The document discusses how the goals of communications directors, development directors, and executive directors differ, with communications directors most focused on community engagement and brand awareness, development directors on donor retention and acquisition, and executive directors on overall goals like retaining donors. It also provides examples of specific metrics and goals for each role related to fundraising, outreach, participation, and awareness. The document advocates for nonprofits to openly discuss how their staff members' goals vary depending on their job titles.

1. Measuring Your
Nonprofit Marketing
Success with Kivi Leroux Miller

5. Nonprofit
Communications
Trends Report
2015
http://npmg.us/2015
#npcomm2015

6. 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?

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?
Communications Director Development Director
Executive Director

8. Is Engaging Our Community a Top 3 Goal?
Communications Director Development Director
Executive Director

9. 65%
51%
39%
Is Engaging Our Community a Top 3 Goal?
Communications Director Development Director
Executive Director

10. Is General Brand Awareness a Top 3 Goal?
Communications Director Development Director
Executive Director

11. 68%
42%
25%
Is General Brand Awareness a Top 3 Goal?
Communications Director Development Director
Executive Director

12. Is Retaining Current Donors a Top 3 Goal?
Communications Director Development Director
Executive Director

13. 36%
60%
94%
Is Retaining Current Donors a Top 3 Goal?
Communications Director Development Director
Executive Director

14. Is Acquiring New Donors a Top 3 Goal?
Communications Director Development Director
Executive Director

15. 33%
54%
89%
Is Acquiring New Donors a Top 3 Goal?
Communications Director Development Director
Executive Director

16. Not a Surprise, Really.
But Few Orgs Talk About It Openly.
Your Goals Change Based on Your Job Title!

25. • Acquiring new donors
• Retaining current donors
• Increasing giving levels
• Funding for new programs
• Encouraging peer-to-peer
fundraising

26. • Getting more program participants
or volunteers
• Diversifying participants or
volunteers
• Getting people to events
• Educating on specific issues
• Collecting feedback on specific
issues

27. • Engaging participants or
supporters
• Positioning as an expert or reliable
source
• Improving awareness
• Building lists
• Increasing website traffic and SEO

29. • Impressions
• Coverage
• Exposure
• Impact
• Conversation
• Engagement

32. • Same time last year
• Last month or quarter
of this year
• Last edition or
campaign

53. Kivi Leroux Miller
@kivilm
kivi@ecoscribe.com
Fb.com/nonprofitmarketingguide