Recently released data from the 2016 Nonprofit Communications Trends Report, compiled by author Kivi Leroux Miller shares some great insights into how non-profits communicate.
Perhaps not surprising is the four most utilized communication channels ranked by association professionals:
- “Traditional” social media (Facebook, Twitter, LinkedIn)
- Email marketing
- In-person events
What is compelling to see is what’s not a priority for 2016. Here are the top four least important channels, as ranked by 1,613 report participants:
- Mobile apps or texting
- Paid advertising
- Phone calls/phone banks
The latter four are quite labour intensive, or come at an expense. Also, in the case of mobile apps, many professionals may have caught on to the fact that more often than not, a responsive version of their website can fit their goals just as effectively.
Changes in preferred social media channels are occurring in what Miller calls “Photo/graphic” social media, referring to social media platforms like Instagram and Pinterest, which have moved up in priority, surpassing video and blogging. Highly effective, video and blogging also fit into that expensive and time-intensive category. With Facebook and Twitter huge stand-outs in preference over the others, YouTube, LinkedIn and Instagram round out the top five channels.
Also interesting was the frequency of email newsletters. While the majority of associations (41 per cent) email their members with a monthly newsletter, 18 per cent sent them quarterly, and eight per cent sent newsletters weekly or every other week. The guide suggests associations should up their game in this regard – consider chopping up that long monthly newsletter into digestible weekly bits to boost your engagement and get your name recognized in the inbox of your members, it says.
For the full report, visit http://www.nonprofitmarketingguide.com/resources/2016-nonprofit-communications-trends.