IMC for nonprofits

In my eternal quest for IMC enlightenment, I came across an article about creating an IMC plan for a nonprofit organization. It begins with determining your constituencies, audience responsiveness, message control, implementation, and cost. Then, the article briefly outlines how to write specific and measurable objectives. The outline provided begins with the mission and a brief organizational profile, then an environmental analysis, constituencies (internal and external), followed by an organizational self evaluation, which includes the four "Ps." (Well, the author actually has 7 with positioning, people and politics.) The plan also includes a promotional audit (types of media and whether or not they've been used.) Lastly, there's a budget summary, action plan, and evaluation.

I like the article because it applies to nonprofits, which we don't really talk that much about in class, and it gives another perspective on how to organize an IMC plan. I figure anything to get those synapses firing! Anyway, the article is entitled "Integrated Marketing Communications for Local Nonprofit Organizations: Developing an Integrated Marketing Communications Strategy" by Teri Kline Henley. I can't remember which database I used, but I'd be happy to bring in a copy for whomever is interested.