A marketing plan template for nonprofit.
Donor acquisition and retention for charities and advocacy groups. One-time, monthly and major donors, lapsed donors, volunteers and petition signers, with pledges, recurring gifts and year-end giving.
What you start with.
A starter strategy
Donor growth and retention, with goals you can edit.
- Win new donors
- Move donors to monthly giving
- Keep donors giving
- Make the year-end appeal pay
20 audiences
Labels for who you market to.
- Lookalike of monthly donors
- People interested in the cause
- Searches for the cause and for charities to give to
- Site visitors, last 30 days
- Started a donation, did not finish
- Email supporters who have never given
7 conversion events
The events your results are measured by.
- Email sign-up
- Petition signed
- Volunteer sign-up
- Donation
- Monthly gift started
- Pledge made
11 objectives
- Cause awareness
- Email supporter acquisition
- Petition and action signatures
- Volunteer recruitment
- First gift
- Monthly giving
- Year-end appeal
- Donor retention
2 starter plans
- Always-on fundraising: Reach, supporter acquisition, first gift, monthly upgrade, stewardship, major gifts, lapsed reactivation and peer fundraising.
- Year-end giving: The year-end appeal: a build-up, the ask, the thank-you and the follow-up.
Everything here can be renamed, replaced or removed, and applying a template never overwrites what you have already set.
Start from this template.
Pick it in setup, review the starter strategy, and edit from there.