Study Tracks Integrated Marketing Sophistication of Nonprofits
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The study focused on five core areas of integrated multichannel marketing including:
- Integrated marketing metrics
- Integrated marketing best practices
- Activity levels in new media
- Organizational strategy
- Integrated marketing priorities
“The data and key findings presented in this study, not only shows the growing importance of integrated multichannel marketing for nonprofits, but also provides some interesting trends on the differences between more sophisticated organizations and their counterparts," said Pam Loeb, principal for Edge Research. “After working closely with Convio on ‘The Next Generation of Giving’ research, we were very interested to see how nonprofits were responding to the multichannel demands of their supporters. It’s interesting to see that most of the participants fell in the middle of the sophistication spectrum, showing plenty of room for growth.”
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