By Ann Gynn
Nearly all nonprofit marketers would benefit greatly by taking one month to power up their content marketing programs.
That’s a logical conclusion based on the responses from 207 nonprofit marketers to the eighth annual Content Marketing Institute/MarketingProfs content marketing survey.
Thirty percent of nonprofit marketers neither agree nor disagree that they can demonstrate that content marketing has increased the number of people helped or served by their organization. Almost one-fourth (23%) neither agree nor disagree they can demonstrate content marketing has increased event attendance/participation. And 17% don’t agree or disagree that they could demonstrate content marketing has increased audience engagement.
Almost half (49%) neither agree nor disagree they can demonstrate how content marketing has increased fundraising. And more than one-third (35%) neither agree nor disagree they can demonstrate how content marketing has increased donations/sales.
That’s a lot of apathy about demonstrating content marketing’s impact on nonprofit organizations. If you’re going to invest the resources in content marketing, shouldn’t it have a demonstrable effect on your organization? After all, do you know a nonprofit that doesn’t need money, people, or both?
Given the lack of impact, it’s not surprising that they execute content marketing:
- Without a documented content marketing strategy (74%)
- Without measuring the return on investment of their content marketing efforts (62%)
- Without aligning their metrics to the organization’s goals (41%)
If you struggle with any of these issues, it’s time to elevate your critical thinking around content marketing. And, in turn, create – or improve – the effect of content marketing within your nonprofit.
30-minute fix: Distinguish and detail the how and why for your nonprofit
Your organization’s mission and purpose aren’t the same. If you don’t distinguish between the two, your content marketing doesn’t stand a chance at being effective.
A mission is your organization’s reason for existing …read more
Source:: content marketing