Poor Content Marketing Turns Nonprofit Donors Off - eMarketer

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Poor Content Marketing Turns Nonprofit Donors Off

Short-form is the way to go

May 23, 2016

To donate or not to donate? More than two-thirds of US nonprofit donors said poor content from an organization has an effect on this decision. According to research, content marketers won’t get much traction with information that’s too vague, dull or about programs not of interest to the donor.

US Nonprofit Donors Who Would Stop Donating due to Poor Content, by Type, Feb 2016 (% of respondents)

In February 2016, nonprofit-focused software company Abila, along with Finn Partners, polled 1,136 donors in the US who made at least one donation to a nonprofit organization in the past 12 months.

Of the 72% who said poor content would stop them from donating, more than a third would be deterred by content that was too vague. Other top content don’ts included material about programs the donor is uninterested in (25%) or that is dull and boring (24%).

Types of Content US Nonprofit Donors Prefer Nonprofits Use to Communicate with Them, Feb 2016 (% of respondents)

Quality content that can be consumed more quickly over long-form pieces appeared to win over donors more too, according to the data. Well over half of respondents said they’d prefer short, self-contained emails and online articles, as well as YouTube videos under 2 minutes.

In contrast, lengthy articles and YouTube videos more than 10 minutes long were least desirable.

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