Welcome!
Preview of the
2014 Nonprofit
Communications
Trends Report

Trends Report

Full Report Will Be Released January 7...
The Voice You’re Hearing
Kivi Leroux Miller
Nonprofit Marketing Guide.com
This is Miss Ellie,
2009 World’s Ugliest Dog Winner

Forgive the
Ugly Slides . . .
Pretty Graphics
in Progress
Who Says? Where’s This Data From?
• Online survey by NonprofitMarketingGuide.com during
November 2013 (This is our 4th yea...
60% are EDs, Directors or Managers
40% are communications/marketing staff/mgmt
20% are development/fundraising staff/mgmt
Great Mix of Age Groups
Goals
What Drives Your Success?
Communications Goals: Why You Do It
Most Important Goals?
Communications Staff and
Managers believe Engaging Our
Community is most important.
Executive Direct...
What About Donor Retention?
Who believes donor retention is a
Top Three Goal?
Development Directors – 64%
Executive Direct...
Tools
Big Six Remain the Same
70%

60%

50%

40%

30%
Very Important
20%

10%

0%

Somewhat
Important
Least Important
100%
90%
80%

24%

70%

36%

28%

60%
36%

50%
33%

40%

37%
69%

30%
51%

56%
25%

20%

36%

19%

29%

15%

21%

10%

9%
...
Email marketing bumps back up
100%
90%
80%

29%

70%

36%

32%

60%

Video up 2% overall

32%

50%
34%

40%
30%

37%
62%

...
POP QUIZ!
Do the “very important”
communications tools vary by age of
survey participant?
Not Really, with a Two Small Exceptions
Top Two (Website and Email) are
consistent across age groups.
3rd place for 20s-40...
Executive Directors Pick as #1

Communicators Pick as #1

Fundraisers Pick as #1

Watch for Differences,
So You Can Discus...
Social Media
Facebook Is Still Social Media King
(this didn’t change much from last year)
Order of Importance Does NOT Vary by Job Title.
Instagram Wins Big on the Playground
(from fifth place in 2013 to first for 2014)
POP QUIZ!
Would you expect the social media site
people want to add or experiment
with to vary by age?
Where to Experiment in 2014 DOES Vary by Age
20-30’s are most likely to add or experiment with Instagram.
40-50’s are most...
Frequency
Email Frequency:
1/3 Send Email Appeals at Least Monthly
Email Frequency:
59% Send Email Newsletters at Least Monthly
Direct Mail Appeals: Twice a Year Most Common
Direct Mail Newsletters: Quarterly Most Popular
(Almost 1/3 not doing one)
Workload
Email Newsletters and Facebook
Take the Most Time
Time and Money Are the Biggest Challenges
Where Position (Not Goal) Really Matters

Directors/Managers Pick as #1

Executive Directors Pick as #1

Coordinators/Assi...
NEW QUESTION: Which best describes how you
feel about your current workload?
• Overworked - I am asked to do more than I
c...
POP QUIZ!
Would You Expect the “Overworked,
Underworked, Just Right” Results to
Vary by Job Title?
In every job title, a majority said they were overworked.
This was most acute for executive directors,
followed by communi...
POP QUIZ!
Would You Expect the “Overworked,
Underworked, Just Right” Results to
Vary by Age of Participant?
In every age group, a majority said they were overworked.
This was most acute for those in their 30s.
What Will Be in the Report?
• What I Shared Today in Lovely Graphics
• Further Analysis by
• Budget Size
• U.S. Region
• M...
Kivi Leroux Miller
@kivilm
Facebook.com/
nonprofitmarketingguide
kivi@ecoscribe.com
GuideStar Webinar (12/12/13) - The Top 2014 Nonprofit Communications Trends, Priorities, and Goals: Dive In and Plan Next ...
GuideStar Webinar (12/12/13) - The Top 2014 Nonprofit Communications Trends, Priorities, and Goals: Dive In and Plan Next ...
GuideStar Webinar (12/12/13) - The Top 2014 Nonprofit Communications Trends, Priorities, and Goals: Dive In and Plan Next ...
GuideStar Webinar (12/12/13) - The Top 2014 Nonprofit Communications Trends, Priorities, and Goals: Dive In and Plan Next ...
GuideStar Webinar (12/12/13) - The Top 2014 Nonprofit Communications Trends, Priorities, and Goals: Dive In and Plan Next ...
GuideStar Webinar (12/12/13) - The Top 2014 Nonprofit Communications Trends, Priorities, and Goals: Dive In and Plan Next ...
GuideStar Webinar (12/12/13) - The Top 2014 Nonprofit Communications Trends, Priorities, and Goals: Dive In and Plan Next ...
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GuideStar Webinar (12/12/13) - The Top 2014 Nonprofit Communications Trends, Priorities, and Goals: Dive In and Plan Next Year

