Nonprofit Communications Don’t Resonate With Donors

Title: The Data-Backed Guide to Nonprofit Marketing

Organization: Campaign Monitor

Summary: Nearly 59 percent of nonprofits said live events are critical for attracting new donors, but just 18 percent of donors said they’ve learned about a charity through a live event, according to a survey of donors and nonprofits released Tuesday by the email marketing company Campaign Monitor.

What’s more, nearly 50 percent of nonprofits said they believed donors preferred to connect with them through events, while only 16 percent of donors chose events as a preferred method.

The study authors surveyed more than 1,000 donors and upwards of 500 nonprofit employees about which methods of communication inspire donations. Most respondents to the donor survey were 25 to 35 years old and earned more than $100,000 a year. Survey participants were asked to rank their preferences.

Nonprofit employees also said they believed most donors wanted to hear from them through Facebook, but donors indicated they preferred email over other communication methods to keep up-to-date on a nonprofit’s programs, learn about the impact of their gifts, and receive fundraising appeals.

The authors suggest charities include a survey link in an email newsletter to ask subscribers how they learned about the group. This information can help nonprofits communicate with donors the way they prefer.

Although the study revealed some disconnect between nonprofits and donors, it found that charities do seem to understand what content moves donors: testimonies of how their programs are advancing their mission, how charities are using donations, and whether and how they are meeting their fundraising goals.

Among the other findings:

• More than 20 percent of donors said they would make a repeat donation if they received an email from the charity.
• Donors said word of mouth was the most common way they found out about nonprofits to which they later gave.
• More than 68 percent of donors said they were most likely to contribute in response to a clear need, such as $25 to cover a registration fee for an after-school program.

Emily Haynes has covered fundraising on social media, Giving USA’s annual report on giving trends, and how the ALS Association found success with the ice-bucket challenge. Email Emily or follow her on Twitter.