This is a template marketing plan that can be used by a nonprofit organization to help
coordinate and specify marketing procedures. A marketing plan is important because it
outlines the strategies that will be implemented to successfully market and position the
nonprofit organization. This specific marketing plan includes a situation analysis,
market analysis, programs, services, and marketing strategy. This document is ideal for
nonprofit organizations that want to optimize and refine their marketing strategy.
Non-Profit Marketing Plan
Project Title
What is a Non- Profit Marketing Plan?
A non-profit marketing plan:
Is an outline of the strategies that will be implemented to successfully market and to
position the organization
Clearly defines the specific goals and objectives of your marketing efforts
Is often tailored to donors, citizen advocates, business sponsors, government
agencies and/or the community
Evaluates the internal, external, and market conditions within the environment that
the non-profit will operate
Consists of the following:
o Executive Summary
o Situation Analysis
o Market Analysis
o Programs and Services
o Marketing Strategy
Why do I need a Marketing Plan?
A marketing plan is often used in the organizational planning and development process and is
considered a vital part of the business plan itself.
A marketing plan is necessary for:
Understanding who your target audience is
Determining the benefits of your offerings
Providing a road map for achieving goals
The development of marketing budgets and forecasts
Communicating the step-by-step actions that will be taken to ensure success
Assigning responsibilities and ensuring accountability
Securing funding
Establishing overall awareness of the non- profit organization’s programs and
services
PLEASE NOTE: The following template has been created to assist you with the development of a sound
non-profit marketing plan. It has been designed as a guide and should be used for informational purposes
only.
Project Title
Non- Profit Marketing Plan
Table of Contents
Executive Summary .................................................................................................................................... 4
I. Introduction .............................................................................................................................................. 4
A. Mission, Goals & Objectives ..................................................................................................... 4
B. Target Audience ........................................................................................................................ 4
II. Situation Analysis ................................................................................................................................... 5
A. Market Conditions ..................................................................................................................... 5
B. Internal Factors ......................................................................................................................... 5
C. External Factors ........................................................................................................................ 5
III. Market Analysis ...................................................................................................................................... 6
A. Market Overview ....................................................................................................................... 6
B. Market Demographics ............................................................................................................... 6
C. Market Segmentation ................................................................................................................ 6
D. Competition ............................................................................................................................... 6
E. SWOT Analysis ......................................................................................................................