Constant Contact Nonprofit Pulse › 2013 › 09 › nonprofit-pulse-re… · Email marketing,...

Constant Contact Nonprofit PulseThe Health and Wellness of Small Nonprofits

Based on Research Conducted in Spring 2012

Copyright © 2012 Constant Contact Inc. 1

In This Report

What’s Keeping Small Nonprofits Up at Night? What’s Keeping Small Nonprofits Up at Night?

Nonprofit Marketing Activitiesp g

The Health of Nonprofits

About This Report


1. What’s Keeping Nonprofits Up At Night?Up At Night?


Attracting new supporters, engaging existing supporters and getting funding are the top marketing concerns for nonprofits surveyed

When you think about how to run your organization most

64%59% 57%

effectively, which of the following “keeps you up at night”?

34%

22% 20% 20% 18% 15%

How

to attract nesupporters

How

to connect engage w

ith esupporte

Getting funding

Having a m

ore incom

munication

How

to make m

marketing dollar

further

How

to measu

impact of m

y ma

campaign

How

to identify athe best m

arket

How

to get refercurrent suppo

How

to stay on tlatest in online m

trendsew

and better existing ers

ntegrated strategy

my

rs go

re the arketing s and select ting tools

rrals from

orters

top of the m

arketing


Getting funding is the #1 concern for nonprofits

57%

Of the items that keep you up at night, which do you rank #1?

57%

41%37%

22%

15%12% 11%

7%5%

Getting funding

How

to attract supporter s

How

to connecbetter engageexisting suppo

Having a m

oreintegrated

comm

unicationstrategy

How

to identifyselect the bem

arketing to

How

to mak e

marketing dolla

further

How

to stay o nthe latest in om

arketing tre

How

to get refefrom

currensupporters

How

to measu

impact of m

marketing camg new

s ct and e w

ith orters

e n

y and est ols

e my

ars go

n top of online ends

errals nt s ure the m

y m

paigns


2. Nonprofit Marketing ActivitiesActivities


Email marketing, websites, in-person interactions, events and social media are effective for the majority of nonprofits

Which marketing activities do you find to be effective for your organization today?

86%80%

73% 70%58%

36% 32% 30%23%

12%5% 3%

Em

ail m

arke

ting

Web

site

erso

n in

tera

ctio

ns

Eve

nts

med

ia m

arke

ting

Pho

ne c

alls

Dire

ct m

ail

Pub

lic re

latio

ns

adve

rtisi

ng (p

rint,

o, T

V, e

tc.)

surv

eys

and

polls

adve

rtisi

ng (p

aid

earc

h, e

tc.)

er, p

leas

e sp

ecify

In-p

e

Soc

ial

Trad

ition

al a

radi

o

Onl

ine

s

Onl

ine se

Oth

e


Of those finding social media effective, Facebook is far and away the most effective network

88%

If social media is effective for your organization, which network do you find the most effective?

5% 3% 1% 1%

Facebook Twitter LinkedIn Google+ YouTube


In-person interactions are the most effective marketing activity

Of the items you find to be effective, which do you rank as the #1 most effective?

50%

40%

50%

60%

27%20% 18%

13% 12% 10% 7% 7%3% 0%

10%

20%

30%

3% 0%0% In-person inte

Em

ail market

Traditional adradio,

Direct m

ail

Website

Events

Public relatio

Phone calls

Social m

edia

Online survey

Online advereractions

ting

dvertising (print, TV

, etc.)

ons

a marketing

ys and polls

rtising (paid searchetc.)

h,


Social media marketing is the topic nonprofits want help with most

Marketing activities do you need help ith?

57%

50%

60%

70%

with?

36% 35%

21% 19% 19% 19% 14% 11% 11% 9%10%

20%

30%

40%

0% Social media m

Em

ail marketing

Website

Public relations

Online surveys

Online advertisi

search, e t

Events

Phone calls

Direct m

ail

In-person intera

Traditional adveradio,arketing

g and polls

ng (paid tc.)

actions

ertising (print, tv)


Nonprofits believe nearly three quarters of their supporters are likely to recommend their organization to a friend or colleaguey g g

What percentage of your supporters are likely to recommend yourare likely to recommend your organization to a friend or a

colleague?

73%73%

The likelihood of supporter referrals could be greatly amplified with the use of social media marketing


Nonprofits spend 36% of their time and 18% of their budget on marketing

Budget spent on marketing activities

Hours nonprofits work per week

18%43.5

15.8

Total hours Marketing hours


3. The Health of Nonprofits


The majority of nonprofits surveyed are stable or growing compared to 2011

How has your organization done so far this year?

49%

How has your organization done so far this year?

39%

12%

Membership/funding Membership/funding Membership/funding p gincreased

p gremained flat

p gdecreased


Many nonprofits are expecting significant growth this year, few are expecting a major decrease

67% of nonprofits expect 2012 membership/funding to increase over their 2011 revenues with 31% expecting an increase of more than 10%.

Membership/Funding expectations this year compared to last

31%36%

24%25%

30%

35%

40%

p

4% 3%5%

10%

15%

20%

0%Increase more

than 10%Increase less

than 10%Remain flat Decrease less

than 10%Decrease more

than 10%


While funding is rising, cash flow is affecting growth for over 40% of nonprofits

Struggle with cash flow is evident with both rising costs and service offerings 46% of nonprofits are experiencing increased operating costs 51% have increased the number of services they offer

55%50%

60%

Is your cash flow sufficient to run your organization effectively?

29%

14%10%

20%

30%

40%

50%

0%

10%

Yes, I have adequate cash flow

No, my cash flow is inadequate and is preventing

me from growing

No, my cash flow is inadequate and is barely

enough to maintain current operations


Over one third of nonprofits need to hire additional staff but can’t

So far this year 67% of nonprofits have kept their number of employees the same, 14% have decreased their number of employees. p y

Will you be hiring additional full-time equivalent

39%35%

y g(FTE) employees in the next 6 months?

10%16%

Yes No, I’m doing fine as is

No, I need to but can’t

Unsure


About this study

This is the first wave of an ongoing study about the state of nonprofits and the ways they connect with and grow their audience.

We surveyed over 1000 participants in the Constant Contact Small Biz Council – a research panel of US small businesses and nonprofits recruited from the Constantresearch panel of US small businesses and nonprofits recruited from the Constant Contact customer base – between April 24 and May 8, 2012.

This report includes responses from 307 nonprofit participants.

Media ContactErika DornausConstant Contact

Annual budget size for nonprofits included in this study

(781) [email protected] 25%

20%

13%

18%3% Under $100,000

$100,000 –$250,000$250,001 –$500,000


20%

20%

$ ,$500,001 – $1 million

Constant Contact Nonprofit Pulse › 2013 › 09 › nonprofit-pulse-re… · Email marketing,...

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