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NONPROFIT CONTE NT MAR KETI N G 
Benchmarks, Budgets, 
and Trends—North America 
SponSored by
TABLE OF CONTENTS 
2 
 Welcome................................................................................................................................................. 3 
 Usage & Overall Effectiveness.............................................................................................................. 4 
 Strategy & Organization........................................................................................................................ 6 
 Goals & Metrics..................................................................................................................................... 10 
 Content Creation & Distribution........................................................................................................ 13 
 Budgets & Spending............................................................................................................................ 22 
 Challenges & Initiatives...................................................................................................................... 24 
 Comparison Chart: Comparison of Most Effective Nonprofit Content Marketers 
with Least Effective Nonprofit Content Marketers.......................................................................... 30 
 Comparison Chart: Documented vs. Verbal vs. No Strategy – Nonprofit..................................... 31 
 Comparison Chart: Differences Between Nonprofit, B2C, and B2B Marketers........................... 32 
 Demographics...................................................................................................................................... 33 
 About..................................................................................................................................................... 34 
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WELCOME 
Hello Content Marketers, 
Welcome to Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North 
America. 
This is the second year that Content Marketing Institute and Blackbaud have partnered to study 
the content marketing practices of nonprofit professionals. 
Generally speaking, nonprofit professionals continue to embrace content marketing. The 
amount of budget they spend on content marketing hasn’t increased that much over the last 
year, but they are certainly getting savvier, trying more tactics, and distributing content across 
more social platforms. While they may be searching for better ways to measure success, they 
are growing in overall confidence with their efforts. 
While some nonprofit marketers are less challenged this year with budget, and are making 
strides with internal knowledge and skills, they are more challenged than last year in many 
areas. Our best recommendation is to document your content marketing strategy. Those who 
do are more effective in every area of content marketing, including the tracking of return-on-investment, 
often an important key for garnering internal support. 
Wishing you all the best as you grow your content marketing program… 
Yours in content, 
Joe & Frank 
Joe Pulizzi 
Founder 
Content Marketing Institute 
Frank Barry 
Director of 
New Growth Ventures 
Blackbaud 
3 
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USAGE & OVERALL EFFECTIVENESS Does your organization use 
4 
content marketing? 
61% say yes 
Last year, 92% of nonprofit respondents said 
they use content marketing. Back then, we 
defined content marketing as the “creation and 
distribution of educational and/or compelling 
content in multiple media formats to attract and/ 
or retain clients/constituents.” 
This year, we defined content marketing as 
“a strategic marketing approach focused on 
creating and distributing valuable, relevant, and 
consistent content to attract and retain a clearly 
defined audience—and, ultimately, to drive 
action.” 
The new definition—crafted by Content 
Marketing Institute in early 2014—better reflects 
how content marketing has grown from the mere 
“creation and distribution” of content to a formal 
business discipline. 
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Percentage of Nonprofit Respondents 
Using Content Marketing 
61% 
Yes 
39% 
No 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud
5 
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USAGE & OVERALL EFFECTIVENESS 
Overall, how effective is 
your organization at 
content marketing? 
35% say they are effective 
Nonprofit marketers continue to grow steadily 
in their confidence with content marketing. Last 
year, 26% said they were effective. 
Note: For purposes of our annual survey, 
we define effectiveness as “accomplishing 
your overall objectives.” Those who rate their 
organizations a 4 or 5 (on a scale of 1 to 5, with 
5 being “Very Effective” and 1 being “Not at all 
Effective”) are the “most effective” or 
“best-in-class.” The 1s and 2s are the “least 
effective,” while the 3s are neutral. 
How Nonprofit Marketers Rate the 
E
ectiveness of Their Organization’s 
Use of Content Marketing 
Very E
ective 5% 
30% 
45% 
15% 
Not At All E
ective 2% 
0 10 20 30 40 50 
5 
4 
3 
2 
1 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud
Percentage of Nonprofit Marketers 
Who Have a Content Marketing Strategy 
Yes, and it is documented 23% 
Yes, but it is not documented 43% 
No 21% 
Unsure 13% 
0 10 20 30 40 50 
6 
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STRATEGY & ORGANIZATION 
Does your organization 
have a content marketing 
strategy? 
23% say they have a 
documented strategy 
Last year, we asked marketers for the first time 
whether or not they had a documented content 
marketing strategy. The high percentage of 
nonprofit marketers who said no (54%) left us 
wondering whether some had a strategy but 
had simply not taken the time to document 
it. So this year we asked the question a bit 
differently; indeed, we found that many more 
do have a strategy, but for 43% it is verbal only. 
The 23% who have documented their strategy 
are more effective in all aspects of content 
marketing than those who have not. Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud
Very closely 38% 
0 10 20 30 40 50 60 
7 
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STRATEGY & ORGANIZATION 
How closely does your 
content marketing strategy 
guide your organization’s 
content marketing efforts? 
38% say very closely 
Having a s trategy is one thing—following it 
is another. The more effective a nonprofit 
marketer is, the more likely it is that his or 
her organization follows the strategy very 
closely (61% of the most effective follow their 
strategy very closely). 
Percentage of Nonprofit Marketers 
Who Say Strategy Guides Eorts 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud 
Somewhat 56% 
We rarely use it 3% 
Unsure 4%
Yes, and it functions independently as its own unit 12% 
Yes, and it works horizontally across the organization silos 29% 
No, but planning to have one 14% 
No, and no plans to have one that I know of 44% 
0 10 20 30 40 50 60 
8 
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STRATEGY  ORGANIZATION 
Does your organization 
have a dedicated content 
marketing group? 
41% say yes 
Nonprofit marketers who have a documented 
content marketing strategy are more likely to 
have a dedicated group (72%) when compared 
with the total sample. The same is true for the 
most effective nonprofit marketers (62%). 
Percentage of Nonprofit Marketers Who 
Have a Dedicated Content Marketing Group 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud
9 
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STRATEGY  ORGANIZATION 
Which area in your 
organization is accountable 
for content marketing? 
It often depends on 
organization size 
The larger the nonprofit organization, the 
more likely it is that content marketing is 
situated under the marketing umbrella. In 
smaller nonprofits (up to 100 employees), 
content marketing is more likely to fall under 
development/fundraising. 
Areas Accountable for 
Nonprofit Content Marketing 
Marketing 
Development/Fundraising 
PR/Corporate Communications 
Owner/C-level 
Programs 
Social Team 
Other 
No One, Unsure, or No Answer 
40% 
9% 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud 
20% 
2% 
2% 
17% 
7% 
3%
10 
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GOALS  METRICS 
How important is each 
of the following content 
marketing goals to your 
organization? 
87% say brand awareness 
is important 
Note: Percentages shown represent marketers who 
rated each goal a 4 or 5 on a 5-point scale where 
5 = “Very Important” and 1 = “Not at all Important.” 
The most effective nonprofit marketers place 
higher importance on all the goals shown here 
when compared with the total sample. 
Organizational Goals for 
Nonprofit Content Marketing 
Brand Awareness 
Engagement 
Client/Constituent Retention/Loyalty 
Client/Constituent Acquisition 
Fundraising 
Advocacy 
Program Delivery 
87% 
84% 
82% 
79% 
68% 
61% 
56% 
0 10 20 30 40 50 60 70 80 90 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud
11 
Which metrics does your 
organization use to assess 
content marketing success? 
