Non-Profit Marketing Plan Template

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									This is a template marketing plan that can be used by a nonprofit organization to help
coordinate and specify marketing procedures. A marketing plan is important because it
outlines the strategies that will be implemented to successfully market and position the
nonprofit organization. This specific marketing plan includes a situation analysis,
market analysis, programs, services, and marketing strategy. This document is ideal for
nonprofit organizations that want to optimize and refine their marketing strategy.
                           Non-Profit Marketing Plan
                                          Project Title

What is a Non- Profit Marketing Plan?
A non-profit marketing plan:

           Is an outline of the strategies that will be implemented to successfully market and to
            position the organization

           Clearly defines the specific goals and objectives of your marketing efforts

           Is often tailored to donors, citizen advocates, business sponsors, government
            agencies and/or the community

           Evaluates the internal, external, and market conditions within the environment that
            the non-profit will operate

           Consists of the following:

                o   Executive Summary
                o   Situation Analysis
                o   Market Analysis
                o   Programs and Services
                o   Marketing Strategy


Why do I need a Marketing Plan?

A marketing plan is often used in the organizational planning and development process and is
considered a vital part of the business plan itself.

A marketing plan is necessary for:

           Understanding who your target audience is
           Determining the benefits of your offerings
           Providing a road map for achieving goals
           The development of marketing budgets and forecasts
           Communicating the step-by-step actions that will be taken to ensure success
           Assigning responsibilities and ensuring accountability
           Securing funding
           Establishing overall awareness of the non- profit organization’s programs and
            services


PLEASE NOTE: The following template has been created to assist you with the development of a sound
non-profit marketing plan. It has been designed as a guide and should be used for informational purposes
only.
                                                                                                                                    Project Title
                                                                                                                        Non- Profit Marketing Plan


                                                           Table of Contents

Executive Summary .................................................................................................................................... 4
I. Introduction .............................................................................................................................................. 4
              A. Mission, Goals & Objectives ..................................................................................................... 4
              B. Target Audience ........................................................................................................................ 4
II. Situation Analysis ................................................................................................................................... 5
              A. Market Conditions ..................................................................................................................... 5
              B. Internal Factors ......................................................................................................................... 5
              C. External Factors ........................................................................................................................ 5
III. Market Analysis ...................................................................................................................................... 6
              A. Market Overview ....................................................................................................................... 6
              B. Market Demographics ............................................................................................................... 6
              C. Market Segmentation ................................................................................................................ 6
              D. Competition ............................................................................................................................... 6
              E. SWOT Analysis ......................................................................................................................... 7
IV. Programs and Services ......................................................................................................................... 7
              A. Programs ................................................................................................................................... 7
              B. Services .................................................................................................................................... 7
V. Marketing Strategy ................................................................................................................................. 8
              A. Marketing Strategy Overview .................................................................................................... 8
              B. Promotion and Outreach Strategy ............................................................................................ 8
              C. Partnership Strategy ................................................................................................................. 8
              D. Branding Strategy ..................................................................................................................... 8
              E. Funding Strategy ....................................................................................................................... 8
              F. Marketing Budget ...................................................................................................................... 9
              G. Implementation and Leadership ............................................................................................... 9




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Executive Summary

   The executive summary is the first written page (s) of your marketing plan which highlights the overall
    opportunity and the key strategies that will be implemented by your organization to be successful.

   The executive summary establishes the tone of the marketing plan and should capture the attention
    of the reader or stakeholder.

   The marketing plan should be consistent with the organization’s overall mission, objectives and goals.

   The first paragraph should convey a vivid and concise description of the organization and its main
    objectives.

   The second paragraph should describe what the opportunity is and how you plan to capitalize on it.

   Identify and list the key success factors for each of the programs, products or services being offered.

   The third paragraph should contain a brief overview of the management team and how and why they
    are capable of executing the marketing plan.

   The closing paragraph of the executive summary should include a brief summary of the key
    marketing plan strategies and objectives.

   The executive summary serves as the first impression to stakeholders and should not exceed 2
    pages in length.



I. Introduction
A. Mission, Goals & Objectives

   Describe your organization’s mission in detail
   List and describe both the communication and organizational goals and objectives of the organization
   Describe how each goal and/or objective will support the overall mission of the organization
   Include at least three goals and objectives for each

B. Target Audience
Identify and describe the intended audience for your marketing plan.

Typically, this document is intended for:
     Donors
     Volunteers
     Government Agencies
     Business Sponsors
     Citizen Advocates
     Staff Members

   Describe the roles that each of these groups will play in the organization.
   Provide a list of the 5 W’s (who, what, where, when, why) and the HOW for each audience.


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II. Situation Analysis
A situation analysis considers the market conditions, as well as the internal and external factors that
influence the environment for which the organization will operate. The situation analysis is also helpful in
identifying trends and issues that may impact the organization or its intended audience.

