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Many nonprofit organizations find it difficult to create consistent messaging that resonates with their various stakeholders as marketing budgets are minimal or nonexistent. Marketing is in many cases a taboo word that NPOs or others don't like to associate with such community benefit organizations. There are strategic ways in which nonprofits can leverage their access to various community stakeholders to get their name and cause recognized by the public, but it is imperative to have an outreach strategy which includes a financial plan to execute that outreach/marketing strategy, particularly if the organization has plans to rebrand or expand their initiaives.

What does an NPO need to have in order to begin thinking about expansion or rebranding?
an outreach strategy which includes a financial plan to execute that outreach/marketing strategy