What others are saying about Critical Mass
I loved the frameworks taught that helped me organize what marketing is and how to flow through the process. In particular, the "captivate, convert, keep" focus and the strategies of each, and how they embed into a greater tentpole campaign. Seeing the overall structure of a good marketing plan was so helpful!
Rachel Mclellan
After the Conversion Killers lesson, we updated ALL of our landing pages. After The Golden Period lesson: we updated all of our stewardship campaigns.
Meghan McLaughlin, BRAC USA
The tentpole campaign strategy was super informative and helped us frame future campaigns, and the core message stack was most insightful because I was starting from square 1
Adam Miller, Good Game Foundation
As commuications manager, so far, the core message stack and campaign lessons were the most helpful.
April Chiasson, Concordia Welfare & Education Foundation
Vik Harrison's extensive experience and expertise, combined with the opportunity to learn directly from her, played a pivotal role in my decision to purchase this course.
Cat Cassidy, National Angels
This course was amazing - a great investment.
Michelle Smalling, Homes 4 Homes
So, you started a non-profit and you want to change the world...
you have a big vision,
you do incredible work,
you're trustworthy,
motivated, driven, inspired,
you're in it for all the right reasons...
But getting people to pay attention to your cause is still a constant struggle.
o
You refuse to...
s
r
Use click-bait
and guilt tactics
to get donations
r
Dance and point to get Instagram followers
r
Use photos of poverty porn to get noticed
e
And you've tried...
Telling stories from the field, posting more on social media, and even hiring outside agencies to help with campaigns.
But after all this...
k
You're still committing random acts of marketing that leave too much to chance and get mixed results at best.
And the worst part of all is...
You're afraid the world will never get to see how exciting and powerful your life-changing work truly is.
n
l
e
b
OK, so here's
the honest truth -
( There's good news and bad news )
Bad News: Most nonprofit marketing efforts are disorganized and disconnected. They may produce an immediate result, but don't build on each other to create strategic, long-term growth.
Good News: If nonprofits only implemented 10% of the marketing strategies that high-performing companies use, they would achieve massive scale and transform the sector. There's so much low-hanging fruit.
And the BEST news of all is --
There is a predictable, scalable marketing strategy that takes the mystery out of growing your revenue
It's taken me years of working at the fastest growing nonprofit around, and...
experimenting,
failing,
learning,
hiring consultants,
firing consultants,
"aha" moments
and sleepless nights...
but over the years, we discovered what makes the modern donor pay attention, convert, and remain engaged and loyal for years.
Basically, we did all the hard work so you don't have to.
P
- Introducing -
Critical Mass:
A Modern Marketing Course for the Rising Nonprofit
e
l
Learn the marketing strategy that will help you:
- consistently get new leads and convert them into lifetime donors,
- create remarkable, evergreen content for your cause, and
- drive strategic revenue goals that feed your major donor pipeline.
P
What's in the course?
I'm glad you asked! This course is broken up into three chapters that make up the Critical Mass Framework.
Chapter 1: Building an Unshakable Foundation
This chapter is all about the foundation your nonprofit needs to become a marketing-first organization.
In Chapter 1, you'll learn:
• Core messaging: how to powerfully craft your top 5 core messages
• Invisible elements: the 4 invisible traits of a marketing-first leader
• Creative team: The in-house philosophy of running a lean, agile content dream team.
16 Lessons (4-15 min. each)
+ Bonus interviews & worksheets
02
Chapter 3: The Tentpole Campaign Strategy that breaks through the noise
Once you have your 3-part engine up and running, it's time to plan a year's worth of strategic, engaging content that brings it all together. That's where the Tentpole campaign strategy comes in.
In Chapter 3, you'll learn:
• Why Tentpole campaigns are the best way to plan a highly efficient, productive year
• Exactly how to map out your 12-month Tentpole Campaign strategy
• The anatomy of a successful Campaign
01
18 Lessons (4-15 min. each)
+ Bonus interviews & worksheets
Chapter 2: The 3-Part Marketing Engine: Captivate, Convert, Keep
It's game time. This is the meat of the course. You'll learn how to build the 3-part marketing engine that will get you to critical Mass.
In Chapter 2, you'll learn:
• Captivate: The 7 captivation triggers that get short-term attention
• Convert: Conversion formulas used by the greatest marketers of the digital age + The 4 conversion killers
• Keep: The psychology and the strategies we use to keep donors engaged and giving for years
03
16 Lessons (4-15 min. each)+ Bonus interviews & worksheets
+ 3 BONUSES THAT OVERDELIVER
Along with the lessons, you'll have access to 3 special bonuses
BONUS #1:
LIVE GROUP COACHING + Q&A
+ 4 live group Q&A sessions with Vik
(recordings will be published for those who can't attend the live sessions)
BONUS #2:
CONTENT PLANS + WORKSHEETS
+ Content prompts & brainstorm ideas
+ Worksheets for key lessons in the course
+ A Tentpole Campaign planning calendar
BONUS #3:
PRIVATE COMMUNITY GROUP
+ Access to a private Circle.so group where the entire course community can connect, learn from each other + ask questions anytime you get stuck.
The Critical Mass workbook
The course is accompanied by a comprehensive, 3-part workbook. When completed, this can act as your very own marketing plan: use it as a brainstorming tool or hand it to new employees as an onboarding document.
Enroll in Critical Mass today
and master nonprofit marketing.
Let's recap: Here's what you get as part of the course:
-
50 lessons that span 3 chapters and make up the Critical Mass framework. This is everything we learned while marketing one of the fastest-growing nonprofit organizations around.
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Worksheets, checklists and templates to build your own marketing plan + content strategy
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A private Circle community with lifetime access to like-minded nonprofit leaders
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4 Q+A sessions with Vik + Replays in case you miss these
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Access to all the course material for 2 years from time of enrollment