Every nonprofit starts with a mission—to serve, to advocate, to make a difference. Some, like TED, keep it simple: “Spread Ideas.” Others, like the American Red Cross, take a more detailed approach: “The American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.”
But having a mission isn’t enough. Success depends on strategy. Nonprofits need funding to operate, donors to sustain them, and volunteers to power their work.
That’s where a marketing plan comes in. A strong, clear marketing plan connects nonprofits with the people who make their work possible. And one of the best ways to make that message stick? Storytelling.
Storytelling does more than just state facts and figures. It creates an emotional connection that forms trust between the nonprofit and their audience.
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” -Maya Angelou
Storytelling is only one part of the strategy. An effective marketing plan ensures nonprofits communicate with impact, stay top of mind, and provide the ongoing guidance and direction needed to fulfill their mission.
The Biggest Challenges Nonprofits Face
Time is extremely valuable. Whether organizing campaigns or managing events, it may seem like there isn’t enough of it. Yet, there always seems to be more than enough work to do.
Board members or trustees will often have some other full-time job. They have an additional part-time job, with a full-time workload. And those who take on full-time nonprofit positions are likely just as busy, if not more. As tasks and work pile up, stress does as well.
Aside from this immediate workload in front of them, nonprofits need to think about the future. The sustainability of the organization is just as important as the success of the year. This relies heavily on keeping everyone around them engaged. This ensures that donors and volunteers will be retained and the likelihood of converting potential donors is much higher.
Time and workload can impede communications and engagement. Nonprofits are often so busy doing important work that they forget to tell people about it. An effective marketing plan addresses all three of these challenges.
What Makes a Nonprofit Marketing Plan Effective?
People change over time so the marketing plan needs to change with them.
A true nonprofit marketing plan is a detailed playbook that instructs a nonprofit on how to engage and interact with their audience. Here’s what it needs to include:
4 Characteristics of an Effective Marketing Plan
1. Actionable
A great marketing plan is built on clear, measurable objectives. Big-picture goals like “To lead the way in advocacy for our industry” sound good, but they don’t provide a roadmap. Instead, focus on specific, trackable targets. Answering the question of how an organization will lead the way in advocacy will provide much better actionable goals for a marketing plan.
For a nonprofit organization that wants to lead the way in advocacy for climate change, their goal should be to identify gaps in knowledge.
Instead of: “Lead the way in advocacy”
Try: “Publish 10 articles in six months addressing key advocacy gaps”
2. Detailed
Poor marketing plans are vague. A strong marketing plan should answer three key questions:
- What needs to be done?
- When does it have to get done?
- Who is responsible for it?
An effective one can be looked to for guidance when direction is lost or needed. An organization should be able to look at the plan every day or week and understand what needs to be done. This will ultimately save time because less of it will be spent figuring out what to do and more time can be allocated to getting things done.
It should also define your audience. Knowing who the audience is and being able to tailor messages, ideas, and tasks toward them is a key difference between success and failure. Knowing what an audience likes and dislikes, what resonates with them, and things that move them means organizations can highlight or avoid specific topics.
For example, if a large portion of your audience is passionate about animal welfare, weaving that into your storytelling can create an emotional connection. This will also build trust between the audience and the organization which will make it easier for the nonprofit to get the audience to perform some sort of action like subscribing to an email list or donating to their cause.
With detailed, actionable tasks and plans, nonprofits and their members will understand exactly what needs to get done.
3. Versatile
A strong marketing plan is an opportunity to do the unfamiliar. Using a marketing plan, a nonprofit can try something new, measure the results, and make adjustments for the future. If organizations only do what they are comfortable doing, they’ll never be able to provide better options for different situations.
For example, a nonprofit that historically gained notoriety through word of mouth and print assets might be hesitant to launch an email or social media campaign. It’s important to remember that audiences evolve, and so should your approach.
Try new things to see what works and incorporate them into future projects. Actionable, detailed plans allow you to measure and adjust to provide the best possible options later. They’ll diversify themselves so the next time a similar opportunity does come around, they are better equipped and more confident.
4. Adaptability
An effective marketing plan should be able to be adjusted if needed. It should be re-evaluated after a certain time frame or if certain events occur. Like before, people change over time so the marketing plan needs to change with them.
For example, if social media engagement is growing slower than expected, analyze what’s working and what’s not. Tweak your content, adjust your posting schedule, or shift resources to platforms where your audience is most active.
How a Nonprofit Benefits From a Marketing Plan
When done right, a nonprofit marketing plan doesn’t just solve problems. It prevents them.
By having a plan, results will seem more consistent. Consistency builds momentum and forms routines and in doing so, will form strong habits. It also allows nonprofits to keep the big picture in mind while remaining productive because as tasks get completed, it will also be easier to see larger goals and aspirations come to fruition.
Organizations will also be more accountable. With detailed, actionable tasks and plans, nonprofits and their members will understand exactly what needs to get done. Because of this, they’ll also be able to determine what areas need more attention.
If an organization is ever unsure of what the next steps are or they lose sight of their goals, the marketing plan will be there to help refocus.
Time and how it’s managed won’t be so stressful. By knowing exactly what needs to be done, it will probably seem easier. As a result, the workload will seem more manageable even if the amount is the same or greater.
A Marketing Plan That Delivers
Nonprofits exist to create impact. But the impact doesn’t happen in a vacuum. It requires strategic communication, clear goals, and an action plan to get there. Build one that works, and watch your mission reach more people, raise more funds, and make a bigger difference than ever before.
Need help crafting a marketing plan that moves the needle? Let’s talk.