The document discusses nonprofit marketing trends for 2014. It notes that 2-3 year communications plans are standard but things change quickly so planning 12-18 months at a time is better. The average length of written content is 500-700 words but shorter content usually wins except when more depth and details are preferred. Many nonprofit executives and boards still don't fully understand marketing. Direct mail frequency is staying the same while email frequency is increasing. Donor retention will become a higher priority than acquisition. Facebook will continue to demand significant time but organizations will get more strategic with it. Website management and search engine optimization will be very important for online success. Nonprofits may be expected to have apps in the future. Print communications will remain important for

1. Nonprofit
Marketing
Trends 2014

2. Nonprofit Marketing Guide.com
Kivi Leroux Miller
Author, Trainer, and Adviser
@kivilm

3. Are we
Normal?

4. Can We
Stop?

5. Do We
Have
To?

8. Past
?

9. 2-3 Year
Communications
Plans are standard.

10. 2-3 Year
Communications
Plans are standard.
Things are changing too fast. Plan
12-18 months out, with editorial
calendaring 3-6 months at a time.

11. The average length of
written content is
500-700 words.

12. The average length of
written content is
500-700 words.
Shorter content wins – except
when it doesn’t (Fans and
Google like depth and details).

13. The idea of
“nonprofit
marketing” is
poorly understood.

14. The idea of
“nonprofit
marketing” is
poorly understood.
Many executives and boards still
don’t get it. And “it” is very
diverse (hard to understand) and
often not tied to goals (our fault).

15. Present

21. Direct mail
communications
frequency is going
down.

22. Direct mail
communications
frequency is going
down.
No significant differences over
the four years we’ve done the
Trends report (2011-2014).

23. Email communications
frequency is going up.

24. Email communications
frequency is going up.
No significant differences over
the four years we’ve done the
Trends report (2011-2014).

28. Future

29. Donor retention will
overtake acquisition
as a top priority.

30. It’s much more cost-effective
and better data management
and list segmentation will make
it much, much easier.
Donor retention will
overtake acquisition
as a top priority.

31. Facebook will continue
to take up a lot of
time for nonprofit
communicators.

32. Facebook will continue
to take up a lot of
time for nonprofit
communicators.
Orgs/Brands will either abandon
it, or stay and become much
more strategic and selective.

33. Your website
management skills will
determine your success
online.

34. Your website
management skills will
determine your success
online.
It’s the only real estate you
really control, and like a
homeowner, you are expected
to maintain it well.

35. Obsessive focus on your
SEO (search engine
optimization) will pay off
big.

36. Obsessive focus on your
SEO (search engine
optimization) will pay off
big.
It’s too hard to keep up with the
ever-changing algorithms. Focus on
good content marketing, and SEO
will take care of itself.

37. Nonprofits will be
expected to have
apps.

38. Nonprofits will be
expected to have
apps.
Mobile/responsive websites and
emails are far more important
now, but this is one to watch.

39. Print will die as a
major communications
channel for nonprofits.

40. Print will die as a
major communications
channel for nonprofits.
It will be at least 20 years
before that happens, if it ever
does.

42. Let’s Stay In Touch &
See What Happens!
Nonprofit Marketing Guide.com
@kivilm
kivi@ecoscribe.com
Fb.com/nonprofitmarketingguide