Marketing plans, not just for profits anymore: how a youth not-for-profit organization can benefit from a marketing plan

Abstract

Prince George Youth Soccer Association ("PGYSA") is a not-for-profit association lacking a marketing plan. The motivation for this project was to develop a marketing plan for PGYSA, thus increasing membership, volunteers and sponsorship by 10% within two years. The significance of increasing membership and sponsorship is to maintain the affordability of the programming. Volunteers will be required to coach the additional teams created from the increased membership. Effective communication between PGYSA, its members and sponsors will allow for the maximum flow of information leading to long term partnerships.A Literature Review was performed to gain knowledge of existing marketing plans.Methodology included surveying PGYSA sponsors and membership, and collecting secondary data from School District 57 and PGYSA. Analysis of the research revealed that organizations need a marketing plan, whether for profit or not. The information from the surveys identifi ed new media as the vehicle to increase membership, sponsorship and volunteers.