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Digital Marketing Trends (and Nonprofit Comm Trends in General) for BloomCon

Preso to BloomCon, sponsored by Bloomerang, presented 1/14/15

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Digital Marketing Trends (and Nonprofit Comm Trends in General) for BloomCon

  1. 1. Digital Marketing Trends (and Nonprofit Communications Trends in General) Kivi Leroux Miller
  2. 2. Nonprofit Communications Trends Report 2015 http://npmg.us/2015 #npcomm2015
  3. 3. Find this on Pinterest, Flickr, and Facebook. http://www.pinterest.com/npmktgd/2015- nonprofit-communications-trends-report/
  4. 4. 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
  5. 5. WHY nonprofits are communicating
  6. 6. 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
  7. 7. 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?
  8. 8. 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 Director Executive Director
  9. 9. Is Engaging Our Community a Top 3 Goal? Communications Director Development Director Executive Director
  10. 10. 65% 51% 39% Is Engaging Our Community a Top 3 Goal? Communications Director Development Director Executive Director
  11. 11. Is General Brand Awareness a Top 3 Goal? Communications Director Development Director Executive Director
  12. 12. 68% 42% 25% Is General Brand Awareness a Top 3 Goal? Communications Director Development Director Executive Director
  13. 13. Is Retaining Current Donors a Top 3 Goal? Communications Director Development Director Executive Director
  14. 14. 36% 60% 94% Is Retaining Current Donors a Top 3 Goal? Communications Director Development Director Executive Director
  15. 15. Is Acquiring New Donors a Top 3 Goal? Communications Director Development Director Executive Director
  16. 16. 33% 54% 89% Is Acquiring New Donors a Top 3 Goal? Communications Director Development Director Executive Director
  17. 17. Not a Surprise, Really. But Few Orgs Talk About It Openly. Your Goals Change Based on Your Job Title!
  18. 18. Are you directly responsible for meeting annual 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.
  19. 19. 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.
  20. 20. HOW nonprofits are communicating
  21. 21. The Six Most Important Communications 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%
  22. 22. Most Important Communications 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)
  23. 23. WHEN & HOW nonprofits are communicating
  24. 24. 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.
  25. 25. E-Newsletter: Same as Usual 62% 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.
  26. 26. More in 2015: Direct Mail Appeals 36% 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%).
  27. 27. Print Newsletters: Same as Usual 26% 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.
  28. 28. WHERE nonprofits are communicating via social media
  29. 29. Top Social Media Sites for Nonprofits in 2015 Facebook – 96% Twitter – 76% YouTube – 46% LinkedIn – 32% Instagram – 20% % Putting Site in Their Top 3
  30. 30. 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
  31. 31. 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 One for Facebook: One photo One sentence One link One request from readers
  32. 32. How Much Time is Spent per Week Producing Various Communications? 0% 10% 20% 30% 40% 50% 60% 70% 80% Facebook Updates Email Newsletters PR or Media Relations Email Event Marketing Blog or Website Articles Presentations to be Delivered in Person Email Fundraising or Advocacy Appeals Print Fundraising Appeals Print Newsletters 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)
  33. 33. Kivi Leroux Miller @kivilm Facebook.com/ nonprofitmarketingguide kivi@ecoscribe.com Trends Report: npmg.us/2015

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