A written document that identifies and clarifies the organization's marketing objectives and then details the necessary actions to achieve those objectives. The plan contains realistic recommendations that address the organization’s key objectives and target audiences, while keeping in mind the challenges that many social good organizations may have due to limited access to human and financial capital resources.

The marketing plan should address:

• Organization’s available resources and budget to be allocated for marketing activities
• Organization’s marketing goals for the next 12 months
• Suggestions for creative messaging, call to actions, propositions
• A timeline for implementation (taking seasonality into consideration)
• Potential marketing mediums, which may include:
  • Online Marketing (Paid Search, Search Engine Optimization, Digital Banner Advertising)
  • E-mail Marketing
  • Social Media
  • Direct Mail Marketing
  • Events/Happy Hours/Panels
  • TV
  • Radio
  • Press
  • Outdoor