55% say increased event 
attendance/participation 
Note: Fewer than 30% of nonprofit marketers said 
they use the following metrics: Subscriber Growth 
(28%), Increased Advocacy (23%), SEO Ranking (19%), 
Benchmark Lift of Product/Service Awareness (19%), 
Inbound Links (18%), Sales (18%), Cost Savings (14%), Sales 
Lead Quantity (8%), and Sales Lead Quality (8%). 
Increased event attendance/participation 
was a new choice on the survey this year. Last 
year, increased fundraising was the most often 
cited metric (66%). 
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GOALS  METRICS 
Metrics for Nonprofit 
Content Marketing Success 
55% 
Increased Event Attendance/Participation 
Website Tra ic 
54% 
Increased Fundraising 
49% 
Increased Number of People Served/Helped 
Increased Supporter Loyalty 
Qualitative Feedback from Supporters 
Time Spent on Website 
Benchmark Li‰ of Organization Awareness 
40% 
38% 
38% 
33% 
30% 
0 10 20 30 40 50 60 70 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud
12 
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How successful is your 
organization at tracking 
the ROI of its content 
marketing program? 
Only 15% say they 
are successful 
As these percentages show, many nonprofit 
marketers have a difficult time tracking ROI. 
Having a documented content marketing strategy 
helps, though, as 34% of those who possess one 
are successful in this area, compared with the 
15% average for the total sample. 
GOALS  METRICS 
How Nonprofit Marketers Rate Their 
Organization’s Success at 
Tracking ROI 
Very Successful 2% 
13% 
33% 
22% 
Not At All Successful 9% 
We Do Not Track 20% 
0 10 20 30 40 50 
5 
4 
3 
2 
1 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud
Change in Nonprofit Content Creation 
13 
Compared with one year 
ago, how much content is 
your organization creating? 
69% are creating more 
Last year, 65% of nonprofit marketers said they 
were creating more content, compared with 
69% this year. 
Nonprofit marketers from organizations of all 
sizes are creating more content—even the least 
effective (61%) and those who have no strategy 
(52%). 
The most effective nonprofit marketers 
and those who have a documented content 
marketing strategy are creating the most 
content (81% of both segments say they are 
creating more). 
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CONTENT CREATION  DISTRIBUTION 
(Over Last 12 Months) 
Significantly More 
More 
Same Amount 
Less 
Unsure 
19% 
4% 
50% 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud 
3% 
24%
14 
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How many different 
audiences does your 
organization target 
with separate content 
marketing strategies? 
The average number is 4 
The larger the nonprofit organization, the more 
audiences it targets. The largest organizations 
(1,000+ employees) target an average of 5. 
CONTENT CREATION  DISTRIBUTION 
Number of Audiences 
that Nonprofit Marketers Target 
5% 
7% 
30% 
41% 
4% 
12% 
0 10 20 30 40 50 
10+ 
7-10 
4-6 
2-3 
1 
Unsure 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud
15 
Which content marketing 
tactics does your 
organization use? 
Most tactics are used more often 
than last year, especially infographics 
and microsites 
Average Number Used: 12 
Note: Fewer than 40% of nonprofit marketers said they use the 
following tactics: Branded Content Tools (37%), Digital Magazines (37%), 
Online Presentations (36%), Mobile Apps (34%), Webinars/Webcasts 
(32%), Books (28%), White Papers (26%), Podcasts (21%), Virtual 
Conferences (18%), eBooks (15%), and Games/Gamification (9%). 
Nonprofit marketers are using more content marketing tactics 
(an average of 12 this year vs. 11 last year). 
Like last year, the four most often cited tactics were social media 
content (other than blogs), in-person events, eNewsletters, and 
articles on your website. Regarding these four tactics, the biggest 
increase was with social media content (86% last year vs. 93% this 
year). The others rose slightly. 
The biggest increases in usage over the last year have been with 
infographics and microsites, both up 22 percentage points this year. 
The following tactics that appear on the chart have all risen 11 
percentage points: videos, blogs, print magazines, and case studies. 
Print newsletters dropped slightly (56% last year vs. 53% this year). 
Illustrations/photos was a new choice on the survey this year. 
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CONTENT CREATION  DISTRIBUTION 
Nonprofit Content Marketing Tactic Usage 
Social Media Content – other than blogs 
In-person Events 
eNewsletters 
Articles on Your Website 
Illustrations/Photos 
Videos 
Blogs 
Infographics 
Print Newsletters 
Print Magazines 
Case Studies 
Microsites 
Research Reports 
93% 
89% 
88% 
86% 
86% 
82% 
58% 
53% 
53% 
44% 
41% 
41% 
40% 
0 10 20 30 40 50 60 70 80 90 100 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud
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How effective are the 
following tactics that 
you use? 
In-person events are rated 
the most effective 
Note: Percentages shown represent marketers who 
rated each tactic a 4 or 5 on a 5-point scale where 
5 = “Very Effective” and 1 = “Not at all Effective.” 
Of all the tactics nonprofit marketers use, these are 
the ones that more than 50% say are effective. 
When compared with last year, confidence in 
microsites and print magazines grew the most. Last 
year, 40% of nonprofit marketers said microsites 
were effective (compared with 53% this year) and 
52% said print magazines were effective (compared 
with 60% this year). 
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CONTENT CREATION  DISTRIBUTION 
Effectiveness Ratings 
for Nonprofit Tactics 
In-person Events 
Illustrations/Photos 
eNewsletters 
Social Media Content – other than blogs 
Print Magazines 
Print Newsletters 
Videos 
Microsites 
74% 
65% 
64% 
63% 
60% 
57% 
54% 
53% 
0 10 20 30 40 50 60 70 80 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud
17 
Which social media 
platforms does your 
organization use to 
distribute content? 
Facebook is used most often 
Average Number Used: 5 
Note: Fewer than 30% of nonprofit marketers said 
they use the following social media platforms: Flickr 
(24%), Vimeo (19%), Foursquare (13%), Tumblr (12%), 
SlideShare (11%), Vine (9%), SnapChat (5%), and 
StumbleUpon (5%). 
Nonprofit marketers are using more social media 
platforms to distribute content (an average of 5 
this year vs. 4 last year). 
The percentage of nonprofit marketers who use 
each of the platforms shown here has risen over 
the last year. The biggest increase has been with 
Instagram (17% last year vs. 38% this year). 
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CONTENT CREATION  DISTRIBUTION 
Facebook 
Twitter 
YouTube 
LinkedIn 
Google+ 
Instagram 
Pinterest 
Nonprofit Content Marketing 
Social Media Platform Usage 
94% 
84% 
78% 
67% 
40% 
38% 
35% 
0 10 20 30 40 50 60 70 80 90 100 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud
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How effective are the 
social media platforms 
that you use? 
Facebook is rated the 
most effective 
Note: Percentages shown represent marketers 
who rated each platform a 4 or 5 on a 5-point 
scale where 5 = “Very Effective” and 1 = “Not at 
all Effective.” 
