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Step by step guide to writing a marketing plan for your non profit.
A high-level summary of the marketing plan as a whole, and a paradox on paper: this is the last section that you should write, but the first section that should be in the finished report. It’s best to keep the Executive Summary as short and sweet as possible — just a couple of sentences to sum everything up. While writing it, imagine that you’re going to present it “elevator pitch” style. Once you’ve finished it, read it out loud. If it takes you longer than ten seconds, it probably needs to be simplified even further.
This section should contain a brief description of the services and/or products that your organisation offers. With each description, include goals that you want to set for each service/product. Keep the number and complexity of your goals at a maximum of three per service/product, and remember that they need to be concise, measurable, and moderately easy to achieve.
This section contains a snapshot of your organisation, your stakeholder base, and your market at large.
People and organisations that are key to continuing what you do: branches, shops, partners, distributors, suppliers, etc.
Each market has its own different segments/target audiences. Understanding the relevant segments for the service(s)/product(s) in your market is important - they allow you to adjust your “marketing mix” (the “"4 P’s” discussed lower) to better adapt to the different needs of each segment/audience.
Segments should be measurable, accessible, different from other segments in response to a marketing mix, durable (not constantly changing), substantially large enough to generate income, and homogeneous.
Inside your marketing plan, listing your segments should follow a clear and predictable form, like the one listed below:
Repeat this until you feel that you have identified all of your major segments.
Write down details about any alternatives that you and your team considered before arriving at your current strategy. These may include eliminating a particular service or product, changing the price point of a service or product (if applicable), etc.
Explain the strategy that you and your team have developed and agreed upon. Why did you choose this strategy? Why do you feel that it’s the best possible strategy for the near future? Once that’s on paper, put your “4 P’s” down for each service/product. Each of them should have their own “4 P’s” – you can follow the format below:
This section should include forecasts of revenues and expenses, your break-even analysis, and any changes or adjustments that you predict you’ll need to make in the future.
This is an expanded version of your executive summary. You should include all specific numbers (projected costs, revenues, profits, etc.).
a couple of tips:
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