GuideStar Webinar (09/27/12) – Best Practices in Nonprofit Compensation
GuideStar Webinar (12/12/13) - The Top 2014 Nonprofit Communications Trends, Priorities, and Goals:...
47
Welcome! Preview of the 2014 Nonprofit Communications Trends Report Trends Report Full Report Will Be Released January 7, 2014 npmg.us/2014
description
It’s the time of year when people are wrapping up their year and planning for the year ahead. What are going to be the most important priorities for nonprofit communicators next year? What are the most (and least) important communication channels? Join us as Kivi Leroux Miller, president of NonprofitMarketingGuide.com, shares the biggest challenges nonprofits will be faced with while implementing their communications plans, and what excites and what scares nonprofit communicators about the coming year. Presenters: Kivi Leroux Miller, President, NonprofitMarketingGuide.com, and Lindsay J.K. Nichols, Communications Director, GuideStar USA(moderator)
Transcript of GuideStar Webinar (12/12/13) - The Top 2014 Nonprofit Communications Trends, Priorities, and Goals:...
Welcome!
Preview of the
2014 Nonprofit
Communications
Trends Report Trends Report
Full Report Will Be Released January 7, 2014 npmg.us/2014
The Voice You’re Hearing
Kivi Leroux Miller Nonprofit Marketing Guide.com
This is Miss Ellie, 2009 World’s Ugliest Dog Winner
Forgive the Ugly Slides . . . Pretty Graphics
in Progress
Who Says? Where’s This Data From?
• Online survey by NonprofitMarketingGuide.com during November 2013 (This is our 4th year doing the survey)
• Full survey completed by 2,135 nonprofits
• 88% in the United States, 6% in Canada
• 50.2% with annual budget under $1 million; 49.8% over $1 million
• 23% in Human Services, Housing, Food, Jobs; 16% in Education; 10% in Health, Disease, Medical Research
60% are EDs, Directors or Managers 40% are communications/marketing staff/mgmt 20% are development/fundraising staff/mgmt
Great Mix of Age Groups
Goals
What Drives Your Success?
Communications Goals: Why You Do It
Watch for Differences, So You Can Discuss
and Resolve.
Communications Staff and Managers believe Engaging Our Community is most important. Executive Directors and Development Staff and Managers believe Acquiring New Donors is most important.
Most Important Goals?
Watch for Differences, So You Can Discuss
and Resolve.
Who believes donor retention is a Top Three Goal? Development Directors – 64% Executive Directors – 34% Communications Directors – 16%
What About Donor Retention?
Tools
Big Six Remain the Same
0%
10%
20%
30%
40%
50%
60%
70%
Very Important
SomewhatImportant
Least Important
Relative Importance of Tools in 2013
Website
SocialMediaOtherThan
Blogging
EmailMarketin
g
In-PersonEvents
MediaRelations
/PRPrint
Video(YouTube
etc.)Blog
PaidAdvertisin
g
PhoneCalls/Phone Banks
PhotoSharing
Podcasting
MobileApps orTexting
Somewhat Important 24% 36% 28% 36% 33% 37% 25% 19% 15% 12% 14% 3% 8%
Very Important 69% 51% 56% 36% 29% 21% 9% 10% 4% 5% 3% 1% 2%
69%
51% 56%
36% 29%
21%
9% 10% 4% 5% 3% 1% 2%
24%
36% 28%
36%
33%
37%
25% 19%
15% 12% 14%
3% 8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Website
SocialMediaOtherThan
Blogging
EmailMarketin
g
In-PersonEvents
MediaRelations
/PRPrint
Video(YouTube
etc.)Blog
PaidAdvertisin
g
PhoneCalls/Phone Banks
PhotoSharing
Podcasting
MobileApps orTexting
Somewhat Important 29% 36% 32% 32% 34% 37% 25% 19% 14% 11% 12% 2% 8%
Very Important 62% 50% 55% 41% 29% 21% 11% 9% 4% 6% 2% 1% 3%
62%
50% 55%
41%
29% 21%
11% 9% 4% 6%
2% 1% 3%
29%
36% 32%
32%
34%
37%
25%
19%
14% 11% 12%
2%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Relative Importance of Tools in 2014
Email marketing bumps back up
Video up 2% overall
POP QUIZ! Do the “very important” communications tools vary by age of survey participant?
Watch for Differences, So You Can Discuss
and Resolve.
Top Two (Website and Email) are consistent across age groups. 3rd place for 20s-40s = social media. For 50-60+ 3rd place is in-person events. Those flip-flop for 4th place. Press Releases increases in importance with age (26% for 20s to 34% for 60+)
Not Really, with a Two Small Exceptions
Executive Directors Pick as #1
Watch for Differences, So You Can Discuss
and Resolve.
Communicators Pick as #1
Fundraisers Pick as #1
Social Media
Facebook Is Still Social Media King (this didn’t change much from last year)
Order of Importance Does NOT Vary by Job Title.
Instagram Wins Big on the Playground (from fifth place in 2013 to first for 2014)
POP QUIZ! Would you expect the social media site people want to add or experiment with to vary by age?
Where to Experiment in 2014 DOES Vary by Age
20-30’s are most likely to add or experiment with Instagram. 40-50’s are most likely to add or experiment with Pinterest. 60+ most likely to add or experiment with YouTube.
Frequency
Email Frequency: 1/3 Send Email Appeals at Least Monthly
Email Frequency: 59% Send Email Newsletters at Least Monthly
Direct Mail Appeals: Twice a Year Most Common
Direct Mail Newsletters: Quarterly Most Popular (Almost 1/3 not doing one)
Workload
Email Newsletters and Facebook Take the Most Time
Time and Money Are the Biggest Challenges
Where Position (Not Goal) Really Matters
Watch for Differences, So You Can Discuss
and Resolve.
Executive Directors Pick as #1
Directors/Managers Pick as #1
Coordinators/Assistants Pick as #1
NEW QUESTION: Which best describes how you feel about your current workload?
• Overworked - I am asked to do more than I can in the time allotted
• About right - My work matches well the time allotted to do it
• Underworked - I could do more than I am asked to do in the time allotted
POP QUIZ! Would You Expect the “Overworked, Underworked, Just Right” Results to Vary by Job Title?
In every job title, a majority said they were overworked.
This was most acute for executive directors,
followed by communications/marketing directors.
POP QUIZ! Would You Expect the “Overworked, Underworked, Just Right” Results to Vary by Age of Participant?
In every age group, a majority said they were overworked.
This was most acute for those in their 30s.
What Will Be in the Report?
• What I Shared Today in Lovely Graphics • Further Analysis by
• Budget Size • U.S. Region • Mission Category • Top Marketing Goals
• Who Reports to Whom • Trends in “#1 Priority,”
“What Excites” and “What Scares”
Kivi Leroux Miller @kivilm Facebook.com/ nonprofitmarketingguide [email protected]
