Constant Contact Nonprofit Pulse Survey: Attracting New Supporters Keeps Nonprofits Up at Night
Majority of nonprofits see potential of social media marketing to
help with engaging supporters
WALTHAM, Mass.--(BUSINESS WIRE)--
According to new survey data from Constant
Contact®, Inc. (NASDAQ: CTCT), the challenge of attracting new
supporters is keeping 64% of nonprofits up at night. While the Constant
Contact 2012 Nonprofit Pulse Survey revealed nonprofit concerns
related to cash flow and staff levels, it also revealed that 58 percent
find social media marketing an effective marketing tool that can be
deployed to address these concerns.
What's Keeping Nonprofits Up at Night
When it comes to running their organizations effectively, nonprofits are
concerned about attracting new supporters and connecting more
effectively with existing supporters. When asked what keeps them up at
64 percent said how to attract new supporters.
59 percent said how to connect and better engage with existing
57 percent said getting funding.
Management and measurement of marketing activities were also addressed:
34 percent said having a more integrated communication strategy.
22 percent said how to make marketing dollars go further.
20 percent said how to measure the impact of marketing campaigns.
Marketing "Go Tos"
Nonprofits still rely largely on email marketing, with 86 percent
finding it to be an effective marketing tool for their organization.
Other marketing activities found to be effective are: website (80
percent), in-person interactions (73 percent), and events (70 percent).
Facebook is Preferred Social Media Marketing Activity — Hands Down
Social media marketing is also an important tool for nonprofits, with 58
percent naming social media marketing as an effective marketing tool.
However, Facebook is clearly king of all social media within the
nonprofit sector. Of those nonprofits that find social media marketing
to be effective, when asked which tools they find to be most effective:
88 percent said Facebook.
5 percent said Twitter.
3 percent said LinkedIn.
1 percent said Google+; 1 percent said YouTube.
Social Media Learning Curve
While social media marketing is valued by a majority of nonprofits, it
is also an area where they want guidance. When asked which marketing
activities they need help with:
57 percent said social media marketing.
36 percent said email marketing.
35 percent said website.
Of note, nonprofits think 73 percent of their supporters are likely to
recommend their organization to a friend or colleague, a dynamic that
could be greatly amplified with the use of social media marketing.
"While more nonprofits understand that social media can help them
attract and engage supporters, it's still a bit of a mystery to them in
terms of how to actually use it themselves," said Alec Stern, vice
president, strategic market development, Constant Contact. "I think
there's a real opportunity here to educate nonprofits on not only the
basic ‘how-tos' of social media but also the longer view benefits of
social media sharing. The ability to share real-time first-person
stories and images from charitable recipients, volunteers, and donors,
and get a dialog started among all constituents, is a truly compelling
way to build an engaged community."
Generally speaking, the health of nonprofits appears stable or growing:
67 percent expect membership/funding for the year to be more than last
year, while 7 percent expect it to be less.
49 percent have seen an increase in membership/funding so far this
year, while 12 percent have seen a decrease.
55 percent have adequate cash flow.
This optimism is leveled by some operational challenges they face:
46 percent of nonprofits are experiencing increased operating costs.
35 percent need additional staff but are unable to hire.
51 percent have increased the number of service offerings.
For a full report, please visit http://img.constantcontact.com/docs/pdf/Nonprofit-Pulse-Report-Final.pdf.
About the Survey
This Constant Contact-sponsored survey was administered in May 2012 to
1000 participants in the Constant Contact Small Biz Council — a research
panel of US small businesses and nonprofits recruited from the Constant
Contact customer base. This is the first installment of an ongoing study
about the state of nonprofits and the ways they connect with, and grow,
their audiences. Results include responses from 307 nonprofit
organizations. Of note, 65 percent of respondents have annual operating
budgets below $500,000.
About Constant Contact®, Inc.
Contact wrote the book on Engagement Marketing™ — the new marketing
success formula that helps small organizations create and grow customer
relationships in today's socially connected world. More than half a
million small businesses, nonprofits and associations worldwide use the
company's online marketing tools to generate new customers, repeat
business, and referrals through email marketing, social media marketing,
event marketing, local deals, digital storefronts, and online surveys.
Only Constant Contact offers the proven combination of affordable tools
and free KnowHow, including local seminars, personal coaching and
award-winning product support. The company further supports small
organizations through its extensive network of consultants/resellers,
technology providers, franchises and national associations.
Constant Contact and the Constant Contact Logo are registered
trademarks of Constant Contact, Inc. All Constant Contact product names
and other brand names mentioned herein are trademarks or registered
trademarks of Constant Contact, Inc. All other company and product names
may be trademarks or service marks of their respective owners.
Jeremiah Sisitsky, 339-222-5740
Source: Constant Contact
News Provided by Acquire Media
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