Nonprofit Marketers Say Top Execs Dont Value Technology
The survey of 201 nonprofit marketing professionals across the United States, conducted by Salesforce.org, found that 52% of those professionals feel their organization's top executives does not see the benefit in marketing technologies.
While marketing professionals use a wide range of tools and technologies, no single marketing system is used consistently across teams, according toThe Fundamentals Of Marketing & Engagement at Nonprofits Organizations Report, which summarized survey findings.
"Even for social media, the most commonly used tool and one that is thought to drive revenue, over one-third of organizations using the tool do not consider roll out to be very wide across the organization," the report noted.
The survey also found that:
"While this ensures that the organizations communication is consistent and unified, it is directly at odds with the type of personalized brand experience that consumers have come to expect," the report noted.
Only 53% of survey respondents said they use constituents characteristics to segment communication all the time. However, among marketers who use constituents characteristics to segment communication all the time, 66% said they exceeded their marketing goals in the last fiscal year.
Nearly all U.S. nonprofit marketers said they plan to invest in new tools/channels in the upcoming year to improve their marketing efforts. Among those not currently using the tool, investing in social media is the top priority for marketers, along with marketing database and email marketing, as well as search or paid social advertising.