Baltimore-based consulting firm MarketPoint LLC released, today, the official results of the 2011 Survey of the Marketing Practices of Maryland Nonprofits’ Constituent Organizations.
MarketPoint undertook the survey in July of 2011 to help the association better understand the marketing practices of its constituents.
The study, which solicited responses from more than 1300 representatives of charitable and membership organizations throughout the state, found a growing preference for digital communication options, like email and web, and a declining emphasis on traditional media, including print.
“Among all communication media, print appears to be underperforming expectations,” said Michael Zimmerman, Senior Marketing Strategist for MarketPoint. “Organizations are relying more on email, websites and electronic newsletters to achieve their fundraising and membership goals, and to service donors or members.
“Eighty-six percent of respondents now use email to communicate to their donors or members,” Zimmerman continues, “and over two-thirds say they believe social media, like Facebook, Twitter, YouTube and LinkedIn, play an important role in their success.”
According to the study, more than half of all organizations (both charitable and membership-based) plan to increase their investment in digital communications and on social and digital media, with 75% now maintaining a Facebook presence and 95% making regular content updates to their websites.
Charitable and membership organizations also report mildly optimistic outlooks, both for fundraising and membership growth, despite challenges with low operating budgets and limited paid staff. “Here, as with other sectors of the economy,” said Zimmerman, “new technologies appear to be filling the gap created by financial constraints and by underperformance in traditional media.”
Maryland Nonprofits (The Maryland Association of Non-Profit Organizations) is a statewide association of charitable organizations and foundations serving human services, health, educational, cultural, environmental, and religious interests. Its constituent organizations range from all-volunteer organizations to major institutions. Established in 1992, Maryland Nonprofits is one of the largest and most successful nonprofit associations in the United States with more than 1,500 nonprofit organization members and 400 associate members.
A certified woman-owned business (WBE/MBE/WBENC) MarketPoint provides strategic branding and marketing services for clients in the business-to-business, education and non-profit sectors. The firm focuses on clients who face transitional challenges, which may include changes in organizational leadership, introduction of new products and services, penetration of new markets, or organizational rebranding.