Nonprofit Marketers Getting Savvier with Facebook for Content Marketing

Content Marketing Institute Releases New Research on State of Nonprofit Content Marketing in North America

Nov 04, 2015, 08:00 ET from Content Marketing Institute

CLEVELAND, Nov. 4, 2015 /PRNewswire/ -- Nonprofit marketers are seeing success using social media - especially Facebook - when it comes to their content marketing efforts. That's just one of the findings in the new Nonprofit Content Marketing 2016: Benchmarks, Budgets and Trends--North America report produced by the Content Marketing Institute (CMI) and Blackbaud.

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This is the third year for the highly anticipated research that focuses on the content marketing practices of nonprofit marketing professionals. Sponsored by FusionSpark Media, this report is based on responses from hundreds of nonprofit marketers from different types and various sizes of organizations.

"Over the years, we've watched nonprofit marketers grow in their content marketing capabilities, and this year we see them using more content marketing tactics than ever," explains Joe Pulizzi, founder, Content Marketing Institute and author of Content Inc. "On top of that, they rated each tactic as more effective than they did last year. That's so encouraging to see."

Ninety-six percent of nonprofit marketers use Facebook, making it the social media platform they use most often to distribute their content. It's also the platform they say is most effective. As was the case last year, the platform with the greatest increase in usage was Instagram (38% used it last year compared with 58% this year).

Nonprofit marketers are using more content marketing tactics than they did last year: infographics was the tactic seeing the biggest increase (53% last year vs. 71% this year). In terms of tactic effectiveness, case studies had the greatest increase over last year (42% said they were effective last year vs. 63% this year).

"Nonprofit marketers are learning that a great way to connect with their potential donors and stakeholders is by sharing powerful stories about the great work their organizations do," says Frank Barry, Director of New Growth Ventures, Blackbaud. "On top of that, they are getting savvier at using social media and other tools to spread and share that great content."

Read more and download the full report now.
For research charts, pictures, video, quotes and more, you can grab them from Dropbox.
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About Content Marketing Institute
Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI's Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring. CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. CMI is a 2012-2015 Inc. 500/5000 company. Watch this video to learn more about CMI.

About Blackbaud
Serving the not-for-profit and education sectors for more than 30 years, Blackbaud (NASDAQ: BLKB) combines technology and expertise to help organizations achieve their missions. Blackbaud works with more than 30,000 customers in over 60 countries that support higher education, healthcare, human services, arts and culture, faith, the environment, private K-12 education, animal welfare, and other charitable causes. The company offers a full spectrum of cloud-based and on-premise software solutions and related services for organizations of all sizes including: fundraising, eMarketing, advocacy, constituent relationship management (CRM), financial management, payment solutions, analytics, education solutions, and vertical-specific solutions. For more information, visit

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SOURCE Content Marketing Institute