Over the past few years, we’ve witnessed a surge in content marketing in the nonprofit world.

Organizations are producing and using more content content than ever to connect with and engage supporters!

But what makes for a successful content marketing plan?

That’s what we hope to find out! And we need your help to make that happen. Take the short survey.

We’re Partnering with The Content Marketing Institute (CMI) Again!

This year we’ll be producing the third edition of the annual report — Nonprofit Content Marketing: 2015 Benchmarks, Budgets, and Trends!

And we need your help—Will you take the short survey?

In an effort to help nonprofits better understand content marketing and how it’s being used in our sector, we’ve partnered with Joe Pulizzi and CMI – an organization that’s passionate about content marketing and a leader in the space. They’ve been producing a similar report for the business world for years.

Why do we Need Nonprofit Content Marketing Research?

We live in the information age – supporters have all the information they need at their fingertips. Your potential donors and volunteers are searching. Funders are searching. Patients are searching. Parents are searching. Those who would benefit from your programs and services are searching. Everyone is searching.

Great content is key to capturing the attention of those you need to reach. 

In order to continuously develop content that motivates supporters, it’s important for us to benchmark and evaluate current tactics and strategies—where are the opportunities to improve, what’s working and what’s not?

In the second edition of the nonprofit content marketing report we learned that:

  • 61% of nonprofit marketers use content marketing and 69% are creating more content than they did one year ago.
  • 23% have a documented content marketing strategy; those who do are more effective in all areas of content marketing.
  • Nonprofit marketers are using an average of 12 content marketing tactics this year vs. 11 last year.
  • The tactic they use most is social media content (other than blogs) and their usage of it has risen from 86% last year to 93% this year.
  • Nonprofit marketers are using an average of 5 social media platforms this year vs. 4 last year; Instagram had the biggest increase in usage (from 17% last year to 38% this year).
  • 15% say they are successful at tracking ROI; however, having a documented content marketing strategy helps (34% of those who possess one say they are successful at tracking ROI).
  • Lack of budget is still the greatest challenge for many nonprofit marketers, but the proportion who cited it this year went down (67% last year vs. 56% this year).
  • The most often cited initiatives that nonprofit marketers are working on are becoming better storytellers (66%), creating visual content (63%), and creating more engaging/higher-quality content (62%)
  • The most often cited initiatives that nonprofit marketers say they’ll begin working on within 12 months are measuring content marketing ROI (39%) and developing a documented content marketing strategy (37%).

What we Need From You

We’d really appreciate a few minutes of your time.

In order to produce this research and report our findings back to you we need to study the content marketing practices of nonprofit organizations.

That’s where you come in.

If you could, take a few minutes of your time to fill out this survey. It’s roughly 25 questions related to content marketing usage (or non usage) at your nonprofit.

A Few Sample Content Marketing Research Questions

Here are a handful of the types of questions you’ll be asked to answer.  Everything is multiple choice and there’s an “unsure” answer for most questions so you don’t have to be completely sure of everything.

  • Does your organization use content marketing in any form (blogs, articles, podcasts, video, webinars, newsletters, print publications, etc.) to engage with constituents?
  • Does your organization have a documented content strategy?
  • In general, what are your organization’s goals for content marketing?
  • How effective do you feel your organization’s use of content marketing is?

Thank You!

I sincerely appreciate your help with this project. We’re excited to see what the study turns up and shed more light on content marketing for nonprofits in the coming months. Oh, and you’ll get early access to the survey results for helping us with the survey.

Thanks for your help!! If you haven’t already, go fill out this short survey 🙂

Nonprofit Content Marketing | Blackbaud


Frank Barry, director of digital marketing at Blackbaud and blogger at npENGAGE, helps nonprofits use the Internet for digital communication, social media, and fundraising so they can focus changing the world. He’s worked with a diverse group of organizations including LIVESTRONG, United Methodist Church, American Heart Association, Big Brothers Big Sisters, ChildFund Int’l, InTouch Ministries, Heifer Int’l, University of Notre Dame and University of Richmond. Along with writing for industry publications like Mashable and Social Media Today, Frank facilitates discussions, presents solo sessions and organizes panels for industry conferences such as NTC, SXSW, BBCon and numerous others. When he’s out and about he enjoys talking to interesting people about how they are changing the world – check out his interviews. Say Hi on Twitter – @franswaa or Google+

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