What does digital strategy look like in your organization? We asked, and nearly 500 individuals from nonprofit organizations responded! In collaboration with Care2 , hjc, and the Resource Alliance we are excited to release the 2016 Digital Outlook Report which captures the digital strategy landscape in nonprofit organizations, as well as strategies in 2016 for staffing, tactics, tools, and more.
This is our second year doing this survey. And, as we found in our last report, digital strategy is a growing priority in nonprofits, but this growth is not consistent across organizations in terms of staffing, tools, and tactics. This year’s theme of Ready, Set, Go, reflects how nonprofits are laying the foundation for their digital strategies.
Ready: What are the digital staffing and budget trends at nonprofits? Only 60% of survey respondents reported that they have staff dedicated to digital strategy. Across the board, organizations are spending about 10-20% of their overall fundraising budget for digital strategy.
Set: What tactics are nonprofits planning to use in their digital strategies? Using visual content to drive engagement continues to be a focus for nonprofits in 2016 as well as owned media. 56% will test a content marketing strategy and 39% will test conversion rate optimization and search engine optimization. 69% plan to place more emphasis on video this year than in 2015. 69% plan to place more emphasis on video this year than in 2015.
Go: How are nonprofits tracking their results and finding new supporters? Unfortunately, more than half of respondents noted that 20% or less of their digital strategy will focus on lead generation tactics. And many aren’t tracking ROI or KPIs.
The report also includes case studies from four nonprofits to help illustrate how organizations can make the most of their digital strategies Audubon California, Pancreatic Cancer Action Network, Communities in Schools, and World Animal Protection.
Will you be at the 2016 Nonprofit Technology Conference in San Jose? Catch our session in person on Thursday March 24 at 1:30pm.