Surveys

Flickr: dhWhat’s the biggest marketing lesson you learned (or re-learned) in 2010? Please let me know by  midnight, Thursday, Dec. 24 Friday, Dec. 17!

I’ll summarize the trends, and share the lessons submitted by you and your colleagues, in the 2011 Nonprofit Marketing Wisdom guide (hat tip to Marketing Sherpa). You’ll get a free copy when you share your biggest lesson learned!

So share it now! It could be anything tactical or strategic, simple or complex. Here are a few of the submissions we’ve received:

  • Make professional development and continuing learning a priority – and protect the time.
  • When pricing out an item or service, call at least three vendors. This may take a few more minutes of your time, but you will save hundreds, even thousands of dollars. We’ve been able to save so much money on production costs for printing, photography and web design, by taking the time to incorporate this.
  • Test test test… before any campaign gets launched. Given the complexity of the tools today, and the speed with which we invariably put things together, errors do get made and you want to be the one to find them, not the people you’re hoping to engage!

Whatever comes to mind as a lesson or key principle learned—either from hard knocks or new found success. Please take one minute to share your thoughts and insights now. Thanks so much!

P.S. Learn how to strengthen your nonprofit’s messaging with the all-new Nonprofit Tagline Database and 2011 Tagline Report.

Nancy Schwartz in Surveys | 2 comments
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Our recent survey of more than 900 nonprofit leaders reveals a major crisis among charitable organizations: Many are doing an inadequate job of connecting with their key audiences and characterize their primary messages – intended to motivate donors, volunteers and advocacy – as poorly targeted, difficult to remember and uninspiring.

Key findings include:

  • Most nonprofit messages don’t connect strongly with key audiences.
  • Behind the disconnect—86% of nonprofits characterize their messages as difficult to remember.
  • Inconsistency reigns, leaving confusion and annoyance in its path.

I suspect that none of this is news to you. But the way many nonprofits talk about themselves to the public is a core competency critical to any organization’s success. The bad news is that most organizations admittedly are doing a very poor job, despite a great deal of effort. The good news is that fixing the problem is highly do-able and promises vastly greater success in engaging their networks than they are experiencing now.

Messaging is the first step in effective marketing communications; there’s no point in designing strategic campaigns if the messaging
doesn’t connect. It’s incumbent upon executive directors, their boards and key marketing and communication leaders within organizations, to repair these critical marketing and communication problems. When they do, putting focus and intent to work, it will make a huge difference in communications impact!

I’ll be doing what I can to help fix this problem (and it’s definitely fixable), with a 2010 focus on messaging in blog posts, e-update articles and special programs for nonprofit communicators. More immediately, complete survey results, plus specific recommendations on how nonprofits can start to immediately improve key messaging, are available here. You can review the press release here.

P.S. More effective messaging is a priority for all organizations. Learn how to craft the most essential message — your tagline. Download the free 2009 Nonprofit Tagline Report, filled with must-dos, don’t dos, case studies and 2,500+ nonprofit tagline examples!

Nancy Schwartz in Branding and Messages, Nonprofit Communications, Surveys | 1 comment
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The State of the Nonprofit Message (Part One)Thanks to all (nearly 1,000!) who responded to our marketing messages survey. Your input is tremendously helpful in shaping the content and programs we’ll be sharing in 2010.

Many of you are absolutely message-focused (terrific!); some of you want to be, but can’t; and a few of you question the primacy of messaging in the marketing mix. But no matter where you stand, most of you share frustration with your organization’s messaging – seeing the opportunities for improvement but never quite being able to get there.

Typically, we wait until we’ve had a chance to analyze and interpret all survey responses before we report out to you. But because of the urgency of getting messages right, we wanted to share these trends immediately. You’ll get the full story in January.

The big story: Nearly three of four nonprofit communicators say that their messages connect with target audiences only somewhat. Here’s the most frequently-cited reason for the failure to connect: “Our message is quite memorable given the time to explain or show the details. However, we can’t educate the whole world on a one-to-one basis and people generally don’t know or think about our issues. We need short, sharp statements to get the idea across quickly.”

