I’m deep into the information evaluation for the 2020 Nonprofit Communications Traits Report, which we’ll launch subsequent week.
For the primary time ever, we surveyed nonprofit communications workers on aims for his or her work. We requested them to select their prime three of 12 selections. When you do the maths, meaning there are 220 attainable combos.
I’ll admit I used to be a bit surprised after I realized that the 625 survey members had chosen 159 of the 220 combos — or 72% of the attainable combos! This clearly demonstrates the range present in communications groups within the sector – in addition to the problem in prioritizing aims.
As a result of there have been so many various combos, it’s onerous to say that any single mixture dominates. Whereas it’s comparatively straightforward to say which communications targets, methods, and ways are hottest in our sector primarily based on our earlier stories, the aims are actually in every single place.
Nevertheless, a number of combos did stand out greater than others:
For communications groups that work on fundraising targets, the 2 most frequent combos of aims are
- Monetary Beneficial properties; Expressions of Loyalty (e.g., donor retention or long-term engagement); and Individuals Becoming a member of, Subscribing or Following
- Monetary Beneficial properties; Participation Ranges; and Individuals Becoming a member of, Subscribing or Following
For communications groups that don’t work on fundraising targets, the 2 most frequent combos of aims are
Participation Ranges (e.g., numbers registering or taking motion); Individuals Becoming a member of, Subscribing or Following; and one of many following:
- Elevated Satisfaction amongst Individuals or Supporters
- Elevated Demand or Want (e.g. requests made for providers)
- Change in Data about Points
We’ll share far more subsequent week within the full Traits Report. Keep tuned!
