenges. Michelle is part of the leadership team and facilitates weekly support group meetings.