Formal marketing plan for an existing nonprofit agency/organization


Please beginning/drafting the creation of your narrated PowerPoint, if you have not done so already.

  • Marketing Plan Narrated Presentation Each student will complete a formal marketing plan for an existing nonprofit agency/organization of their choice. The focus of this plan is to help facilitate expansion and growth. A good starting place may be start-ups that lack resources for developing a formal marketing plan. The student’s role will be as a consultant for the agency/organization.


It is recommended that students identify an organization/agency that addresses an issue they are also passionate about. Students may begin their search by researching websites and annual reports of nonprofit organizations/agencies in order to understand their organizational design, offerings, and target audiences.


Once students identify their organization/agency, they may begin working through the questions listed below for their presentation. Students need to keep in mind the organization’s existing organizational mission. If necessary, students may consider revising the existing mission and include as a part of their recommendations. Narration must be 20 minutes long.

The marketing plan should include:


  1. Introduction statement
  2. Identify the mission and vision statements of the organization; briefly describe the basic services it provides and has provided over the past 6 months
  3. Analyze the organizational environments:
    1. Internal environments
      1. Review organizational goals and objectives
      2. Describe the organizational culture
    2. External analysis
      1. List and briefly descried all clients, donors, volunteers, board members, and others
      2. Describe the competition faced by this organization – please conduct research on similar nonprofits & those similar localnonprofits operating in the same service area
  • Point out various aspects of the current economic situation and how they may affect the organization.
  1. Formulate your core market strategies (e.g. new markets? new offerings?)
  2. Describe the marketing research that you plan to undertake to gain an understanding of how your target audience makes decisions about changing their behavior according to your organizational desires. Based on common sense and any information you can find:
    1. make preliminary assumptions about the character of their decision-making – e.g., who are the decision-makers? How, when, where, and why do these potential consumers use or may use the services?
    2. Latest trends in demand – is the demand for services growing or declining?
    3. Social, cultural, and economic characteristics of the consumer
  3. From your research, provide some ideas and a rationale for market segmentation.
  4. Identify the “brand” for your organization (name, logo, detailed positioning message).
  5. Describe the marketing mix (product, price, place, promotion)
    1. Are you planning on developing a new product improving the style, or improving the packaging of your current product?
    2. What sources of data will you consider in an effort to guide your ideas for a new product?
    3. Price – what pricing techniques will you use?
    4. Based on the character of your offering and the traits of your target audiences, how will you be reaching your audiences?
    5. Promotion – what messages would you want to send and what media would you use?
  6. How will you assess the effectiveness of marketing activities?
  7. Describe the implementation plan (responsibilities, tasks, and timeline)

Share why you choose this organization & provide a conclusion statement



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