A. Market Conditions

        Describe funding opportunities/limitations
        Describe the competitive landscape
        Explain the organization’s core competencies or competitive advantages
        Identify key opportunities and risks
        Include a list of regulations, laws or acts that may impact your organization
        Include case studies or recommendation reports


B. Internal Factors

Internal factors are controlled or overseen from within the organization and influence organizational
performance.

        List and describe the internal factors that influence your organization

    Example:

    Organizational structure and staffing
    Work systems and processes
    Structures
    Skill sets
    Program management
    Access to resources

C. External Factors

External factors are outside of the organization’s control yet may influence the organization’s
performance.

        List and describe the external factors that influence your organization

    Example:

    Social
    Cultural
    Political
    Economic
    Regulatory
    Environmental




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III. Market Analysis
A. Market Overview
Provide an overview of the market.
 Provide a brief historical market overview
 Describe the general market opportunity
 Describe the market characteristics
 List the major market developments
 Identify important market trends - including social, cultural, technical, regulatory, economic, funding,
    etc.
 Identify key assumptions, issues, and unknowns


B. Market Demographics

Describe the target market/audience demographics.

Include the following:
 Geographical location
 Population
 Income Level
 Lifestyles
 Gender
 Ethnicity
 Age
 Education Level


C. Market Segmentation
   Identify the segments of the audiences/markets being targeted
   List the unique characteristics of each
   Describe how the organization’s programs and services will attract or appeal to each of the targeted
    segments

D. Competition
   Identify and list organizations or providers that offer similar programs and services (current and
    potential)
   Provide a brief background and description of these organizations

    Example:

    Organization size
    Target audience
    Branding
    # of programs and services
    Management
    Financial resources

   Identify strengths and weaknesses
   Identify the key advantages and disadvantages of similar programs and services

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E. SWOT Analysis
   List and describe your existing or potential strengths, weaknesses, opportunities and threats
   Include a SWOT analysis chart or table
   Explain how you will use your strengths to overcome your weaknesses and how you will capitalize on
    opportunities to mitigate threats

For example:

Strength – Large donor base
Weakness – Initial lack of awareness of the organization
Opportunity – Expansion of programs services to new communities
Threat – Regulatory changes impacting specific services



IV. Programs and Services
A. Programs
   List and describe the programs offered by your organization
   Specify the # of programs being offered and to whom
   Describe the benefits of the programs being offered and who will benefit from them
   Include charts and/or graphs that capture your program mix, such as the pie chart below




B. Services

   Describe the services offered by your organization
   Specify the # of services being offered
   Describe the benefits of the services being offered and who will benefit from them




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                                                                                              Project Title
                                                                                  Non- Profit Marketing Plan



V. Marketing Strategy

A. Marketing Strategy Overview
Provide an overview of your organization’s marketing strategy. Highlight the key elements of the
strategies that will be used and how and why they will be successful in meeting your organization’s goals
and objectives.

B. Promotion and Outreach Strategy

A promotion and outreach strategy is a means to effectively reach out to an organization’s target
audience through personalized, individualized and direct contact.
 Describe your organization’s promotion and outreach strategy
 List the individual strategic marketing tactics that will be implemented

Example:
Print Advertisements
Commercials
Direct Mailings
Cold Calling
Web and Email Marketing

.
C. Partnership Strategy
Establishing partnerships, alliances and networks is very important to a non-profit organization’s success.
Describe the types of partnerships your organization will pursue and the benefits and opportunities
associated with them.

   List the specific agencies, organizations, and/or corporations
   Provide a description of the relationship and the value it will add to the organization

D. Branding Strategy

Branding is a strategy used to allow an organization to distinguish itself. It is also what donors, sponsors,
volunteers and others in the community easily recognize and identify with. Branding can be as simple as
choosing a trademark, logo or slogan that appears on all forms of communication and marketing
literature.

   Describe how you will brand your company
   Include trademarks, symbols, slogans or designs

E. Funding Strategy
Describe the organization’s funding strategy.

   List the sources and types of funding required to sustain and support the organization financially

Example Sources:

Individuals
Foundations
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Government
Corporations

Example Types:
Grants
Cash

   Disclose the fees, costs, expenses and/or revenue that will be generated from each program or
    service
   Explain the process for acquiring, coordinating and soliciting funds
   Provide a 5-year forecast of the funding requirements




F. Marketing Budget

   Describe where you will concentrate your marketing efforts in terms of dollars and percentages
   Include a chart to capture the major categories of your marketing budget

Example:




G. Implementation and Leadership

   Describe how you will implement your marketing plan
   Include a prioritized schedule of events/actions with timelines and critical milestones
   Specify who will be responsible for what
   Identify key risks
   Include a contingency plan


The successful implementation of this marketing plan should result in:

   Stronger relationships with the target audience
   Better positioning of programs and services
   Improve your organization’s overall success and effectiveness


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                                                                                                                    Project Title
                                                                                                         Non- Profit Marketing Plan

								
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