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Your charity marketing plan

 

Hopefully the tips we gave you last week regarding making your marketing strategy were useful and so now you are ready to create your marketing plan.

 

We cannot reiterate enough the importance of having a marketing plan and it should be considered of equal importance to having a business plan. It is a working tool which will keep you on track thus avoiding ad hoc decisions which are costly because they have not been planned in. A well considered marketing plan will save your charity money.

 

The purpose of creating a marketing plan is to provide a blue print of all your marketing activities for the year ahead, think of it like a road map; compare which fundraising marketing activities you embarked on last year and only if they bolstered your funds or enhanced your awareness, do you include them in this year’s marketing plan.

 

Here are some useful points of consideration:

 

1: Firstly section off your marketing plan into financial quarters, consider when your financial year starts and indeed when you receive your next marketing budget.

2: Try to avoid unbalanced spending patterns. Where possible divide your marketing budget into twelve months as typically most businesses spend their budget in one go, disproportionally.

3: Include a twelve month marketing calendar, incorporating all your regular fundraising events and regular activities.

4: Remember to check national and international awareness days, or weeks, many of them could be highly relevant to your worthy cause. Example this week is National Parents week; could what your charity does tie in with this week and thus attract crucial media attention?

5: Only include marketing activities in your new marketing plans which have a proven record, comparing the “results” from last year’s activities. Ask yourself: “Did that activity or event, boost our funds, or did it increase our awareness?” If the answer is yes, repeat for this year, if not then brainstorm for an alternative or note the financial cost saving which could be allocated elsewhere in your plan.

6: Be clear in your delegation. Consider which of your associates and colleagues will run each fundraising event and assign that person’s details within your plan.

 

And lastly remember – Hiring experienced professionals can be costly but now consider how those costs would escalate by not working with professionals.    

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