10 Essential Steps to Build a Nonprofit Marketing Plan: Tracking and Optimizing Success (Part 2)

In part one of this series, we explored the first five steps to building an effective nonprofit marketing plan: clarifying your mission, identifying your audiences, crafting core messaging, choosing channels, and creating a budget. Now, let’s dive into the next five steps, which focus on implementation, evaluation, and refinement. These steps will ensure your plan stays actionable, measurable, and aligned with your mission as you move forward.

Step 6: Build a Content Calendar A content calendar is your roadmap for consistent, organized marketing efforts. To create one:

• Plan your content themes (e.g., donor spotlights, event promotions, behind-the-scenes stories).

• Schedule posts across platforms, aligning content with important dates (e.g., Giving Tuesday, event launches).

• Include a mix of visuals, videos, and written content to engage your audience.

Pro Tip: Use free tools like Google Sheets, Trello, or Monday (dot) com to keep your calendar manageable.

Step 7: Implement Your Plan Start small and build momentum. Execute your plan step by step:

• Launch your first campaign (e.g., a social media drive or email blast).

• Ensure your team (even if it’s just you!) has the tools and resources needed.

• Be flexible and ready to adapt if something doesn’t work as planned.

Pro Tip: Schedule recurring tasks like social media posts or email sends to save time.

Step 8: Engage and Interact with Your Audience Marketing isn’t just about broadcasting your message—it’s about building relationships. To engage your audience:

• Respond to comments and messages on social media.

• Thank donors and volunteers publicly to show appreciation.

• Share user-generated content or testimonials to foster a sense of community.

Step 9: Track Your Metrics: What’s working, and what isn’t? Regularly evaluate the performance of your campaigns by tracking metrics like:

• Social Media: Follower growth, engagement rates (likes, shares, comments).

• Email Marketing: Open rates, click-through rates, subscriber growth.

• Website Traffic: Page views, time spent on site, conversion rates (e.g., sign-ups or donations).

Step 10: Refine and Repeat Marketing is an ongoing process. Use your tracked data to refine your approach:

• Double down on strategies that are working (e.g., email appeals with high open rates).

• Adjust messaging or channels that aren’t resonating with your audience.

• Incorporate lessons learned into your next campaign.

Your nonprofit marketing plan doesn’t have to be perfect—it just needs to be actionable and adaptable. By following these 10 steps, you’ll create a framework that aligns with your mission and grows your impact. Follow for more nonprofit marketing tips, and let’s continue building strategies that make a difference!

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 drive real impact.