How Mission Affects Marketing Choices

How Mission Affect MarketingWe are releasing the 2013 Nonprofit Communications Trend Report on Monday, including a look at how the responses varied based on mission.

In the survey, we asked participants to select the mission category that best matched their organization. While 14% picked “other,” most participants selected one of the ten categories.

Each category will have its own page in the report with a summary of the survey results, but here are some of the more interesting differences . . .

Philanthropy/Grantmaking Organizations

  • Most likely to have a written and approved communications and marketing plan for 2013
  • Most likely to identify “engaging our community” as a top goal
  • Most likely to identify video and infographics as taking most of their time

Research or Advocacy Organizations

  • Most likely to say that “thought leadership or positioning themselves as an expert” and “building a print or email list” is a top goal
  • Most likely to identify media relations/PR as an important communications channel
  • Most likely to identify print marketing and paid advertising as least important communications channels

Health, Disease, and Medical Research Organizations

  • Most likely to say that general brand awareness is a top goal
  • Second most likely to identify print marketing and media relations/PR as most important communications channels

Association, Membership, and Mutual Benefit Organizations

  • Most likely to identify integrating communications channels as a big challenge
  • Most likely to identify LinkedIn as their top social media site
  • Most likely to send email to their list several times a week

Education Organizations

  • Most likely to identify print marketing as a very important communications channel
  • Most likely to say they will experiment with Flickr in 2013
  • Most likely to identify blogging as one of their least important communications tools

International Organizations

  • Most likely to identify blogging, social media other than blogging, and video as a very important communications tools
  • Most likely to identify in-person events and media relations/PR as their least important communications tools
  • Most likely to identify YouTube as one of their most important social media sites

Religious Organizations

  • Most likely to identify both acquiring and retaining volunteers as a top goal
  • Most likely to send email to their list every other week
  • Most likely to identify Google+ as one of their most important social media sites

Environmental and Animal Organizations

  • Most likely to say they will spend most of their time producing both print and email fundraising and advocacy appeals
  • Most likely to identify retaining current donors as a top goal
  • Most likely to identify Flickr as a top social media site

Arts, Culture, and Humanities Organizations

  • Least likely to have a written and approved communications and marketing plan for 2013
  • Most likely to say they will spend most of their time producing Facebook updates
  • Most likely to identify Pinterest as one of their most important social media sites

Human services, housing, food, and job organizations

  • Most likely to identify acquiring new donors as a top goal
  • Most likely to say they will spend most of their time producing presentations to be delivered in person and annual reports
  • Most likely to email the typical person on the mailing list monthly

 

What surprises you here and what doesn’t?

We’ll share the link to the report with you on Monday!

Vision Mission Goals by BigStock

  • http://twitter.com/wagnerwrites Claire Wagner

    I run a very active Facebook page for a mid-sized faith community, and rely heavily on Pinterest for interesting quotes, visuals, etc.. Just this week, I found out that the church administrator set up a G+ page. I didn’t think it was really worth the effort, then I read this conclusion: that Religious Organizations are “Most likely to identify Google+ as one of their most important social media sites.” I’m still pondering that.

  • Mark Hallman

    Great post. I don’t think that there were too many surprises there, but it does confirm that different non-profit sectors reach their audience in many different ways. Too often advice given to a non-profit or charity is cookie cutter and there isn’t much consideration given to what sector they organization is in.

    I’m looking forward to the full report on Monday!

    Mark