Survey Says ... 2015 Nonprofit Communications Trends Report
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Each year, Nonprofit Marketing Guide President Kivi Leroux Miller and her team release the Nonprofit Communications Trends Report. The 2015 report, released in January, has more than a few interesting findings, perhaps the biggest being that donor retention surpassed acquisition as a goal for the first time in five years. Here are some other noteworthy findings from the report, which was fully completed by 1,535 nonprofits:
- The top nonprofit communications goals for 2015 are engaging the community, retaining current donors and brand awareness.
- The number of nonprofits that say donor retention is a top goal rose from 30 percent to 53 percent.
- 65 percent of communications staff and 44 percent of development staff feel responsible for community engagement goals.
- 72 percent of development staff feel directly responsible for fundraising goals, while only 12 percent of communications staff feel the same.
- Lack of time, money and ability to measure success top the list of challenges for nonprofit communicators.
- Website, email and Facebook continue to be the top communications channels for 2015.
- Nonprofit communicators plan to spend the most time on Facebook, e-newsletters, and PR and media relations in 2015.
- Executive directors like LinkedIn more and YouTube less than communications and development directors.
- The most important social media for nonprofits are Facebook, Twitter and YouTube.
- The top calls to action for email appeals in 2015: donate, register for an event, use services.
- 45 percent of nonprofits will email fundraising or advocacy appeals at least monthly.
- Most nonprofits will send e-newsletters at least once a month.
- The top calls to action for direct mail: donate, register for an event, advocate.
- Sending direct mail for fundraising twice a year is the most popular frequency for 2015; 12 percent won't send any fundraising direct mail.