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Not for Profits “Hypersensitive” On Donor Engagement -Survey


1 May 2012 at 11:05 am
Lina Caneva
Not for Profit organisations in the US have become 'hypersensitive' to successfully engaging with their supporters and creating awareness for their mission, according to a “Heartbeat of the Industry” report.

Lina Caneva | 1 May 2012 at 11:05 am


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Not for Profits “Hypersensitive” On Donor Engagement -Survey
1 May 2012 at 11:05 am

Not for Profit organisations in the US  have become 'hypersensitive' to successfully engaging with their supporters and creating awareness for their mission, according to a “Heartbeat of the Industry” report.

NFP relationship support company, Convio conducted interviews with 70 Not for Profit  professionals on the challenges facing them.

The survey revealed four major issues of concern: funding/fundraising; communication/engagement; rising above the noise; and data management/technology.

According to those surveyed, 34 percent identified fundraising as the biggest current challenge in 2012. In close second, with 31 percent of the vote, is communication/engagement.

“This is a very interesting time for Not for Profits,” said Ritu Sharma, executive director for Social Media for Nonprofits.

“Fundraising is always a primary concern, especially as the economy looks to get back on track. But Not for Profits have also become hypersensitive to successfully engaging with their supporters and creating awareness for their mission.

“Many organizations realize that knowing when and how their supporters want to be engaged is critical in this world of information overload.”

Survey Key Findings

  • Fundraising is always top of mind: 34 percent of nonprofit professionals identified fundraising as the current biggest challenge forNFPs, given that the economy is on the rebound and donors are much more selective about their donations.
  • Which leads to the need to rise above the noise: 20 percent of those interviewed feel that there are many more NFPs today than even 5 years ago, and the need to rise above the noise and differentiate the organization is critical.
  • This means strategic communication and engagement is a priority: 31 percent of those surveyed identified effective communication/engagement with their supporters as something very vital for NFPs in an age of donor fatigue.
  • And the way to do this is through proper data management and effective technology tools: 11 percent of those surveyed identified technology and data management as a challenge that NFPs need to understand and embrace to ensure success

“Not for Profits  are becoming keenly aware of the different channels their supporters use to communicate, and are tailoring their engagement strategies to effectively connect with their constituents,” said Sara Spivey, chief marketing officer for Convio.

“ The great news is we are seeing a number of Not for Profits embrace a more integrated approach, which is ultimately resulting in success across donations, advocacy and with volunteers.”

View the Youtube results of the Convio “Heartbeat of the Industry” report  here: http://www.connectioncafe.com/posts/2012/04-april/heartbeat-of-the-nonprofit.html?utm_source=socialhub&utm_medium=socialhub&utm_content=9110438359030992709&utm_campaign=connection-cafe


Lina Caneva  |  Editor  |  @ProBonoNews

Lina Caneva has been a journalist for more than 35 years. She was the editor of Pro Bono Australia News from when it was founded in 2000 until 2018.

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