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How Small Nonprofits Approach Communications Differently: More Emphasis on Events

The 2013 Nonprofit Communications Trends Report  from NonprofitMarketingGuide.com is a great overview of how nonprofits are approaching their communications in 2013. We asked the report’s author, Kivi Leroux Miller, to share how the results from the smallest nonprofits – those with annual budgets under $250,000 – compare to the report’s findings overall.

Guest Post by Kivi Leroux Miller, president of NonprofitMarketingGuide.com

Do the smallest nonprofits with budgets of $250,000 or less approach communications any differently than those with much larger organizational budgets? Yes and no.

They are much less likely to have a written and approved communications plan --  only 20% do, compared to 30% of nonprofits overall. But their top goals – acquiring new donors, engaging their community, and general brand awareness -- are right in line with bigger nonprofits. Smaller organizations are more likely, however, than larger ones to also include acquiring new program participants and volunteers as priorities.

Smaller nonprofits rely more on in-person events than larger organizations and this is especially true for the smallest groups. In fact, 43% of nonprofits with budgets under $250,000 ranked in-person events as a very important communication channel, the highest compared to all other budget groups.  They stay in touch with their supporters at about the same frequency as larger nonprofits, with monthly emailing and quarterly print mailing as the most popular frequencies.

When we look at social media use, we do see a few interesting differences between smaller and larger organizations. Those with budgets under $250,000 are much less likely to say that Twitter is an important social media site for them, but are more likely to say that LinkedIn and Google+ are, compared to larger organizations. Of course, Facebook is still king for nonprofits of any size.

As noted before, events are important to smaller organizations, so they are much more likely to spend time on event marketing materials and presentations delivered in person than larger groups.  Not surprisingly, lack of budget is the top concern for smaller groups, along with lack of time.

To learn more about what nonprofit communicators say about their plans for 2013, download your free copy of the 2013 Nonprofit Communications Trends Report.

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Lori Halley [Engaging Apricot]Lori Halley [Engaging Apricot]
Posted by Lori Halley [Engaging Apricot]
Published Thursday, 07 February 2013 at 8:30 AM
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