Nonprofit marketers once again rated Facebook 
the most effective platform (58% last year vs. 
63% this year). 
Confidence in all other platforms shown here 
also has increased over the last year, except for 
Vimeo, which decreased 2 percentage points. 
The biggest increase was with SlideShare (24% 
last year vs. 38% this year). Twitter and LinkedIn 
had the next biggest increases, with Twitter 
rising 11 percentage points and LinkedIn rising 9. 
CONTENT CREATION  DISTRIBUTION 
Effectiveness Ratings for 
Nonprofit Social Media Platforms 
Facebook 
Twitter 
YouTube 
SlideShare 
Vimeo 
Instagram 
LinkedIn 
63% 
54% 
47% 
38% 
37% 
36% 
34% 
29% 
22% 
Pinterest 
Google+ 
0 10 20 30 40 50 60 70 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud
19 
How often does your 
organization publish new 
content that supports 
its content marketing 
program? 
48% say daily or multiple 
times per week 
60% of the most effective nonprofit 
marketers and 58% of those who have a 
documented content marketing strategy 
publish new content daily or multiple times 
per week, compared with 48% of the total 
sample. 
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CONTENT CREATION  DISTRIBUTION 
How Often Nonprofit Marketers 
Publish New Content 
Daily 
Multiple Times per Week 
Weekly 
Multiple Times per Month 
Monthly 
Less than Once per Month 
Unsure 
20% 
28% 
6% 
10% 
14% 
5% 
15% 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud
20 
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Which paid advertising 
methods do you use to 
promote/distribute 
content? 
83% use at least one 
Average Number Used: 3 
This was a new question on the survey. The most 
effective nonprofit marketers, as well as those 
who have a documented content marketing 
strategy, use all of these paid methods more 
frequently than the overall sample. 
In addition, the larger the nonprofit organization, 
the more methods it uses. For example, micro 
organizations (1-9 employees) use an average of 
2 methods, whereas large organizations (1,000+ 
employees) use an average of 4. 
CONTENT CREATION  DISTRIBUTION 
Nonprofit Paid Advertising Usage 
Print or Other Offline Promotion 
Promoted Posts (e.g., promoted Tweets) 
Social Ads (e.g., LinkedIn ads) 
Search Engine Marketing (SEM) 
Traditional Online Banner Ads 
Native Advertising 
Content Discovery Tools 
73% 
48% 
48% 
41% 
41% 
32% 
6% 
0 10 20 30 40 50 60 70 80 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud
21 
How effective are the 
paid advertising methods 
that you use to distribute 
content? 
Nonprofit marketers have the 
most confidence in search 
engine marketing (SEM) 
Note: Percentages shown represent marketers who 
rated each method a 4 or 5 on a 5-point scale where 
5 = “Very Effective” and 1 = “Not at all Effective.” 
Even though print or other offline promotion is 
the paid method that nonprofit marketers use the 
most, they are more likely to say that search engine 
marketing (SEM) is more effective. 
The most effective nonprofit marketers and those 
who have a documented content marketing strategy 
view each of these methods as more effective when 
compared with the total sample. 
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CONTENT CREATION  DISTRIBUTION 
Effectiveness Ratings for 
Nonprofit Paid Advertising Methods 
56% 
53% 
51% 
45% 
43% 
37% 
Search Engine Marketing (SEM) 
Promoted Posts (e.g., promoted Tweets) 
Print or Other Offline Promotion 
Social Ads (e.g., LinkedIn ads) 
Content Discovery Tools 
Native Advertising 
Traditional Online Banner Ads 
37% 
0 10 20 30 40 50 60 70 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud
22 
Approximately what 
percentage of your 
organization’s total 
marketing budget (not 
including staff) is spent on 
content marketing? 
The average is 23% 
Last year, nonprofit marketers said they allocated 
an average of 20% of their total marketing budget to 
content marketing, compared with 23% this year. 
When we look at different segments of respondents, 
this is how their spending averages compare: 
 Those with a documented content marketing 
strategy spend more (33%) than those with a 
verbal strategy only (22%) or no strategy (11%). 
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 The most effective nonprofit marketers spend 
more (30%) than the least effective (13%). 
 Marketers at large organizations with 1,000+ 
employees spend more (32%) than marketers at 
small organizations with 10-99 employees (20%). 
BUDGETS  SPENDING 
Percentage of Total Marketing Budget 
Spent on Nonprofit Content Marketing 
1% 
3% 
6% 
9% 
12% 
100% 
75-99% 
50-74% 
25-49% 
10-24% 
1-9% 
0% 
Unsure 
28% 
4% 
35% 
0 10 20 30 40 50 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud
23 
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How do you expect your 
organization’s content 
marketing budget to 
change in the next 12 
months? 
37% say they will increase 
spending 
Last year, 38% of nonprofit marketers said they 
would increase spending, compared with 37% 
this year. 
Their lack of success thus far isn’t going to stop 
the least effective nonprofit marketers from 
increasing their content marketing budget: 
42% plan to do so, compared with 32% of the 
most effective. 
BUDGETS  SPENDING 
Nonprofit Content Marketing Spending 
(Over Next 12 Months) 
Significantly Increase 5% 
Increase 
Remain the Same 
Decrease 3% 
32% 
39% 
Unsure 20% 
0 10 20 30 40 50 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud
24 
With regard to content 
marketing, how challenged 
are you with each of the 
following? 
56% say lack of budget 
is a challenge 
Note: Percentages shown represent marketers who 
rated each challenge a 4 or 5 on a 5-point scale where 
5 = “Very Challenged” and 1 = “Not at all Challenged.” 
It’s still a pressing challenge, but the percentage 
of nonprofit marketers who say lack of budget is a 
challenge has decreased 11 percentage points this year 
(67% last year vs. 56% this year). Nonprofit marketers 
also have made strides with internal knowledge and 
skills (the percentage who cited gaps last year was 45%, 
compared with 38% this year). 
In every other area shown here, however, nonprofit 
marketers are more challenged than last year. The two 
biggest increases have been with measuring content 
effectiveness (52% this year vs. 36% last year) and finding 
trained content marketing professionals (28% this year 
vs. 8% last year). 
The least effective nonprofit marketers are more apt 
to say their greatest challenge is producing engaging 
content (75%), which is a bigger challenge for them than 
lack of budget (60%). In addition, 49% say lack of buy-in/ 
vision from higher-ups is a problem. 
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CHALLENGES  INITIATIVES 
Challenges that Nonprofit Marketers Face 
56% 
52% 
49% 
43% 
40% 
Lack of Budget 
Measuring Content Effectiveness 
Producing Engaging Content 
Producing Content Consistently 
Lack of Integration Across Marketing 
Gaps in Knowledge and Skills of Internal Team 
Producing a Variety of Content 
Technology-related Challenges 
Lack of Buy-in/Vision from Higher-Ups 
Finding Trained Content Marketing Professionals 
38% 
37% 
35% 
34% 
0 10 20 30 40 50 60 70 
28% 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud
CHALLENGES  INITIATIVES 
Which content marketing initiatives are you working on? 
