Measuring Your Nonprofit Marketing Success

Measuring Your Nonprofit MarketingSuccess with Kivi Leroux Miller

NonprofitCommunications

Trends Report

2015

http://npmg.us/2015#npcomm2015

Communications is about

community engagement and

our brand.

We need to do it all! Fundraising

should drive our communications.

Sound Familiar? Who Has What Job?

Communications is about

community engagement and

our brand.

We need to do it all! Fundraising

should drive our communications.

Sound Familiar? Who Has What Job?

Communications Director Development DirectorExecutive Director

Is Engaging Our Community a Top 3 Goal?

Communications Director Development DirectorExecutive Director

65%

51%

39%

Is Engaging Our Community a Top 3 Goal?

Communications Director Development DirectorExecutive Director

Is General Brand Awareness a Top 3 Goal?

Communications Director Development DirectorExecutive Director

68%

42%

25%

Is General Brand Awareness a Top 3 Goal?

Communications Director Development DirectorExecutive Director

Is Retaining Current Donors a Top 3 Goal?

Communications Director Development DirectorExecutive Director

36%

60%

94%

Is Retaining Current Donors a Top 3 Goal?

Communications Director Development DirectorExecutive Director

Is Acquiring New Donors a Top 3 Goal?

Communications Director Development DirectorExecutive Director

33%

54%

89%

Is Acquiring New Donors a Top 3 Goal?

Communications Director Development DirectorExecutive Director

Not a Surprise, Really. But Few Orgs Talk About It Openly.Your Goals Change Based on Your Job Title!

• Acquiring new donors• Retaining current donors• Increasing giving levels• Funding for new programs• Encouraging peer-to-peer

fundraising

• Getting more program participants or volunteers

• Diversifying participants or volunteers

• Getting people to events• Educating on specific issues• Collecting feedback on specific

issues

• Engaging participants or supporters

• Positioning as an expert or reliable source

• Improving awareness• Building lists• Increasing website traffic and SEO

• Impressions• Coverage• Exposure

• Impact• Conversation• Engagement

• Same time last year• Last month or quarter

of this year• Last edition or

campaign

Kivi Leroux Miller@[email protected]/nonprofitmarketingguide