Before managing a social marketing plan we manage a non-profit
The Management of a non-profit is a cyclical process which is all about the right combination of planning, executing
and controlling. As we control the effectiveness of our marketing-oriented activities we improve our upcoming planning capabilities - that’s why management is a self-improving, cyclical process.
Management is a cyclical process which is all about the
right combination of planning, executing and controlling.
Non-profit planning starts with orienting the organization’s Vision, its "raison d’etre". In other words: "What are our ultimate social goals? What achievements are necessary to conduct our social activities as a non-profit organization?"
As a beneficiary, volunteer, paid manager or employee, or donor of a non-profit, you should be aware of the organization’s vision. As a social entrepreneur, your vision has to be as transparent as possible. The organization’s vision should be fixed and stable over time.
In order to reach a vision one needs a Strategy, a confusing term that is used incorrectly too often in the non-profit sector.
A strategy is a long-term holistic plan that represents the ways the Managing Committee of the organization uses to achieve the vision.
Historically, strategy was used by military leaders in order to defeat the enemy and win the war. As a practical, modern example, shifting from local fundraising efforts to retain donations through a more international approach well fits an ’expansion strategy’.
A strategy is made up of many components that are related to as Tactics. Marketing-oriented activities, or tactics, need
to be planned as they require resources such as public and or private funds, time and knowledge. A bi-weekly Internet-awareness campaign is one activity that has to be integrated among other marketing-oriented activities. These are all tactical activities with clear, set timing: When does it start? How long does it take? When does it end?
Another layer of planning is represented by Standards and Procedures that distinguish a non-profit organization from others even if they all have a common cause. A standard is your requirement not to spend more than 8% of the organization’s
revenues on direct management expenses or that in your organization every e-mail is responded to within 24 hours.
Non-profit planning includes vision, strategy, tactics and standards.
Other terms such as mission are also used.
Master plan (equivalent to a business plan), is often confused with the term ’Marketing Plan’ or ’Social Marketing Plan’. When the existing non-profit is facing a major change or is planning to launch a new branch of an existing non-profit, or
a new organization all together - a 3 to 5 year master plan is essential.
Such a plan represents all aspects of non-profit planning: declaring vision and strategy alongside with sub-plans to cover finance, operations, human resources, and social marketing. A business plan is a compound summary of those disciplinary plans.
A master plan (equivalent to business plan) is a compound summary
of several disciplinary sub-plans, including the marketing plan,
and is required twice along the organization’s life cycle; at its
launch as a new non-profit and when a major change is to take place.
Marketing plan - get it, learn it is the focus of this site!
In the commercial world, marketing is a behavioral science that can better assist a firm to cater to its customers’ needs.
In the non-profit world social marketing is a professional discipline that can assist an organization to better promote an idea or a philosophy to its targeted audiences.
A social marketing plan covers a period of two years - the year that has passed by and the year that is ahead of us. The past year is to be analyzed to an extent that it can serve as a benchmark while next year requires its social marketing plan strategy and objectives.
There is no risk in analyzing the past - it’s much more risky to commit yourself to next year’s social marketing strategy and objectives! That is why, for advanced marketers our methodology starts with marketing strategy and marketing objectives as they are closely backed-up by relevant market analysis.
any term highlighted in red in this page is part of our marketing plan glossary