ࡱ> [ ~bjbj ΐΐgu\___?L _P : #$tOPPPPPP$>RT%P% %%%P :P&&&%  O&%O&&+LdO Jo_%M"OPP0PMU%UDOUO %%&%%%%%%P%P&%%%P%%%%U%%%%%%%%% : Worksheets from Field Guide to Nonprofit Program Design, Marketing and Evaluation Published by Authenticity Consulting, LLC, Minneapolis, MN Right to Use The owner of the guidebook, Field Guide to Nonprofit Program Design, Marketing and Evaluation, can duplicate these worksheets within their organization, preserving our copyright notice at the bottom of each worksheet. Consultants may duplicate worksheets to use with their clients as long as each client organization owns at least one copy of the guidebook. The worksheets may be copied to another computer for backup purposes. Use of these materials in any other way is a violation of U.S. Copyright Law. This on-line version of the worksheets is provided, as is, without any kind of warranty, expressed or implied. Authenticity Consulting, LLC, assumes no liability for any alleged or actual damages from use of the worksheets. Guidelines to use the worksheets are included in the guidebook. Developing Program Layout and Logic Model 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 Targets Outputs/Tangibles Produced by Methods Preliminary Program Logic Model Marketing Analysis Target Markets, Their 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 Market Analysis Tasks and Considerations Marketing Goals Planning Program Development Planning Program Development (One-Time, Start-Up Activities) Planning Program Operations Advertising and Promotions Sales Planning Customer Service Planning Delivery of Services Personnel Needs Materials (Supplies, Tools, Equipment and Facilities) Financial Planning Program Budget Evaluation Planning Planning Your Program Evaluation The section, Developing Program Framework, in the guidebook includes guidelines to help you complete this worksheet. Assessment of Community Needs and InterestsWhat were the various community needs that you identified during your needs assessment? What is your ranking of the various community needs in terms of those you most prefer to meet with a program? What is the overall, top-ranked major community need that your program intends to meet? Write your description in terms of their need, not yours. Assessment of Community Needs and Interests (Cont.)Is the need urgent or important? How did you come to that conclusion? Describe what you believe are the causes of the need, that is, how did it come about? What research have you conducted to verify the existence, and your understanding, of this overall, top-ranked need in your community? Assessment of Community Needs and Interests (Cont.)What specific community groups have the need? You might differentiate groups by considering common preferences, ages, locations, experiences, etc. What are your preliminary thoughts about how the need might be met? You will likely refine your description when completing additional worksheets. Are there any remaining activities that you believe should be carried out in order to fully conduct your needs assessment?  The section, Developing Program Framework, in the guidebook includes guidelines to help you complete this worksheet. Vision for Program ParticipantsCollect your thoughts about your vision for the community (or client) groups. What would various groups of clients look like, or be doing, after they have met their needs from participating in your program? Now, in your own writing style, write a powerful, yet concise description of your vision. Be as specific as possible, including the types of various community groups served by your programs, and exhibiting the successes they will achieve from participating in your program. Vision for Program Participants (Cont.)How does the vision directly relate to the problem or need that you have identified? Is this vision realistic? Why is it realistic? Why isnt it realistic? Is the vision closely related to your mission? Should your mission be modified and, if so, how? Are there any remaining activities that you believe should be carried out in order to establish description of a clear, realistic, useful vision?  The section, Developing Program Framework, in the guidebook includes guidelines to help you complete this worksheet. Desired Outcomes for Program ParticipantsWhat outcomes do clients need to achieve in order to have their needs met? Consider:Changed knowledge? Changed behaviors? Changed attitudes, values, conditions, status, etc.? Desired Outcomes for Program Participants (Cont.)If you have identified several outcomes, then consider which are the most important outcomes to achieve and in what order? From those most important outcomes, attempt to identify short-term, intermediate and long-term outcomes.Short-term Outcomes (3-6 months after program)Intermediate Outcomes (6-12 months after program)Long-Term Outcomes (12-24 months after program)Are there any remaining activities that you believe should be carried out in order to identify the most relevant, realistic and important outcomes to pursue? The section, Developing Program Framework, in the guidebook includes guidelines to help you complete this worksheet. Methods to Help Participants Achieve Desired OutcomesWhat methods are you seeing or hearing that might work to help participants to achieve the desired outcomes? Consider: What are other similar nonprofits doing to achieve their outcomes? What have clients said that needs to be done in order to meet their needs? What do your staff members say that needs to be done? Any advice from experts in the field? Related studies or research efforts? Any advice from funders? What additional or other methods should your program implement?Methods to Help Participants