According to the study, “online marketing tools now dominate, with 96% of participants identifying their website as being a very or somewhat important tool, and 94% identifying email marketing the same way.”
This compares to 67% of participants who identify print newsletters and direct mail as very or somewhat important tools.
Kivi Leroux Miller, President of Nonprofit Marketing Guide and the study’s author said, “It’s not surprising that online tools rank higher for small and mid-sized nonprofits given the fact that they are often under-resourced. Online tools provide nonprofits with a great opportunity to provide high-touch communications at a lower cost than for example, direct mail, paid advertising, and texting.”
I was happy to see that small and mid-sized nonprofits believe in the power of online communications but this study raised additional questions for me.
Do you have the answers? What is your nonprofit doing to address online acquisition, content-creation and communications capacity?