Marketing Plan- An essential tool for your nonprofit

Nonprofit marketing has become a challenge for many. With the explosion of internet popularity and mobile devices over the last several years, the marketing landscape has become quite overwhelming. We have moved way beyond a listing in the yellow pages, a few strategically-placed ads and coupons, and a press release in the local paper. Now nonprofits must consider websites, social media engagement, blogs, and what customers are saying about their organization online, just to start.

If you find yourself getting lost in the excess of options, the best course of action is to step back and review your approach – your marketing plan. Evaluate the plan you’ve created to remind yourself what you determined to be important for your organization and your target audience.

marketing StrategyA marketing plan is defined simply as a document that outlines the specific actions you intend to carry out to interest your potential audience and persuade them to donate or volunteer to your organization. It should cover all of the following information.

Marketing Plan Outline

 Executive Summary

An advanced summary of what’s covered in the marketing plan, includes company information, nonprofit marketing strategies and goals and a general overview of the content.

The Challenge

A brief description of services to be marketed and associated goals, such as strategic goals

Marketing Vision

  • Goals
  • Vision
  • Mission
  • Purpose

 Situation Analysis

  • Goals
  • Focus
  • Culture
  • Strengths
  • Weaknesses
  • Market share

SWOT Analysis:

A SWOT analysis of the business environment can be performed by organizing the environmental factors as follows

  • Strengths
  • Weaknesses
  • Threats
  • Opportunities

Market Segmentation

Present a description of each target market as follows

Nonprofit Marketing planIdeal Vision

  • Demographics
  • Psychographics
  • Behaviors
  • Geographic

Alternative Marketing Strategies

List and discuss the alternatives that were considered before arriving at the recommended marketing strategy.

Marketing Calendar

Make a calendar and lay out all the events, fundraisers, corporate sponsorships you would like to receive and place them according to the calendar. Set goals for each month and how much you would like to raise for your nonprofit.

Short & Long-Term Projections

The selected strategy’s immediate effects, expected long-term results, and any special actions required to achieve them. This section may include forecasts of revenues and expenses as well as the results of a break-even analysis.


  • Summarize the entire marketing plan



  • Calculations of expense budget, funding forecast, and gap dashboard.

Your marketing plan gives you a greater understanding of all of the aspects of how to reach your audience and convince them to donate or volunteer for your organization. Whenever marketing opportunities come your way, this plan is your guide for deciding which ones will work for your nonprofit, and which ones may be a misuse of resources. ( Click here to read Marketing is a Must for your Nonprofit Organization )

CharityNet USA is a one-stop business services center helping nonprofits with 30 expert services and proven solutions, including nonprofit marketing and social networking services. For information on how we can assist marketing your nonprofit, contact us today!


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