CCNL 3 | Relationship - Connecting Hearts to Ministry Mission

This module is designed to provide the leader of a nonprofit organization with an executive-level view of how to create and build an engaging brand, connect that brand with various audiences, and inspire donor support. You will learn to establish your organization’s distinctive brand. You will gain insight into how to pursue a sound approach to technology in your organization’s communications. And you will gain practical, biblically based insight into how to build and steward transformative, lifelong relationships with your organization’s donors.

Content Contributors: Shannon Litton, CEO, 5by5 Agency; Shelly Cochrane, Development Consultant; Pat McLaughlin, founder of the Timothy Group; Dr. Gary G. Hoag, founder of Global Trust Partners.

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. Five reflection assignments were completed and submitted, demonstrating that the participant had 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 module once it begins.

Faculty: Michelle Beckham-Corbin - MBA

Michelle has been a member of the CLA Advisory Council since 2019 and has led the Marketing efforts for American Heritage Girls, Inc. (AHG) since 2016. Before joining AHG, Michelle’s professional career included 15 years at Procter & Gamble in the marketing, advertising, and customer business development areas around some well-loved brands: Olay, Crest, Tide, and Pepto-Bismol. Michelle founded a digital media consulting company in 2009 and trained hundreds of business professionals and companies in best practices for digital media marketing before joining the AHG full-time ministry.

Michelle holds a B.S. in MB Apology and an MBA from Miami University in Cincinnati, a certificate in Moralities of Everyday Life from Yale University, and is HubSpot-certified in Inbound Marketing and Social Media Marketing. In addition, she has been a guest lecturer at several University Business Schools in the Cincinnati/Northern Kentucky region. Michelle has been a workshop presenter and moderator at CLA Outcomes conferences. She is a published author and enjoys writing short stories and poetry.

Michelle is passionate about leadership and personal/organizational branding. Her past board experience includes serving on the Board of Directors of the Anderson Area Chamber of Commerce, the Procter & Gamble Alumni Speakers Bureau-Social Media Marketing Committee, the Institute for Social Media Advisory Board, and the Board of Directors of Authentic Leadership Cincinnati.