In order to develop a non-profit organization to its full potential, planning and development activities should be undertaken in a collaborative manner between senior management and the board. A strategic plan, which many organisations routinely create, sets goals and objective measures for the coming 3, 5 or 10 year periods; commonly in relation to service delivery, development of new business and fundraising. As well as this document, developing a strategic marketing plan to sit alongside the strategic plan enables the non-profit organisation to consider branding, environmental factors including threats and opportunities, political and legal factors and target market for services and donors.
Components of the Strategic Marketing Plan
A strategic marketing plan is comprised of:
- an executive summary;
- analyses of the external macro and micro environments
- analysis of the internal environment
- marketing strategies; and
- budget and control information.
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