Framework for Basic Nonprofit Marketing and Promotions Plan

Sections of this topic

    (including a basic promotion plan for public and media relations, sales, advertising
    and promoting, and customer service)

    © Copyright Carter McNamara, MBA, PhD, Authenticity Consulting,
    LLC
    .

    Description

    The following framework will guide you through the completion of a basic nonprofit
    marketing and promotions plan. Associated plans include public and media relations
    plans, sales plans, and advertising and promotions plans.

    NOTE: The framework depicts a useful format, but should be duplicated into
    an editable version, for example, into Microsoft Word.

    Guidelines are provided to fill in the section and links to additional resources
    are provided.

    Readers are encouraged to work with a planning team in their
    organization to fill in this framework. After completing this
    framework, readers can move information from the framework to
    a more suitable document to be the final version of the plan document,
    if desired.

    Also, consider
    Related Library Topics


    [NAME OF YOUR NONPROFIT ORGANIZATION!]

    MARKETING AND PROMOTIONS PLAN

    [date!]


    TABLE OF CONTENTS

    MARKETING AND PROMOTION OF THE ORGANIZATION

    Public Relations Plan

    Media Plan

    MARKETING AND PROMOTIONS OF EACH PROGRAM/SERVICE

    Description of Service

    Target Markets and Client Profiles

    Competitor Analysis

    Collaborator/Partner Analysis

    Pricing Analysis

    Sales Plan

    Advertising and Promotions Plan

    Production Planning

    Distribution Planning

    Customer Service Plan

    EVALUATION OF PLAN

    GOALS, RESPONSIBILITIES, TIMELINES AND BUDGET


    =======

    MARKETING AND PROMOTIONS OF ORGANIZATION

    =======

    Public Relations Plan

    (For additional assistance, see Managing
    Your Public Image (Public Relations)
    .)

    Mission Statement

    Portrays the basic purpose of our organization, the groups of clients that
    it services, and generally how it serves them. The mission statement should be
    referenced when designing and implementing the marketing and promotions plan.
    (For assistance, see Basics
    in Developing a Mission Statement
    .)

    Positioning Statement

    Portrays the unique role of our nonprofit and how it fills that role. The
    statement depicts how we want others to view our nonprofit. This statement is
    the essence of how we want the media, and others, to recognize our organization.
    The statement is the basis for wording used in ads and other methods of promotion.
    (For assistance, see Positioning.)

    Script for Representing Our Nonprofit to External Stakeholders

    Portrays key points to make when representing the nonprofit to external
    groups. The script is referenced by key personnel (board members, chief executive,
    etc.) to represent the nonprofit to external stakeholders, for example, funders/investors,
    reporters,


    Stakeholders, Messages, and Methods (Media Plan and Calendar)
    Consider the major stakeholders for your nonprofit, for example, employees,
    volunteers, board members, funders/investors, reporters, collaborators, associations,
    etc. Consider what you’d like each stakeholder to think of your nonprofit. What
    media do they read and listen to and when? What media is most practical for
    you to use in terms of access and affordability? The following link might be
    useful to you in this activity: Major
    Methods of Advertising and Promotion
    .

    Stakeholder
    Group

    Message
    to
    Convey
    (consider what’s
    important to them)

    Method

    When
    to Use
    Method

    Additional thoughts/comments and any actions we should take:
    What do we need to do to make the above happen? What major steps must occur?
    What must be developed? Who should be contacted? What resources might you need?

    Actions in this area should be worded as specific goals
    and organized into the section “Goals, Responsibilities …”
    later in this plan. That section includes goals, responsibilities,
    dates for completion and the budgeted amount to achieve the goals.


    Media Relations

    (For assistance, see Managing
    Media Relations
    .)

    Procedure for Managing Media Contacts

    The following procedure will be used for all calls from and to reporters, or
    other contacts with the media, including, for example, newspapers, magazines,
    television, radio, etc.

    Preferred Media and Contacts

    The following media and contacts are preferred when promoting
    our organization. These media (newspapers, television, radio,
    etc.) and contacts have been used in the past, to understand our
    organization and our marketplace, etc.

    Additional thoughts/comments and any actions we should take:
    What do we need to do to make the above happen? What major steps must occur?
    What must be developed? Who should be contacted? What resources might you need?

    Actions in this area should be worded as specific goals and organized into
    the section “Goals, Responsibilities …” later in this plan. That
    section includes goals, responsibilities, dates for completion, and the budgeted
    amount to achieve the goals.


    =======

    MARKETING AND PROMOTIONS OF SERVICES

    =======

    You should consider addressing the following subsections
    in this overall section for each of your programs and/or major
    services.

