This document provides guidance on building an effective marketing plan for nonprofits. It emphasizes the importance of having a plan with clear goals, objectives, key performance indicators (KPIs), and tactics. Goals are broader outcomes, while objectives are more specific and measurable. Examples of KPIs include website visits, conversions, social media metrics. Tactics are specific marketing activities like creating videos, whitepapers, or social media campaigns. The document stresses focusing efforts on the tactics that will provide the greatest impact, prioritizing tasks, and holding teams accountable to the plan through regular reviews of progress and results.

1. Building a Marketing Plan
(tied to revenue & measurable objectives)

2. Agenda
• Why build a marketing plan?
• Dissecting a Marketing Plan
– Goals
– Objectives
– KPIs
– Tactics
• Exercise: Build Your Own Marketing Plan

3. Nonprofit Landscape
FACT: All nonprofits compete with each other.
When it’s competitive, you need to be willing to test
new things and leverage new technology.
You also need to be able to measure results.

4. Did You Know?
65% of adults sleep with a phone next to them; 88% have a phone;
only 16% of nonprofits plan to make their site mobile
Do you have a plan for addressing mobile?

5. Did You Know?
73% of nonprofits allocate 80+ hours/month to social
management; 46% of nonprofits use Facebook to fundraise
Nonprofits spend an average of $3.50 to acquire a Facebook fan, &
$2.05 per new Twitter follower
Can you measure your return on social?

6. We all know…
Technology can be OVERWHELMING.
And there’s only so much
time in a day…

7. How do you handle it all?
You need to be accountable to a plan.
The top 3 factors for nonprofit success:
1. Strategy
2. Prioritization
3. Dedicated staff
Are you focused on tasks that will provide
the greatest impact to your organization?
Do you have the right people assigned to
the right tasks?

8. Dissecting a Marketing Plan
Prioritization
Strategy
Dedicated Staff

9. Goals & Objectives
• What’s the difference?
– Goals are broader outcomes you want to achieve
• “What does your organization hope to accomplish?”
– Objectives are more specific, measurable outcomes
• “How will your organization accomplish your goals?”
• Example:
– Goal: Provide food for hungry children.
– Objective: Increase food donations by 10% in 2013.

10. Goals
• Examples:
– Educate the public about a cause
– Increase volunteer participation
– Increase Online Donations
– Establish relationships with new potential sponsors
– Expand from local to national reach
– Increase online visibility

11. Objectives
• Examples:
– Increase registrations from Facebook fans by 30%
– Increase event form completions by 40%
– Increase referral traffic from social media sites by 50%
– Increase PPC clicks from local campaigns by 60%
– Secure $20,000 in Gold-level sponsorships
– Secure 5 sponsorships from new partners

12. KPIs
• Examples:
– Phone calls
– Website Visits (organic, referring, direct, paid)
– Conversion rate
– Bounce rate
– Sales / Transactions
– Whitepaper downloads
– Form completions
– Social media referrals
– Social media conversions
– Engagements metrics (shares, likes, etc.)
– Time on site
– Customer Support Requests
– Positive Reviews
– Shopping cart abandonment
– Keyword Rankings

13. KPI Measurement
• Keyword Tracking (rankings, visits, conversions)
• Google Analytics
– Social Media Conversions
• Tracks how many forms came from people who visited a social site
first – Last Interaction vs. Assisted
– Event tracking
• Tracks how many people clicked on links (video links, page links,
blog links)
– Goal tracking
• Tracks how many people filled out a form

14. KPI Measurement
• Call Tracking (changes phone number based on source of visitor)
• Google Adwords
– Conversion tracking, Click Through Rate, Conversion Rate, Click-to-Calls

15. Tactics
• Examples:
– Host a webinar or a series of informational videos
– Design an infographic
– Write a white paper
– Inspire user-generated content & let others create the content for
you!
– Set up conversion tracking code in Google AdWords
– Create & Embed a video on one of your top landing pages
– Build Local Pages & Optimize Site for Local terms

16. Breakout Groups
• 10 minutes – Create Your Own Mini-Marketing Plan
– 1 goal, 1 objective, 2 KPIs & 5 Tactics
• Break into teams & discuss mini marketing plans

17. Resource / Timeline Tips
• Weekly Priority Meeting
• Assign most time to tactics that have most impact
• Keep Deadlines Realistic
• Consider PM tools like Basecamp / Trello
• Monthly Meeting to Review KPIs
• Meet Quarterly to Review Marketing Plan Progress
– What worked & what didn’t
– What’s driving the best results?

18. Key Takeaways
• Create a tangible marketing plan
• Choose measurable objectives
• Be SUPER focused
• Hold teams accountable
• Small changes go a long way