Thumbnail Nonprofit Marketing Plan
Lots of folks ask us for a marketing plan template. Here's a quick one.
A good marketing plan should allow you to achieve these goals: Identify your target markets (Who will give, volunteer, buy, or use your program, product, or service?) Identify the wants and needs of your target market. (What are the requirements of the program, product, or service?) Motivate the target market to buy into our organizations. (How should our programs, products, or services be promoted, packaged, priced, etc?)
Marketing Goals
Determine which marketing goals you want to accomplish within a specified period of time. We normally recommend developing marketing plans that can be fully executed within 18 months.
Market Identification
Identify and describe your major target markets, along with important segments. Describe your organization's position in these markets.
Situation
Develop a Situation Statement to summarize the internal and external factors affecting your organization and its marketing effort. You'll need to conduct some market research and a marketing audit in order to complete this step.
Positioning & Branding
Decide how you are going to position your organization or program, how you are going to be branded, and which messages you will use.
Action Plan
Develop an action plan showing the marketing activities you will employ (vehicles, etc.) , the people involved, and a timeline for completion. Develop complete budgets for each marketing activity, including allocation of human resources.
Evaluation
Agree upon how you will evaluate your marketing effectiveness.