More than 60% of nonprofit professionals in North America polled in August 2014 by Content Marketing Institute (CMI) and Blackbaud said their organizations used content marketing. And they’re not doing it to raise money.
While fundraising ranked as the No. 1 content marketing goal among nonprofit professionals polled in August 2013, cited by 79%, it fell far down the list this year, topped by brand recognition and customer-focused goals. Nearly 90% of respondents said their organizations were most focused on brand awareness when executing content marketing, and 84% aimed to boost engagement. Around 80% also cited client and constituent retention and loyalty as well as acquisition as content goals. Read the rest at eMarketer.