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The Nonprofit Business and Marketing Plan—Part 2: A Guide for Marketing

by Elaine Fogel  |  
June 21, 2005

In Part 1 of this two-part series, I covered the elements of a basic business plan for nonprofit organizations. Small to midsize businesses would also find the information useful, with some minor modifications.

Here, in Part 2—the Marketing Plan—you'll gain the ability to develop the marketing strategy and tactics of your business plan, fully complementing your overall business strategy.

1. Executive Summary

Provide a description of your organization. What is your status—nonprofit, tax-exempt, small business? Whom do you serve, what is your purpose and what are your challenges? This section gives an overall summary of who you are, what you do and where you're going.

2. Situation Analysis

Give a brief description of your current situation. Are your services/products needed and by whom? If you have results of any research (yours or available statistics), state what you've learned as a result. What are the benefits of your organization's mission? How do you meet the market needs currently? What is the value of your organization in the long term?

3. Services/Products Offered

What services or products does your organization offer? Whom do you serve, specifically? Identify your target markets and the percentages they represent of the overall people you serve. Identify the groups you serve: young, old, male, female, professionals, low-income, etc. How do your clients/members/donors benefit from these services/products?

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Elaine Fogel is president and CMO of Solutions Marketing & Consulting LLC, and a marketing and branding thought leader, speaker, writer, and MarketingProfs contributor. She is the author of the Beyond Your Logo: 7 Brand Ideas That Matter Most for Small Business Success.

LinkedIn: Elaine Fogel

Twitter: @Elaine_Fogel

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