Achieve Desired Outcomes (Cont.)How are these methods realistic for your program to pursue? How are these methods closely related to your mission? What research did you do to select the methods? What research do you have yet to do to verify the best methods?Are there any remaining activities that you believe should be carried out in order to identify the most relevant, mission-related and realistic methods? Outcomes Goals/Targets and Indicators toward Hitting Targets The section, Developing Program Framework, in the guidebook includes guidelines to help you complete this worksheet. Outcome Most important outcomes, or changes, for program to help participants achieve. Outcome Goal / Target Number and/or percent of participants to achieve outcome during time period. One goal/target per outcome. Indicator(s) Observable and measurable milestones toward achieving each outcome target. Usually requires several indicators per outcome goal/target. Realistic?Realistic?Realistic?Any remaining activities that you believe should be carried out in order to identify outcome targets and indicators?  Preliminary Program Logic Model The section, Developing Program Framework, in the guidebook includes guidelines to help you complete this worksheet. InputsProcessesOutputsShort-Term OutcomesIntermediate OutcomesLong-Term OutcomesAny remaining activities that you believe should be carried out in order to complete the logic model?  Target Markets, Their Features and Benefits They Perceive The section, Marketing Analysis, in the guidebook includes guidelines to help you complete this worksheet. Target MarketsTheir Common Features (For example, common location, interests, experiences, status, etc.)Benefits They Might Perceive in Program (For example, easy access, affordable, complementary services, affiliation, etc.)Target Market # 1 Target Market # 2 Target Market # 3 How did you research the target markets, their features and perceived program benefits? Any remaining research to do? The section, Marketing Analysis, in the guidebook includes guidelines to help you complete this worksheet. Packaging AnalysisDescribe how to package the services to best accommodate the needs of each target market. Consider: How they access the service, for example, should clients come to your facility, will you visit their offices, or can you provide services over the telephone or Internet? Their capabilities to understand the program and how to use it Options for scheduling Options for the amount of attention to them Others? How did you select the best packaging combinations?Any additional activities that you believe should be carried out in order to complete your packaging analysis for your service to your target market? The section, Marketing Analysis, in the guidebook includes guidelines to help you complete this worksheet. Unique Value Proposition DescriptionFor each target market, describe the benefits of the program. Consider: Low pricing High quality Good atmosphere Great location Easier access to services Great customer service Others? Who did you include in the review of your proposition? What did they think of it?Any additional activities that you believe should be carried out in order to complete the unique value proposition for your service to your target market? The section, Marketing Analysis, in the guidebook includes guidelines to help you complete this worksheet. Be sure to copy and complete this worksheet for each preferred name. Program Name Analysis How does the name accurately portray the nature of the service(s) offered by your program?What do others think of the name? Have you verified that no other similar organizations use a similar name by (For example in the USA): Looking in the Yellow Pages of your local telephone directory Calling the local chapter of the National Council of Nonprofit Associations Calling the Secretary of States office to see if similar names are registered Looking in federal database at the Patents and Trademark Offices at //www.uspto.gov/How will the name fit as your program continues to grow?Any additional activities that you believe should be carried out in order to complete your naming analysis for your service to your target market? The section, Marketing Analysis, in the guidebook includes guidelines to help you complete this worksheet. Answers to some of these questions can be refined later, during operations. Pricing AnalysisHow much will it cost you to provide the service? Estimate time, people and materials costs. How will you recover your costs to produce and provide the service?What fee would be affordable to clients? How do you know that fee would be affordable?How would that fee be competitive? Consider what competitors are charging.Pricing Analysis (Cont.)How do you know that fee would be competitive?What pricing structure should you use for this service (for example, sliding-fee scale, deferred payments, installment payments, etc.)