A social marketing plan for a new non-profit is not the same as a plan for an existing non-profit as it begins with distinguishing the planning components; vision, strategy, tactics & standards, from a master plan (equivalent to
a business plan in the for-profit sector); including several sub-plans such as a financial plan, a social marketing plan, and other plans when relevant: human resources, logistics, legal, and others.
With a new non-profit social entrepreneurs have to rely more on subjective assumptions and qualitative marketing research by interviewing representatives of relevant non-profit organizations as well as potential beneficiaries of our planned services and their close ones extensively as possible.
The following information can be collected to some extent and analyzed effectively by using "realistic" assumptions - all in order to lower the level of uncertainty when launching a new non-profit and perhaps increasing the self confidence of the social entrepreneurs:
- current macro environment highlighting the social and legal trends.
- basic competitive trends - NOT the upcoming competition of the organization!
- basic consumer behavior trends - NOT the upcoming segmentation of the organization!
- opportunities and threats that do not depend on your new organization - only a partial