Business Name: North American Non Profit
Business Type: Non Profit
SOP Title: Increase Revenue by 10%-20%
Version: 1.3
Date Created: April 7, 2025
Prepared By: Joseph Provence/Salt Creative
Next Review Date: April 7, 2026
SOP 1: Define Your Target Audience
Objective: Identify and segment the nonprofit’s ideal supporters to tailor marketing efforts effectively.
Responsible Party: Marketing Manager
Frequency: Quarterly or as new campaigns launch
Steps:
- [ ] Gather Data: Collect existing supporter data from CRM (e.g., donor history, volunteer sign-ups) and analyze demographics (age, location, income level).
- [ ] Conduct Surveys: Email current supporters a 5-question survey (e.g., “Why do you support us?” “What’s your biggest concern?”) using a tool like Google Forms. Aim for 50+ responses.
- [ ] Research Trends: Use Google Trends or industry reports (e.g., Nonprofit Tech for Good) to identify broader audience interests tied to your mission.
- [ ] Create Personas: Draft 2-3 supporter personas (e.g., “Young Advocate Sarah, 25-34, urban, eco-conscious”). Include name, age range, motivations, and giving potential.
- [ ] Validate: Share personas with team and adjust based on feedback.
Document: Save personas in a shared drive (e.g., Google Docs) and update CRM with segment tags.
Tools: CRM (e.g., Hubspot crm, Zoho CRM), Google Forms, Google Trends
Success Metric: 2-3 actionable personas completed within 2 weeks
SOP 2: Leverage Storytelling
Objective: Develop and distribute compelling stories to emotionally engage potential leads.
Responsible Party: Content Creator/Marketing Coordinator
Frequency: Monthly
Steps:
- [ ] Identify Stories: Interview beneficiaries, staff, or volunteers (with consent) to source 1-2 impact stories. Record via Zoom or phone.
- [ ] Craft Narrative: Write a 300-500 word story with a clear arc: challenge, action, result (e.g., “Maria lacked clean water, our well changed that, now she thrives”).
- [ ] Add Visuals: Take or source a high-quality photo (min. 1200x800px) tied to the story, ensuring permissions are documented.
- [ ] Distribute: Post on website blog, share a teaser on social media (e.g., Instagram, X), and include in next email newsletter.
- [ ] Track Engagement: Monitor views, shares, and replies using analytics (e.g., Google Analytics, social insights).
- [ ] Archive: Save story and assets in a shared folder for reuse.