A survey of 516 non-profit staff and volunteers found that while most accept donations, only a minority offer online donation capabilities. Only 60% use their website for marketing and 32% use social media, mainly Facebook, Twitter and LinkedIn. More than 75% are encouraged to promote their non-profit on social media. Education and human services were the top sectors represented and donations, fundraising events and in-person donations are relied on most. Many plan to increase website marketing and social media use in the future.

1. Non-Profit Survey 2011
current technology and marketing practices

2. Overview & Methodology
Objective – Obtain a better understanding of the current technology and marketing practices being
used by non-profit organizations today.
Approach – Zoomerang distributed a survey to non-profit staff and volunteers.
Results – In total, 516 volunteers and staff members completed the survey providing insight into the
marketing tools their organizations currently use, as well as their intended approach for the next six to
twelve months.
Key Takeaways –
- Of the respondents, 74% indicated that they accept donations, yet only 27% offer website
donation capabilities
- Only 60% of those surveyed said they use their organization’s website for marketing purposes
- Among the 32% of non-profits using social media, few venture beyond Facebook, Twitter and
LinkedIn
- Other forms of social media, such as video (YouTube) and blogs, are experiencing slower adoption
- More than 75% of the respondents indicated that they are encouraged by the organization to use
social media to promote the non-profit

3. Non-profit Focus
Education & Human Services were the top two non-profits represented
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4. Operational Necessities
Non-profits rely most on donations to continue operating
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5. Donation Capabilities
Most donations are collected via mail, in-person or at fundraising events
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6. New Donation Capabilities
Non-profits continue to rely on traditional methods of accepting donations
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7. Marketing Tactics
Only 60% of non-profits utilize websites for marketing purposes
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8. Marketing Forecast
Of those surveyed, 47% plan on utilizing websites in the next six months
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9. Social Media
Few non-profits are moving beyond the most common social media channels
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10. Social Media
78% of non-profits encourage staff and volunteers to promote the organization
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11. Appendix

12. Respondent Organizational Role
The majority of respondents serve as volunteers
Role Percentage
Volunteer 57%
Staff Member 23%
Founder and/or Board Member 9%
Director/Manager 6%
Other 5%
Head of Marketing 1%

13. Respondent Age Range
More than half of respondents were over the age of 40
Age Range Percentage
Under 30 19%
30 - 39 17%
40 - 49 19%
50 - 59 15%
60 or over 29%

14. Top 10: Location of Headquarters
Breakdown of the top 10 states represented among respondents
State Percentage
California 8%
New York 8%
Florida 7%
Texas 7%
Illinois 5%
Ohio 5%
Pennsylvania 4%
Arizona 3%
Colorado 3%
Maryland 3%

15. Support for International Efforts
40% of the organizations represented have international efforts
Support Percentage
Yes 40%
No 60%