It鈥檚 tricky being a nonprofit marketer. You鈥檙e often left wondering if it鈥檚 okay to spend part of the money on marketing your fundraisers, or if you should just spend it all on the cause itself.
However, marketing 鈥� especially for nonprofits 鈥� couldn鈥檛 be more vital for the betterment of your beneficiaries. By raising awareness and engagement, nonprofits can achieve their goals and make a real difference in the world.
Use these nonprofit marketing statistics to inform your marketing strategy and maximize your budget in 2023 and beyond.
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Why Marketing Matters for Nonprofit
Nonprofits that invest in marketing can have more of an impact. They鈥檙e able to get their nonprofit organization in front of more people.
鈥淣onprofits have to use marketing tools and tactics to tell their stories, spread their impacts, and garner support from the greater community,鈥� says , co-founder of the nonprofit .
"The more connected we are with the community, the more families we reach, the more services we provide, and the more resources we can generate.鈥�
Setting aside a budget for marketing can increase the impact of your message, the money your raise, and the number of volunteers you have. Other benefits include:
- Raising awareness for your mission.
- Attracting new donors and supporters.
- Building relationships with current donors and encouraging donor retention.
To effectively build your strategy, you鈥檒l need to understand the landscape of nonprofit marketing. We鈥檒l explore essential trends in the next section.
Nonprofit Marketing Statistics
The State of Philanthropy
- In 2021, , even with challenging economic conditions.
- Memberships still matter. Cultural nonprofits generated , while Public Media generated 100% from memberships.
- are donating to crowdfunding campaigns that benefit nonprofits.
- that benefit NPOs. Consider creating an online store for your nonprofit if you don鈥檛 already have one.
- as a way to raise money for your nonprofit. sets up NFT art competitions for the girls in their program to draw/paint pictures. The nonprofit mints and sells them to fund school tuition, supplies, and lunch for the girls.
- Nonprofits raised sent.
- Partnerships, social media challenges, and user-generated content remain some of . Use your social media channels to amplify people already supporting your organization.
Which Nonprofit Marketing Channels Generate Results
- Most donors are more inspired to give when or social media is the communication medium (). Meanwhile, other media generate 12% of donations.
- On average, to reach new and existing audiences.
- Nonprofit email list growth is on the rise. Email list sizes , compared with 4% and 2% in the previous two years.
- If you haven鈥檛 already, dive into events. Events with peer-to-peer fundraising . This is the highest rate of all campaign types, according to research from Classy.
- Nonprofits invested in 2021 compared to 2020.
- Search ads (Google ads for example) while display and social media generated $0.59 and $0.57, respectively.
- The average , up to $3.68 for video, and $3.72 for search advertising.
Nonprofits Social Media Statistics
- Donors between the ages of 18 and 29 increased the amount they donated during the COVID-19 pandemic. Of these donors, from nonprofits.
- . That鈥檚 double the impact of Instagram (24%), and other platforms at less than 10% each.
- Mobile apps, Facebook, social media, and text messages are the most .
- Donors like to give through social media fundraising tools too. and 89% of those say they鈥檒l do it again.
- Pay attention to TikTok. The platform directly contributed to nonprofits using the app.
- Social media and constant communication won鈥檛 work for every age group. Boomers and Gen Xers to monthly or weekly.
How Users Want to Make Donations
- Users on desktop devices donate and perform 65% of total transactions.
- prefer to donate online using their credit or debit cards 鈥� a cue that digital marketing is important.
- Make sure you have multiple ways to donate on your website. The when nonprofits offered ACH, PayPal, and digital wallet payments.
- 探花精选 found that Gen Z prefers to donate via Facebook, social media, texting, or mobile apps.
- Meanwhile, .
- The Gen X may choose not to donate to an org is an outdated website.
Making the Most of Your Strategy
One thing remains constant with these stats: Data-based decisions are more important than ever.
Invest in a nonprofit technology that tracks and provides visibility for all your data. Be sure to stay up-to-date with the nonprofit marketing world and trends shift.