? How do you know what pricing structure should be used?What warranty or service policies should you have in place?What return or exchange policy should you have in place?What credit terms should you offer? What will they cost?Any additional activities that you believe should be carried out in order to complete your pricing analysis for your service to your target market? The section, Marketing Analysis, in the guidebook includes guidelines to help you complete this worksheet. Be sure to copy and complete this worksheet for each competitor. Competitor AnalysisName of competitor's organization: Describe their service(s) that compete with yours.Describe the common target market.What are the benefits of their service(s) to the target market?Compare their pricing and yours.How do they advertise their services? What messages do they convey in their advertising and promotions?Competitor Analysis (Cont.)How do they package and provide their services?What are the strengths and weaknesses of their services?How does your overall services(s) compare to theirs?How will you complete? Lower prices? More convenient location? Better service? Any additional activities that need to be carried out in order to complete the competitive analysis for your service to this target market? The section, Marketing Analysis, in the guidebook includes guidelines to help you complete this worksheet. Be sure to copy and complete this worksheet for each collaborator. Collaborator AnalysisName of potential collaborator's organization Name of their serviceCompare and contrast your services and theirs.What are potential areas of collaboration?What are the advantages of collaboration?What are potential disadvantages of collaboration?Any additional activities that you believe should be carried out in order to complete your collaborator analysis for your service to your target market? The section, Marketing Analysis, in the guidebook includes guidelines to help you complete this worksheet. Be sure to copy and complete this worksheet for each target market that might have unique regulations, whether by geography or field (eg, health and social services). Laws and RegulationsWhat kinds of taxes might you have to pay? In the USA, will you need a Federal Employer Identification Number?What kinds of insurance might you need/prefer? Automobile Property damage General liability Product liability Disability Workers Compensation Business Interruption Key Person Health or Medical Directors and Officers Others What licenses or permits might you need? For example, do you plan to sell products that require a permit to sell? Laws and Regulations (Cont.)What kinds of contracts might you need? For example, you might want to hire suppliers and vendors. What kinds of regulations must you follow if you plan to hire employees? What labor laws are relevant?What kinds of inspections might you need? Food and health? Buildings? Others?Any additional activities that you believe should be carried out in order to complete your identification of relevant laws and regulations for your service?The section, Marketing Analysis, in the guidebook includes guidelines to help you complete this worksheet. Be sure to copy and complete this worksheet for each service. Description of ServiceThe name of your service is:The service provides: You will serve the following markets and provide them with the following benefits:Target MarketBenefitsDescription of Service (Cont.)The price(s) of your service is:Clients can pay with the following methods:The service will be provided in the following forms and formats (packaging): The section, Marketing Analysis, in the guidebook includes guidelines to help you complete this worksheet. Summary of Remaining Marketing Analysis Tasks and ConsiderationsRemaining Task or ConsiderationWho Is Responsible?By When? The section, Marketing Analysis, in the guidebook includes guidelines to help you complete this worksheet. Be sure goals are SMART (specific, measurable, achievable, relevant and timely). Marketing GoalsGoal to Accomplish Over Next YearWho Is Responsible?By When? The section, Planning Program Development, in the guidebook includes guidelines to help you complete this worksheet. Program Planning Development1. How will you design the top-level, conceptual design (logic model) of the program? What tasks must you complete? This guidebook includes guidelines to design the logic model. Any other guidelines or tasks needed?What expertise (people) do you need? Consider who will do the researching, writing and reviewing. What materials (tools, supplies, equipment, facilities, etc.,) do you need? Where will you get them? What will they cost? Will you have to fix them up?Any other key considerations in conceptualizing your program? Program Planning Development (Cont.)2. How will you conduct a comprehensive marketing analysis? What tasks must you complete? This guidebook includes guidelines to conduct the marketing analysis. Any other guidelines or tasks needed?What expertise (people) do you need? Consider who will do the researching, writing and reviewing.What materials (tools, supplies, equipment, facilities, etc.,) do you need? Where will you get them? What will they cost? Will you have to fix them up?Any other key considerations in conducting your market analysis? Program Planning Development (Cont.)3. How will you procure and manage the resources required to first build the service?What tasks must you complete? Consider financial planning, fundraising, purchasing, storage and managing inventory and supplies, etc. What expertise (people) do you need? Consider roles of program directors or managers, clerical support, Board committees (these are usually volunteers), volunteers to staff, direct-delivery personnel, professionals (accountants, lawyers, fundraisers, etc.)? Attempt to identify your needs in terms of full-time-equivalents (FTEs). One FTE is equivalent to one full-time person. What materials do you need? Consider general office supplies and equipment, tools, general equipment and facilities. Where will you get them? What will they cost? Will you have to fix them up?Program Planning Development (Cont.)4. How will you build (and sometimes test) the first version of the service? What tasks must you complete? Consider developing a prototype, build marketing materials (logos, brochures, web sites, stationery, etc.), testing the prototype with various groups of clients, refining the design of the service, documenting how to provide the service, training others how to use the service, working with various professionals, etc.What expertise (people) do you need? Consider roles of program directors or managers, clerical support, Board committees (these are usually volunteers), volunteers to staff, direct-delivery personnel, professionals (accountants, lawyers, fundraisers, etc.)