The American Marketing Association and communications firm Lipman Hearne conducted a survey earlier this year to provide charities with benchmarking data on marketing at nonprofit organizations. Here are selected findings, based on responses from more than 1,012 participants.
Priorities: Nonprofits currently rate building awareness and revenue generation as top priorities. In five years, however, organizations expect revenue generation to be a greater challenge.
Budgets: The data indicates that marketing budgets are generally 2% to 3% of the operating budget (excluding salaries and benefits). Larger organizations spend a smaller percentage on marketing budgets.
Evaluation: Many participants indicate that their organizations are not measuring web activity effectively (28% do not track web statistics).
For full results of the survey, download the report, The State of Nonprofit Marketing: A Report on Priorities, Spending, Measurement and the Challenges Ahead from the Lipman Hearne web site (registration required).