Marketing Plan Template for Nonprofits & Charity Auctions

A nonprofit marketing plan is a short roadmap that defines your fundraising goal, audience, messaging, channels, timeline, and success metrics. It aligns your team so every activity moves donors toward one clear outcome.

1. Set one measurable campaign objective.
2. List 3–5 audience segments and a CTA for each.
3. Draft a one-sentence core message.
4. Pick channels, owners, and a 4-phase timeline.
5. Add KPIs, budget, and post-event review tasks.

Use a SMART target tied to impact, e.g., “Raise $50,000 by May 30” or “Sell 500 raffle tickets.” Include a start date, end date, and the KPI that proves success.

• Warm donors: impact-driven emails.
• Sponsors/businesses: value-exchange outreach.
• High-capacity bidders: personal invites.
• Followers/subscribers: social + newsletter CTAs.

Follow Problem → Solution → Impact → Action: “Every bid funds local meals—join the gala and Bid Now.” Keep verbs active: “Donate Today,” “Get Tickets,” “Register.”

• Email for warm conversions.
• Organic social for storytelling.
• Paid social for targeted reach/retargeting.
• Blog/SEO for evergreen discovery.
• PR/partners to amplify trust.

1. Pre-launch (3–4 weeks): announce, build list, open tickets/preview.
2. Launch week: big pushes, item spotlights, partner shares.
3. Final 72 hours: urgency via email/SMS and leaderboards.
4. Post-event: thanks, impact stories, recurring asks.

• Week 1: Save-the-date + early access.
• Week 2: Behind-the-scenes + blog post.
• Week 3: Item teasers + paid ads.
• Week 4: Last-chance blast + daily social reminders.

• Email open/click rate (engagement).
• Registration/bidding rate (conversion).
• Average gift size (revenue growth).
• ROAS for ads (efficiency).
• Post-event donor retention (long-term impact).

Add UTM parameters to key links, enable analytics on event pages, and align goals in your CRM and auction platform. Create a weekly KPI sheet to review leading indicators by channel.

• Campaign Lead: timeline/owners.
• Content Creator: copy/graphics.
• Email Manager: drips/blasts.
• Social Manager: schedule/community.
• Paid Ads: budget/targeting.
• PR/Outreach: partners & press.

A simple plan may allocate funds like: paid ads $500, design $250, platform fees $300, printing $150, misc $200. Track planned vs. actual so you can improve ROAS next time. General information, not financial advice.

• Send weekly, then increase frequency in final 72 hours.
• Use clear subject lines with one CTA.
• Show impact with a short story + image.
• Segment sends to donors, sponsors, and prospects.

Mix value and asks: behind-the-scenes clips, item spotlights, volunteer shout-outs, and countdowns. Pair every post with a simple CTA and leverage ambassadors/board members for amplification.

• Daily emails/SMS with deadlines.
• Leaderboard or “bids needed to win.”
• Match challenges and limited-time perks.
• Live item teasers and progress updates.

1. Thank-you notes to donors, bidders, and sponsors.
2. Impact recap with photos and quick stats.
3. Survey + next-step CTAs (recurring gifts, next event).
4. Final KPI report and lessons learned.

Subject: Join us to make every bid count
Body: “Hi [Name]—on [date], we’re raising funds for [cause]. Your participation helps [impact]. Can we count on you to [donate/bid/sponsor]? Here’s your link: [URL]. Thank you for making a difference!”

Turn one story into a blog, email, LinkedIn post, short video, and a donor spotlight. Keep a shared asset folder and reuse templates for every campaign.

• Multiple conflicting goals.
• No owner per channel.
• Late promotion and weak CTAs.
• Tracking set up after launch instead of before.

Use opt-in lists, honor unsubscribe requests, and secure donor data with strong permissions and payment protections. Follow applicable email/SMS and privacy regulations in your region. General information, not legal advice.