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Associations are more apt to send emails than nonprofits, and video is on the uptick as a communication tool, according to a new survey.
Nonprofit Marketing Guide.com released this week the 2012 Nonprofit Communications Trends Report. While the report gauges the activity of nonprofit professionals, their counterparts in associations also took part and on a few points, diverge greatly from the group overall.
For instance, 78 percent of the survey participants will email their constituents at least monthly, while 93 percent of association professionals will do so, according to NMG president Kivi Leroux Miller.
Also, 24 percent of overall say they have a written approved 2011 marketing/communication plan. Just less than 10 percent of association professionals report having one.
Another interesting finding: 68 percent of communication professionals find their websites to be a very important communication tool, followed by email marketing and newsletters/direct mail. Surprisingly 49 percent find Facebook only somewhat important, compared with 31% that find it very confident.
The standout finding for Leroux Miller is that the popularity of video in social media has increased from last year. She attributes its slow rise in popularity compared with other social media to the difficulty in creating videos.