October 31, 2014
Print media continue to lose ground with nonprofits: New report
03/19/2014
Association TRENDS

If nonprofit communication professionals had their way, print would be a big loser in 2014, according to the just released report Nonprofit Communications Trends 2014, produced by NonprofitMarketingGuide.com.

Also, the annual report - 60 percent completed by executive directors, communications directors and development directors - found that goals vary between larger organizations and smaller organizations. Larger organizations are more likely to select brand awareness and thought leadership as top goals than smaller nonprofits. Larger organizations are also more likely to say that media relations/PR and print marketing are very important communications tools, compared to small nonprofits.

Smaller organizations are more likely to prioritize acquiring new members, and acquiring and retaining volunteers than larger nonprofits. Smaller nonprofits are also more likely to say that in-person events as a very important communications tool, compared to large nonprofits.

But a new question asked this year offered a very interesting insight into what nonprofit executives might not believe are worth the effort. To the question "What would you stop producing if you could?" the top-three answers, from the provided list of choices, were print newsletter articles, press releases and print fundraising appeals. Also making the list: annual report, Twitter updates and blog posts. Most (52 percent), however, answered "other" to the question.

Other findings:
- 57 percent of nonprofit communicators say they are overworked, with lack of time to produce quality content topping the list of biggest challenges
- The most time consuming content are email articles, but they also come in second as the most effective type of content
- The most important social media sites to nonprofits are Facebook, Twitter and YouTube, with Instagram and Pinterest topping the sites nonprofits plan to add or experiment with in 2014.


Association TRENDS