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Measuring Your Nonprofit Marketing Success

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Presented 2/26/15 at the ALDE Conference in Reno NV

Published in: Marketing

Measuring Your Nonprofit Marketing Success

  1. 1. Measuring Your Nonprofit Marketing Success with Kivi Leroux Miller
  2. 2. Nonprofit Communications Trends Report 2015 http://npmg.us/2015 #npcomm2015
  3. 3. 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?
  4. 4. 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
  5. 5. Is Engaging Our Community a Top 3 Goal? Communications Director Development Director Executive Director
  6. 6. 65% 51% 39% Is Engaging Our Community a Top 3 Goal? Communications Director Development Director Executive Director
  7. 7. Is General Brand Awareness a Top 3 Goal? Communications Director Development Director Executive Director
  8. 8. 68% 42% 25% Is General Brand Awareness a Top 3 Goal? Communications Director Development Director Executive Director
  9. 9. Is Retaining Current Donors a Top 3 Goal? Communications Director Development Director Executive Director
  10. 10. 36% 60% 94% Is Retaining Current Donors a Top 3 Goal? Communications Director Development Director Executive Director
  11. 11. Is Acquiring New Donors a Top 3 Goal? Communications Director Development Director Executive Director
  12. 12. 33% 54% 89% Is Acquiring New Donors a Top 3 Goal? Communications Director Development Director Executive Director
  13. 13. Not a Surprise, Really. But Few Orgs Talk About It Openly. Your Goals Change Based on Your Job Title!
  14. 14. • Acquiring new donors • Retaining current donors • Increasing giving levels • Funding for new programs • Encouraging peer-to-peer fundraising
  15. 15. • Getting more program participants or volunteers • Diversifying participants or volunteers • Getting people to events • Educating on specific issues • Collecting feedback on specific issues
  16. 16. • Engaging participants or supporters • Positioning as an expert or reliable source • Improving awareness • Building lists • Increasing website traffic and SEO
  17. 17. • Impressions • Coverage • Exposure • Impact • Conversation • Engagement
  18. 18. • Same time last year • Last month or quarter of this year • Last edition or campaign
  19. 19. Kivi Leroux Miller @kivilm kivi@ecoscribe.com Fb.com/nonprofitmarketingguide

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