digital marketing trends (and nonprofit comm trends in general) for bloomcon
TRANSCRIPT
Digital Marketing Trends(and Nonprofit Communications Trends in General)
Kivi Leroux Miller
NonprofitCommunications
Trends Report
2015
http://npmg.us/2015#npcomm2015
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http://www.pinterest.com/npmktgd/2015-nonprofit-communications-trends-report/
Who Says? Where’s This Data From?
• Online survey by NonprofitMarketingGuide.com during November 2014 (This is our 5th year doing the survey)
• Full survey completed by 1,535 nonprofits
• 87% in the United States, 7% in Canada
• Evenly split between annual budgets under $1 million and over $1 million
• 25% in Human Services, Housing, Food, Jobs; 15% in Education; 11% in Health, Disease, Medical Research
WHYnonprofits are communicating
1. Engaging Our Community (57%) 2. Retaining Current Donors (53%) 3. General Brand Awareness (51%)4. Acquiring New Donors (50%) 5. Thought Leadership (33%)
Big Change on Goals:Donor Retention jumped from
4th to 2nd, and Acquiring Donors fell from 1st to 4th.
% Putting Goal in Their Top 3
Communications is about
community engagement and
our brand.
We need to do it all! Fundraising
should drive our communications.
Sound Familiar? Who Has What Job?
Communications is about
community engagement and
our brand.
We need to do it all! Fundraising
should drive our communications.
Sound Familiar? Who Has What Job?
Communications Director Development DirectorExecutive Director
Is Engaging Our Community a Top 3 Goal?
Communications Director Development DirectorExecutive Director
65%
51%
39%
Is Engaging Our Community a Top 3 Goal?
Communications Director Development DirectorExecutive Director
Is General Brand Awareness a Top 3 Goal?
Communications Director Development DirectorExecutive Director
68%
42%
25%
Is General Brand Awareness a Top 3 Goal?
Communications Director Development DirectorExecutive Director
Is Retaining Current Donors a Top 3 Goal?
Communications Director Development DirectorExecutive Director
36%
60%
94%
Is Retaining Current Donors a Top 3 Goal?
Communications Director Development DirectorExecutive Director
Is Acquiring New Donors a Top 3 Goal?
Communications Director Development DirectorExecutive Director
33%
54%
89%
Is Acquiring New Donors a Top 3 Goal?
Communications Director Development DirectorExecutive Director
Not a Surprise, Really. But Few Orgs Talk About It Openly.Your Goals Change Based on Your Job Title!
Are you directly responsible for meetingannual fundraising goals?
(i.e. raising a certain amount of money in the next 12 months)
Yes, meeting specific annual
fundraising goals is one of
my responsibilities.
35%
Somewhat. I am on a fundraising team, or fundraising is a
broad goal, but I am not personally
accountable for reaching a specific fundraising goal.
38%
No, meeting specific annual
fundraising goals is not one
of my responsibilities.
27%
Development Staff: 72% feel directly responsible; 24% feel somewhat responsible; 4% do not feel responsible.
Executive Directors: 67% feel directly responsible; 25% feel somewhat responsible; 9% do not feel responsible.
Communications Staff: 12% feel directly responsible; 48% feel somewhat responsible; 40% do not feel responsible.
Are you directly responsible for specific community building and engagement goals?
(e.g. growing your email list or event participation, or improving email open rates or Facebook Page engagement)
Yes, meeting specific community building
and engagement goals is one of my
responsibilities. 55%
Somewhat. I am on a marketing team, or
community engagement is a
broad goal, but I am not personally
accountable for reaching a specific
community building or engagement
goal. 36%
No, meeting specific community building and engagement goals is not
one of my responsibilities.9%
Communications Staff: 65% feel directly responsible; 31% feel somewhat responsible; 4% do not feel responsible.
Executive Directors: 64% feel directly responsible; 29% feel somewhat responsible; 7% do not feel responsible.
Development Staff: 44% feel directly responsible; 43% feel somewhat responsible; 13% do not feel responsible.
HOWnonprofits are communicating
The Six Most ImportantCommunications Channels
1. Website – 81%
2. Email Marketing – 64%
3. Traditional Social Media – 62%
4. In-person Events – 54%
5. Print Marketing – 39%
6. Media Relations/PR – 34%
Most ImportantCommunications Channels
Very Important (Ranked in Top 4) Somewhat Important Least Important Ranked as #1
80%
70%
60%
50%
40%
30%
20%
10%
0%
(Ranked in Positions 5-8) (Ranked in Positions 9-13, NA)
WHEN& HOWnonprofits are communicating
More in 2015: Email Appeals
45% of nonprofits will email an appeal at least monthly (up from 33% in 2014). 26% will email an appeal quarterly. Only 5% won’t send an email appeal at all.
E-Newsletter: Same as Usual62% will send an e-newsletter
at least monthly (up from 59%). 23% will send an e-newsletter quarterly.
Only 5% won’t send an email newsletter at all.
More in 2015: Direct Mail Appeals36% will send direct mail appeals at least quarterly
(up from 28% in 2014) 31% will send twice a year (up from 29%)
14% will send only once a year (down from 20%)12% will not send any direct mail appeals (down from 15%).
Print Newsletters: Same as Usual26% will send a quarterly print newsletter
16% will send a print newsletter twice a year 9% will send a print newsletter monthly 32% won’t send a print newsletter at all.
WHEREnonprofits are communicatingvia social media
Top Social Media Sitesfor Nonprofits in 2015
Facebook – 96%Twitter – 76%
YouTube – 46%LinkedIn – 32%
Instagram – 20%
% Putting Site in Their Top 3
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2013 2014 2015
Facebook Twitter YouTube LinkedIn
Instagram Google+ Pinterest Tumblr
Nonprofits and the Social Media Sites in Their Top Three, 2013-2015
Post three times a day. Yes, three times a day.Do it when your people are online. Facebook tells you when that is.
AARP’s Rule of Onefor Facebook:
One photoOne sentenceOne linkOne request from readers
How Much Time is Spent per WeekProducing Various Communications?
0%
10%
20%
30%
40%
50%
60%
70%
80%
FacebookUpdates
EmailNewsletters
PR or MediaRelations
Email EventMarketing
Blog orWebsiteArticles
Presentationsto be
Delivered inPerson
EmailFundraising or
AdvocacyAppeals
PrintFundraising
Appeals
PrintNewsletters
No time in typical week 1-2 hours 3-5 hours 6-10 hours
11-15 hours 16-20 hours 21+ hours 1-5 hours (combined)
