CCNL3 | RELATIONSHIP | CONNECTING HEARTS TO MINISTRY MISSION

This 10-week course 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 pursuing a sound approach to technology in your organization’s communications. You will gain practical, biblically-based insight on 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. The completion and submission of five Reflection assignments demonstrate 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- Director of Marketing & Communications, American Heritage Girls, Inc.  

Michelle Beckham-Corbin, MBA- Director of Marketing & Communications, American Heritage Girls, Inc.

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 on best practices for digital media marketing before joining full-time ministry with AHG.

Michelle holds a BS in Psychology and an MBA from Xavier 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 the Anderson Area Chamber of Commerce Board of Directors, Procter & Gamble Alumni Speakers Bureau-Social Media Marketing Committee, Institute for Social Media Advisory Board Member, and Trustee-Board of Directors Authentic Leadership Cincinnati.