This widespread lack of messaging impact is a huge opportunity for your organization to power up its communications and fundraising impact in 2010. Getting Attention will be guiding you all the way!

P.S. Here’s the complete article on our early findings on nonprofit messaging. To ensure you get the full report, subscribe now to the twice-monthly Getting Attention e-update.

Nancy Schwartz in Branding and Messages, Nonprofit Communications, Surveys | 0 comments
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Join Me for a Free Webinar -- 3 Steps to Stronger Nonprofit Web Content Deadline, COB Wed, 1216 Your messages are one of the most powerful marketing strategies you have! That’s why I’m making a special effort in 2010 to help nonprofits like yours craft stronger messages.

Help us help you craft more effective marketing messages by taking five minutes of your time today to complete this brief survey(survey closes COB Wed., Dec. 16th!). Your input will help shape the content and programming we will develop in 2010.

In return for your valuable time, we’ll invite you to join us in a no-charge webinar in early 2010: 3 Steps to Writing Stronger Nonprofit Web Content.

BTW, thanks so much to all of you who already responded to our marketing messages survey.  Your responses (over 850 to
date) are tremendously helpful in shaping the content and programs we’ll be sharing with you in 2010.

P.S. Learn how to craft the most essential message — your tagline. Download the free 2009 Nonprofit Tagline Report, filled with must-dos, don’t dos, case studies and 2,500+ nonprofit tagline examples!

Nancy Schwartz in Branding and Messages, Nonprofit Communications, Surveys | 0 comments
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How to Write Stronger Nonprofit Marketing MessagesTo make your organization’s voice stand out in today’s overwhelming chorus of messages, you need a coherent and compelling “message platform,” comprised of concepts, words and phrases that communicate your nonprofit’s value or impact across communications channels.

Your messages are one of the most powerful marketing strategies you have! That’s why I’m making a special effort in 2010 to help nonprofits like yours craft stronger messages.

Please help us build our understanding of your nonprofit messaging needs and goals by taking five minutes of your time today to complete this brief survey (survey closes Wed., Dec. 16th). Your responses will help us develop more content and programming that address your messaging interests and needs to help you craft stronger marketing messages in 2010.

In return for your valuable time, we’ll invite you to join us in a no-charge webinar in early 2010: 3 Steps to Writing Stronger Nonprofit Web Content.

P.S. Don’t miss out on in-depth articles, case studies and guides to nonprofit marketing success — all featured in the twice-monthly Getting Attention
e-update.
Subscribe today.

Photo: celebmuscle

Nancy Schwartz in Branding and Messages, Nonprofit Communications, Surveys | 0 comments
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Thanks for Your Help -- Nonprofit Tagline Survey Report Due July 2008Update, February 26, 2008

It’s in the bag.

Thanks to all of you who helped who participated in the tagline survey and helped spread the word.I’m thrilled with the depth and breadth of response (over 1,870 responses; with more than 1,100 taglines), and can’t wait to parse it all.

Here’s the plan:
I’m already combing over results and will release a free report including all taglines submitted in July.  Meanwhile, I’ll keep you posted.

Best,
Nancy
_____________________________________________________________

Update — February 21, 2008 Now more than 1,850 of your colleague nonprofit marketers have responded to to the nonprofit tagline survey, but I want to hear from you.

The more responses, the more valid the data, the bigger the first-ever nonprofit tagline directory, and the better the guidance I’ll give to your org on shaping the most powerful tagline possible.

Please share your organization’s tagline data and perspective today. The survey won’t take you more than three minutes, max.

Remember, only those who respond to the survey will get the full report — complete with best practices, tips and case studies — at no charge.
_____________________________________

In today’s competitive marketing environment, is your  nonprofit’s tagline strong enough to get attention and provoke questions?

Does your organization’s tagline complement your org’s name, convey the unique value you deliver your community, and differentiate you from the competition? (Americorps’ "Getting Things Done" is a great example of a tagline that works on all three fronts.)

