According to new survey data from
Constant Contact®, Inc.
(NASDAQ: CTCT), the challenge of attracting new supporters is keeping 64% of nonprofits up at night. While the
Constant Contact 2012 Nonprofit Pulse Survey
revealed nonprofit concerns related to cash flow and staff levels, it also revealed that 58 percent find social media marketing an effective marketing tool that can be deployed to address these concerns.
What’s Keeping Nonprofits Up at Night
When it comes to running their organizations effectively, nonprofits are concerned about attracting new supporters and connecting more effectively with existing supporters. When asked what keeps them up at night:
- 64 percent said how to attract new supporters.
- 59 percent said how to connect and better engage with existing supporters.
- 57 percent said getting funding.
Management and measurement of marketing activities were also addressed:
Marketing “Go Tos”
- 34 percent said having a more integrated communication strategy.
- 22 percent said how to make marketing dollars go further.
- 20 percent said how to measure the impact of marketing campaigns.
Nonprofits still rely largely on email marketing, with 86 percent finding it to be an effective marketing tool for their organization. Other marketing activities found to be effective are: website (80 percent), in-person interactions (73 percent), and events (70 percent).
Facebook is Preferred Social Media Marketing Activity – Hands Down
Social media marketing is also an important tool for nonprofits, with 58 percent naming social media marketing as an effective marketing tool. However, Facebook is clearly king of all social media within the nonprofit sector. Of those nonprofits that find social media marketing to be effective, when asked which tools they find to be most effective:
Social Media Learning Curve
- 88 percent said Facebook.
- 5 percent said Twitter.
- 3 percent said LinkedIn.
- 1 percent said Google+; 1 percent said YouTube.
While social media marketing is valued by a majority of nonprofits, it is also an area where they want guidance. When asked which marketing activities they need help with:
- 57 percent said social media marketing.
- 36 percent said email marketing.
- 35 percent said website.
Of note, nonprofits think 73 percent of their supporters are likely to recommend their organization to a friend or colleague, a dynamic that could be greatly amplified with the use of social media marketing.