Sample Marketing Analysis: Nonprofit
A regional youth literacy nonprofit that raises well at year end and goes quiet the rest of the year.
Riverbend Reads is an illustrative example built to show the exact output format. Your report is generated from your own website and answers.
Hoser reviewed the play. Here's where to push first.
Marketing readiness — Riverbend Reads
Real gaps to close
Riverbend Reads tells its mission well but only tells it in December. Program outcomes are reported to the board and never to donors, so giving is event-driven rather than relationship-driven. A steady monthly-giving story is the single biggest unlocked opportunity.
What 56/100 means: You have something to build on, but coverage or rhythm is uneven — that's where the next month should go.
Hoser's Take
Riverbend Reads tells its mission well but only tells it in December. Program outcomes are reported to the board and never to donors, so giving is event-driven rather than relationship-driven. A steady monthly-giving story is the single biggest unlocked opportunity.
How the score breaks down
Five categories, each scored on what your site and your answers actually show.
- Positioning70 / 25
Mission is clear and locally specific.
- Proof50 / 25
Outcomes tracked internally, rarely published.
- Channels55 / 25
Two channels active, both event-driven.
- Follow-up30 / 25
Donors hear from you once a year.
What to fix, in order
Ranked by how much it's costing you right now — with the first move for each.
- 1Unverified impact percentageFix firstOne afternoon
A reading-improvement percentage appears with no study or measurement method named. Cite the source or state it as an internal observation.
First move: Rewrite or remove the wording, or attach the proof that backs it, before it goes in a campaign.
- 2Youtube is not in play yetFix firstAbout a week
No video, despite deeply visual programming.
First move: Claim or set up Youtube, then publish one proof post about after-school tutoring.
- 3Child imagery consentFix soonAbout a week
Confirm written media releases exist for every student photo used in public campaigns.
First move: Rewrite or remove the wording, or attach the proof that backs it, before it goes in a campaign.
- 4Email is running thinFix soonOngoing
One newsletter per quarter, mostly announcements.
First move: Commit to a fixed cadence on Email — one useful post a week beats five in a burst.
Channel by channel
Where you show up today, where you're thin, and where you're absent.
No video, despite deeply visual programming.
One newsletter per quarter, mostly announcements.
Photos posted without context or ask.
Event posts perform; no consistent between-event rhythm.
Campaigns worth running
Each one already answers the five questions GloveDrop launches from.
- 1. Monthly giving story arc
- Who
- Past one-time donors from the last two year-end campaigns
- What
- A four-part story series following one tutoring pair through a term, ending with a recurring-gift ask
- When
- Monthly for one term
- Where
- Email, Facebook
Why: Recurring gifts convert best from people who already gave once and heard nothing since.
- 2. Volunteer voice series
- Who
- Prospective volunteers and their networks
- What
- Short first-person clips from tutors explaining one moment from their week
- When
- Every other week
- Where
- Instagram, Facebook
Why: Volunteers are the most credible narrators available and cost nothing to activate.
- 3. School partner spotlight
- Who
- Local businesses and civic groups
- What
- A partner-school feature naming the need and the specific sponsorship it fills
- When
- Monthly
- Where
- LinkedIn, Email
Why: Turns vague community goodwill into a specific, fundable ask.
Monthly giving story arc
Recurring gifts convert best from people who already gave once and heard nothing since.
- Type
- Glove Drop campaign
- Goal
- More donations
- Audience
- Past one-time donors from the last two year-end campaigns
- Channels
- Email, Facebook
- Proof needed
- Any result, review, or number in this campaign needs a source before it publishes.
- Why this runs first
- Recurring gifts convert best from people who already gave once and heard nothing since.
Hoser's take: This is the play with the best shot right now — one coordinated campaign beats more random posts.
Hoser's Proof Check
This campaign can be drafted now, but any hard claim needs proof — a review, a result, a case study, or a source link — before it publishes.
Sample content, written for you
Drafts, not posts. Nothing publishes until you connect a channel and approve it.
Your first 7 days
- 1Social post
Launch the Monthly giving story arc hook on Email.
- 2Email
Send "The part of after-school tutoring nobody shows you" to your primary list.
- 3Story / video idea
Post the short-form video draft; pin it to your profile.
- 4Follow-up post
Answer the top question the first post generated.
- 5Educational post
Teach one thing buyers get wrong about after-school tutoring.
- 6Reminder or proof post
Lead with the receipt: Volunteers logged tutoring hours at 12 partner schools last year
- 7Recap + CTA
Recap the week and make the ask tied to more donations.
Then the next 30 days
- • Source or soften the impact stat
- • Audit photo releases
- • Add a monthly option
- • Write the recurring ask
- • Set the thank-you email
- • Interview one tutoring pair
- • Collect two volunteer clips
- • Send part one
- • Schedule the social cutdowns
- • Report opens to the board
Now do it for your business.
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