Constant Contact Nonprofit PulseThe Health and Wellness of Small Nonprofits
Based on Research Conducted in Spring 2012
Copyright © 2012 Constant Contact Inc. 1
In This Report
What’s Keeping Small Nonprofits Up at Night? What’s Keeping Small Nonprofits Up at Night?
Nonprofit Marketing Activitiesp g
The Health of Nonprofits
About This Report
Copyright © 2012 Constant Contact Inc. 2
Attracting new supporters, engaging existing supporters and getting funding are the top marketing concerns for nonprofits surveyed
When you think about how to run your organization most
64%59% 57%
effectively, which of the following “keeps you up at night”?
34%
22% 20% 20% 18% 15%
How
to attract nesupporters
How
to connect engage w
ith esupporte
Getting funding
Having a m
ore incom
munication
How
to make m
marketing dollar
further
How
to measu
impact of m
y ma
campaign
How
to identify athe best m
arket
How
to get refercurrent suppo
How
to stay on tlatest in online m
trendsew
and better existing ers
ntegrated strategy
my
rs go
re the arketing s and select ting tools
rrals from
orters
top of the m
arketing
Copyright © 2012 Constant Contact Inc. 4
Getting funding is the #1 concern for nonprofits
57%
Of the items that keep you up at night, which do you rank #1?
57%
41%37%
22%
15%12% 11%
7%5%
Getting funding
How
to attract supporter s
How
to connecbetter engageexisting suppo
Having a m
oreintegrated
comm
unicationstrategy
How
to identifyselect the bem
arketing to
How
to mak e
marketing dolla
further
How
to stay o nthe latest in om
arketing tre
How
to get refefrom
currensupporters
How
to measu
impact of m
marketing camg new
s ct and e w
ith orters
e n
y and est ols
e my
ars go
n top of online ends
errals nt s ure the m
y m
paigns
Copyright © 2012 Constant Contact Inc. 5
Email marketing, websites, in-person interactions, events and social media are effective for the majority of nonprofits
Which marketing activities do you find to be effective for your organization today?
86%80%
73% 70%58%
36% 32% 30%23%
12%5% 3%
Em
ail m
arke
ting
Web
site
erso
n in
tera
ctio
ns
Eve
nts
med
ia m
arke
ting
Pho
ne c
alls
Dire
ct m
ail
Pub
lic re
latio
ns
adve
rtisi
ng (p
rint,
o, T
V, e
tc.)
surv
eys
and
polls
adve
rtisi
ng (p
aid
earc
h, e
tc.)
er, p
leas
e sp
ecify
In-p
e
Soc
ial
Trad
ition
al a
radi
o
Onl
ine
s
Onl
ine se
Oth
e
Copyright © 2012 Constant Contact Inc. 7
Of those finding social media effective, Facebook is far and away the most effective network
88%
If social media is effective for your organization, which network do you find the most effective?
5% 3% 1% 1%
Facebook Twitter LinkedIn Google+ YouTube
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In-person interactions are the most effective marketing activity
Of the items you find to be effective, which do you rank as the #1 most effective?
50%
40%
50%
60%
27%20% 18%
13% 12% 10% 7% 7%3% 0%
10%
20%
30%
3% 0%0% In-person inte
Em
ail market
Traditional adradio,
Direct m
ail
Website
Events
Public relatio
Phone calls
Social m
edia
Online survey
Online advereractions
ting
dvertising (print, TV
, etc.)
ons
a marketing
ys and polls
rtising (paid searchetc.)
h,
Copyright © 2012 Constant Contact Inc. 9
Social media marketing is the topic nonprofits want help with most
Marketing activities do you need help ith?
57%
50%
60%
70%
with?
36% 35%
21% 19% 19% 19% 14% 11% 11% 9%10%
20%
30%
40%
0% Social media m
Em
ail marketing
Website
Public relations
Online surveys
Online advertisi
search, e t
Events
Phone calls
Direct m
ail
In-person intera
Traditional adveradio,arketing
g and polls
ng (paid tc.)
actions
ertising (print, tv)
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Nonprofits believe nearly three quarters of their supporters are likely to recommend their organization to a friend or colleaguey g g
What percentage of your supporters are likely to recommend yourare likely to recommend your organization to a friend or a
colleague?
73%73%
The likelihood of supporter referrals could be greatly amplified with the use of social media marketing
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Nonprofits spend 36% of their time and 18% of their budget on marketing
Budget spent on marketing activities
Hours nonprofits work per week
18%43.5
15.8
Total hours Marketing hours
Copyright © 2012 Constant Contact Inc. 12
The majority of nonprofits surveyed are stable or growing compared to 2011
How has your organization done so far this year?
49%
How has your organization done so far this year?
39%
12%
Membership/funding Membership/funding Membership/funding p gincreased
p gremained flat
p gdecreased
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Many nonprofits are expecting significant growth this year, few are expecting a major decrease
67% of nonprofits expect 2012 membership/funding to increase over their 2011 revenues with 31% expecting an increase of more than 10%.
Membership/Funding expectations this year compared to last
31%36%
24%25%
30%
35%
40%
p
4% 3%5%
10%
15%
20%
0%Increase more
than 10%Increase less
than 10%Remain flat Decrease less
than 10%Decrease more
than 10%
Copyright © 2012 Constant Contact Inc. 15
While funding is rising, cash flow is affecting growth for over 40% of nonprofits
Struggle with cash flow is evident with both rising costs and service offerings 46% of nonprofits are experiencing increased operating costs 51% have increased the number of services they offer
55%50%
60%
Is your cash flow sufficient to run your organization effectively?
29%
14%10%
20%
30%
40%
50%
0%
10%
Yes, I have adequate cash flow
No, my cash flow is inadequate and is preventing
me from growing
No, my cash flow is inadequate and is barely
enough to maintain current operations
Copyright © 2012 Constant Contact Inc. 16
Over one third of nonprofits need to hire additional staff but can’t
So far this year 67% of nonprofits have kept their number of employees the same, 14% have decreased their number of employees. p y
Will you be hiring additional full-time equivalent
39%35%
y g(FTE) employees in the next 6 months?
10%16%
Yes No, I’m doing fine as is
No, I need to but can’t
Unsure
Copyright © 2012 Constant Contact Inc. 17
About this study
This is the first wave of an ongoing study about the state of nonprofits and the ways they connect with and grow their audience.
We surveyed over 1000 participants in the Constant Contact Small Biz Council – a research panel of US small businesses and nonprofits recruited from the Constantresearch panel of US small businesses and nonprofits recruited from the Constant Contact customer base – between April 24 and May 8, 2012.
This report includes responses from 307 nonprofit participants.
Media ContactErika DornausConstant Contact
Annual budget size for nonprofits included in this study
(781) [email protected] 25%
20%
13%
18%3% Under $100,000
$100,000 –$250,000$250,001 –$500,000
Copyright © 2012 Constant Contact Inc. 18
20%
20%
$ ,$500,001 – $1 million