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It’s the time of year when people are wrapping up their year and planning for the year ahead. What are going to be the most important priorities for nonprofit communicators next year? What are the most (and least) important communication channels?

Join us as Kivi Leroux Miller, president of NonprofitMarketingGuide.com, shares the biggest challenges nonprofits will be faced with while implementing their communications plans, and what excites and what scares nonprofit communicators about the coming year.

Presenters: Kivi Leroux Miller, President, NonprofitMarketingGuide.com, and Lindsay J.K. Nichols, Communications Director, GuideStar USA(moderator)

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GuideStar Webinar (12/12/13) - The Top 2014 Nonprofit Communications Trends, Priorities, and Goals: Dive In and Plan Next Year

  1. 1. Welcome! Preview of the 2014 Nonprofit Communications Trends Report Trends Report Full Report Will Be Released January 7, 2014 npmg.us/2014
  2. 2. The Voice You’re Hearing Kivi Leroux Miller Nonprofit Marketing Guide.com
  3. 3. This is Miss Ellie, 2009 World’s Ugliest Dog Winner Forgive the Ugly Slides . . . Pretty Graphics in Progress
  4. 4. Who Says? Where’s This Data From? • Online survey by NonprofitMarketingGuide.com during November 2013 (This is our 4th year doing the survey) • Full survey completed by 2,135 nonprofits • 88% in the United States, 6% in Canada • 50.2% with annual budget under $1 million; 49.8% over $1 million • 23% in Human Services, Housing, Food, Jobs; 16% in Education; 10% in Health, Disease, Medical Research
  5. 5. 60% are EDs, Directors or Managers 40% are communications/marketing staff/mgmt 20% are development/fundraising staff/mgmt
  6. 6. Great Mix of Age Groups
  7. 7. Goals
  8. 8. What Drives Your Success?
  9. 9. Communications Goals: Why You Do It
  10. 10. Most Important Goals? Communications Staff and Managers believe Engaging Our Community is most important. Executive Directors and Development Staff and Managers believe Acquiring New Donors is most important. Watch for Differences, So You Can Discuss and Resolve.
  11. 11. What About Donor Retention? Who believes donor retention is a Top Three Goal? Development Directors – 64% Executive Directors – 34% Communications Directors – 16% Watch for Differences, So You Can Discuss and Resolve.
  12. 12. Tools
  13. 13. Big Six Remain the Same 70% 60% 50% 40% 30% Very Important 20% 10% 0% Somewhat Important Least Important
  14. 14. 100% 90% 80% 24% 70% 36% 28% 60% 36% 50% 33% 40% 37% 69% 30% 51% 56% 25% 20% 36% 19% 29% 15% 21% 10% 9% 0% Social Email Media Media In-Person Website Other Marketin Relations Events g /PR Than Blogging 10% Print Video (YouTube etc.) Blog 12% 4% 5% 14% 3% 3% 1% 8% 2% Paid Phone Mobile Photo Podcastin Advertisin Calls/Pho Apps or Sharing g g ne Banks Texting Somewhat Important 24% 36% 28% 36% 33% 37% 25% 19% 15% 12% 14% 3% 8% Very Important 69% 51% 56% 36% 29% 21% 9% 10% 4% 5% 3% 1% 2% Relative Importance of Tools in 2013
