Increased Focus on Social Media and Mobile Strategies Top Priority List for Nonprofits in 2012

AUSTIN, Texas, Jan. 31, 2012 /PRNewswire/ -- With the new year now well under way, U.S. nonprofit groups have indicated that they likely will place heavy emphasis on social media and mobile solutions to drive stronger fundraising and marketing results in coming months, according to Charity Dynamics' 2012 Digital Marketing Survey.

The survey, which includes feedback from 70 Charity Dynamics clients, revealed shifting priorities in some areas of nonprofits' marketing plans for the year ahead. 

Among them, 73 percent of respondents indicated that their organizations plan to address social media strategies in 2012. This is up significantly from the previous year when 51 percent felt social media was a top priority. Additionally, 62 percent of those surveyed indicated that converting one-time donors into repeat donors is a key priority for 2012. This also is up significantly from the previous year when only 36 percent indicated repeat donor conversions was a key area of focus.

Other feedback garnered from Charity Dynamics' Digital Marketing Survey for nonprofits indicates that:

• The mobile channel is expected to grow sharply in 2012, with 51 percent of non-mobile users indicating that they plan to implement a mobile strategy in the coming year. Nearly 40 percent of those surveyed indicated that their organizations used mobile technology in 2011 to support their fundraising and marketing activities—up from 27 percent last year.
• API usage is steadily catching on with nonprofits, with 38 percent of respondents stating that their organizations are currently using them—up from 25 percent the previous year. API growth is expected to continue, with 30 percent of those surveyed who currently aren't using APIs stating that they expect their organizations to use them in 2012.
• Nearly all individuals surveyed—98 percent—say their organizations are using social media today. 90 percent of respondents indicated that they are actively seeking guidance on how to best leverage social media to help meet their organizations' goals.

"Our Digital Marketing Survey provides a helpful snapshot from a cross-section of nonprofit organizations about some of the main concerns, priorities and goals that are top of mind for nonprofit professionals as we continue moving forward into 2012," said Donna Wilkins, president of Charity Dynamics. "We expect to remain quite busy this year as we work with nonprofits to integrate our social and mobile solutions into their fundraising and marketing programs, while also providing the strategic planning they need to maximize results and achieve stronger mission fulfillment."

About Charity Dynamics
Charity Dynamics provides comprehensive online marketing and fundraising solutions for nonprofit organizations. The company's expert consulting services enable nonprofits of all sizes to create and implement results-driven fundraising strategies through online programs, live and virtual events, social media and mobile solutions. Organizations using Charity Dynamics' innovative Boundless Fundraising solution have raised more than $100 million directly through the suite of applications since it launched in late 2008. Charity Dynamics' clients include The ALS Association, American Cancer Society, Chesapeake Bay Foundation, National Multiple Sclerosis Society and The Salvation Army. For more information, please visit www.charitydynamics.com.

SOURCE Charity Dynamics

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