Content Marketing
for Nonprofits

86% of the most effective nonprofit marketers have someone who oversees content marketing strategy
92%of nonprofit professionals use content marketing
25%have a documented strategy
52%of those with a strategy consider themselves highly effective

Why are
nonprofits turning
to content marketing?

of nonprofit professionals use content marketing.
of nonprofit professionals have a documented content strategy.
of organizations have someone who oversees content marketing
Compared to one year ago, 65% of nonprofit professionals are producing more content

What's the
key to preparing and
documenting your content
marketing strategy?

Top 8 Metrics
for Success
Increased Fundraising
Website Traffic
Social Media Sharing
Increased Numbers Served/Helped
Increased Supporter Loyalty
Increased Volunteering
Qualitative Feedback from Supporters
Subscriber Growth
Top 8 Goals for Content Marketing
Fundraising
Brand Awareness
Engagement
Supporter Loyalty
Client/constituent acquisition
Website traffic
Volunteer Recruitment
Advocacy

How do you
determine what
content marketing
tactics to use?

11Average number of tactics used by nonprofit professionals
Preferred Social Media Channels for nonprofits distributing content
Facebook
Twitter
YouTube
LinkedIn
Google+
Pinterest
Flickr
Instagram
Vimeo
Foursquare
Tumblr
Vine
SlideShare
StumbleUpon
The Confidence Gap Tactic Effectiveness as rated by nonprofit users
Perceived as Less Effective
Perceived as Effective
In-person Events
eNewsletters
Social Media (except blogs)
Print Newsletters
Videos
Print Magazines
Case Studies
Webinars/Webcasts
Articles on Your Website
Mobile Content

What's the
right approach to
measuring content
marketing success?

Content Marketing Challenges that Nonprofit Professionals Face
Lack of Time
Lack of Budget
Producing the Kind of Content that Engages
Lack of Knowledge and Training
Inability to Measure Content Effectiveness
Producing Enough Content
Producing a Variety of Content
Lack of Integration Across Marketing
Lack of Integration Across HR
Lack of Buy-in/Vision
Inability to Collect Information from SMEs
Inability to Find Trained Content Marketing Professionals
20%Average percentage of nonprofit marketing budget allocated to content marketing
nonprofit professionals plan to increase their content marketing budget.

What one tip would
you share with a nonprofit
who lacks time and budget to
do content marketing well?

of Nonprofit Professionals Believe They Are Effective at Content Marketing

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about the study

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