? Attempt to identify your needs in terms of full-time-equivalents (FTEs). One FTE equals one full-time person. What materials do you need? Consider general office supplies and equipment, tools, general equipment and facilities. Where will you get them? What will they cost? Will you have to fix them up? The section, Planning Program Operations, in the guidebook includes guidelines to help you complete this worksheet. Be sure to copy and complete this worksheet for each target market. Advertising and PromotionsTarget Market: Primary Messages What's in it for client?Methods to Convey Message (see list below)When to Use Method Sources for Advertising __ Brochures or flyers __ Direct mail __ E-mail messages __ Magazines __ Newsletters __ Newspapers (major) __ Newspapers (neighborhood) __ On-line discussion groups and chat groups __ Posters and bulletin boards __ Radio announcements __ Telemarketing __ Television ads __ Web pages __ Yellow Pages __ Other(s) Promotional Activities through Media __ Articles that you write __ Editorials and letters to the editor __ Press kits __ Press releases or news alerts __ Public service announcements (PSAs) __ Other(s) Other Promotional Activities and Events __ Annual reports __ Collaboration or strategic restructuring __ Networking __ Novelties __ Presentations __ Relationships with key stakeholders __ Special events __ Special offers __ Other(s) Any additional activities that you believe should be carried out in order to complete your advertising and promotions analysis for your service to your target market? The section, Planning Program Operations, in the guidebook includes guidelines to help you complete this worksheet. Be sure to copy and complete this worksheet for each target market. Sales PlanningTarget Market: Methods to generate leads, follow-ups, presentations and closing salesWhat materials will you need to support the sales activities? (See Appendix F.)Any additional activities that you believe should be carried out in order to complete your sales analysis for your service to your target market? The section, Planning Program Operations, in the guidebook includes guidelines to help you complete this worksheet. Be sure to copy and complete this worksheet for each target market. Customer Service PlanningTarget Market:What policies and procedures are needed to ensure strong customer service? Consider training, including developing skills in interpersonal relations, questioning, listening, handling difficult people, handling interpersonal conflicts, and negotiating.How will you detect if customers are satisfied with the service from your program?How do you know you have chosen the best methods to detect if customers are satisfied?If they are not satisfied, how will you handle customer complaints? The section, Planning Program Operations, in the guidebook includes guidelines to help you complete this worksheet. For each of the following major activities, consider: Tasks that need to be done Expertise or people needed (roles of program directors or managers, clerical support, Board committees, volunteers to staff, direct-delivery personnel, professionals (accountants, lawyers, fundraisers, etc.) Materials needed (tools, supplies, equipment, facilities, etc.) If you can, think about demand in 6 months? 12 months? Delivery of ServicesTasksExpertiseMaterialsFundraising? Purchase supplies and equipment? Delivery of Services (Cont.)TasksExpertiseMaterialsOffice administration (office supplies, property management, clerical support, etc.)? Bookkeeping and accounting (information management)? Financial analysis (report generation and analysis)? Delivery of Services (Cont.)TasksExpertiseMaterialsComputer system administration? Produce service/product (reproduce resources required for direct delivery of services)?Deliver the service to the client (direct contact and service to clients)? Delivery of Services (Cont.)TasksExpertiseMaterialsProfessional services (lawyers, bankers, accountants, etc.)? Other(s)? Any additional activities that you believe should be carried out in order to complete the analysis for delivery of your service to your target market? The section, Planning Program Operations, in the guidebook includes directions to complete this worksheet. In this section, you pull together all of your human resource needs. Personnel NeedsAssignments and Human Resource NeedsOngoing ActivitiesWhat Role/Position is Responsible for Activities?Time Required for Activities (1 FTE = full-time)FundraisingPurchase supplies and equipmentOffice administration Bookkeeping and accounting Financial analysis Computer system administrationProduce service/product Advertising and promotion Sales and customer service Deliver service to clients Professional services Other(s)?  