Nonprofit Pulse Report

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According to new survey data from Constant Contact®, Inc., the challenge of attracting new supporters is keeping 64% of nonprofits up at night. While the Constant Contact 2012 Nonprofit Pulse Survey revealed nonprofit concerns related to cash flow and staff levels, it also revealed that 58 percent find social media marketing an effective marketing tool that can be deployed to address these concerns.

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Nonprofit Pulse Report

  1. 1. Constant Contact Nonprofit Pulse The Health and Wellness of Nonprofits Based on Research Conducted in Spring 2012Copyright © 2012 Constant Contact Inc. 1
  2. 2. In This Report  What’s Keeping Small Nonprofits Up at Night?  Nonprofit Marketing Activities  The Health of Nonprofits  About This ReportCopyright © 2012 Constant Contact Inc. 2
  3. 3. 1. What’s Keeping Nonprofits Up At Night?Copyright © 2012 Constant Contact Inc. 3
  4. 4. Attracting new supporters, engaging existing supporters and getting funding are the top marketing concerns for nonprofits surveyed When you think about how to run your organization most effectively, which of the following “keeps you up at night”? 64% 59% 57% 34% 22% 20% 20% 18% 15% How to attract How to connect Getting funding Having a more How to make How to measure How to identify How to get How to stay on new supporters and better integrated my marketing the impact of my and select the referrals from top of the latest engage with communication dollars go marketing best marketing current in online existing strategy further campaigns tools supporters marketing supporters trendsCopyright © 2012 Constant Contact Inc. 4
  5. 5. Getting funding is the #1 concern for nonprofits Of the items that keep you up at night, which do you rank #1? 57% 41% 37% 22% 15% 12% 11% 7% 5% Getting fundingto connect and Havingengage with existing supporters to make mymarketing tools How to get onlinemeasure the impact of my marketi How to attract new supporters more integrated communication strategy stay on topdollars latest in referrals from current supporters How better a How to identify and select the best marketing of the go further to marketing trends How How to HowCopyright © 2012 Constant Contact Inc. 5
  6. 6. 2. Nonprofit Marketing ActivitiesCopyright © 2012 Constant Contact Inc. 6
  7. 7. Email marketing, websites, in-person interactions, events and social media are effective for the majority of nonprofits Which marketing activities do you find to be effective for your organization today? 86% 80% 73% 70% 58% 36% 32% 30% 23% 12% 5% 3% Email marketingWebsite In-person interactions Social media marketing calls Direct mail Events Phone Traditional advertisingOnlineOnline advertising (paid search, etc.) Public relations (print, radio, TV, etc.) surveys and polls Other, please speci 58% of nonprofits find social media marketing effective.Copyright © 2012 Constant Contact Inc. 7
  8. 8. Of those finding social media effective, Facebook is far and away the most effective network If social media is effective for your organization, which network do you find the most effective? 88% 5% 3% 1% 1% Facebook Twitter LinkedIn Google+ YouTubeCopyright © 2012 Constant Contact Inc. 8
  9. 9. In-person interactions are the most effective marketing activity Of the items you find to be effective, which do you rank as the #1 most effective? 60% 50% 50% 40% 30% 27% 20% 20% 18% 10% 13% 12% 10% 7% 7% 3% 0% 0% In-person interactionsmarketing Traditional advertising (print, Direct TV, etc.) Email radio, mail Website Events Public relations honeSocial media marketing advertising (paid search, et P calls OnlineOnline and polls surveysCopyright © 2012 Constant Contact Inc. 9
  10. 10. Social media marketing is the topic nonprofits want help with most Marketing activities do you need help with? 70% 60% 50% 57% 40% 30% 36% 35% 20% 21% 19% 19% 19% 10% 14% 11% 11% 9% 0% Social media marketing Email marketingWebsite Public relations OnlineOnline advertising (paid search, etc.) Phone calls Direct mail Traditional advertising (print, radio surveys and polls Events In-person interactions 55% of nonprofits ranked social media as the #1 marketing activity they need help with signaling they see it’s potential to attract new supporters and better engage existing supporters.Copyright © 2012 Constant Contact Inc. 10
  11. 11. Nonprofits believe nearly three quarters of their supporters are likely to recommend their organization to a friend or colleague What percentage of your supporters are likely to recommend your organization to a friend or a colleague? 73% The likelihood of supporter referrals is a dynamic that could be greatly amplified with the use of social media marketing.Copyright © 2012 Constant Contact Inc. 11
  12. 12. Nonprofits spend 36% of their time and 18% of their budget on marketing Hours nonprofits work Budget spent on marketing per week activities 43.5 18% 15.8 Total hours Marketing hoursCopyright © 2012 Constant Contact Inc. 12
  13. 13. 3. The Health of NonprofitsCopyright © 2012 Constant Contact Inc. 13
  14. 14. The majority of nonprofits surveyed are stable or growing compared to 2011 How has your organization done so far this year? 49% 39% 12% Membership/funding increased Membership/funding remained flat Membership/funding decreasedCopyright © 2012 Constant Contact Inc. 14
  15. 15. Many nonprofits are expecting significant growth this year, few are expecting a major decrease  67% of nonprofits expect 2012 membership/funding to increase over their 2011 revenues with 31% expecting an increase of more than 10%. Membership/Funding expectations this year compared to last 40% 35% 36% 30% 31% 25% 20% 24% 15% 10% 5% 4% 3% 0% Increase more than 10% Increase less than 10% Remain flat Decrease less than 10% Decrease more than 10%Copyright © 2012 Constant Contact Inc. 15
  16. 16. While funding is rising, cash flow is affecting growth for over 40% of nonprofits  Struggle with cash flow is evident with both rising costs and service offerings  46% of nonprofits are experiencing increased operating costs  51% have increased the number of services they offer Is your cash flow sufficient to run your organization effectively? 60% 50% 55% 40% 30% 20% 29% 10% 14% 0% Yes, I have adequate cash flow No, my cash flow is inadequate and is No, my cash flow is inadequate and is barely preventing me from growing enough to maintain current operationsCopyright © 2012 Constant Contact Inc. 16
  17. 17. Over one third of nonprofits need to hire additional staff but can’t  So far this year 67% of nonprofits have kept their number of employees the same, 14% have decreased their number of employees. Will you be hiring additional full-time equivalent (FTE) employees in the next 6 months? 39% 35% 16% 10% Yes No, I’m doing fine as is No, I need to but can’t UnsureCopyright © 2012 Constant Contact Inc. 17
  18. 18. About this study  This is the first wave of an ongoing study about the state of nonprofits and the ways they connect with and grow their audience.  We surveyed over 1000 participants in the Constant Contact Small Biz Council – a research panel of US small businesses and nonprofits recruited from the Constant Contact customer base – between April 24 and May 8, 2012.  This report includes responses from 307 nonprofit participants.  Media Contact Annual budget size for nonprofits Erika Dornaus included in this study Constant Contact 3% Under $100,000 (781) 482-7039 18% 25% pr@constantcontact.com $100,000 – $250,000 13% $250,001 – 20% $500,000 $500,001 – $1 20% millionCopyright © 2012 Constant Contact Inc. 18

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