Measuring Your Marketing
As reported in the Chronicle’s online column Prospecting, the American Marketing Association and marketing agency Lipman Hearne recently surveyed 1012 nonprofits on their marketing practices.
Their report, available here if you register, is an interesting read … and lots of response data to benchmark your noprofit against.
What struck me was te relatively low scores nonprofits give to their own effort to measure marketing success.
Here are the mean scores for some basic marketing activities/metrics:
(where 4 = Very Effective represents the highest score, and the percentage indicates the percent who don’t measure that activity/metric)
- Revenue – 3.0, 4% (who could NOT measure their revenue?!)
- Increase in number of members – 2.8, 8%
- Unique visitors to website – 2.7, 19% (another Wow!)
- Repeat visitors to website – 2.6, 23%
- Member loyalty/satisfaction – 2.6, 12%
- Earned media – 2.5, 26%
- PR effectiveness – 2.4, 23%
- Specific marketing campaign effectiveness – 2.4, 20% (if not measuring, then why bother?)
- Brand awareness – 2.3, 26%
- Print advertising – 2.2, 28%
- Search engine optimization – 2.2, 28%
All in all, not exactly a rousing set of ratings!