66% are focused on becoming better storytellers 
New this year, we presented marketers with a list of 28 initiatives. We asked them to select one of three options for each: 
working on now, plan to begin working on within 12 months, and not a priority. 
Nonprofit marketers are working on an average of 12 initiatives, and plan to begin working on an average of 8 over the next 
12 months. 
The highest percentages of nonprofit marketers are working on: 
 Becoming better storytellers: 66% 
 Creating visual content: 63% 
 Creating more engaging/higher-quality content: 62% 
 Better understanding of audience: 59% 
 Organizing content on website: 59% 
As for which they are planning to begin working on within 12 months, the highest percentages selected: 
 Measuring content marketing ROI: 39% 
 Developing a documented content marketing strategy: 37% 
 Creating a better mobile strategy: 33% 
 Content personalization: 33% 
 Better understanding of what content is effective—and what isn’t: 32% 
 Optimizing content: 32% 
The initiatives appearing on the following pages are the 12 that received the highest combined percentages of “working on 
now” and “plan t o begin working on within 12 months.” 
25 
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CHALLENGES  INITIATIVES 
26 
Creating Visual Content 
Organizing Content 
on Website 
Creating More 
Engaging/Higher-Quality Content 
9% 8% 
63% 22% 62% 26% 59% 
Now Within 12 Months Not a Priority No Answer 
8% 
23% 
6% 7% 7% 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud 
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CHALLENGES  INITIATIVES 
27 
Better Understanding of 
What Content is Effective—and What isn’t 
Better Converting Visitors 
on Website 
Becoming Better 
Storytellers 
13% 11% 
52% 15% 66% 52% 
30% 
Now Within 12 Months Not a Priority No Answer 
10% 
32% 
6% 6% 7% 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud 
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CHALLENGES  INITIATIVES 
Better Internal Communications/ 
Collaboration/Operationalizing 
28 
Better Understanding 
Content Marketing Team Developing an Email Strategy 
of Audience 
12% 15% 
55% 59% 
22% 
Now Within 12 Months Not a Priority No Answer 
53% 
26% 
11% 
27% 
7% 7% 6% 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud 
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CHALLENGES  INITIATIVES 
29 
Creating a Greater 
Variety of Content Optimizing Content 
Finding More/Better Ways 
to Repurpose Content 
16% 15% 
50% 51% 
26% 
Now Within 12 Months Not a Priority No Answer 
45% 
32% 
16% 
27% 
7% 7% 8% 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud 
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COMPARISON CHART 
 Has a documented content marketing strategy.........................................................................................42%................... 23%.................... 6% 
 Has a content marketing strategy, but it’s not documented.....................................................................43%................... 43%................... 34% 
 Content marketing strategy very closely guides efforts.............................................................................61%................... 38%.................... 8% 
 Content marketing strategy somewhat guides efforts...............................................................................35%................... 56%................... 78% 
 Has a dedicated content marketing group.................................................................................................62%................... 41%................... 21% 
 Is successful at tracking ROI........................................................................................................................33%................... 15%.................... 2% 
 Average number of tactics used................................................................................................................... 12...................... 12.......................11 
 Average number of social platforms used.....................................................................................................6........................ 5.........................5 
 Publishes new content daily or multiple times per week..........................................................................60%................... 48%................... 39% 
 Percentage of total budget allocated to content marketing......................................................................30%................... 23%................... 13% 
 Challenged with lack of budget...................................................................................................................50%................... 56%................... 60% 
 Challenged with measuring effectiveness..................................................................................................41%................... 52%................... 68% 
 Challenged with producing engaging content...........................................................................................31%................... 49%................... 75% 
 Average number of initiatives working on now........................................................................................... 14...................... 12.......................10 
 Average number of initiatives planning to begin working on within 12 months.........................................7........................ 8........................10 
30 
Most 
Effective 
Comparison of Most Effective Nonprofit Content Marketers 
with Least Effective Nonprofit Content Marketers 
Average/ 
Overall 
Least 
Effective 
Chart term definitions: A “best-in-class” content marketer (aka “most effective”) is one who rates his or her organization a 4 or 5 in effectiveness on a scale of 1 to 5, with 5 be-ing 
“Very Effective” and 1 being “Not at all Effective.” Those who rate themselves 1 or 2 are the “least effective.” The numbers under “average/overall” represent total respondents. 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud 
SponSored by
COMPARISON CHART 
 Considers organization to be effective at content marketing....................................................................63%................... 35%.................... 8% 
 Content marketing strategy very closely guides efforts.............................................................................61%................... 25%....................N/A 
 Content marketing strategy somewhat guides efforts...............................................................................33%................... 68%....................N/A 
 Has a dedicated content marketing group.................................................................................................72%................... 33%................... 14% 
 Is successful at tracking ROI........................................................................................................................34%................... 12%.................... 3% 
 Average number of tactics used................................................................................................................... 13...................... 12.......................10 
 Average number of social platforms used.....................................................................................................6........................ 6.........................5 
 Publishes new content daily or multiple times per week..........................................................................58%................... 56%................... 35% 
 Percentage of total budget allocated to content marketing......................................................................33%................... 22%................... 11% 
 Challenged with producing engaging content...........................................................................................42%................... 49%................... 60% 
 Challenged with measuring effectiveness..................................................................................................43%................... 54%................... 67% 
 Average number of initiatives working on now........................................................................................... 15...................... 13........................9 
 Average number of initiatives planning to begin working on within 12 months.........................................7........................ 8........................10 
31 
Documented 
Strategy 
Documented vs. Verbal vs. No Strategy – Nonprofit 
Verbal 
Strategy 
No 
Strategy 
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: 
Content Marketing Institute/Blackbaud 
SponSored by

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Nonprofit Content Marketing - 2015 Benchmarks, Budgets and Trends - North America by CMI, Blackbaud and sponsored by FusionSpark

  • 1. NONPROFIT CONTE NT MAR KETI N G Benchmarks, Budgets, and Trends—North America SponSored by
