Content Marketing for Nonprofits: What works and where are the pressure points?

March 23, 2015
| by Editor |

At nonprofit organizations large and small, content marketing continues to drive strategies for engaging donors and raising visibility. A recent study finds nonprofit professionals are producing more content, but simultaneously experiencing some doubt about how effective they are at execution. 

Published by the Content Marketing Institute and Blackbaud, “Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends – North America” asked a sample of 1,714 nonprofit professionals about their content marketing efforts and what’s working. Some highlights:

Objectives of content marketing most often tied to fundraising

Fundraising was identified as the top organizational goal for nonprofit content marketing, according to 79% of respondents.

More content flowing, but lukewarm attitudes about effectiveness

Two out of three nonprofit professionals (65%) indicate they are producing more content by volume than they did a year ago. However, half of respondents (52%) rated the effectiveness of their organization’s use of content marketing as only moderately effective.

Systemic challenges exist related to bandwidth and know-how

Nearly half of respondents (45%) cited lack of knowledge and training as top content marketing challenges. Topping the list of challenges to effective content marketing … no surprise … were lack of time (69%) and lack of budget (67%).

Download the complete survey findings. 

What’s your story?

Take GCN’s effective storytelling guide for a spin to rejuvenate your approach to developing content. Complete with checklists and links to anecdotal examples of what works, this reference resource outlines the fundamentals every good story needs to move an audience toward action.

Brian Carr is communications consultant at GCN

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