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Anatomy of a nonprofit marketing plan
1. Anatomy of a Nonprofit Marketing Plan
Title Page
Include name of the organization, time period that the plan covers and completion date.
Brand the title page with logo and website address
Identify author of plan
Mark the document “CONFIDENTIAL REPORT”
Table of Contents
List contents of the plan in the order they appear & cite page numbers
List tables, graphs & diagrams on separate page
List appendices that will be included at end of marketing plan
Executive Summary
One or two pages that form the overview of the plan
Highlight areas of the plan that are critical to readers
Provide information how the plan will help the organization attain success
Organizational Background
History of nonprofit
Description of services to date
Description of how many people served to date
Major partners & funders to date
Situation Analysis
EXTERNAL ENVIRONMENT
a) Funding Climate
b) Comparative analysis of other organizations
Direct competition
Indirect competition
c) Understanding of your organization’s market position relative to your competition
d) Social, cultural, technological, ecological, economic, and political factors that affect your
nonprofit
INTERNAL ENVIRONMENT
a) Mission
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2. b) Values
c) Skills
d) Culture
e) Systems
f) Strengths, Weaknesses
Structure
Technology
Support Services
Staff
Profile of Stakeholders & past Stakeholders
Determine characteristics:
a) Demographic
b) Psychographic
c) Behaviorally
d) Usage of services
Online social usage habits
SWOT Analysis - Once the research is completed perform a SWOT analysis
Marketing Goals and Objectives – Introduce this section with Positioning Statement
Identification of Target Markets
Product Service Objectives
Revenue Objectives, e.g., funding sources, service fees
Channel Objectives, e.g., how are you going to make your offerings available to your defined
markets
Marketing Communications and Promotions Objectives – Determine levels of awareness needed
to reach target markets for programs/services to succeed
Strategic Marketing Focus
Services
a) Identify service by what it is, who will pay/participate, how much clients will pay, how
your services are different from others in your market
b) Describe marketplace rationale for differences between your services and competitors
c) Be specific about how your service improve upon existing ones & the scope of your
services
Location
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3. a) Identify location of your nonprofit and why it is located there (strategic, competitive,
economic objectives)
b) Differentiate physical location from other means of service distribution, e.g., online
support groups, distribution of service materials
Promotion
a) Describe promotional methods to spread the word about organization services
b) Alliance campaigns with partners
c) Use of CRM marketing
d) Experiential marketing
e) Traditional media channels
f) New and Social Media channels
Financial Information
Organizational budget
Project budget
Special event budget
Tables, Graphs, Diagrams and Picture Attachments
Appendix
Macro Environmental Analysis
Market and Industry Analysis
Internal Analysis
Details of Direct and Indirect Competitors
Details of Market Segmentation of Donors and other Stakeholders
Details of Marketing Communications Plans and Calendars
Template for event and project marketing plan
SWOT Analysis
Sources and References
Resources:
Shelli Bischoff, Nonprofit Marketing with a Purpose: Developing a Strategic Marketing Plan to Engage
New Audiences, Conservation Impact, 2004.
Christopher Lemley, Dept. of Marketing, J Mack Robinson College of Business, Georgia State University,
2010.
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Creative Solutions &Innovations, Inc.
|www.creative-si.com|404.325.7031