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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
1|Page
Creative Solutions &Innovations, Inc.
 |www.creative-si.com|404.325.7031
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


2|Page
Creative Solutions &Innovations, Inc.
 |www.creative-si.com|404.325.7031
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.


3|Page
Creative Solutions &Innovations, Inc.
 |www.creative-si.com|404.325.7031

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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 1|Page Creative Solutions &Innovations, Inc. |www.creative-si.com|404.325.7031
  • 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 2|Page Creative Solutions &Innovations, Inc. |www.creative-si.com|404.325.7031
  • 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. 3|Page Creative Solutions &Innovations, Inc. |www.creative-si.com|404.325.7031