Survey Says ... 2015 Nonprofit Communications Trends Report

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.