5 TRAITS OF A GOOD MARKETING PLAN FOR NON-PROFITS - Fenning Marketing
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5 TRAITS OF A GOOD MARKETING PLAN FOR NON-PROFITS

dnasmall

28 Aug 5 TRAITS OF A GOOD MARKETING PLAN FOR NON-PROFITS

 

CHRIS ELDER, PRINCIPAL, FMG

Effective NPO marketing begins with a plan. But not all plans are created equal. Here are the 5 traits of an effective NPO marketing plan:

  1. Goal-driven. Marketing plans directly tie to the organization’s mission and strategic plan, with clear goals and outcomes articulated.
  2. Target Audience Oriented. Important audiences and stakeholders are described and specific outcomes and communications are defined for each group.
  3. Actionable. Schedules and budgets are broken down into specific tactics, campaigns, and programs with tangible success metrics.
  4. Sustainable. The plan is resourced adequately throughout the budget period. This is especially critical fro branding and always-on digital tactics.
  5. Diversified. Plan avoids single channel tactics, such as relying solely on fundraising events, or going 100% digital. The marketing mix should be configured toward the tactics that best address your goals.
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