Nonprofit Marketing Plan

8 Broad Street - Kathy Jenkins 1

Milwaukee Nonprofit Marketing & PR Plan 2008-9

Communications, Publicity & Public Relations


Plan Summary

♦

Comprehensive♦

Objective

♦

Contemporary♦

Ongoing

Communications, Publicity & Public Relations


Objective♦Elevates name recognition in metro

Milwaukee for:• Diverse services• Program’s focus on the poor & elderly

♦Purpose : facilitate growth• Membership• Contributions


Components♦Branding♦Capital Contributions♦Merchandise Donations♦Meal Program♦Family Resource

Center♦ In Home Services♦Communications

– Advertising– Publicity– Social Marketing

Baby Boomers1946-196481 million

Gen Y1977-200076 million

Gen X1965- 197646 million

RecognitionG

row

th


Branding

♦Program descriptions repeated by all Today’s Nonprofit: use full name– initials no more– Internet & web site updated regularly


Capital Contributions♦Private sector / Active conference

participation♦Recruit new members♦Student participation / Campus recruiting

– Social marketing


Corporate Sponsorship & Volunteers

♦Community Organizations– MMAC– Hispanic Chamber– African American Chamber


Merchandise & In Kind Donations♦

Target manufacturers of items needed for drives

♦

Assign one liaison volunteer per company♦

Develop documentation for volunteers– Corporate diagram– Letters and scripts– Incorporate into chamber associations

Jan Feb Mar Apr May Jun July Sep Oct Nov Dec

VolunteerismProject Partnership

Corporate Sponsors


Meal ProgramIndividual PR / Marketing strategy– Began with questions:

• Goal of increased attention• Who is target audience• Limitations w/ regard to resources

– PR plan highlights • Increased involvement in Hispanic Community• Increased communication among volunteers w/

social component• Social media : Blog – Food for Thought

– http://svdpmilwmeals.blogspot.com/


Family Resource Center

♦Collaboration with Civic Events & Attractions– Public Museum, Art Museum, Betty Brinn,

Discovery World, etc.– New Executive Director– Promote / Publicize new programs


In Home Services♦Begin descriptive title use:

– Neighbors Helping Neighbors♦ Increase electronic communication w/

conference members♦Organize Christmas Matching into formal

program


Advertising♦Develop event specific program of costs

– Increase budgets accordingly♦Design tracking systems♦Use ROI model♦ Increase programs’ awareness of

responsibilities resulting from increased advertising expense

♦Centralize advertising production to insure consistency


Advertising♦Strategy & execution♦Obama: Feeding America – Day of Service

– Day of Service– Dine in Dinners : March, April


Publicity

♦Benchmark 2 PR releases per month♦Promote Events with online calendar

listings and print with sufficient lead time


Success Metrics♦First year goals

– Who is current client / donor?– How do you know?– What do you want to change?– Why?

♦Additional year goals♦Measures of success/failure♦Requirements for success


Schedule♦ 18-month schedule highlights♦Timing

– Isolate timing dependencies critical to success

Jan Feb Mar Apr May Jun July Sep Oct Nov Dec

Task 2

Task 3Task 4

Task 1

Milestone


Conclusion♦Establish Organizational Participation

– Need for Public Relations– Devote sufficient resources– Importance of lead time– Coordination between PR position and

programs– Timely communication regarding events– Understanding of new medias

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Conclusion♦

First Steps– Begin organizational use of branding used in 2008

Annual Report– Design tracking processes– Begin expanded web development

• Seek technical expert volunteers, interns• Develop internal training for web concepts• Establish Blogs

– Begin Fox6 commercials– Participate in Chamber events

• Include Board representatives

Nonprofit Marketing Plan

Business

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