We 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!
