1. Introduction to the plan. Background of the organization, mission, vision, corporate objectives. Outline the objectives of the report (Marketing Plan). 2. Summary of overall position and market strategy. If it is non-profit state their position against other organisations and its strategy. 3. Capturing marketing insights. In a non-for profit, that may mean insights about users, the environment surrounding the organisation, etc. A) Internal Marketing Intelligence. B) Analysis of the macro-environment. 4. Overview of the market. You can omit external market in non-for-profit. A) External Analysis (the market and competitors) B) Internal Analysis (SWOT or other tools) C) Identification of segments and target markets. 5. Setting and justifying marketing objectives. Use tools such as Ansoff matrix, etc. Use appropriate tools for non-profit, i.e. customer satisfaction. 6. Outline of the marketing research plan. 7. Creating value for customers and clients. A proposal. 8. Conclusion 9. APA 6th edition referencing guidelines to be followed