It takes a lot to push a marketing plan and budget through the nonprofit leadership pipeline.
Prior to joining the team at SimpleTexting, I worked at a nonprofit. It was intimidating to start these kinds of proposals from scratch. That’s why a template can be an easy way to organize your ideas in a marketable way.
In this article, in addition to providing a marketing plan template, we’ll share some quick ways you can incorporate texting into the mix to give your marketing efforts a leg up against the competition!
Every good nonprofit marketing plan consists of three elements:
Not sure where to begin when it comes to your target donor audience? An excellent first step is to outline your organization’s mission and vision.
Mission statements are the core of what drives and defines your organization. For example: “Organization XYZ exists to strengthen children, families, and communities through healing, teaching, and play.”
Alternatively, vision statements are your projection of what your impact looks like should your nonprofit achieve all of your goals. St. Jude’s vision statement, for example, is “to accelerate progress against catastrophic disease at a global level”.
From here, you can develop a profile of what your ideal donor looks like based on these ideals. What kind of person stands for these causes and where would they be found?
What makes your mission different from the rest—why is it worth your target donor’s time, treasures, and talents?
The second phase of your marketing plan is to determine what your nonprofit’s Unique Selling Proposition (USP) is.
Many folks refer to this phase as a SWOT analysis, which stands for strengths, weaknesses, opportunities, and threats.
However, it’s most important to focus on the strengths and opportunities portions of the analysis for the sake of a marketing template.
The process of finding how you’ll reach your target donors through your strengths and opportunities is best explained through an example.
Let’s say you’re an animal shelter appealing to animal loves as your target donors. Having adorable puppies that tug on your heartstrings is a strength when it comes to your marketing strategy. Ergo, you may want to focus on events-based fundraising where you can allow people to interact with the pets to appeal to their philanthropic side!
Let’s take it a step further and say you’re the only no-kill shelter in your county.
There is your USP that turns a good fundraising event into a great one. That’s what sets you apart and makes your nonprofit worthy of their donation.
Last but not least, you need to determine the tactics you’ll use to leverage your momentum from the USP and turn it into years of support from your donors.
Instead of just asking what makes your nonprofit unique, you now need to ask what makes your nonprofit worthy of support over time?
Some common tactics for donor retention include:
You want to be sure your tactics align with everything you’ve gathered about your donors so far. As a result, your final template will end up looking a little something like this:
Mission: 1-2 sentences
Vision: 1-2 sentences
USP: One concrete statement following the format: Because [organization] does/has [USP] we are the best.
Donor Tactics: [combine 5-10 different strategies]
It’s no big secret that we’re a big fan of incorporating SMS into marketing plans. But we’re not alone.
We work with thousands of nonprofits who use texting to connect with donors more frequently and on a more personal level.
Some quick facts about SMS:
For these reasons, texting is an ideal message delivery system for some of the donor retention tactics we mentioned above.
It’s easy to get started, and we happen to offer a 15% discount on monthly plans to all 501c3 organizations.
Learn more about getting started here!
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