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| Marketing Plans |
| A proactive, planned approach to marketing will
help you make the best use of limited resources, map out a course
to development success, and create positive brand awareness.
Marketing may not have always been top on your list, but in
this economy, nonprofits with a solid marketing and outreach
plan have a much greater chance of standing out from their competition
when it comes to obtaining funding, volunteers, and other key
resources for your nonprofit. |
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| Marketing Plan Components |
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Market Research - including
identifying market needs and trends, developing constituent
profiles and analyzing the competition. |
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Marketing Strategy
- Establishing measurable goals and objectives, conducing a
SWOT analysis, refining your unique value and developing specific
messages based on that unique value. |
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Marketing Tactics -
Choosing the marketing tools that best fit your needs including
advertising, public relations, website, social media, online
and print communications, events and promotions. |
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Implementation Strategy
- Creating a roadmap and process for communicating the action
plan to key stakeholders. |
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| Marketing Plan Options |
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Full Marketing Plan
- For larger organizations that need to have the marketing plan
fully integrated with their development plan, utilize more in-depth
research tools (like surveys), and/or need additional implementation
assistance utilizing project management software and additional
staff training. |
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Basic Marketing Plan
- A scaled down version of the Full Marketing Plan for smaller
to mid-size organizations that are focusing on the strategy
and tactics and need minimal or less research and less involved
implementation. |
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Specialized Marketing Plan
We can also develop marketing plans specific to one project,
event or process. These categories would be generally covered
in an overall marketing plan (other than the Website Content
Plan) but can also be pulled out into their own plans for organizations
that just need additional assistance marketing in a specific
area i.e: |
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Online Marketing Plan |
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Special Event Marketing Plan |
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Social Media Marketing Plan
(see Social Media Flyer) |
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eCommunications Plan |
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Website Content Plan (see
Content Marketing) |
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Resources
The
Two Biggest Barriers to Fundraising Success in This Economy
Nonprofit
Marketing by the Seat of Your Pants
Social
Media Madness: Planning to Prevent Chaos
Marketing
in the New Economy: The Top 3 Things Nonprofits Should Know
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