Nonprofit Marketing Plan
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In response to a national directive placing an emphasis on Public Relations, this Marketing and Public Relations plan was developed for a large Social Services Nonprofit. There is an emphasis on Social Media and the driving internal processes which must be present for success.
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Nonprofit Marketing Plan
- 1. Milwaukee Nonprofit Marketing & PR Plan 2008-9 Communications, Publicity & Public Relations 8 Broad Street - Kathy Jenkins 1
- 2. Plan Summary Communications, Publicity & Public Relations ♦ Comprehensive ♦ Objective ♦ Contemporary ♦ Ongoing 8 Broad Street - Kathy Jenkins 2
- 3. Objective ♦ Elevates name recognition in metro Milwaukee for: • Diverse services • Program’s focus on the poor & elderly ♦ Purpose : facilitate growth • Membership • Contributions 8 Broad Street - Kathy Jenkins 3
- 4. Components ♦ Branding ♦ Capital Contributions ♦ Merchandise Donations Gen Y Baby Boomers ♦ Meal Program 1977-2000 Growth 1946-1964 76 million 81 million ♦ Family Resource Center Gen X ♦ In Home Services 1965- 1976 46 million ♦ Communications Recognition – Advertising – Publicity – Social Marketing 8 Broad Street - Kathy Jenkins 4
- 5. Branding ♦ Program descriptions repeated by all Today’s Nonprofit: use full name – initials no more – Internet & web site updated regularly 8 Broad Street - Kathy Jenkins 5
- 6. Capital Contributions ♦ Private sector / Active conference participation ♦ Recruit new members ♦ Student participation / Campus recruiting – Social marketing 8 Broad Street - Kathy Jenkins 6
- 7. Corporate Sponsorship & Volunteers ♦ Community Organizations – MMAC – Hispanic Chamber – African American Chamber 8 Broad Street - Kathy Jenkins 7
- 8. Merchandise & In Kind Donations ♦ Target manufacturers of items needed for drives ♦ Assign one liaison volunteer per company ♦ Develop documentation for volunteers – Corporate diagram – Letters and scripts – Incorporate into chamber associations Volunteerism Project Partnership Corporate Sponsors Jan Feb Mar Apr May Jun July Sep Oct Nov Dec 8 Broad Street - Kathy Jenkins 8
- 9. Meal Program Individual PR / Marketing strategy – Began with questions: • Goal of increased attention • Who is target audience • Limitations w/ regard to resources – PR plan highlights • Increased involvement in Hispanic Community • Increased communication among volunteers w/ social component • Social media : Blog – Food for Thought – http://svdpmilwmeals.blogspot.com/ 8 Broad Street - Kathy Jenkins 9
- 10. 8 Broad Street - Kathy Jenkins 10
- 11. Family Resource Center ♦ Collaboration with Civic Events & Attractions – Public Museum, Art Museum, Betty Brinn, Discovery World, etc. – New Executive Director – Promote / Publicize new programs 8 Broad Street - Kathy Jenkins 11
- 12. In Home Services ♦ Begin descriptive title use: – Neighbors Helping Neighbors ♦ Increase electronic communication w/ conference members ♦ Organize Christmas Matching into formal program 8 Broad Street - Kathy Jenkins 12
- 13. Advertising ♦ Develop event specific program of costs – Increase budgets accordingly ♦ Design tracking systems ♦ Use ROI model ♦ Increase programs’ awareness of responsibilities resulting from increased advertising expense ♦ Centralize advertising production to insure consistency 8 Broad Street - Kathy Jenkins 13
- 14. Advertising ♦ Strategy & execution ♦ Obama: Feeding America – Day of Service – Day of Service – Dine in Dinners : March, April 8 Broad Street - Kathy Jenkins 14
- 15. Publicity ♦ Benchmark 2 PR releases per month ♦ Promote Events with online calendar listings and print with sufficient lead time 8 Broad Street - Kathy Jenkins 15
- 16. Success Metrics ♦ First year goals – Who is current client / donor? – How do you know? – What do you want to change? – Why? ♦ Additional year goals ♦ Measures of success/failure ♦ Requirements for success 8 Broad Street - Kathy Jenkins 16
- 17. Schedule ♦ 18-month schedule highlights ♦ Timing – Isolate timing dependencies critical to success Task 1 Task 2 Milestone Task 3 Task 4 Jan Feb Mar Apr May Jun July Sep Oct Nov Dec 8 Broad Street - Kathy Jenkins 17
- 18. Conclusion ♦ Establish Organizational Participation – Need for Public Relations – Devote sufficient resources – Importance of lead time – Coordination between PR position and programs – Timely communication regarding events – Understanding of new medias ♦ - 8 Broad Street - Kathy Jenkins 18
- 19. Conclusion ♦ First Steps – Begin organizational use of branding used in 2008 Annual Report – Design tracking processes – Begin expanded web development • Seek technical expert volunteers, interns • Develop internal training for web concepts • Establish Blogs – Begin Fox6 commercials – Participate in Chamber events • Include Board representatives 8 Broad Street - Kathy Jenkins 19