Nonprofit Marketing Plan

(Nonprofit Marketing Plan Template)

1. GoalsWhat you need to accomplish

What are your organizations top one to three goals?
To disseminate GD message to a boarder demographic
Expand the scope of GD
o Story-telling, mentoring, workshops
What are your one to three top marketing goals (how marketing can best contribute
to achieving organizational goals)?
Market all functions to a larger demographic
Communicate with GD community
Develop a relationship with the media
2. Define Success: Benchmarks and MeasurementStaying on the pathway to
success
Part OneBenchmarks: What are three to five concrete, specific, and measurable
(when possible) steps to complete en route to achieving your marketing goals?
Number of attendees at events/functions
o Has the number increased?
Number of workshops/programs
o Has the number increased?
Qualitative interviews
o praises, critiques, comments, reviews, suggestions
Part TwoMeasurement: How to measure if you are moving at the right speed
down the right path?
Qualitative interviews, focus groups, survey, praises, critiques,
comments, reviews, suggestions
o Press for feedback
3. Situation AnalysisThe Conditions Inside and Outside Your Organization
What is the environment in which youre working?
Competition- other regional women leadership and mentoring
groups
Political environment/climate
Economics
o Is it affordable?
o How do we assist those who cant afford to join?
4. Target Audiences and Segments
Who are the one to three top audience groups you need to engage to meet your
marketing benchmarks?
Women in leadership roles
Millennials
Entrepreneurs
Students
o Next Great Dames
 How do they break out into segments (with shared perspectives, habits and wants)?
Empowerment- shared perspectives
Technology/Marketing- shared habits
Support system- wants to help support one another
What are the wants, habits, and preferences of each segmentso you know how to
connect with them? Do not try to reach everyone!
Empowerment- continue having positive messages, asked
advice, contributes to suggestions on topics and panelists
Technology/Marketing- social media (survey of preferred
methods) Facebook, LinkedIn, etc.

Develop support systems

5. Calls to ActionWhat you want your target audiences to do
What are you trying to get your target audiences to do? Be specific.
Join the GD Circle/Member
Serve as mentors/mentees
Communicate message
o Word of mouth, referrals
Engage in peer-to-peer mentoring
6. Framing the MessageBenefit Exchange and Barriers to the Call to Action
Part OneBenefit Exchange: Why should your target audiences care? Whats it in
for them?
Leave feeling of empowered after events
A direct positive impact on their life
Opportunities to learn from one another
Part TwoBarriers: What challenges do you face in motivating the action? Whats
going to be difficult?
Lack of motivation during conversations
o Not motivation by topics
No interested in topics of discussion
o Lack of excitement
Why does this matter?
o Message must be communicated
7. StrategiesThe best way to achieving your marketing goals
How can you best motivate your target audiences to act?
Share stories of those who have been positively impacted
Testimonials
Fostering conversations with women they admire
Subject matter must appeal
o Social media and other technologies
8. TacticsHow to bring your strategies to life
How to connect your organization with your target audiences via these strategies
the nitty-gritty?
Incentives
 o Discounts
Memo line on emails must resonate with various demographics
Find words that appeal to the various demographics
o Market emails to various demographics
Follow-thru in the body of the email
Fewer sales pitch

9. ResourcesWhats needed to implement

Part OneRoles and Responsibilities:
Who does what? Existing staff? New staff? Outsource? Social capital (board
members, volunteers, other connections)?
President, board members, and volunteers
President, board members, and volunteers
How many hours (per week or month) is it expected to take?
New staff needed
o ED (40 hrs.)
o Two part-time administrators
Office Manager and Marketing/Development Manager (20
hrs. each)
What training is necessary to build necessary skills?
Non-profit organizations can assist with training
o (DANA) Delaware Alliance for Nonprofit Advancement

Fundraising/Marketing expert
Part TwoBudget: How much is it going to cost?
$65,000-$85,000
10. Step-by-Step Work Plan (Start with a 90-day plan, extend it to 1-2 years)
How to roll out the program? What are the immediate steps to take once you have an
approved plan?
Fundraising must happen first!
Have an end date and work backward

Who is accountable?
Staff that works in the various positions
Volunteers that take on various projects
Board members
By when?
August 2017?
How will you know you were successful?
Funds raised
Staff hired
Goals must be monitored
Monthly
 Monthly Benchmarks

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