    Description of Service

    The overall goals of the organization very much determine
    whom you want to serve and the nature of the service to serve
    them. For example, strategic goals might be to expand the number
    of clients you have now, get new clients, get more revenue from
    current clients, etc. You may want to develop new services in
    a current or new market or expand current services in a current
    or new market.

    Describe your service. The description should be written as if your clients
    are the readers. In the description, include the specific groups of clients
    served by the service, the nature of the method(s) in the service, outcomes for
    clients and any other benefits to them, and where they should go next if they
    are interested in using the service. Be careful to describe the services in
    terms of benefits to clients, not to you. For example, address pricing, convenience,
    location, quality, service, atmosphere, etc.

    Any additional thoughts/comments about the service description:

    Actions in this area should be worded as specific goals
    and organized into the section “Goals, Responsibilities …”
    later in this plan. That section includes goals, responsibilities,
    dates for completion, and the budgeted amount to achieve the goals.


    Target Markets and Client Profiles

    (For assistance, see How to Identify a Target Market and Prepare a
    Customer Profile.)

    Target markets are the specific groups of people whom you
    want to benefit from your service. The target markets are determined
    by your program goals, outcomes, and strategies. At this point,
    it may help to reference your completed Framework
    for Basic Nonprofit Program Structural Design
    . For example:

    • Example Program Goal 1: Support at least 600 drop-outs from Minneapolis
      high schools to obtain diplomas or equivalent levels of certification
    • Example Outcome 1.1 — Drop-outs from Minneapolis high schools obtain
      high school diplomas or equivalent levels of certification
    • Example Outcome 1.2 — Within three months after getting certification,
      participants obtain at least half-time employment or enroll in an accredited
      program to further their education
    • Example Program Strategy/Service 1.1 — Conduct high-school equivalency
      training programs for drop-outs from Minneapolis high schools
    • Example Program Strategy/Service 1.2 — Provide free transportation to
      enrollees in the program
    • Example Program Strategy/Service 1.3 — Provide subsidized childcare
      to enrollees in the program

    Target Markets

    Primary Benefits to Them

    Target Market 1 (Optional: Goals ____, Strategies ____
    )

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    Profiles of Your Target Markets
    (Client Profiles)
    The more you know about your clients, the better you might
    be at serving them. At this point, write down a customer profile,
    or description of each of the groups of clients (or target markets).
    Consider, for example, their major needs, how they prefer to have
    their needs met, where they are, and where they prefer to have
    their needs met and demographics information (their age ranges,
    family arrangement, education levels, income levels, typical occupations,
    major interested, etc).

    Target Market #1: ____
    Make copies of this section as needed for your number of target markets
    Actions in this area should be worded as specific goals and organized
    into the section “Goals, Responsibilities …” later in this plan.
    That section includes goals, responsibilities, dates for completion and the
    budgeted amount to achieve the goals.


    Competitor Analysis

    (For assistance, see Competitive
    Analysis
    .)

    Name of competitor’s organization

    Name of their service

    Common markets that we serve

    Benefits of their product/service

    Comparison of their pricing and ours

    Strengths of their product/service

    Weaknesses product/service

    How our product/service compares

    Additional thoughts/comments and any resulting actions we should take:
    How do you plan to compete, for example, offer better quality services, lower
    prices, more support, easier access to services, etc?

    Actions in this area should be worded as specific goals and organized into
    the section “Goals, Responsibilities …” later in this plan. That
    section includes goals, responsibilities, dates for completion, and the budgeted
    amount to achieve the goals.


    Collaborator/Partner Analysis

    (For assistance, see Organizational
    Alliances
    .)

    Name of potential collaborator’s organization

    Name of their product/service

    Common markets that we serve

    Similarities between our product/service

    Potential areas of collaboration

    Advantages of collaboration

    Disadvantages of collaboration

    Additional thoughts/comments and any resulting actions we should take:
    What can you do next to initiate consideration of collaboration with other
    nonprofits? What needs to happen next? Who needs to be involved? What resources
    do you need it?

    Actions in this area should be worded as specific goals and organized into
    the section “Goals, Responsibilities …” later in this plan. That
    section includes goals, responsibilities, dates for completion, and the budgeted
    amount to achieve the goals.


    Pricing Analysis

    (For assistance, see Pricing.)

    What’s the current fee for the product/service?

    How much is it costing us to provide this product/service?

    Are we recovering our costs to produce and provide the product/service?

    Is the current price affordable to customers?

    Is our pricing competitive?

    What should be the pricing structure that we use for this product/service (for
    example, deferred payments, installment payments, etc.)?

    Additional thoughts/comments and any resulting actions we should take:
    What do we need to do to make that happen? What major steps must occur? What
    must be developed? Who should be contacted? What resources might you need?

