For all of our readers interested in smart communications, our featured book for May does a great job of keeping an eye on the future. Sarah Durham, author of Brandraising, includes some important statistics nonprofits should consider when leveraging their budgets for maximum results.
When it comes to resources for marketing, some nonprofits find themselves whispering in a world that’s been screaming marketing messages for decades, and it’s only getting louder and arguably more challenging as channels expand into the Internet.
And with smaller budgets, nonprofits cannot afford expensive mistakes; they must make their conservative budgets generate messages that are consistent and well researched. The important development efforts of a nonprofit organization are largely dependent on the success of the communications plan. That’s why it’s more important than ever for nonprofits to put some muscle into the planning process and make each message count.
Consider these factors Durham points out to readers:
A 2008 study found that 23 percent of all mobile users in the United States (58 million users) had been exposed to an advertising message in the past 30 days.
The average American home has the television on for seven hours a day—actual viewing is estimated at four and a half hours.
A 2006 survey found that 71 percent of all Americans are Internet users. (Even older adults—26 percent of 70 to 75 year olds are online.)
By January 2009, Facebook had over 68 million unique visitors visiting more than 1 billion times each month.
Image of Sarah Durham: nptalk.com