  • 2. TABLE OF CONTENTS 2  Welcome................................................................................................................................................. 3  Usage & Overall Effectiveness.............................................................................................................. 4  Strategy & Organization........................................................................................................................ 6  Goals & Metrics..................................................................................................................................... 10  Content Creation & Distribution........................................................................................................ 13  Budgets & Spending............................................................................................................................ 22  Challenges & Initiatives...................................................................................................................... 24  Comparison Chart: Comparison of Most Effective Nonprofit Content Marketers with Least Effective Nonprofit Content Marketers.......................................................................... 30  Comparison Chart: Documented vs. Verbal vs. No Strategy – Nonprofit..................................... 31  Comparison Chart: Differences Between Nonprofit, B2C, and B2B Marketers........................... 32  Demographics...................................................................................................................................... 33  About..................................................................................................................................................... 34 SponSored by
  • 3. WELCOME Hello Content Marketers, Welcome to Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America. This is the second year that Content Marketing Institute and Blackbaud have partnered to study the content marketing practices of nonprofit professionals. Generally speaking, nonprofit professionals continue to embrace content marketing. The amount of budget they spend on content marketing hasn’t increased that much over the last year, but they are certainly getting savvier, trying more tactics, and distributing content across more social platforms. While they may be searching for better ways to measure success, they are growing in overall confidence with their efforts. While some nonprofit marketers are less challenged this year with budget, and are making strides with internal knowledge and skills, they are more challenged than last year in many areas. Our best recommendation is to document your content marketing strategy. Those who do are more effective in every area of content marketing, including the tracking of return-on-investment, often an important key for garnering internal support. Wishing you all the best as you grow your content marketing program… Yours in content, Joe & Frank Joe Pulizzi Founder Content Marketing Institute Frank Barry Director of New Growth Ventures Blackbaud 3 SponSored by
  • 4. USAGE & OVERALL EFFECTIVENESS Does your organization use 4 content marketing? 61% say yes Last year, 92% of nonprofit respondents said they use content marketing. Back then, we defined content marketing as the “creation and distribution of educational and/or compelling content in multiple media formats to attract and/ or retain clients/constituents.” This year, we defined content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive action.” The new definition—crafted by Content Marketing Institute in early 2014—better reflects how content marketing has grown from the mere “creation and distribution” of content to a formal business discipline. SponSored by Percentage of Nonprofit Respondents Using Content Marketing 61% Yes 39% No Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud
  • 5. 5 SponSored by USAGE & OVERALL EFFECTIVENESS Overall, how effective is your organization at content marketing? 35% say they are effective Nonprofit marketers continue to grow steadily in their confidence with content marketing. Last year, 26% said they were effective. Note: For purposes of our annual survey, we define effectiveness as “accomplishing your overall objectives.” Those who rate their organizations a 4 or 5 (on a scale of 1 to 5, with 5 being “Very Effective” and 1 being “Not at all Effective”) are the “most effective” or “best-in-class.” The 1s and 2s are the “least effective,” while the 3s are neutral. How Nonprofit Marketers Rate the E
  • 6. ectiveness of Their Organization’s Use of Content Marketing Very E
  • 7. ective 5% 30% 45% 15% Not At All E
  • 8. ective 2% 0 10 20 30 40 50 5 4 3 2 1 Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud
  • 9. Percentage of Nonprofit Marketers Who Have a Content Marketing Strategy Yes, and it is documented 23% Yes, but it is not documented 43% No 21% Unsure 13% 0 10 20 30 40 50 6 SponSored by STRATEGY & ORGANIZATION Does your organization have a content marketing strategy? 23% say they have a documented strategy Last year, we asked marketers for the first time whether or not they had a documented content marketing strategy. The high percentage of nonprofit marketers who said no (54%) left us wondering whether some had a strategy but had simply not taken the time to document it. So this year we asked the question a bit differently; indeed, we found that many more do have a strategy, but for 43% it is verbal only. The 23% who have documented their strategy are more effective in all aspects of content marketing than those who have not. Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud
  • 10. Very closely 38% 0 10 20 30 40 50 60 7 SponSored by STRATEGY & ORGANIZATION How closely does your content marketing strategy guide your organization’s content marketing efforts? 38% say very closely Having a s trategy is one thing—following it is another. The more effective a nonprofit marketer is, the more likely it is that his or her organization follows the strategy very closely (61% of the most effective follow their strategy very closely). Percentage of Nonprofit Marketers Who Say Strategy Guides Eorts Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud Somewhat 56% We rarely use it 3% Unsure 4%
  • 11. Yes, and it functions independently as its own unit 12% Yes, and it works horizontally across the organization silos 29% No, but planning to have one 14% No, and no plans to have one that I know of 44% 0 10 20 30 40 50 60 8 SponSored by STRATEGY ORGANIZATION Does your organization have a dedicated content marketing group? 41% say yes Nonprofit marketers who have a documented content marketing strategy are more likely to have a dedicated group (72%) when compared with the total sample. The same is true for the most effective nonprofit marketers (62%). Percentage of Nonprofit Marketers Who Have a Dedicated Content Marketing Group Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud
  • 12. 9 SponSored by STRATEGY ORGANIZATION Which area in your organization is accountable for content marketing? It often depends on organization size The larger the nonprofit organization, the more likely it is that content marketing is situated under the marketing umbrella. In smaller nonprofits (up to 100 employees), content marketing is more likely to fall under development/fundraising. Areas Accountable for Nonprofit Content Marketing Marketing Development/Fundraising PR/Corporate Communications Owner/C-level Programs Social Team Other No One, Unsure, or No Answer 40% 9% Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud 20% 2% 2% 17% 7% 3%
  • 13. 10 SponSored by GOALS METRICS How important is each of the following content marketing goals to your organization? 87% say brand awareness is important Note: Percentages shown represent marketers who rated each goal a 4 or 5 on a 5-point scale where 5 = “Very Important” and 1 = “Not at all Important.” The most effective nonprofit marketers place higher importance on all the goals shown here when compared with the total sample. Organizational Goals for Nonprofit Content Marketing Brand Awareness Engagement Client/Constituent Retention/Loyalty Client/Constituent Acquisition Fundraising Advocacy Program Delivery 87% 84% 82% 79% 68% 61% 56% 0 10 20 30 40 50 60 70 80 90 Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud
  • 14. 11 Which metrics does your organization use to assess content marketing success? 55% say increased event attendance/participation Note: Fewer than 30% of nonprofit marketers said they use the following metrics: Subscriber Growth (28%), Increased Advocacy (23%), SEO Ranking (19%), Benchmark Lift of Product/Service Awareness (19%), Inbound Links (18%), Sales (18%), Cost Savings (14%), Sales Lead Quantity (8%), and Sales Lead Quality (8%). Increased event attendance/participation was a new choice on the survey this year. Last year, increased fundraising was the most often cited metric (66%). SponSored by GOALS METRICS Metrics for Nonprofit Content Marketing Success 55% Increased Event Attendance/Participation Website Tra ic 54% Increased Fundraising 49% Increased Number of People Served/Helped Increased Supporter Loyalty Qualitative Feedback from Supporters Time Spent on Website Benchmark Li‰ of Organization Awareness 40% 38% 38% 33% 30% 0 10 20 30 40 50 60 70 Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud
  • 15. 12 SponSored by How successful is your organization at tracking the ROI of its content marketing program? Only 15% say they are successful As these percentages show, many nonprofit marketers have a difficult time tracking ROI. Having a documented content marketing strategy helps, though, as 34% of those who possess one are successful in this area, compared with the 15% average for the total sample. GOALS METRICS How Nonprofit Marketers Rate Their Organization’s Success at Tracking ROI Very Successful 2% 13% 33% 22% Not At All Successful 9% We Do Not Track 20% 0 10 20 30 40 50 5 4 3 2 1 Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud
