HOW TO WRITE A NONPROFIT MARKETING PLAN - Lesson 1: Plan Elements

Below you will find the fundamental elements that every nonprofit Marketing Plan should include. This is part of the template that we (Purple Duck Marketing) have designed for the nonprofits we work with, and the classes we teach on Writing Your Marketing Plan.

There are many software programs that you can buy to write your Marketing Plan, (there are some great ones too!) but, it has been our experience that they are often “over kill” for the smaller nonprofit’s needs. If you are a smaller nonprofit with little or no training in marketing, the last thing you want to do is take on something so overwhelming you quit before you begin. So, we recommend utilizing the elements, and directions, for our Marketing Plan worksheet to get you from Point A to Point B. Put them all together, and you will have everything you need for your 2011 Marketing Plan.

Getting Started:
Ready to go? Here’s some advice that I would like to share with you first. I am using bullets because I prefer simple and clear directions. Also, as a marketing professional, I have found most people will read bullets versus paragraphs. (Remember this when you are writing content for your website and marketing collateral!)

1. Keep visiting the blog, to get the complete worksheet

2. Cut and paste the information that is in Purple under the word WORKSHEET into a word document so you can create your own worksheet

3. Follow the directions exactly and answer the questions as thoroughly as possible

4. Do not skip from one section to another, with the exception of the Executive Summary

5. Ask another staff member, board member, volunteer, or friend to brainstorm with you

6. Only complete one section at a time and then take a short break away from the content

7. Commit to the process and you will be surprised at the results!

By completing each section, and answering all relevant questions pertaining to each section, the end result will be a strong Marketing Plan to help you navigate 2012.

ADD THIS TO YOUR MARKETING PLAN WORKSHEET

Table of Contents:
1. Executive Summary
2. Mission Statement
3. Situational Analysis
4. Goal Statement
5. Target Market
6. Objectives
7. Strategies
8. Tactics
9. Timelines
10. Budgets
11. Reporting

SECTION 1 – EXECUTIVE SUMMARY
Instructions: Your Executive Summary is the summary of everything you have included in your completed Marketing Plan. It includes 1) an overview of your organization and 2) the objectives of your marketing plan. It should be approximately 1-2 pages and written in short concise paragraphs with a narrative style.

Note: Although in your completed Marketing Plan, The Executive Summary comes first, this is really the last thing you will write in completing your plan. So come back after you have completed all the following sections and answer the questions below.

Directions: Answer the following questions:
1. What does your organization do?
2. How do you do it?
3. What is your core differentiating factor(s) from other competing organizations? (What makes you special?)
4. How do you fit into the current market? (What is the need?)
5. What are your organization’s current needs and what can you do to meet them? (This is where your objectives and strategies come into play)

Next: Lesson 2 – Your Mission Statement (come back to learn more!)

Do you want to learn "How To Write an Effective Nonprofit Marketing Plan" for your organization?  Join me for a full day workshop in Atlanta on November 15, 2011. 

In this 6 hour hands-on workshop, you will learn the fundamentals of a strong Marketing Plan and how to write one for your organization’s unique goals and mission.

Workshop includes:  
• A customizable electronic marketing plan template
• Comprehensive presentation, discussion and instruction
• Real life examples of other nonprofit marketing plans
• In-class exercises and homework to complete your marketing plan
• Expert support and review of completed plans after the class

Topics covered:
• What’s in a Marketing Plan?
• Completing your SWOT Analysis  (and Strengths, Weaknesses, Opportunities, Threats)
• Identifying your target audience and how/where to reach them
• Determining realistic marketing objectives
• Developing strong strategies for success
• Outlining tactics to support your strategies
• Creating timeliness, budgets, and accountability
• Evaluating and reporting on results

DATE:  November 15, 2011
TIME:  9:30 am – 4 pm
LOCATION:  Ignatius House Retreat Center
                         6700 Riverside Drive, NW
                         Atlanta, GA  30328
FEE:  $89.00 (includes lunch and FREE Parking)

FOR MORE INFO OR TO REGISTER:  Online at www.purpleduckmarketing.com/pdu.html or Call (678) 925-3582
PRESENTED BY:  Purple Duck Marketing www.purpleduckmarketing.com