2011 nonprofit survey_results_final[1]
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Transcript of 2011 nonprofit survey_results_final[1]
Non-Profit Survey 2011current technology and marketing practices
Overview & Methodology
Objective – Obtain a better understanding of the current technology and marketing practices being
used by non-profit organizations today.
Approach – Zoomerang distributed a survey to non-profit staff and volunteers.
Results – In total, 516 volunteers and staff members completed the survey providing insight into the
marketing tools their organizations currently use, as well as their intended approach for the next six to
twelve months.
Key Takeaways –
- Of the respondents, 74% indicated that they accept donations, yet only 27% offer website
donation capabilities
- Only 60% of those surveyed said they use their organization’s website for marketing purposes
- Among the 32% of non-profits using social media, few venture beyond Facebook, Twitter and
- Other forms of social media, such as video (YouTube) and blogs, are experiencing slower adoption
- More than 75% of the respondents indicated that they are encouraged by the organization to use
social media to promote the non-profit
Non-profit FocusEducation & Human Services were the top two non-profits represented
MarketTools, Inc. 3
Operational NecessitiesNon-profits rely most on donations to continue operating
MarketTools, Inc. 4
Donation CapabilitiesMost donations are collected via mail, in-person or at fundraising events
MarketTools, Inc. 5
New Donation CapabilitiesNon-profits continue to rely on traditional methods of accepting donations
MarketTools, Inc. 6
Marketing Tactics Only 60% of non-profits utilize websites for marketing purposes
MarketTools, Inc. 7
Marketing ForecastOf those surveyed, 47% plan on utilizing websites in the next six months
MarketTools, Inc. 8
Social MediaFew non-profits are moving beyond the most common social media channels
MarketTools, Inc. 9
Social Media78% of non-profits encourage staff and volunteers to promote the organization
MarketTools, Inc. 10
Appendix
Respondent Organizational RoleThe majority of respondents serve as volunteers
Role Percentage
Volunteer 57%
Staff Member 23%
Founder and/or Board Member 9%
Director/Manager 6%
Other 5%
Head of Marketing 1%
Respondent Age RangeMore than half of respondents were over the age of 40
Age Range Percentage
Under 30 19%
30 - 39 17%
40 - 49 19%
50 - 59 15%
60 or over 29%
Top 10: Location of Headquarters Breakdown of the top 10 states represented among respondents
State PercentageCalifornia 8%
New York 8%
Florida 7%
Texas 7%
Illinois 5%
Ohio 5%
Pennsylvania 4%
Arizona 3%
Colorado 3%
Maryland 3%
Support for International Efforts40% of the organizations represented have international efforts
Support Percentage
Yes 40%
No 60%