I released the 2012 Nonprofit Communications Trends Report
yesterday to everyone who requested an advance copy. I’ll talk a lot more about the findings in January, but here are a few highlights for you.
Only ¼ of nonprofits (24%) have a written and approved marketing plan for 2012. 59% have a written plan or informal notes for themselves only, not formally approved by leadership.
Email marketing and websites will be the most important communications tools for nonprofits in 2012, followed by Facebook; print (newsletters, direct mail); in-person events; and media relations/PR. These are the Big Six of nonprofit communications.
The importance of social media channels like Facebook, Twitter, and blogging held steady between 2011 and 2012, with only video gaining in importance.
Monthly emailing is the most popular frequency for nonprofits at 43%, followed by every other week at 19% and quarterly at 14%. More than three-quarters of nonprofits (78%) plan to email their typical supporters at least monthly.
Quarterly direct mail is the most popular frequency for nonprofits at 39%, followed by twice a year at 31%. Only 12% expect to send direct mail to their typical supporters at least monthly.
Facebook beats Twitter, 80% to 34% as important to nonprofit marketers.
Nonprofit communicators are excited about investing in new websites, having real plans in place for the first time, integrating communications channels to increase effectiveness, and using social media to reach new supporters.
Nonprofit communicators are scared about vying for supporters’ attention; trying something new, especially social media; the slow economy and lack of investment in marketing; and being overworked and burning out.
Get your copy of the report now, along with some of these highlights in tweetable form, on the Trends Report page.
I’ll share more in 2012!
P.S. Don’t miss our next free webinar, Ten Changes to Make in 2012 on January 5.