TAILIEUCHUNG - 2012 Nonprofit Communications Trends Report

When you combine the “very important” and “somewhat important” rankings, you see instantly how online marketing tools continue to dominate, with 93% of participants identifying their website as being a very or somewhat important tool, and 89% identifying email marketing the same way. While these rankings are down from 2011, when websites ranked at 96% and email at 94%, these two channels are still clearly in first and second place. As it did in 2011, Facebook follows in third place, with 80% identifying it as a very or somewhat important communications tool, trumping more traditional forms of nonprofit communication, such as print marketing (67%), in-person events (66%), and. | I I 2012 Nonprofit Communications Trends Report Nonprofit Marketing Introduction Welcome to our second annual survey of what nonprofits predict for their communications in the coming year. The trends you ll find in this report come from 1 288 nonprofits in 42 countries with 82 from the . and 6 from Canada. The survey was conducted online in November 2011. We asked nonprofits . . . In what shape is your marketing plan for 2012 Which communications tools do you see as very important somewhat important and least important to you in 2012 How often do you plan to email the typical person on your email list How often do you plan to send direct mail What excites you about your work in 2012 What scares you about your work in 2012 In this year s survey we also asked nonprofits to categorize themselves by budget size location and mission. We ve noted some of the interesting variations in their answers based on budget in this report. Available in January 2012 As we continue to review the data from the survey in early 2012 we will release Infographics of the key trends in this report Trends by regions of the . and Canada Trends by mission of the organization Additional analysis of what excites and scares nonprofit communicators in the coming year I hope you find the 2012 Nonprofit Communications Trends report enlightening Kivi Leroux Miller President Nonprofit Marketing 2 Summary of Survey Results This report is based on a survey of 1 288 nonprofits in November 2011 conducted at Nonprofit Marketing . Nonprofits with budgets under 1 million represent 54 of survey participants 46 have budgets over 1 million. Nonprofits in 42 countries completed the survey with 82 from the United States and 6 from Canada. Only 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

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