WASHINGTON, D.C.—Lipman Hearne, a national marketing and public relations firm with 40 years of experience working with nonprofits, and Andy Goodman, who has trained over 10,000 nonprofit professionals and wrote the book Why Bad Ads Happen to Good Causes, have joined forces to launch The Goodman Center, a new online education venture dedicated to helping “do-gooders learn to do better.” The center will offer online courses designed to teach nonprofit professionals how to effectively communicate the significance of their causes.
“The greatest strength nonprofits have is the passion their employees bring to their work,” says Goodman. “But in many cases, nobody ever taught them how to be professional communicators. These courses take everything we’ve learned about the art of capturing attention and put it in the hands of those who have something genuinely important to say.”
The courses will offer guidance on how organizations can convincingly reach out to stakeholders through storytelling, strategic communications, market research, brand management, compelling presentations, and other topics.