Marketing can feel overwhelming for nonprofits. There is always more to do than time to do it, and resources are often limited. But having a clear plan helps you focus your energy where it matters most. The POST approach — which stands for Priorities, Objectives, Strategies, and Tactics — offers a simple, practical way to organize your marketing efforts and make measurable progress throughout the year. Think of it as a roadmap that connects your big-picture goals to the small, everyday actions that bring them to life.
The priorities below are examples to show how the POST structure works. Your organization may have different needs or goals, such as volunteer recruitment, advocacy, membership growth, or partnerships. The beauty of this approach is that it adapts to your unique situation.
1. Priority: Donor engagement
Keeping donors connected is one of the most important marketing priorities for any nonprofit. It is what turns one-time contributors into long-term supporters.
Objective: Increase donor retention by 15 percent over the next 12 months.
Strategies:
Strengthen post-donation communication so donors feel appreciated and informed.
Use storytelling to connect donations to real-world outcomes.
Create regular touchpoints that go beyond asking for money.
Tactics:
Send a personalized thank-you email within 24 hours of each donation.
Share quarterly impact stories that show how donor support is making a difference.
Host an annual virtual appreciation event where staff and program participants share successes directly with donors.
Develop a simple donor newsletter that highlights results, behind-the-scenes updates, and upcoming opportunities to get involved.
Donor engagement is not just about fundraising. It is about relationship building through consistent, meaningful communication.
2. Priority: Community awareness and outreach
Even the most impactful organization struggles if the community does not know who they are or what they do. Increasing awareness builds trust, partnerships, and participation.
Objective: Increase local visibility by 25 percent and attract 100 new supporters or volunteers this year.
Strategies:
Strengthen brand consistency across all channels so the organization is easily recognized.
Partner with local media, schools, and businesses to amplify your mission.
Expand your social media presence with more consistent, engaging content.
Tactics:
Create a one-page overview of your organization that staff and board members can use when speaking to community groups.
Pitch local newspapers or podcasts about upcoming events, milestones, or success stories.
Establish a simple social media calendar with weekly posts featuring stories, data, or short volunteer highlights.
Attend two community fairs or events each quarter to connect directly with potential supporters.
Awareness grows when your message shows up consistently, in multiple places, and feels relevant to the people you serve.
3. Priority: Program promotion
Programs are the heart of your mission. Promoting them effectively helps you reach the people who need your services and those who want to support them.
Objective: Increase participation in key programs by 20 percent while highlighting measurable impact.
Strategies:
Refine messaging to focus on how programs change lives, not just what they offer.
Use real stories to make data more relatable.
Build partnerships that help extend your reach into new audiences.
Tactics:
Create short video testimonials featuring program participants or volunteers sharing their experiences.
Add a “Who we help” or “Stories of impact” section to your website.
Collaborate with local organizations to co-host workshops or awareness events.
Design a quarterly program spotlight email with updates and ways to get involved.
4. Priority: Events and fundraising campaigns
Events remain one of the most effective ways for nonprofits to engage donors and raise visibility, but they work best when they are intentional and well-communicated.
Objective: Increase event attendance by 30 percent and achieve fundraising goals for each campaign.
Strategies:
Develop a consistent event marketing template for invitations, landing pages, and follow-ups.
Use multi-channel promotion that blends email, social, and local partnerships.
Capture stories, photos, and quotes from each event to use in future marketing.
Tactics:
Plan promotional timelines that start six weeks before each event.
Use short video invites from staff or beneficiaries instead of generic graphics.
Encourage attendees to share event photos with a branded hashtag.
Follow up after each event with a thank-you message and highlights of what was achieved.
The most successful events focus on connection first, fundraising second.
Making POST work for your organization
The POST framework helps you turn intention into action. Start by choosing two or three top priorities instead of trying to do everything. For each one, set measurable objectives, outline strategies that make sense for your audience, and identify the tactics that fit your capacity. Review progress quarterly and adjust as you learn what works best.
When your marketing plan is organized around clear priorities, it becomes easier to say no to distractions and yes to what moves your mission forward. A well-built plan is not about doing more. It is about doing what matters with purpose and consistency.