This document provides a template for a nonprofit marketing plan. It outlines 10 sections to include in the plan: goals, benchmarks and measures, situation analysis, target audiences, calls to action, framing the message, strategies, tactics, resources, and work plan. The template is designed to help nonprofits develop concrete marketing goals and strategies to engage target audiences and meet organizational objectives.

1. Nonprofit Marketing Plan Template
From Total Focus Marketing Plan Workshop
http://nancyandkivi.com/
1. Goals
What are your organization’s main one or two goals? What are your one-three marketing goals
that convey how marketing will contribute to organization goal?
2. Benchmarks and Measures
What are 3-5 five concrete, specific and measurable (when possible) steps to complete en route
to achieving your marketing goals? How will you measure progress?
3. Situation Analysis
What is the environment in which you are working? Also includes marketing audit.
4. Target Audiences
Who are the 1-3 top audience segments you need to engage to meet your goals and
benchmarks? What are the habits and preferences of each group described in personas?
5. Calls to Action
What do you need your target audience to do? Be specific!
6. Framing the Message
Benefit Exchange: Why should your target audiences care? What’s in it for them?
Challenges/Barriers: What challenges do you and they face in following through?
7. Strategies
What are the best ways to achieve your marketing goals?
8. Tactics
What will you do to bring these strategies to life? What are the channels you’ll use to connect
your organization and your audience?
9. Resources
What will it take to implement the plan (include time, talent, treasure ($)? Who is doing what with
what?
10. Work plan
What are your specific to-dos to implement the plan?
#11NTC | Nancy Schwartz (nancy@nancyschwartz.com) | Kivi Leroux Miller (kivi@ecoscribe.com)