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Field Guide to Nonprofit Program
Design, Marketing and Evaluation

Table of Contents (5th Edition)

Top-level description of this guidebook is located
here.

Part I: Background and Preparation

Understanding Nonprofit Organizations and Programs

  • Benefits of Systems View
  • Understanding the "System" of Organizations and Programs
  • System Direction: Mission, Vision, Values and Goals
  • Nonprofit Programs, Configuration and Types
  • Organization Chart of Typical Start-Up Nonprofit
  • Organization Chart of Typical Small Nonprofit with a CEO
  • Organization Chart of Typical Medium-to-Large Sized Nonprofit
  • Understanding the "System" of a Nonprofit Program
  • Theory of Change - How a Program Really Works
  • Understanding Life Cycles of Organizations and Programs

Understanding the General Planning Process

  • Basic Planning Process and Terms
  • Guidelines to Ensure Successful Planning and Implementation
  • Guidelines to Ensure Successful Program Development and Evaluation
  • Use Board Committees or Task Forces
  • How to Acculturate the Processes of Planning, Marketing and Evaluation

Common Approaches to Program Planning

  • "Build It and They Will Come" Approach
  • Seat-of-the-Pants Approach
  • Incremental Planning Approach
  • Nonprofit Business Planning Approach
  • Nonprofit Business Development Approach
  • Considerations to Ensure Sustainable Programs

Basics of Strategic Planning

  • What is Strategic Planning?
  • All Else Flows from Strategic Planning
  • Developing Your Basic Strategic Plan

Part II: Program Planning

Chronology of Activities

  • General Guidelines
  • Use a Board Programs Committee

Developing Your Program Framework

  • Assessment of Community Needs and Interests
  • Vision for Program Participants
  • Desired Outcomes for Program Participants
  • Methods to Help Program Participants Achieve the Outcomes
  • Outcomes Goals/Targets and Indicators Toward Hitting Aimed Targets
  • Outputs/Tangibles Produced by Program Methods
  • Preliminary Program Logic Model

Conducting Your Marketing Analysis

  • Use a Board Marketing Committee
  • Target Markets and Their Unique Features
  • Perceived Program Benefits to Each Target Market
  • Packaging
  • Unique Value Proposition
  • Naming and Branding
  • Pricing Analysis
  • Know Your Competition
  • What Current or Potential Collaborators Exist?
  • Applicable Laws and Regulations
  • Intellectual Property -- Copyrights, Trademarks and Patents
  • Summary Description of a Program
  • Remaining Marketing Analysis Tasks and Considerations
  • Marketing Goals

Planning Your Program Development

  • Guidelines for Estimating Your Program Costs
  • Starting Your Program

Planning Your Program Operations

  • Advertising and Promotions
  • Sales
  • Customer Service
  • Delivery of Services
  • Personnel Management
  • Materials and Supplies

Planning Your Program Finances

  • Key Financial Concepts
  • How to Develop a Summary Program Budget

Part III: Program Evaluation

Understanding Program Evaluation

  • Myths About Program Evaluation
  • What is Program Evaluation?
  • Reasons To Do Program Evaluations
  • Basic Ingredients for a Program Evaluation
  • Major Considerations in Designing Your Program Evaluation

Common Types of Program Evaluations

  • Implementation Evaluation -- What Are We Actually Doing?
  • Process Evaluation -- How Does Our Program Actually Work?
  • Goals-Based Evaluation -- Are We Achieving Our Goals?
  • Outcomes Evaluation -- What Are the Impacts On Our Clients?

Planning Your Program Evaluation

  • Should You Hire a Program Evaluator?
  • Who is the Audience for Your Program Evaluation?
  • What Management Decisions Do You Need to Make?
  • What Evaluation Questions Should You Ask?
  • What Information Is Needed to Answer Your Evaluation Questions?
  • What Are Best Sources of this Information?
  • What What Are the Best Methods to Collect the Information?
  • How Will You Analyze and Interpret Your Results?
  • How Will You Report Your Evaluation Results?
  • Who Should Conduct Your Evaluation?
  • Test Your Evaluation Plans
  • Ensure Ethical Collection of Information
  • Another Approach to Evaluation: Participatory Evaluation

Part IV: Assembling and Implementing Plans

Assembling Plans

  • Sections Common to Many Plan Documents
  • Assembling Your Program Development Plan
  • Assembling Your Program Marketing Plan
  • Assembling Your Advertising and Promotions and Your Sales Plans
  • Assembling Your Program Operations Plan
  • Assembling Your Program Staffing Plan
  • Assembling Your Nonprofit Business Plan
  • Assembling Your Program Evaluation Plan
  • Assembling Your Fundraising Proposal
  • Have Your Plans Reviewed By Others
  • Get Your Plans Approved

Implementing Plans

  • Tools to Track the Status of Your Implementation
  • Capture the Learning from Your Implementation

Appendix A: Glossary of Useful Terms

Appendix B: Resources for Nonprofits

  • Free Management Library(sm)
  • Free Nonprofit Micro-eMBA(sm) Organizational Development Program
  • Organizations Assisting Nonprofits
  • Free, On-Line Newsletters and Forums

Appendix C: Tools to Measure Health of Nonprofits

  • How to Select the Best Assessment Tools
  • One Example of a Very Good Assessment Tool

Appendix D: Worksheets

  • Assessment of Community Needs and Interests
  • Vision for Program Participants
  • Desired Outcomes for Program Participants
  • Methods to Help Participants Achieve Desired Outcomes
  • Outcomes Goals/Targets and Indicators Toward Hitting Aimed Targets
  • Preliminary Program Logic Model
  • Target Markets -- the Features and Benefits They Perceive
  • Packaging Analysis
  • Unique Value Proposition Description
  • Program Name Analysis
  • Pricing Analysis
  • Competitor Analysis
  • Collaborator Analysis
  • Laws and Regulations
  • Description of Service
  • Summary of Remaining Marketing Analysis Tasks and Considerations
  • Marketing Goals
  • Program Planning Development
  • Advertising and Promotions Planning
  • Sales Planning
  • Customer Service Planning
  • Delivery of Services
  • Personnel Needs
  • Materials (Supplies, Tools, Equipment and Facilities)
  • Summary Program Budget
  • Planning Your Program Evaluation

Appendix E: Basic Methods in Business Research

  • Planning Your Business Research
  • Overview of Methods to Collect Information
  • Ethics: Information Release From Research Participants
  • Guidelines to Conducting Observations
  • Guidelines to Writing Questionnaires
  • Guidelines to Conducting Interviews
  • Guidelines to Conducting Focus Groups
  • Guidelines to Completing Case Studies
  • Should You Test Market Your New Program?
  • Convenient Methods to Collect Information
  • Major Sources of Trends Information About Nonprofits
  • Major Sources of Market Research Information
  • Guidelines to Analyzing and Interpreting Your Research Data

Appendix F: Major Methods of Advertising and Promotions

  • Formats for Your Message
  • Methods to Distribute Your Message
  • Social Media and Social Networking
  • Promotional Activities Through the Media
  • Other Promotional Activities and Methods

Recommended Readings -- an Annotated List

Index

Our Other Useful Nonprofit Publications

Get our guidebook on program design, marketing and evaluation, along with all of our other guidebooks listed above, at a discount in our Nonprofit Capacity Building Toolkit (sm).

Other Authors' Useful Nonprofit Publications

To Order Your Program Design, Marketing and Evaluation Guide
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