    Actions in this area should be worded as specific goals and organized into
    the section “Goals, Responsibilities …” later in this plan. That
    section includes goals, responsibilities, dates for completion, and the budgeted
    amount to achieve the goals.


    Sales Plan

    (For assistance, see Sales.)

    Target Markets

    Sales Methods

    to Generate Leads,
    Follow-Ups,
    Presentations and
    Closing Sales

    Sales Goals

    (number of contracts
    and/or dollars in revenue
    and/or other units?)

    Target
    Market 1
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    Sales Plan (Cont.)

    Additional thoughts/comments and any resulting actions we should
    take:
    Consider: What do we need to do to make the sales methods and
    goals happen? What major steps must occur? What must be developed?
    Who should be contacted? What resources might you need? Should
    staff attend sales training?

    Actions in this area should be worded as specific goals and organized into
    the section “Goals, Responsibilities …” later in this plan. That
    section includes goals, responsibilities, dates for completion, and the budgeted
    amount to achieve the goals.


    Advertising and Promotions Plan

    The plan includes what target markets you want to reach,
    what features and benefits do you want to convey to each of them,
    what methods and media you will use to convey it to them, and who
    is responsible to implement the methods and how much money is
    budgeted for this effort. The plan often includes plans for a
    promotional campaign, including an advertising calendar and media
    plan. The goals of the plans should depend very much on the overall
    goals and strategies of the organization, and the results of the
    marketing analysis, including the positioning statement.

    When selecting methods, consider what communications methods
    and media will be most effective in reaching target markets (groups
    of clients) and when. What are their preferences for media and
    when do they use them? (The link Basic
    Methods to Get Customer Feedback
    might be helpful now.) Consider,
    for example, radio, newsletters, classifieds, displays/signs,
    posters, word of mouth, press releases, direct mail, special events,
    brochures, neighborhood newsletters, etc. What media is most practical
    for you to use in terms of access and affordability? (The link
    Major
    Methods of Advertising and Promotion
    might be helpful now.)

    (For additional assistance, see Advertising
    and Promotion
    and Planning
    your Advertising
    .


    Markets, Messages, and Methods (Media Plan and Calendar)

    What do you want your target markets to think about your service? What media
    do they read and listen to and when? What media is most practical for you to
    use in terms of access and affordability? The following link may be helpful
    to you when completing the following table: Major
    Methods of Advertising and Promotion
    .

    Target
    Market
    (customer group)

    Message
    to Convey
    (“What’s in it for a customer?”)

    Method
    to Convey It

    When
    to Use
    Method

    Additional thoughts/comments and any resulting actions we should take:
    What do you need to do to make the above happen? What resources are needed
    to accomplish the methods? Who is responsible to implement the methods?

    Actions in this area should be worded as specific goals and organized into
    the section “Goals, Responsibilities …” later in this plan. That
    section includes goals, responsibilities, dates for completion, and the budgeted
    amount to achieve the goals.


    Production Planning

    Production includes the resources and processes needed to
    continue to develop the service to meet the demands of the clients.
    Note that the development and implementation of various production
    methods do not have to be addressed in detail in a marketing plan
    — these topics are usually included in the operations or management
    planning for the program. However, production should be generally
    considered during the marketing analysis to ensure the eventual
    detailed production planning takes into consideration the needs
    of target markets and having their needs met on time.

    Will services be produced in time to meet the current needs of the target markets?

    Will services be produced in time to meet the future needs of the target markets
    (for example, over the next three years)? What’s needed to ensure that future
    needs are met?

    What major resources and activities will be needed in the near future?

    Additional thoughts/comments and any resulting actions we should take:
    What do we need to do to make the above happen? What major steps must occur?
    What must be developed? Who should be contacted? What resources might you need?

    Actions in this area should be worded as specific goals and organized into
    the section “Goals, Responsibilities …” later in this plan. That
    section includes goals, responsibilities, dates for completion, and the budgeted
    amount to achieve the goals.


    Distribution Planning

    (For assistance, see Distribution
    Channels
    .)
    Distribution includes the resources and activities required to
    bring your product/service together with the client in order to
    benefit from it. Matters of distribution of service can be critical
    for nonprofits, especially if they are providing critically needed
    services to specific groups of clients. For example, low-income
    clients may not be able to afford transportation to other areas
    to receive your services. (The link Distribution
    may help you.)

    What is the best means to distribute the service to clients?
    (Consider, for example, should clients come to your facility. Do you go to them?
    Are there other means, for example, services over the phone?)

    Additional thoughts/comments and any resulting actions we should take:
    What do we need to do to make the above happen? What major steps must occur?
    What must be developed? Who should be contacted? What resources might you need?

