New Charity Dynamics Survey Reveals Growing Use of Social Media And Mobile Applications To Drive Nonprofit Mission Success
| Posted in Technology on Jan 31, 2012 |
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U.S. nonprofit groups have indicated that they likely will place heavy emphasis on social media and mobile solutions to drive stronger fundraising and marketing results in coming months, according to Charity Dynamics' 2012 Digital Marketing Survey.
The survey of 70 Charity Dynamics clients revealed shifting priorities in some areas of nonprofits' marketing plans for the year ahead. Among them:
73% of organizations surveyed plan to address social media strategies in 2012. This is up significantly from the previous year when 51% felt social media was a top priority.
62% of those surveyed indicated that converting one-time donors into repeat donors is a key priority for 2012. This also is up significantly from the previous year when only 36% indicated repeat donor conversions was a key area of focus.
Other feedback indicates that: - The mobile channel is expected to grow sharply in 2012, with 51% of non-mobile users indicating that they plan to implement a mobile strategy in the coming year.
Nearly 40% of those surveyed indicated that their organizations used mobile technology in 2011 to support their fundraising and marketing activities—up from 27% last year.
- API usage is steadily catching on with nonprofits, with 38% of respondents stating that their organizations are currently using them—up from 25% the previous year.
API growth is expected to continue, with 30% of those surveyed who currently aren't using APIs stating that they expect their organizations to use them in 2012.
- Nearly all organizations are using social media today--98% of the organizations surveyed.
90% of respondents indicated that they are actively seeking guidance on how to best leverage social media to help meet their organizations' goals.
"Our Digital Marketing Survey provides a helpful snapshot from a cross-section of nonprofit organizations about some of the main concerns, priorities and goals that are top of mind for nonprofit professionals as we continue moving forward into 2012," said Donna Wilkins, president of Charity Dynamics. "We expect to remain quite busy this year as we work with nonprofits to integrate our social and mobile solutions into their fundraising and marketing programs, while also providing the strategic planning they need to maximize results and achieve stronger mission fulfillment."
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Charity Dynamics Digital Marketing Survey Mobile Applications Social Media Nonprofit Mission Nonprofit Organizations
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