Personnel Needs (Cont.)Organization and ManagementDo you have the necessary expertise in-house now or will you have to hire additional help? What additional help might you have to hire?How will your staff be organized? What roles will report to what other roles? Make sure that each person ultimately reports to one person.How will your staff be paid? Consider compensation (pay) and benefits.How will your staff be made clearly aware of their responsibilities, include having updated job descriptions?How will you ensure that staff have sufficient resources to carry out their responsibilities?How will you ensure that each staff member has adequate supervision, including clear goals, and ongoing delegation and feedback? What personnel policies will be needed or need to be updated? What changes are needed to your organization charts? The section, Planning Program Operations, in the guidebook includes directions to complete this worksheet. In this section, you pull together all of your materials needs for the ongoing operations. Consider 1) how you will obtain, 2) cost to obtain and/or fix up for program use. Materials (Supplies, Tools, Equipment and Facilities)General Equipment and SuppliesGeneral office supplies (paper, pencils, pens, staples, etc.)?Postage?Tools?Computers and peripherals (printers, scanners, etc.)?Data communications equipment (modems, networking, broadband, etc.)?Materials (Cont.)General Equipment and Supplies (Cont.)Telephones (single-line, multi-line, cell, etc.)?Copier (black and white, color, stapling, etc.)?Fax?Other(s)? Major Facilities and EquipmentBuildings and physical layout?Materials (Cont.)Major Facilities and Equipment (Cont.)Offices (or office bays) and layout?Furniture (physical layout)?Utilities (electricity, water, sewer, heat, etc.)?Telephone and data communications cabling?Cleaning services?Other(s)? The section, Planning Finances to Operate Program, in the guidebook includes guidelines to help you complete this worksheet. Summary Program BudgetStep 1 Select Time Period for Your Program Budget: From: To: Step 2 Expenses:ItemEstimated AmountCommentaryPersonnel:$$$$$$$ Total Personnel:$Facilities:$$$$$$$ Total Facilities:$Summary Program Budget (Cont.) Other Expenses:$$$$$$$In-kind donations (remember that any in-kind donations must also be expensed)$ Total Other Expenses:$ Total Expenses:$ Step 3 Revenues:Earned Income: $Fees from services to clients $Dues from membership$Government contracts$Investment income$ $ $ $ $$ Total Earned Income:$Summary Program Budget (Cont.) Contributions: $Grants from foundations$Grants from corporations$Grants from government$Individual contributions$In-kind donations (remember that any in-kind donations must also be expensed)$$$ Total Contributions:$ Total Revenues:$ Step Four Balancing Budget:Total Revenues Total Expenses Total Revenues Minus Total Expenses  If the result is less then 0, you have a deficit. If result is greater then 0, you have a surplus. If you have a deficit, you will: a) Reduce each of the following expenses by the following amounts: Expense ItemsAmount Total Expense Reduction b) And/or increase earned income according to the following terms: Income ItemsAmountEarned Income:$Fees from services to clients $Dues from membership$Government contracts$Investment income$Other$ Total Earned Income Increase:$ c) and/or increase fundraising expectations by the following amounts: Fundraising ActionsAmountContributions: $Grants from foundations$Grants from corporations$Grants from government$Individual contributions$Other$ Total Contributions:$ The section, Planning Your Program Evaluation, in the guidebook includes directions to complete these worksheets. Planning Your Program EvaluationName of program to be evaluated: Audience(s) for the evaluation: Clients/customers Board members Funders/Investors Management Staff/employees Other(s)Purpose of evaluation (what management decision(s) are needed?): What do you want to be able to decide as a result of the evaluation? For example: Understand, verify or increase impact of products or services on customers/clients (suggests outcomes evaluation) Improve delivery mechanisms to be more efficient and/or less costly (suggests process evaluation) Verify that you are doing what you think you are doing (could suggest process evaluation) Clarify program goals, processes and outcomes for management planning (could suggest variety of types of evaluations) Public relations (could suggest goals evaluation, if public relations plan and goals had been established) Program comparisons, for example, to decide which should be retained (could point to variety of types of evaluations) Fully examine and describe effective programs for duplication elsewhere (could point to process and outcomes evaluation) Other reason(s)?Likely type(s) of evaluation to conduct: Based on the purpose of the evaluation, what type(s) of evaluation is likely? Implementation evaluation? Goals-based evaluation? Process evaluation? Outcomes evaluation? Other(s)?Planning Your Program Evaluation (Cont.) Be sure to copy and complete this worksheet for each evaluation question. Evaluation Questions and Data CollectionEvaluation question:Information Needed to Answer QuestionData Collection Method(s) to Obtain InformationHow Method Will Be Implemented in Cost-Effective, Timely FashionPlanning Your Program Evaluation (Cont.) If your evaluation plans include an evaluation question that is directly in regard to assessing extent of achievement toward desired outcomes, then fill in this worksheet for each outcome. Be sure to copy and complete this worksheet for each outcome. Outcome Measurement FrameworkOutcome: Outcome target:Indicator(s)Data SourceData Collection Method Planning Your Program Evaluation (Cont.) How will the evaluation results be reported, including to whom? Who should carry out the evaluation? Are there any other considerations that you need to make in order to complete your program evaluation plans?      Worksheets from Field Guide to Nonprofit Program Design, Marketing and Evaluation (Authenticity Consulting, LLC; all rights reserved  PAGE 10 1-763-971-8890 www.authenticityconsulting.com ( Authenticity Consulting, LLC; all rights reserved.  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