"

Estimated reading time: 1 minute, 40 seconds

Sage Survey Finds Nonprofits Challenged with Email Marketing

Sage North America today announced the results of its Sage Nonprofit Insights, Q4 2011, survey of U.S. and Canadian nonprofit organizations, which focused on questions related to nonprofits' email marketing ("e-marketing") goals and objectives and use of email marketing tools.

According to the survey, the most significant email marketing challenges for nonprofit organizations are growing and retaining contacts (38% of respondents), integrating email with other systems (38%), and integrating email with other tactics (38%). By far, the main barriers to overcoming email marketing challenges are inadequate resources and expertise (71% of respondents).

"E-marketing is one of the easiest, most cost-effective ways a nonprofit can build stronger relationships with its supporters," said Krista Endsley, senior vice president and general manager for Nonprofit Solutions at Sage. "Some of the challenges faced by organizations are a direct result of their use of the wrong email marketing solution. Stand-alone e-marketing services and email tools are not always as good of a fit for not-for-profits. Nonprofits need to strongly consider services, such as Sage E-marketing, that can easily transfer data from their donor management system."

The Sage Nonprofit Insights, Q4 2011, survey also revealed that:

  • The top tactics for growing email lists are website registration (62% of respondents), newsletter registration (60%), and "email to a friend" (55%).
  • Although most organizations (83% of respondents) are actively working to grow and retain email contacts, 74 percent indicated their list has grown at a slow pace over the past 12 months.
  • A large number of organizations are taking measures to improve email deliverability by removing hard bounces (49% of respondents), followed by regular data cleansing (44%) and removing inactive contacts (38%).

An executive summary of the Sage Nonprofit Insights, Q4 2011, survey and results are available at the following link: http://bit.ly/Ab0DAY. The online survey was conducted among Sage customers in the U.S. and Canada during December 2011. The survey had a total of 361 respondents, 192 of which are involved in their organization's email marketing strategies. The margin of error on the overall sample is +/-5 percent (greater for sub-samples) at a 95 percent confidence level.

Read 3820 times
Rate this item
(0 votes)

Visit other PMG Sites:

PMG360 is committed to protecting the privacy of the personal data we collect from our subscribers/agents/customers/exhibitors and sponsors. On May 25th, the European's GDPR policy will be enforced. Nothing is changing about your current settings or how your information is processed, however, we have made a few changes. We have updated our Privacy Policy and Cookie Policy to make it easier for you to understand what information we collect, how and why we collect it.