Nonprofit Marketing Plan

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Milwaukee Nonprofit Marketing & PR Plan 2008-9

Communications, Publicity & Public Relations

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Plan Summary

♦

Comprehensive♦

Objective

♦

Contemporary♦

Ongoing

Communications, Publicity & Public Relations

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Objective♦Elevates name recognition in metro

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

♦Purpose : facilitate growth• Membership• Contributions

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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

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Branding

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

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Capital Contributions♦Private sector / Active conference

participation♦Recruit new members♦Student participation / Campus recruiting

– Social marketing

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Corporate Sponsorship & Volunteers

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

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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

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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/

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Family Resource Center

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

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

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In Home Services♦Begin descriptive title use:

– Neighbors Helping Neighbors♦ Increase electronic communication w/

conference members♦Organize Christmas Matching into formal

program

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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

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

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

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Publicity

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

listings and print with sufficient lead time

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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

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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

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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