Or is your org’s tagline vague, ambiguous, over-reaching, too abstract or simply non-existent?

Your tagline is one of the most powerful marketing tools you have. That’s why I’m making a special effort in 2008 to help nonprofits like yours craft better taglines.

Please help me launch this research project by taking less than 3 minutes of your time to complete this short survey: http://www.surveymonkey.com/s.aspx?sm=zjXNjEU9fh1wCcHCZelFYQ_3d_3d

In return for your valuable time, you’ll get guidance on best practices and tips for improving your tagline when the Getting Attention Tagline Report is published in July.

I’d like to send you a copy of the report. If you’re interested, please provide your email where requested.

Thanks much.

P.S. Read these articles to strengthen your tagline today:

  1. Why Nonprofits Need Strong Taglines
  2. Seven Dos and Don’ts for Strong Nonprofit Taglines

Missing out on the Getting Attention e-newsletter? Subscribe now for in-depth articles and case studies on nonprofit marketing.You’ll get first access to research like this, plus other coverage to ensure marketing impact.

Nancy Schwartz in Branding and Messages, Nonprofit Communications, Surveys, Taglines | 3 comments
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3 Quick Ways to Hook the Survey Responses Your Organization NeedsYep, you heard me right. Needs. Because your organization needs the ongoing feedback from your audiences, each and every one of them, not once but often.

Online surveys are a quick and dirty way to get it, but the problem is that everyone’s caught on. And your audiences are probably suffering the same "oh, not another survey request" ennui that you are.

I knew I was diving into this dilemma when I asked Getting Attention readers to respond to our latest survey of nonprofit marketers (findings here). So made sure to hook folks by:

  • Making the survey short, and telling prospective participants how long it would take them to answer; and
  • Clearly articulating the benefit that they’d get from responding (their challenges and agendas would be more directly addressed in coming Getting Attention coverage.)

And there’s one more approach recommended by Marketing Sherpa — and relevant to every organization and foundation in the advocacy policy arena — tell prospective participants that survey results will be used to help change, or reinforce, legislation.

Put these tactics to use to ensure you get as many survey responses as possible, this round and in the future.

Get the Getting Attention e-news? Subscribe now for key articles and case studies on nonprofit communications.

Nancy Schwartz in Audience Research, Nonprofit Communications, Surveys | 0 comments
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Nonprofits Fail to Track Marketing Impact, Getting Attention Survey ShowsMore than 55% of nonprofits
are frustrated by lack of resources and leadership support for marketing, but only 37% do the tracking that generates increased budgets and confidence.

Full press release on findings here
(PDF file); please forward to your colleagues.

These just-released results provide a snapshot of key trends and benchmarks for nonprofit marketing and communications, drawn from communicators working in or with nearly 350 nonprofit organizations and foundations.  The 2007 Nonprofit Marketing Survey provides an across-the-board look at how well leading nonprofit marketing initiatives are performing.

Some key findings:

  • Only 37% of Nonprofits Track Marketing Impact, but without that Data You’re Driving Blind — implement a marketing evaluation plan today
  • Most 2007 Marketing Agendas Focus on 2 or more of 5 Key Opportunities –Over 50% of nonprofit communicators are placing their bets on these strategies
  • 2006 Marketing Successes Many and Varied — from surpassing fundraising goals and gaining leadership buy-in to consistent, pithy Messaging
  • Nonprofit Marketers Want to Hurdle these “Big 3” Barriers Faced in 2006 — Over 55% of your colleagues cite lack of resources and/or leadership support as their major challenge.

More on Survey Respondents

  • Survey respondents work in a variety of positions:
    • 47% — Marketing and Communications
    • 15% — Leadership
    • 15% — Fundraising
    • 6% — Board Members
    • 17% — Other
  • And in a broad range of organizations:
    • 29% — Human Services
    • 25% — Education
    • 20% — Civil Society (civil rights, community, advocacy, philanthropy)
    • 17% — Arts & Culture
    • 9%  — Other (international, spiritual, service

Take a look at the complete survey results now for a better understanding of ways to punch up your nonprofit marketing, and some inspiration from colleagues in the field.