  • 16. Change in Nonprofit Content Creation 13 Compared with one year ago, how much content is your organization creating? 69% are creating more Last year, 65% of nonprofit marketers said they were creating more content, compared with 69% this year. Nonprofit marketers from organizations of all sizes are creating more content—even the least effective (61%) and those who have no strategy (52%). The most effective nonprofit marketers and those who have a documented content marketing strategy are creating the most content (81% of both segments say they are creating more). SponSored by CONTENT CREATION DISTRIBUTION (Over Last 12 Months) Significantly More More Same Amount Less Unsure 19% 4% 50% Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud 3% 24%
  • 17. 14 SponSored by How many different audiences does your organization target with separate content marketing strategies? The average number is 4 The larger the nonprofit organization, the more audiences it targets. The largest organizations (1,000+ employees) target an average of 5. CONTENT CREATION DISTRIBUTION Number of Audiences that Nonprofit Marketers Target 5% 7% 30% 41% 4% 12% 0 10 20 30 40 50 10+ 7-10 4-6 2-3 1 Unsure Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud
  • 18. 15 Which content marketing tactics does your organization use? Most tactics are used more often than last year, especially infographics and microsites Average Number Used: 12 Note: Fewer than 40% of nonprofit marketers said they use the following tactics: Branded Content Tools (37%), Digital Magazines (37%), Online Presentations (36%), Mobile Apps (34%), Webinars/Webcasts (32%), Books (28%), White Papers (26%), Podcasts (21%), Virtual Conferences (18%), eBooks (15%), and Games/Gamification (9%). Nonprofit marketers are using more content marketing tactics (an average of 12 this year vs. 11 last year). Like last year, the four most often cited tactics were social media content (other than blogs), in-person events, eNewsletters, and articles on your website. Regarding these four tactics, the biggest increase was with social media content (86% last year vs. 93% this year). The others rose slightly. The biggest increases in usage over the last year have been with infographics and microsites, both up 22 percentage points this year. The following tactics that appear on the chart have all risen 11 percentage points: videos, blogs, print magazines, and case studies. Print newsletters dropped slightly (56% last year vs. 53% this year). Illustrations/photos was a new choice on the survey this year. SponSored by CONTENT CREATION DISTRIBUTION Nonprofit Content Marketing Tactic Usage Social Media Content – other than blogs In-person Events eNewsletters Articles on Your Website Illustrations/Photos Videos Blogs Infographics Print Newsletters Print Magazines Case Studies Microsites Research Reports 93% 89% 88% 86% 86% 82% 58% 53% 53% 44% 41% 41% 40% 0 10 20 30 40 50 60 70 80 90 100 Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud
  • 19. 16 How effective are the following tactics that you use? In-person events are rated the most effective Note: Percentages shown represent marketers who rated each tactic a 4 or 5 on a 5-point scale where 5 = “Very Effective” and 1 = “Not at all Effective.” Of all the tactics nonprofit marketers use, these are the ones that more than 50% say are effective. When compared with last year, confidence in microsites and print magazines grew the most. Last year, 40% of nonprofit marketers said microsites were effective (compared with 53% this year) and 52% said print magazines were effective (compared with 60% this year). SponSored by CONTENT CREATION DISTRIBUTION Effectiveness Ratings for Nonprofit Tactics In-person Events Illustrations/Photos eNewsletters Social Media Content – other than blogs Print Magazines Print Newsletters Videos Microsites 74% 65% 64% 63% 60% 57% 54% 53% 0 10 20 30 40 50 60 70 80 Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud
  • 20. 17 Which social media platforms does your organization use to distribute content? Facebook is used most often Average Number Used: 5 Note: Fewer than 30% of nonprofit marketers said they use the following social media platforms: Flickr (24%), Vimeo (19%), Foursquare (13%), Tumblr (12%), SlideShare (11%), Vine (9%), SnapChat (5%), and StumbleUpon (5%). Nonprofit marketers are using more social media platforms to distribute content (an average of 5 this year vs. 4 last year). The percentage of nonprofit marketers who use each of the platforms shown here has risen over the last year. The biggest increase has been with Instagram (17% last year vs. 38% this year). SponSored by CONTENT CREATION DISTRIBUTION Facebook Twitter YouTube LinkedIn Google+ Instagram Pinterest Nonprofit Content Marketing Social Media Platform Usage 94% 84% 78% 67% 40% 38% 35% 0 10 20 30 40 50 60 70 80 90 100 Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud
  • 21. 18 SponSored by How effective are the social media platforms that you use? Facebook is rated the most effective Note: Percentages shown represent marketers who rated each platform a 4 or 5 on a 5-point scale where 5 = “Very Effective” and 1 = “Not at all Effective.” Nonprofit marketers once again rated Facebook the most effective platform (58% last year vs. 63% this year). Confidence in all other platforms shown here also has increased over the last year, except for Vimeo, which decreased 2 percentage points. The biggest increase was with SlideShare (24% last year vs. 38% this year). Twitter and LinkedIn had the next biggest increases, with Twitter rising 11 percentage points and LinkedIn rising 9. CONTENT CREATION DISTRIBUTION Effectiveness Ratings for Nonprofit Social Media Platforms Facebook Twitter YouTube SlideShare Vimeo Instagram LinkedIn 63% 54% 47% 38% 37% 36% 34% 29% 22% Pinterest Google+ 0 10 20 30 40 50 60 70 Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud
  • 22. 19 How often does your organization publish new content that supports its content marketing program? 48% say daily or multiple times per week 60% of the most effective nonprofit marketers and 58% of those who have a documented content marketing strategy publish new content daily or multiple times per week, compared with 48% of the total sample. SponSored by CONTENT CREATION DISTRIBUTION How Often Nonprofit Marketers Publish New Content Daily Multiple Times per Week Weekly Multiple Times per Month Monthly Less than Once per Month Unsure 20% 28% 6% 10% 14% 5% 15% Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud
  • 23. 20 SponSored by Which paid advertising methods do you use to promote/distribute content? 83% use at least one Average Number Used: 3 This was a new question on the survey. The most effective nonprofit marketers, as well as those who have a documented content marketing strategy, use all of these paid methods more frequently than the overall sample. In addition, the larger the nonprofit organization, the more methods it uses. For example, micro organizations (1-9 employees) use an average of 2 methods, whereas large organizations (1,000+ employees) use an average of 4. CONTENT CREATION DISTRIBUTION Nonprofit Paid Advertising Usage Print or Other Offline Promotion Promoted Posts (e.g., promoted Tweets) Social Ads (e.g., LinkedIn ads) Search Engine Marketing (SEM) Traditional Online Banner Ads Native Advertising Content Discovery Tools 73% 48% 48% 41% 41% 32% 6% 0 10 20 30 40 50 60 70 80 Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud
  • 24. 21 How effective are the paid advertising methods that you use to distribute content? Nonprofit marketers have the most confidence in search engine marketing (SEM) Note: Percentages shown represent marketers who rated each method a 4 or 5 on a 5-point scale where 5 = “Very Effective” and 1 = “Not at all Effective.” Even though print or other offline promotion is the paid method that nonprofit marketers use the most, they are more likely to say that search engine marketing (SEM) is more effective. The most effective nonprofit marketers and those who have a documented content marketing strategy view each of these methods as more effective when compared with the total sample. SponSored by CONTENT CREATION DISTRIBUTION Effectiveness Ratings for Nonprofit Paid Advertising Methods 56% 53% 51% 45% 43% 37% Search Engine Marketing (SEM) Promoted Posts (e.g., promoted Tweets) Print or Other Offline Promotion Social Ads (e.g., LinkedIn ads) Content Discovery Tools Native Advertising Traditional Online Banner Ads 37% 0 10 20 30 40 50 60 70 Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud
  • 25. 22 Approximately what percentage of your organization’s total marketing budget (not including staff) is spent on content marketing? The average is 23% Last year, nonprofit marketers said they allocated an average of 20% of their total marketing budget to content marketing, compared with 23% this year. When we look at different segments of respondents, this is how their spending averages compare:  Those with a documented content marketing strategy spend more (33%) than those with a verbal strategy only (22%) or no strategy (11%). SponSored by  The most effective nonprofit marketers spend more (30%) than the least effective (13%).  Marketers at large organizations with 1,000+ employees spend more (32%) than marketers at small organizations with 10-99 employees (20%). BUDGETS SPENDING Percentage of Total Marketing Budget Spent on Nonprofit Content Marketing 1% 3% 6% 9% 12% 100% 75-99% 50-74% 25-49% 10-24% 1-9% 0% Unsure 28% 4% 35% 0 10 20 30 40 50 Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud
