The 2020 Nonprofit Communication Trends Report from Nonprofit Marketing Guide shares insights from 600+ nonprofit organizations to shed light on the comunications side of fundraising. Not all of it is great news—but there are lessons to be learned and changes to be implemented.
Email deliverability and engagement tends to be a challenge for nonprofits.
The lesson: Nonprofit communicators should focus on best practices for email marketing such as keeping your list clean, segmenting subscribers, focusing on subscribers who regularly open emails, and launching re-engagement campaigns for lapsed subscribers.
Nonprofits put most of their communications efforts into social media, but admit it’s the area they have the least confidence in—and that they aren’t using best practices to maximize engagement.
The lesson: With video posts capturing the most engagement on social media, smart nonprofit communicators will spend more time in that area. They may also want to consider Facebook Messenger or other ways of keeping in touch with supporters in real time.
And of course, like any other marketing outreach, you need to start with a mission and strategy. (Download my Social Media Mission Statement for an easy guide)
The workload for the communication staff continues to grow, yet the size of the team hasn’t.
The lesson: As communications needs keep growing, nonprofit communicators should consider growing their teams or outsourcing, as well as implementing apps that can streamline the process (hint, hint: I love content and social media marketing).
The survey found that there is a diversity of purpose found in nonprofit communications teams—as well as a challenge in prioritizing and focusing a strategy.
The top 3 communications goals for nonprofits who responded to the survey are:
The lesson: The best results come from having well-defined goals, a focused strategy and tactics that will reach your ideal audience.
The report found the following common threads in effective nonprofit communications teams:
The lesson: Great communications teams are built on respect and trust, as well as an honest understanding of what is required to get the work done.
How do these results compare to your own organization’s experiences?