Non-Profit Survey 2011current technology and marketing practices

Overview & Methodology

Objective – Obtain a better understanding of the current technology and marketing practices being

used by non-profit organizations today.

Approach – Zoomerang distributed a survey to non-profit staff and volunteers.

Results – In total, 516 volunteers and staff members completed the survey providing insight into the

marketing tools their organizations currently use, as well as their intended approach for the next six to

twelve months.

Key Takeaways –

- Of the respondents, 74% indicated that they accept donations, yet only 27% offer website

donation capabilities

- Only 60% of those surveyed said they use their organization’s website for marketing purposes

- Among the 32% of non-profits using social media, few venture beyond Facebook, Twitter and

LinkedIn

- Other forms of social media, such as video (YouTube) and blogs, are experiencing slower adoption

- More than 75% of the respondents indicated that they are encouraged by the organization to use

social media to promote the non-profit

Non-profit FocusEducation & Human Services were the top two non-profits represented

MarketTools, Inc. 3

Operational NecessitiesNon-profits rely most on donations to continue operating

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Donation CapabilitiesMost donations are collected via mail, in-person or at fundraising events

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New Donation CapabilitiesNon-profits continue to rely on traditional methods of accepting donations

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Marketing Tactics Only 60% of non-profits utilize websites for marketing purposes

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Marketing ForecastOf those surveyed, 47% plan on utilizing websites in the next six months

MarketTools, Inc. 8

Social MediaFew non-profits are moving beyond the most common social media channels

MarketTools, Inc. 9

Social Media78% of non-profits encourage staff and volunteers to promote the organization

MarketTools, Inc. 10

Appendix

Respondent Organizational RoleThe majority of respondents serve as volunteers

Role Percentage

Volunteer 57%

Staff Member 23%

Founder and/or Board Member 9%

Director/Manager 6%

Other 5%

Head of Marketing 1%

Respondent Age RangeMore than half of respondents were over the age of 40

Age Range Percentage

Under 30 19%

30 - 39 17%

40 - 49 19%

50 - 59 15%

60 or over 29%

Top 10: Location of Headquarters Breakdown of the top 10 states represented among respondents

State PercentageCalifornia 8%

New York 8%

Florida 7%

Texas 7%

Illinois 5%

Ohio 5%

Pennsylvania 4%

Arizona 3%

Colorado 3%

Maryland 3%

Support for International Efforts40% of the organizations represented have international efforts

Support Percentage

Yes 40%

No 60%