Curious about what the other guys are doing? How they are communicating with their supporters? What is most important to them? A recent report on nonprofit trends notes that, of the Communications Goals nonprofit companies set for each year, Donor Retention has jumped from 4th to 2nd place, while Acquiring New Donors fell from 1st place to 4th. Community Engagement came in as the most important goal. This shift in priorities shows a subtle emphasis on a more personal touch with donors and getting to know your donor base more intimately to increase effective communication.
The Kivi 2015 Nonprofit Communications Trends Report, a survey of more than 1,500 nonprofit participants across North America, offers this information and much more, and is available to download through this link. You will see some interesting results and comparisons, some of which are highlighted below.
On Goals:
- The number of nonprofits saying donor retention is a top goal rose from 30% to 53% for 2015.
- For the first time, donor retention is now more important than donor acquisition to nonprofits.
On Favorite Communications Channels:
- Websites, Email, and Facebook continue to be the top communications channels in 2015.
- Nonprofit communicators will spend most time on Facebook, e-newsletters, and PR/Media Relations in 2015.
On Social Media:
- Most important social media for nonprofits? Facebook (81%), Twitter (76%), and YouTube (46%).
- Instagram is in 5th place among top social media sites for nonprofits in 2015, jumping Google+ and Pinterest.
On Email:
- 45% of nonprofits will email fundraising or advocacy appeals at least monthly in 2015.
- Most nonprofits (62%) will send an e-newsletter at least once a month in 2015.
On Print/Direct Mail:
- Twice a year direct mail fundraising is most popular with nonprofits for 2015. 12% won’t do it at all.
- Quarterly print newsletters are most popular with nonprofits in 2015. 32% won’t do one at all.
