New Data: Nonprofits Anticipating Good 2015 Overall, But Unsure How They Will Fare with Holiday Fundraising

While the holiday season is often associated with shopping sprees and exchanging gifts with loved ones, the end of the year is also an important time to remember to give back.

According to Network for Good, an overwhelming 31 percent of all giving for 2014 occurred in December.

In time with the holiday season, we have some new nonprofit data to unveil from our latest Constant Contact Pulse Survey.

The survey found that overall sentiment is positive for annual nonprofit donations, with 60 percent of nonprofits expecting 2015 donations to exceed 2014 donations.

Despite this positive outlook for 2015 overall, there is still uncertainty about the end of year and holiday donations. When asked if they thought 2015 holiday donations would exceed 2014 holiday donations, 42 percent were unsure.

Why the holiday fundraising uncertainty this year? Results indicate that the economy could be leaving them unsure — 49 percent feel the economy is taking a toll on their nonprofit. But with the negative, comes the positive and 66 percent think external forces (like the economy) have forced them to become better marketers.

This brings a significant increase in marketing activities reported, with 71 percent of nonprofits saying they conduct more marketing activities today than they did two years ago, and 66 percent spending more time on marketing per week than they did two years ago.

How are they fitting all of this additional marketing in? A reported 45 percent are conducting marketing activities at home, while 53 percent of nonprofits say they squeeze in marketing wherever they can — made more possible with mobile devices.

We’ve certainly witnessed increased marketing from nonprofits recently. This year’s #GivingTuesday, a national day of giving following Thanksgiving weekend, is on record as the third-busiest day in Constant Contact history in terms of customer emails sent from our servers, behind Cyber Mondays 2014 and 2015. On this year’s #GivingTuesday, customers sent an incredible 360,926,239 emails, representing a 9 percent increase from the prior year.

Want a closer look at our latest nonprofit data? You can find it in our Nonprofit Holiday Survey eBook!

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