    Actions in this area should be worded as specific goals
    and organized into the section “Goals, Responsibilities …”
    later in this plan. That section includes goals, responsibilities,
    dates for completion, and the budgeted amount to achieve the goals.


    Customer Service Plan

    (For assistance, see Customer
    Service
    .)

    When considering how you will ensure strong services to
    clients, consider: Are clients very satisfied with your services?
    How do you know? If not, what can you do to improve customer service?
    How can you do that? What policies and procedures are needed to
    ensure strong customer service. Include training in your considerations,
    including developing skills in interpersonal relations, such as
    questioning, listening, handling difficult people, handling interpersonal
    conflicts, negotiating. (For assistance, see Customer
    Service
    , Basic
    Methods to Get Customer Feedback
    , Questioning,
    Listening,
    Handling
    Interpersonal Conflict
    , Handling
    Difficult People
    and Negotiating.)

    Are clients highly satisfied with the service and how do you know?
    (This section might include references to other reports, eg, program evaluations,
    etc.)

    What should we be doing to ensure that clients are highly satisfied?
    (Consider policies and procedures, staff training, scheduled evaluations,
    basic forms of market research, etc.)

    Additional thoughts/comments and any resulting actions we should take:
    What do we need to do to make the above happen? What major steps must occur?
    What must be developed? Who should be contacted? What resources might you need?

    Actions in this area should be worded as specific goals and organized into
    the section “Goals, Responsibilities …” later in this plan. That
    section includes goals, responsibilities, dates for completion, and the budgeted
    amount to achieve the goals.


    ======= MONITORING AND EVALUATION OF PLAN ============
    Responsibilities and Frequencies for Monitoring and Evaluation

    Plan’s section,
    goals, etc.

    Completion
    date

    Respon-
    sibility

    Written
    description
    of results to:

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    Key Questions While Monitoring Implementation of the Plan

    The following questions should be modified to suit the nature
    and needs of the organization.

    Monitoring and evaluation activities will consider the following
    questions:

    1. Are goals and objectives being achieved or not? If they
    are, then acknowledge, reward, and communicate the progress. If
    not, then consider the following questions.

    2. Will the goals be achieved according to the timelines specified
    in the plan? If not, then why?

    3. Should the deadlines for completion be changed (be careful
    about making these changes — know why efforts are behind schedule
    before times are changed)?

    4. Do personnel have adequate resources (money, equipment,
    facilities, training, etc.) to achieve the goals?

    5. Are the goals and objectives still realistic?

    6. Should priorities be changed to put more focus on achieving
    the goals?

    7. Should the goals be changed (be careful about making these
    changes — know why efforts are not achieving the goals before
    changing the goals)?

    8. What can be learned from our monitoring and evaluation in
    order to improve future planning activities and also improve
    future monitoring and evaluation efforts?

    Additional questions:


    Reporting Status of Implementation

    The results of monitoring and evaluation will be in writing, and
    will include:

    1. Answers to the “Key Questions While Monitoring Implementation
    of the Plan”

    2. Trends regarding the progress (or lack thereof) toward goals,
    including which goals and objectives

    3. Recommendations about the status

    4. Any actions needed by management

    Procedure for Changing the Plan

    Regarding any changes to the plan, write down answers to the
    questions:

    1. What is causing changes to be made?

    2. Why the changes should be made (the “why” is often
    different than “what is causing” the changes).

    3. What specific changes should be made, including to goals,
    objectives, responsibilities, and timelines?

    Reminders:
    Manage the various versions of the plan (including putting
    a new date on each new version of the plan).

    Always keep old copies of the plan.


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    GOALS, RESPONSIBILITIES, TIMELINES, AND BUDGETS

    ======

    As much as possible, goals should be specified to be “SMARTER”,
    that is, specific, measurable, and acceptable to those people working to achieve
    the goal, is realistic, and timely, extending the capabilities of those working to
    achieve the goals and rewarding to them, as well.

    Goal

    Respon-
    sibility

    Compare
    on
    Date

    Budget
    for Goal

    ====== MARKETING AND PROMOTING ORGANIZATION ===========
    Public and Media Relations Plan:
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    ==== MARKETING AND PROMOTING PRODUCTS AND SERVICES ===
    Description of Product or Service:
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    Target Market and Benefits:
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    Competitive Analysis:
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    Collaborator Analysis:
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    Pricing Analysis and Policy:
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    Advertising and Promotion Plan:
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    Production Planning:
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    Distribution Planning:
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    Sales Plan:
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    Customer Service Plan:
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    For the Category of Marketing:

    To round out your knowledge of this Library topic, you may
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