by Ray Schultz
Almost three-fourths of nonprofit marketers assume that most people prefer to be contacted through Facebook.
They’re wrong. In fact, 42% of donors like to hear from charities via email, versus 40% for Facebook, and 21% who say emails inspire them to give again, according to the Data-Backed Guide to Nonprofit Marketing report, a study by Campaign Monitor, done in partnership with Qgiv.
In another disconnect, 49% of nonprofits think events are a preferred mechanism for donors. But only 4% of donors agree.
On the contrary, while 58% of nonprofits believe that donors discover a group through events, only 18% actually do. And while 47% of groups say they get their biggest ROI from events, only 4% of donors will give again to the nonprofit after attending one.
“Finding the right channels through which donors want to be communicated with and implementing powerful storytelling techniques can have a huge effect on donation conversion rates,” states Jessica Cronk, director of marketing strategy of Qgiv.
Campaign Monitor surveyed more than 1,000 donors and over 300 nonprofit organizations.
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