The Importance of Marketing in the Strategic Planning Process

ABSTRACT Strategic planning is a process that has been adopted by numerous not-for-profit organizations. The role that the marketing function of not-for-profit organizations has in the strategic planning process however, is not well documented, especially in the case of religious organizations. This study describes a case of one Roman Catholic parish's experience. A strategic marketing planning framework was used which borrows from that presented by Kotler and Andreasen (1996). A comprehensive needs assessment was also conducted. The case suggests that a number of important conditions are necessary for a successful outcome. Vision, leadership, and a commitment to the long terms are important factors. Community involvement is also critical.