  • 26. 23 SponSored by How do you expect your organization’s content marketing budget to change in the next 12 months? 37% say they will increase spending Last year, 38% of nonprofit marketers said they would increase spending, compared with 37% this year. Their lack of success thus far isn’t going to stop the least effective nonprofit marketers from increasing their content marketing budget: 42% plan to do so, compared with 32% of the most effective. BUDGETS SPENDING Nonprofit Content Marketing Spending (Over Next 12 Months) Significantly Increase 5% Increase Remain the Same Decrease 3% 32% 39% Unsure 20% 0 10 20 30 40 50 Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud
  • 27. 24 With regard to content marketing, how challenged are you with each of the following? 56% say lack of budget is a challenge Note: Percentages shown represent marketers who rated each challenge a 4 or 5 on a 5-point scale where 5 = “Very Challenged” and 1 = “Not at all Challenged.” It’s still a pressing challenge, but the percentage of nonprofit marketers who say lack of budget is a challenge has decreased 11 percentage points this year (67% last year vs. 56% this year). Nonprofit marketers also have made strides with internal knowledge and skills (the percentage who cited gaps last year was 45%, compared with 38% this year). In every other area shown here, however, nonprofit marketers are more challenged than last year. The two biggest increases have been with measuring content effectiveness (52% this year vs. 36% last year) and finding trained content marketing professionals (28% this year vs. 8% last year). The least effective nonprofit marketers are more apt to say their greatest challenge is producing engaging content (75%), which is a bigger challenge for them than lack of budget (60%). In addition, 49% say lack of buy-in/ vision from higher-ups is a problem. SponSored by CHALLENGES INITIATIVES Challenges that Nonprofit Marketers Face 56% 52% 49% 43% 40% Lack of Budget Measuring Content Effectiveness Producing Engaging Content Producing Content Consistently Lack of Integration Across Marketing Gaps in Knowledge and Skills of Internal Team Producing a Variety of Content Technology-related Challenges Lack of Buy-in/Vision from Higher-Ups Finding Trained Content Marketing Professionals 38% 37% 35% 34% 0 10 20 30 40 50 60 70 28% Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud
  • 28. CHALLENGES INITIATIVES Which content marketing initiatives are you working on? 66% are focused on becoming better storytellers New this year, we presented marketers with a list of 28 initiatives. We asked them to select one of three options for each: working on now, plan to begin working on within 12 months, and not a priority. Nonprofit marketers are working on an average of 12 initiatives, and plan to begin working on an average of 8 over the next 12 months. The highest percentages of nonprofit marketers are working on:  Becoming better storytellers: 66%  Creating visual content: 63%  Creating more engaging/higher-quality content: 62%  Better understanding of audience: 59%  Organizing content on website: 59% As for which they are planning to begin working on within 12 months, the highest percentages selected:  Measuring content marketing ROI: 39%  Developing a documented content marketing strategy: 37%  Creating a better mobile strategy: 33%  Content personalization: 33%  Better understanding of what content is effective—and what isn’t: 32%  Optimizing content: 32% The initiatives appearing on the following pages are the 12 that received the highest combined percentages of “working on now” and “plan t o begin working on within 12 months.” 25 SponSored by
  • 29. CHALLENGES INITIATIVES 26 Creating Visual Content Organizing Content on Website Creating More Engaging/Higher-Quality Content 9% 8% 63% 22% 62% 26% 59% Now Within 12 Months Not a Priority No Answer 8% 23% 6% 7% 7% Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud SponSored by
  • 30. CHALLENGES INITIATIVES 27 Better Understanding of What Content is Effective—and What isn’t Better Converting Visitors on Website Becoming Better Storytellers 13% 11% 52% 15% 66% 52% 30% Now Within 12 Months Not a Priority No Answer 10% 32% 6% 6% 7% Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud SponSored by
  • 31. CHALLENGES INITIATIVES Better Internal Communications/ Collaboration/Operationalizing 28 Better Understanding Content Marketing Team Developing an Email Strategy of Audience 12% 15% 55% 59% 22% Now Within 12 Months Not a Priority No Answer 53% 26% 11% 27% 7% 7% 6% Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud SponSored by
  • 32. CHALLENGES INITIATIVES 29 Creating a Greater Variety of Content Optimizing Content Finding More/Better Ways to Repurpose Content 16% 15% 50% 51% 26% Now Within 12 Months Not a Priority No Answer 45% 32% 16% 27% 7% 7% 8% Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud SponSored by
  • 33. COMPARISON CHART  Has a documented content marketing strategy.........................................................................................42%................... 23%.................... 6%  Has a content marketing strategy, but it’s not documented.....................................................................43%................... 43%................... 34%  Content marketing strategy very closely guides efforts.............................................................................61%................... 38%.................... 8%  Content marketing strategy somewhat guides efforts...............................................................................35%................... 56%................... 78%  Has a dedicated content marketing group.................................................................................................62%................... 41%................... 21%  Is successful at tracking ROI........................................................................................................................33%................... 15%.................... 2%  Average number of tactics used................................................................................................................... 12...................... 12.......................11  Average number of social platforms used.....................................................................................................6........................ 5.........................5  Publishes new content daily or multiple times per week..........................................................................60%................... 48%................... 39%  Percentage of total budget allocated to content marketing......................................................................30%................... 23%................... 13%  Challenged with lack of budget...................................................................................................................50%................... 56%................... 60%  Challenged with measuring effectiveness..................................................................................................41%................... 52%................... 68%  Challenged with producing engaging content...........................................................................................31%................... 49%................... 75%  Average number of initiatives working on now........................................................................................... 14...................... 12.......................10  Average number of initiatives planning to begin working on within 12 months.........................................7........................ 8........................10 30 Most Effective Comparison of Most Effective Nonprofit Content Marketers with Least Effective Nonprofit Content Marketers Average/ Overall Least Effective Chart term definitions: A “best-in-class” content marketer (aka “most effective”) is one who rates his or her organization a 4 or 5 in effectiveness on a scale of 1 to 5, with 5 be-ing “Very Effective” and 1 being “Not at all Effective.” Those who rate themselves 1 or 2 are the “least effective.” The numbers under “average/overall” represent total respondents. Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud SponSored by
  • 34. COMPARISON CHART  Considers organization to be effective at content marketing....................................................................63%................... 35%.................... 8%  Content marketing strategy very closely guides efforts.............................................................................61%................... 25%....................N/A  Content marketing strategy somewhat guides efforts...............................................................................33%................... 68%....................N/A  Has a dedicated content marketing group.................................................................................................72%................... 33%................... 14%  Is successful at tracking ROI........................................................................................................................34%................... 12%.................... 3%  Average number of tactics used................................................................................................................... 13...................... 12.......................10  Average number of social platforms used.....................................................................................................6........................ 6.........................5  Publishes new content daily or multiple times per week..........................................................................58%................... 56%................... 35%  Percentage of total budget allocated to content marketing......................................................................33%................... 22%................... 11%  Challenged with producing engaging content...........................................................................................42%................... 49%................... 60%  Challenged with measuring effectiveness..................................................................................................43%................... 54%................... 67%  Average number of initiatives working on now........................................................................................... 15...................... 13........................9  Average number of initiatives planning to begin working on within 12 months.........................................7........................ 8........................10 31 Documented Strategy Documented vs. Verbal vs. No Strategy – Nonprofit Verbal Strategy No Strategy Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud SponSored by