  15. 15. Email marketing bumps back up 100% 90% 80% 29% 70% 36% 32% 60% Video up 2% overall 32% 50% 34% 40% 30% 37% 62% 50% 55% 25% 41% 20% 19% 29% 14% 21% 10% 11% 0% Social Email Media Media In-Person Website Other Marketin Relations Events g /PR Than Blogging 9% Print Video (YouTube etc.) Blog 11% 4% 6% 12% 2% 8% 2% 1% 3% Paid Phone Mobile Photo Podcastin Advertisin Calls/Pho Apps or Sharing g g ne Banks Texting Somewhat Important 29% 36% 32% 32% 34% 37% 25% 19% 14% 11% 12% 2% 8% Very Important 62% 50% 55% 41% 29% 21% 11% 9% 4% 6% 2% 1% 3% Relative Importance of Tools in 2014
  16. 16. POP QUIZ! Do the “very important” communications tools vary by age of survey participant?
  17. 17. Not Really, with a Two Small Exceptions Top Two (Website and Email) are consistent across age groups. 3rd place for 20s-40s = social media. For 50-60+ 3rd place is inperson events. Those flip-flop for 4th place. Press Releases increases in importance with age (26% for 20s to 34% for 60+) Watch for Differences, So You Can Discuss and Resolve.
  18. 18. Executive Directors Pick as #1 Communicators Pick as #1 Fundraisers Pick as #1 Watch for Differences, So You Can Discuss and Resolve.
  19. 19. Social Media
  20. 20. Facebook Is Still Social Media King (this didn’t change much from last year)
  21. 21. Order of Importance Does NOT Vary by Job Title.
  22. 22. Instagram Wins Big on the Playground (from fifth place in 2013 to first for 2014)
  23. 23. POP QUIZ! Would you expect the social media site people want to add or experiment with to vary by age?
  24. 24. Where to Experiment in 2014 DOES Vary by Age 20-30’s are most likely to add or experiment with Instagram. 40-50’s are most likely to add or experiment with Pinterest. 60+ most likely to add or experiment with YouTube.
  25. 25. Frequency
  26. 26. Email Frequency: 1/3 Send Email Appeals at Least Monthly
  27. 27. Email Frequency: 59% Send Email Newsletters at Least Monthly
  28. 28. Direct Mail Appeals: Twice a Year Most Common
  29. 29. Direct Mail Newsletters: Quarterly Most Popular (Almost 1/3 not doing one)
  30. 30. Workload
  31. 31. Email Newsletters and Facebook Take the Most Time
  32. 32. Time and Money Are the Biggest Challenges
  33. 33. Where Position (Not Goal) Really Matters Directors/Managers Pick as #1 Executive Directors Pick as #1 Coordinators/Assistants Pick as #1 Watch for Differences, So You Can Discuss and Resolve.
  34. 34. NEW QUESTION: Which best describes how you feel about your current workload? • Overworked - I am asked to do more than I can in the time allotted • About right - My work matches well the time allotted to do it • Underworked - I could do more than I am asked to do in the time allotted
  35. 35. POP QUIZ! Would You Expect the “Overworked, Underworked, Just Right” Results to Vary by Job Title?
  36. 36. In every job title, a majority said they were overworked. This was most acute for executive directors, followed by communications/marketing directors.
  37. 37. POP QUIZ! Would You Expect the “Overworked, Underworked, Just Right” Results to Vary by Age of Participant?
  38. 38. In every age group, a majority said they were overworked. This was most acute for those in their 30s.
  39. 39. What Will Be in the Report? • What I Shared Today in Lovely Graphics • Further Analysis by • Budget Size • U.S. Region • Mission Category • Top Marketing Goals • Who Reports to Whom • Trends in “#1 Priority,” “What Excites” and “What Scares”
  40. 40. Kivi Leroux Miller @kivilm Facebook.com/ nonprofitmarketingguide kivi@ecoscribe.com

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