A Closer Look at How Nonprofit Communicators

Combine Their Top Three Goals for 2013

In the 2013 Nonprofit Communications

Trends Report, we asked nonprofit

communicators to pick up to three top

goals for the year.

This bar graph shows the relative

popularity of each goal (e.g. 57% said

acquiring new donors was in their top

three).

We were curious about how nonprofit

communicators combined these goals,

and which combinations were most

popular. We looked at more than 80

different combinations, and created

some Venn diagrams for the most

popular on the following pages. full report: npmg.us/2013

Brand Awareness

45% Total

Community Engagement

52% Total

15%

6%

15%

18%

13%

18%

9%

None of the Above

6% Total

Donor Acquisition

57% Total

Other Goals Most Often

Paired with Donor

Acquisition:

• Retaining Current

Donors

• Building Print or Email

Lists

• Acquiring New Program

Participants

• Creating Website Traffic

Other Goals Most Often

Paired with Community

Engagement:

• Thought Leadership

• Creating Website Traffic

• Acquiring New Program

Participants

Other Goals Most Often

Paired with Brand

Awareness:

• Creating Website Traffic

• Acquiring New Program

Participants

• Thought Leadership

94% of nonprofit

communicators selected

donor acquisition,

community engagement,

and/or brand awareness

as a top three goal for

2013. npmg.us/2013

Top Goals for Nonprofit Communicators in 2013

full report: npmg.us/2013

18%

None of the Above

11% Total

How Donor Acquisition, Donor Retention and Community Engagement

Relate as Top Nonprofit Communications Goals in 2013

Donor Acquisition

57% Total

Donor Retention

30% Total

15%

4%

Community Engagement

52% Total

24%

17%

4%

7%

full report: npmg.us/2013

Brand Awareness

45% Total

15%

20%

21%

None of the Above

14% Total

How Donor Acquisition, Donor Retention and Brand Awareness

Relate as Top Nonprofit Communications Goals in 2013

Donor Acquisition

57% Total

Donor Retention

30% Total 4%

17%

5%

4%

full report: npmg.us/2013

Brand Awareness

45% Total

Community Engagement

52% Total

5%

4%

17%

7%

24%

6%

19%

Thought Leadership /

Positioning as an Expert

22% Total

How Brand Awareness, Community Engagement and

Thought Leadership Relate as Top Nonprofit Communications Goals in 2013

None of the Above

18% Total

full report: npmg.us/2013

Conclusion: The Most Popular Goal Combinations

for Nonprofit Communicators in 2013

Three Goal Combination % of Communicators

Using Combination

Donor Acquisition, Donor Retention,

Community Engagement

7%

Donor Acquisition, Community Engagement,

Brand Awareness

6%

Donor Acquisition, Donor Retention, Brand

Awareness

5%

Community Engagement, Brand Awareness,

Thought Leadership

4%

Based on 1,535 participants in the 2013 Nonprofit Communications Trends Report

Get the full report at npmg.us/2013