  • 35. COMPARISON CHART Differences Between Nonprofit, B2C, and B2B Marketers Uses content marketing...................................................................................................................................61%................... 77%................... 86% Considers organization to be effective at content marketing.......................................................................35%................... 37%................... 38% Has a documented content marketing strategy.............................................................................................23%................... 27%................... 35% Has a content marketing strategy, but it’s not documented.........................................................................43%................... 50%................... 48% Does not have a documented strategy...........................................................................................................21%................... 15%................... 14% Has a dedicated content marketing group.....................................................................................................41%................... 45%................... 47% Is successful at tracking ROI............................................................................................................................15%................... 23%................... 21% Average number of tactics used....................................................................................................................... 12...................... 11.......................13 Average number of social platforms used.........................................................................................................5........................ 7.........................6 Average number of paid advertising methods used to promote/distribute content......................................3........................ 4.........................3 Publishes new content daily or multiple times per week..............................................................................48%................... 48%................... 42% Percentage of total budget allocated to content marketing.........................................................................23%................... 25%................... 28% Challenged with lack of budget.......................................................................................................................56%................... 46%................... 41% Challenged with lack of buy-in/vision from higher-ups.................................................................................34%................... 28%................... 29% Average number of initiatives working on now............................................................................................... 12...................... 13.......................13 Average number of initiatives planning to begin working on within 12 months.............................................8........................ 9.........................8 32 Nonprofit B2C B2B Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: Content Marketing Institute/Blackbaud SponSored by
  • 36. DEMOGRAPHICS Nonprofit Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute and Blackbaud and sponsored by FusionSpark Media. The survey was mailed electronically to a sample of marketers using lists from Content Marketing Institute, MarketingProfs, Blackbaud, the Business Marketing Association (BMA), Brightcove, and EnVeritas Group (EVG). A total of 1,118 nonprofit marketers from North America responded in July and August 2014, representing a full range of organization classifications, functional areas, and sizes. The B2B and B2C percentages referred to in this report derive from a similar questionnaire that was administered at the same time as this research study (under the umbrella of the Content Marketing Institute/MarketingProfs fifth annual content marketing survey). The full findings for B2B North America and B2C North America are available in separate reports co-produced by Content Marketing Institute and MarketingProfs. Special thanks to MarketingProfs for their assistance with the B2B and B2C figures used for comparisons in this report. Nonprofit Industry Classification Nonprofit Job Title/Function 33 Size of Nonprofit Organization (by Employees) 19% 18% 14% 17% 27% 24% 11% 4% 5% 11% 17% 29% 37% 11% 9% 4% 24% 7% 8% 4% ■ Human Services ■ Healthcare ■ Education (University/College) ■ Education (K-12) ■ Religious Organization ■ Trade/Industry Association ■ Arts Culture ■ Other ■ Fundraising/Development ■ Marketing/Advertising/ Communications/PR Management ■ General Management ■ Executive Management ■ Content Creation/Management ■ Marketing Administration/Support ■ Website/Technology ■ Other ■ Micro (Fewer than 10 Employees) ■ Small (10-99 Employees) ■ Midsize (100-999 Employees) ■ Large (1,000+ Employees) Blackbaud - Forward-looking Statements Except for historical information, all of the statements, expectations, and assumptions contained here are forward-looking statements that involve a number of risks and uncertainties. Although Blackbaud attempts to be accurate in making these forward-looking statements, it is possible that future circumstances might differ from the assumptions on which such statements are based. In addition, other important factors that could cause results to differ materially include the following: general economic risks; uncertainty regarding increased business and renewals from existing customers; continued success in sales growth; management of integration of acquired companies and other risks associated with acquisitions; risks associated with successful implementation of multiple integrated software products; the ability to attract and retain key personnel; risks related to our dividend policy and share repurchase program, including potential limitations on our ability to grow and the possibility that we might discontinue payment of dividends; risks relating to restrictions imposed by the credit facility; risks associated with management of growth; lengthy sales and implementation cycles, particularly in larger organizations; technological changes that make our products and services less competitive; and the other risk factors set forth from time to time in the SEC filings for Blackbaud, copies of which are available free of charge at the SEC’s website at www.sec.gov or upon request from Blackbaud’s investor relations department. All Blackbaud product names appearing herein are trademarks or registered trademarks of Blackbaud, Inc. SponSored by
  • 37. ABOUT About Content Marketing Institute Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA. CMI also produces Intelligent Content Conference, Content Marketing Sydney and Content Marketing Singapore. CMI also publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. CMI is a 2012, 2013 and 2014 Inc. 500 company. View all CMI research at www.contentmarketinginstitute.com/research. Learn how to create a documented content marketing strategy, a key component for improving overall content marketing effectiveness. About Blackbaud Serving the nonprofit and education sectors for more than 30 years, Blackbaud (NASDAQ: BLKB) combines technology and expertise to help organizations achieve their missions. Blackbaud works with more than 30,000 customers in more than 60 countries that support higher education, healthcare, human services, arts and culture, faith, the environment, private K-12 education, animal welfare and other charitable causes. The company offers a full spectrum of cloud-based and on-premise software solutions and related services for organizations of all sizes including: fundraising, eMarketing, advocacy, constituent relationship management (CRM), financial management, payment solutions, analytics, education solutions, and vertical-specific solutions. For more information, visit www.blackbaud.com. About FusionSpark Media Since 1999, FusionSpark Media, Inc. (FSM) has worked with nonprofits, government agencies, and businesses to develop content marketing initiatives that achieve fundraising, sales, education, community engagement, and marketing communications goals. FSM’s team includes professionals with backgrounds in marketing communications, print and broadcast journalism, and nonprofit management. We have deep roots and hands-on experience in developing purpose-driven communications strategies, stories, and interactive content that inspires hearts, informs minds, and influences outcomes. For more information, visit @FusionSpark and www.fusionspark.com. For more information about this report, contact research@contentinstitute.com. 34 SponSored by