10 Essential Steps to Build a Nonprofit Marketing Plan: A Framework for Success (Part 1)

Creating an effective marketing plan for your nonprofit doesn’t have to be overwhelming.

With a clear framework, you can align your marketing efforts with your organization’s mission and maximize your impact—even with limited resources.

In this two-part series, we’ll break down the 10 essential steps to building a nonprofit marketing plan, starting with the first five. These foundational steps will help you understand your goals, audience, and messaging to ensure your plan is both actionable and mission-driven.

Step 1: Clarify Your Mission and Goals Everything starts with your mission. Your marketing efforts should amplify the “why” behind your work. To begin:

• Revisit your mission statement and make sure it’s actionable, specific, and aligned with your SAVICC framework.

• Define your marketing goals. For example, are you trying to increase event attendance, raise funds, or attract volunteers? Be clear and measurable (e.g., “Grow email subscribers by 20% in 6 months”).

Step 2: Know Your Audiences Your marketing will only succeed if it’s targeted to the right people. Identify and segment your key audiences, such as:

• Donors: Financial supporters who value your mission.

• Community Partners: Organizations or businesses that can amplify your efforts.

• Volunteers: People who donate their time and skills.

• Clients: The individuals or groups who directly benefit from your work. For each audience, ask: What do they care about? How do they prefer to communicate?

Step 3: Develop Your Core Messaging What do you want people to know, feel, or do when they encounter your marketing? Your messaging should:

• Reflect your mission and values.

• Use action-oriented language to inspire action.

• Be tailored to different audiences. 

  
  

Step 4: Choose the Right Channels Not every marketing channel is right for every audience. Based on generational preferences and your organization’s resources, consider:

• Social Media: Facebook for Baby Boomers, Instagram and TikTok for younger generations.

• Email: Great for donors and partners who prefer direct communication.

• Events: Ideal for building community connections. Remember, consistency across platforms is key to reinforcing your message.

Step 5: Create a Realistic Budget Even if you’re working with limited funds, outlining a budget is crucial. Include:

• Costs for digital tools (e.g., email platforms, social media ads).

• Printing expenses (e.g., flyers or posters).

• Free tools like Canva for design or Mailchimp for email campaigns. Align your spending with your goals—for instance, if you’re focusing on donor engagement, prioritize a well-designed email campaign.

These first five steps lay the foundation for a successful nonprofit marketing plan. On Thursday, we’ll cover the next five steps, including how to track your results and adjust your strategy as you grow. Follow for part two, and let’s build a plan that amplifies your impact!

Every Tuesday and Thursday, we’ll share helpful hints on how to start and streamline your nonprofit arts organization. Follow along for more tips!

Tanesha Ford is a nonprofit marketing professional with over 10 years of experience helping arts organizations work smarter, not harder. As the founder of For de Arts, Tanesha specializes in empowering small but mighty arts nonprofits with tools and strategies while driving real impact.