Nonprofit Marketing: Here's a template to build your nonprofit marketing plan

Do you want a way to achieve your nonprofit’s goals through marketing? Then you need a plan to do that! So I am “throwing open the kimono” as my friend and client Rob Boyle would say, and showing you how it is done!

Having a plan is critical to achieving your goals. A battle plan rarely survives contact with the enemy, and a marketing plan rarely survives the market. Yet your success is increased because of your ability to set goals and determine the steps to achieve those goals on a yearly, quarterly, monthly and daily basis.

Here’s a template for a nonprofit marketing plan that I use with clients. Here’s how to get the most out of it.

  1. Set as few goals as possible. The more goals you have, the less likely you are to achieve them. Focus your marketing plan on two to three goals and put the energy into achieving those.Set a goal and define an audience to reach that goal. Keep it simple and attainable.

  2. The same goes with audiences. The less people you have to reach, the more likely you are to reach them. This template has three goals and three audiences, and that is more than enough. Fight the temptation to do it all…focus on a few things you want and go for it, then build on that success for the next year.

  3. Be as specific as you can about your audiences. This template uses avatars so that the audience you define is summarized as one person, not a group. This keeps your messaging targeted to individuals. You are reaching out to people, not a mass. Be so specific it almost hurts. The more specific you are, the more likely you are to find them. Sometimes you want to be broad to catch as many people as possible. This makes our messages ineffective and makes it hard for us to reach the people who can really help.

  4. To keep the plan in action, focus on the 90 day jump start. Also break down the strategies into quarterly, monthly, daily action. This keeps plans off the shelf or buried in your computer and working FOR you.

  5. Celebrate daily action. If you are working the plan daily, the goals will happen. We tend to celebrate big milestones when the real celebration is daily, consistent action.

Use this template to keep you and your nonprofit focused on marketing to attract money, people or whatever else you need to your nonprofit.

My Superstar Fundraising program works through the 8 steps to create this plan. You can purchase the course and teach yourself or we can do it together. If you have questions about the template or want to know more about how we can work together, hit me up at