Kivi Leroux Miller (Nonprofit Marketing Guide.com) has released the results of her 2012 Nonprofit Communications Trend Report.
This year the report is based on a survey of 1,288 nonprofits conducted in November 2011. Nonprofits in 42 countries completed the survey, with 82% from the United States and 6% from Canada. 54% of nonprofit survey participants have budgets under $1 million and 46% have budgets over $1 million.
Here is a summary of the survey results:
- *Only ¼ of nonprofits (24%) have a written and approved marketing plan for 2012.* 59% have a written plan or informal notes for themselves only, not formally approved by leadership.
- Email marketing and websites will be the most important communications tools for nonprofits in 2012, followed by Facebook; print (newsletters, direct mail); in-person events; and media relations/PR. These are the Big Six of nonprofit communications.
- The importance of social media channels like Facebook, Twitter, and blogging held steady between 2011 and 2012, with only video gaining in importance.
- Monthly emailing is the most popular frequency for nonprofits at 43%, followed by every other week at 19% and quarterly at 14%. More than three quarters of nonprofits (78%) plan to email their typical supporters at least monthly.
- Quarterly direct mail is the most popular frequency for nonprofits at
- 39%, followed by twice a year at 31%. Only 12% expect to send direct mail to their typical supporters at least monthly.
- Nonprofit communicators are excited about investing in new websites, having real plans in place for the first time, integrating communications channels to increase effectiveness, and using social media to reach new supporters.
- Nonprofit communicators are scared about vying for supporters’ attention; trying something new, especially social media; the slow economy and lack of investment in marketing; and being overworked and burning out.
You can download the entire report at: NonprofitMarketingGuide.com/2012trends.