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As components of this plan, the case for support, campaign brochure, and publicity plan will create an awareness of your organization s value to the community and the financial need that necessitates the campaign. This broad-based public awareness will assist in creating a climate conducive to giving. At the outset, let s clear up some confusion about the respective roles of a communications plan and a marketing plan. All too often, the process designed to convince prospective donors to contribute to a non-profit organization is described as marketing. However, according to Webster, Marketing is all business activity involved in the moving of goods from the producer to the consumer.