2. Kivi Leroux Miller
Nonprofit Marketing Guide.com - @kivilm
Nancy Schwartz
Getting Attention.org - @nancyschwartz
Tara Collins
Watershed Agricultural Council
Karen Secular
The Arnold P. Gold Foundation
@GoldCareInMed
3. Fill in the blank:
Our marketing is a
bunch of loose ends
because __________.
10. 5 Reasons Why a
Marketing Plan is Essential
1. Directs your focus & keeps you on a clearly
defined path.
2. Forces you to articulate concrete, measurable
benchmarks.
3. Provides a definitive means of measuring
progress vs. benchmarks.
4. Doubles as a pithy overview of your work to
engage others.
5. Makes it easy to draft your day-by-day work
plan.
11. Your Marketing Plan Template
1. Goals
2. Benchmarks and Measures
3. Situation Analysis
4. Target Audiences
5. Calls to Action
6. Framing the Message
7. Strategies
8. Tactics
9. Resources
10.Work plan
17. What Changed?
Governance Changing Tweaked
Strategic Plan Organization
Report Board mission
& Staff Buy-in
statement
Moving marketing from
support function
to strategic tool
18. Our Marketing Strategy Dictates
How, Why and How Much
Supporting
Budget Justified Web Document for
Executive Director Designer Council Marketing
Negotiations
Expense Choices Going
Forward
Work Plan
Guided by a
Unfunded Liability: Inevitable Marketing
Easement Fundraising & Donor Strategy in
Stewardship Relationships Council’s
Endowment Fund Best Interest
20. Cross-platform
Branding
•Duplicate look &
feel of website
•eNews sends
readers back to
website for more
information
•Show, Tell, Like,
& Share!
•Branding in print
& online
21. Be Adventurous, Be Zen
• Start small
• Measure
• Experiment
• Think long-term
• Be aware of time
• Improve your skills
& confidence
• Don’t freak out
22. Share the Load
•Jill of All Trades
•Empower staff
•Find support in
unlikely places
•Ask for a favor
•Keep it fun!
33. Session Evaluation
Each entry via text or web is a chance to win
great NTEN prizes throughout the day!
TEXT ONLINE
Text 11NTCweave to Use 11NTCweave at
69866. http://nten.org/ntc/eval
Session Evaluations
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