Get the Getting Attention e-news? Subscribe now for key articles and case studies on nonprofit communications.

Nancy Schwartz in Nonprofit Communications, Nonprofit Marketing News, Surveys, Trends | 7 comments
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Update — February 16, 2007

Thanks to all of you, and I mean the more than 1,000 of you, who have already responded to my survey. Now I’m looking for 100 folks to ensure I have a valid sample size.

I’d really appreciate your help in finishing this project. It’ll get you some great tips from peers, and some revealing insights into the world of nonprofit communciations outside of your own organization.

So don’t stop at go. Please take 5 minutes now to respond to the survey.

Thanks so much,
Nancy

Nancy E. Schwartz

Publisher, Getting Attention Blog and E-Newsletter

P.S. If the link doesn’t work, please cut-and-paste this link into your Web browser:
http://www.surveymonkey.com/s.asp?u=711542996299

______________________

As you may know, I’m conducting a survey of nonprofit and foundation communicators.   

Let me tell you why I’m doing this, and how you can help.

Since 2002, I’ve published more than 60 Getting Attention e-news articles on a wide range of nonprofit and foundation communication strategy and tactical issues. Plus more than 200 blog posts in the last year.

Every one of them is aimed at helping you do a better job carrying out positive change in your community and chosen field of service.

You can read these articles–a library covering such topics as Branding and Messages, Blogging, Cause Marketing, Copywriting, Email and E-Newsletters, Graphic Design, Media and Press Relations, Planning and Evaluation, and Strategy–here.

I couldn’t have written these features without your help. And I’m extremely grateful for all of the constructive feedback, comments and support you have offered over the years.

By the way, you are now a part of a growing community of more than 3,200 nonprofit professionals who rely on Getting Attention content to do their jobs even better.

HOW YOU CAN HELP

Yes, this is a heart-felt request for your participation in audience research.

I need your help to keep Getting Attention going and getting better.

Your answers to my survey questions are crucial because they shape content and strengthen the utility of your Getting Attention e-news and blog.

The survey will take you no more than five minutes. 

I will reward your effort with improved, how-to case studies and articles that you’ll be  able to put to use quickly and easily in your own organization.

I hope you think it’s a fair trade for your time.

So, please take the survey now.

And I’d be grateful if you would forward this request to friends and colleagues in the field as I’m striving for a reliable survey sample size for most accurate results.

Get the Getting Attention e-news? Subscribe now for key articles and case studies on nonprofit communications.

 

Nancy Schwartz in Nonprofit Communications, Nonprofit Marketing News, Surveys | 1 comment
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What are Your Marketing Challenges and Goals for 2007 -- 7 Questions (and an Invite) for '07Just In — Monday, January 22

I’ve received hundreds of useful responses to this survey but am still waiting to hear from you.

Please take a few minutes to answer the survey today. It’s short.

Thanks so much,

Nancy

P.S. If the link doesn’t work (lots of Survey Monkey glitches lately), please cut-and-paste this link into your Web browser:
http://www.surveymonkey.com/s.asp?u=711542996299

____________________________________________________________________________________

I know that you, like me, are probably crazed tackling your to-do list for the coming year.

But please, give me 7 minutes of your time today to answer this survey on your 2007 communications challenges and goals.

One thing that remains constant year round is the need for timely info and insights on trends and best practices in marketing and communications, nonprofit and beyond.

My report back on survey responses will highlight these crucial changes and models, so you can sharpen your communications to be more effective than ever.

That survey link again.

Thanks, in advance, for your time and effort.

Warmly,

Nancy

P.S. If the link doesn’t work (lots of Survey Monkey glitches lately), please cut-and-paste this link into your Web browser:
http://www.surveymonkey.com/s.asp?u=711542996299

Nancy Schwartz in Nonprofit Communications, Nonprofit Marketing News, Surveys | 2 comments
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