Learn how to develop a marketing strategy and manage digital marketing, from positioning to content. AI tools will help you do this faster and on a smaller budget.
Mini-course
Online
Start: coming soon
1,5 month
8 lessons
For NGO workers
Who is this program for?
Representatives of public organizations
These are non-profit organizations that work for the public good, not for profit. These can be non-governmental organizations (NGOs), charitable foundations (foundations), associations, professional unions, volunteer initiatives.
Design and visualization
Creates beautiful interface design: selects colors, fonts and style so that the product is not only comfortable, but also pleasing to the eye.
Research and analytics
Creates beautiful interface design: selects colors, fonts and style so that the product is not only comfortable, but also pleasing to the eye.
Who will be useful?
Communications managers in NGOs
You want to hone your skills in developing existing channels, find new ones and delve deeper into public engagement. Whether it’s a civil society organisation, a charitable foundation, a community initiative or a social project — the format doesn’t matter.
Organisation leaders and project managers
There is currently no systematic approach to communications or it relies on a single person with no plan. This is a new area, and we need a foundation: where to start, how to build it, and what to measure.
Professionals from the commerical sector
You have experience in communications, social media marketing or marketing, but in the business sector. You’ve moved into the voluntary sector and realise that the logic, audiences and ethics are different here. You want to adapt your skills to community, cultural and social projects.
Learning outcomes
What you’ll be able to put into practice at work after just eight sessions.
Understand audiences, messaging and your content plan
Визначиш ключові аудиторії (донорів, бенефіціарів, волонтерів, медіа) і сформулюєш повідомлення, яке почує кожна з них. Замість щоденного питання «що публікувати» — архітектура контенту на місяць за принципом 70% довіра / 20% залучення / 10% фандрейзинг. Формула, яку можна повторювати щомісяця.
Опануєш Сторітелінг і кризову комунікацію
Навчишся розповідати історії бенефіціарів так, щоб люди захотіли долучитися, і при цьому зберегти етику та повагу до тих, про кого розповідаєш. Підготуєш антикризовий протокол заздалегідь: що робити в перші 24 години, що говорити, кому і через які канали.
Залучиш ресурси і автоматизуєш рутину
You’ll develop a campaign concept for fundraising, from preparation to reporting, and understand why reporting is one of the most powerful tools for building trust. ChatGPT and Claude will help with analysis, copywriting, content plans and media pitches. Plus, a selection of ready-made prompts tailored to the public sector.
Program
Would you like to know exactly what to expect? We’ve put together a detailed programme — it’ll help you plan your time and understand what skills you’ll gain.
Kateryna Stetsyura,
Chief Product Officer at Beetroot Academy
Our training programmes are designed to ensure that knowledge is immediately put into practice — through hands-on exercises, case studies and work on real-life scenarios.
Lesson 1. Communication as a tool for influence
• Why communications in civil society organisations operate according to a different logic than in business
• Trust as the main currency: the link between communications, fundraising, advocacy and partnerships
• An organisation’s communications audit: website, social media, media presence, messaging
• AI in practice: a rapid analysis of an organisation’s communications
Lesson 2. Audiences, stakeholders and communities
• Who our people are: beneficiaries, donors, volunteers, businesses, the media, the authorities
• AI in practice: a monthly content plan based on the 70/20/10 formula
Lesson 5. Communications for Fundraising and Partnerships
• The psychology of giving: why people donate and why they don’t. Common communication mistakes made by NGOs
• The structure of a fundraising campaign: preparation, implementation and reporting
• Reporting as a tool for building trust — one of the weakest areas for most organisations
Lesson 6. Social media, the media and personal branding
• Social media for NGOs in 2026: what works and what doesn’t
• Working with the media: how to find relevant outlets, write a pitch and create a news hook
• A leader’s personal brand: why the media quote individuals more often than organisations
Lesson 7. Crisis Communication and Reputation
• Reputational risks for NGOs: scandals, fundraising errors, internal conflicts, negative sentiment on social media
• Crisis management model: the first 24 hours, the first statement, the first public position
• Communications during wartime: sensitive topics, ethical guidelines
Lesson 8. Building a system
• Team: what roles are needed, what to outsource, what to keep in-house
• Processes: calendar, content production, approval
• Metrics that really matter to NGOs (and why reach is often not one of them)
• AI-driven automation: ChatGPT and Claude for day-to-day tasks
• Presentation of ready-made communication plans, feedback
How to get training within the program
This programme provides an opportunity to gain valuable knowledge and skills that will help you effectively use modern technology in your professional activities. With the support of the Swedish Ministry of Foreign Affairs, participants will be able to access advanced techniques and tools that will contribute to the development of their organizations.
1. Leave a request
Fill out the form and tell us about your motivation — what you expect from participating and why you or your team should be among the chosen ones. This is your chance to present yourself. Please note: the application does not guarantee automatic enrollment.
2. Wait for the answer
We process all applications in turn. So the later the start date, the later you can get an answer.
Be patient with us and wait for a letter from our team — check all folders, including spam.
3. Complete registration
Fill out the form that will come to you in the letter. This data will help us better organize the process and communication. This is a necessary step for the final registration.
Yes, participation is free thanks to funding from the Swedish Ministry of Foreign Affairs. The main thing is to meet the conditions of participation.
Is it compulsory to work in an NGO?
Yes, it is a must. At the time of starting your studies, you must be officially employed in one of these organizations.
What level of training is required?
A programme for people working in NGOs, charitable foundations or social projects. Recommended experience: at least one year in the sector. If you have a background in marketing or communications from the business sector, the programme will help you adapt your skills to the specific needs of the voluntary sector. If you have no experience in communications at all, you’re still welcome to apply, provided you’re ready for intensive practical training.
Do I need prior experience with AI tools?
No, we will go through the basics and also give tips for those who are already working with AI tools.
Will I be working with my organisation?
Yes. The whole course is structured around your actual NGO or charitable foundation. Each homework assignment is a section of your organisation’s communication plan.
How many hours a week does studying take?
2 hours per session + 1–2 hours for a practical assignment. The assignment involves working on your organisation’s communications, so these hours aren’t ‘extra’: they replace the time you would have spent on communications anyway, but without a structured approach.
What will I have once I’ve finished my studies?
10 working documents for your organisation: from an audit to a six-month communications plan. Plus a selection of AI prompts for your day-to-day work.
Will I get a certificate after the mini-course?
Yes, after successful completion of the mini-course, you will receive a certificate. To do this, you need to be present at all classes, do assignments and actively participate in discussions.
