2. Table of Contents-Agenda
Cover Slide –
Student Name,
Course Name,
Submission Date
Table of Contents-
Agenda
Executive Summary
Description of the
Non-Profit
Organization
Marketing Goals
Target Markets
Overview and Target
SWOT Analysis
Competitive Analysis
Value Proposition
Marketing Promotion
Donations Strategy
Budget – Traditional
Media, Social
Media-Digital Media
Marketing
Measurements /
Marketing Metrics
Reference Page
3. Executive Summary
Non-Profit Organization Name
Create a high-level summary of the plan’s
content and purpose
What will your plan achieve once it is
implemented?
One slide only
4. Description of Non-Profit
Organization
Describe the non-profit organization being
marketed
What is it, what is its history, why was it
formed?
One slide only
COMPLETED
5. Marketing Goals -
COMPLETED
Marketing Objectives
What are the current marketing objectives or what
are your suggested objectives?
Build awareness of the non-profit organization
Develop a fund-raising strategy
Increase donations
Reach a goal of donations
Recruit volunteers and sponsors for big events
6. Target Markets Overview -
COMPLETED
What markets are currently targeted?
Business-to-Business (B2B)
Business-to-Consumer (B2C)
Or a combination
What is recommended? (Support with your research)
What approach is being taken (undifferentiated,
differentiated, concentrated, or micromarketing)?
(Chapter 6, Full Market coverage section)
7. Geographic Segment of Market -
Completed
Bases for
Segmentation
Geographic
Demographic
Psychographic
Behavioral
FILL IN DETAILS
BELOW THEN
DELETE ME
Nation or country
State or region
City or metro size
Density
PRIZM
8. Segmenting Audience by
Demographics - Completed
Bases for
Segmentation
Geographic
Demographic
Psychographic
Behavioral
FILL IN DETAILS
BELOW THEN
DELETE ME
Age, race, gender
Income, education
Family size
Family life cycle
Occupation
Religion, nationality
Generation
Social class
9. SWOT Analysis
Strengths
•Advantages
•Experience, knowledge
•Unique caracteristics
•Resources
•Geographical advantage, location
•Competence, capabilities
•Quality, reputation
Opportunities
•Strategic alliances, partnerships
•Product development
•Import, export
•Innovation an technology development
Threats
•This is an example text.
•Loss af alliances and partners
•Price infaltion/deflation
•Strong competition
•Competitors new products and innovation
Weaknesses
•Disadvantages
•Gap in experience, knowledge
•Financial aspects
•Reliability and trust
•Loss of key staff
•Geographical factors
S W
TO
10. Competitive Analysis
Who are the two major non-profit organizations
– donations, features, benefits, differentiators,
target markets?
Recommendation: create a table with comparative
competitive information (include your product at the
top or in the left hand column); on the next slide,
provide overview bullet points analyzing what the
comparative information shows.
One slide only; an example is on the next slide
11. Competitive Analysis Chart
[Greenpeace] [Environmental
Defense Fund]
[World Wildlife Fund]
OVERVIEW: The program includes…
High-level look at each non-profit or
Include your own nonprofit as well, so
you can compare and contrast.
OVERVIEW: OVERVIEW:
ADDITIONAL VALUE:
Beyond basic overview, what value do
they provide to a potential donor?
ADDITIONAL VALUE: ADDITIONAL VALUE:
DETAILS:
Get a little deeper into the details of
your nonprofit
DETAILS: DETAILS:
DONATION:
Describe the various amounts of the
nonprofit’s donations
DONATION: DONATION:
12. Organizational Chart
Board of Directors
Marketing-Creative-
Advertising-PR
Accounting-Finance Operations
Executive Director
13. Value Proposition -
COMPLETED
Describe the target audience, who are
they? Why would a person want to donate
money or volunteer? What is the value
that it delivers?
Create a 2-3 sentence value proposition
statement encompassing information above.
Then add in 3-5 bullet points as to what you
are offering your donors and volunteers.
Use the Value Pyramid example
One slide only
14. Marketing Promotion -
Completed
Advertisin
g
Events PR Online-
Social
Media
Mobile Direct
Print Sports Press kits Web sites Text
messaging
Mailings
Cinema Entertainme
nt
Speeches E-mail Online
marketing
Telemarketi
ng
Brochures Festivals Seminars Search ads Social
media
Posters Arts Annual
reports
Display ads
Billboards Causes Donations Blogs
Display
signs
Publications Facebook,
Twitter,
YouTube
Community
relations
Lobbying
15. Donations Strategy - Completed
Advertisin
g
Events PR Online-
Social
Media
Mobile Direct
Web sites Mailings
Speeches E-mail Telemarketin
g
Brochures Festivals Search ads Social media
Posters Annual
reports
Causes Donations Blogs
In-kind Radio Facebook,
YouTube
Community
relations
Lobbying
16. Marketing Budget – Traditional
Media - Completed
Marketing Activity (2016-2017) Budget Amount
Television/Cable TV (30-second ad) $0
Print Media (newspapers and magazines; which
ones? How much for a ¼ inch ad in black &
white)
$0
Radio $0
Outdoor Billboards $0
Bus Advertisements $0
Total $0
17. Marketing Budget – Digital Media -
Completed
Marketing Activity (2016-2017) Budget Amount
Website design, set-up, storage and monthly
maintenance for one year; use Amazon Web
Services or GoDaddy.com
$0
Email marketing campaign using MailChimp or
Constant Contact for 1,000 names)
$0
Search ads $0
Display ads $0
Text blasts to 1,000 names $0
Facebook ads $0
Twitter ads $0
YouTube ads $0
Mobile app(s) $0
Total $0
18. Measure – Marketing Metrics -
Completed
Measure
Build awareness of the non-profit organization
Develop a fund-raising strategy
Increase donations
Reach a goal of donations
Recruit volunteers and sponsors for big events
19. References
Andresen, Alan R., & Kotler, Philip (2008). Strategic Marketing for
Nonprofit Organizations, Seventh Edition. Upper Saddle River, NJ:
Pearson.
GrantSpace (2017). Knowledge Base. Retrieved from
http://grantspace.org/tools/knowledge-base/Funding-
Research/Definitions-and-Clarification/glossaries
Nonprofit website address
