Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 44

Here you describe the conditions under which you must operate. This is also called an environmental scan. You'll also sometimes see a SWOT analysis – a review of the strengths, weaknesses, opportunities, and threats. Some strategies also include a marketing audit of existing communications work.

You may want to answer some of the following questions. What are the internal conditions under which your marketing program must operate? What are the external conditions under which you must operate? What partnerships can you rely on? What skills do you need, and which do you have on staff now? What systems need to be in place in order for your plan to succeed? What barriers must be overcome for your plan to be successful?

Who is the competition – who else is providing similar resources and information? Who is providing information or urging actions that are in conflict with your approach? Are there any myths that must be overcome? Are there any policies that will positively affect the outcome of your marketing plan? Are there any policies that could negatively affect the success of the marketing strategy?