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It’s tricky being a nonprofit marketer. You’re often left wondering if it’s okay to spend part of the money on marketing your fundraisers, or if you should just spend it all on the cause itself.

However, marketing — especially for nonprofits — couldn’t be more vital for the betterment of your beneficiaries. By raising awareness and engagement, nonprofits can achieve their goals and make a real difference in the world.
Use these nonprofit marketing statistics to inform your marketing strategy and maximize your budget in 2023 and beyond.
Table of Contents

Why Marketing Matters for Nonprofits
Nonprofit Marketing Trends
Which Nonprofit Marketing Channels Generate Results
Nonprofit Social Media Statistics

Why Marketing Matters for Nonprofit
Nonprofits that invest in marketing can have more of an impact. They’re able to get their nonprofit organization in front of more people.
“Nonprofits have to use marketing tools and tactics to tell their stories, spread their impacts, and garner support from the greater community,” says Joshua Fields, co-founder of the nonprofit The Next Step Programs.
“The more connected we are with the community, the more families we reach, the more services we provide, and the more resources we can generate.”
Setting aside a budget for marketing can increase the impact of your message, the money your raise, and the number of volunteers you have. Other benefits include:

Raising awareness for your mission.
Attracting new donors and supporters.
Building relationships with current donors and encouraging donor retention.

To effectively build your strategy, you’ll need to understand the landscape of nonprofit marketing. We’ll explore essential trends in the next section.

Nonprofit Marketing Statistics
The State of Philanthropy

In 2021, giving grew by 4%, even with challenging economic conditions.
Memberships still matter. Cultural nonprofits generated 53% of their online revenue from memberships, while Public Media generated 100% from memberships.
45% of donors are donating to crowdfunding campaigns that benefit nonprofits.
56% also donate through online stores that benefit NPOs. Consider creating an online store for your nonprofit if you don’t already have one.
NFTs are taking off as a way to raise money for your nonprofit. Unsilenced Voices sets up NFT art competitions for the girls in their program to draw/paint pictures. The nonprofit mints and sells them to fund school tuition, supplies, and lunch for the girls.
Nonprofits raised $78 for every 1,000 fundraising messages sent.
Partnerships, social media challenges, and user-generated content remain some of the most effective ways to gain funds. Use your social media channels to amplify people already supporting your organization.

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Which Nonprofit Marketing Channels Generate Results

Most donors are more inspired to give when email marketing or social media is the communication medium (26% and 25% respectively). Meanwhile, other media generate 12% of donations.
On average, nonprofits increased digital advertising budgets by 19% in 2021 to reach new and existing audiences.
Nonprofit email list growth is on the rise. Email list sizes increased by 7% in 2021, compared with 4% and 2% in the previous two years.

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If you haven’t already, dive into events. Events with peer-to-peer fundraising converted at 47%. This is the highest rate of all campaign types, according to research from Classy.
Nonprofits invested 19% more in digital advertising in 2021 compared to 2020.
Search ads (Google ads for example) deliver the biggest return on ad spend ($3.72) while display and social media generated $0.59 and $0.57, respectively.
The average cost per click sits at $2.99 for social media ads, up to $3.68 for video, and $3.72 for search advertising.

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Nonprofits Social Media Statistics

Donors between the ages of 18 and 29 increased the amount they donated during the COVID-19 pandemic. Of these donors, one in four wants social media communication from nonprofits.
48% of social media platform donors give on Facebook. That’s double the impact of Instagram (24%), and other platforms at less than 10% each.
Mobile apps, Facebook, social media, and text messages are the most popular ways for Gen Z and Gen X to donate.
Donors like to give through social media fundraising tools too. 32% have donated through Facebook Fundraising Tools and 89% of those say they’ll do it again.
Pay attention to TikTok. The platform directly contributed $7 million in donations to nonprofits using the app.
Social media and constant communication won’t work for every age group. Boomers and Gen Xers prefer quarterly or yearly communication to monthly or weekly.

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How Users Want to Make Donations

Users on desktop devices donate 76% of total revenue and perform 65% of total transactions.
55% prefer to donate online using their credit or debit cards — a cue that digital marketing is important.
Make sure you have multiple ways to donate on your website. The average one-time donation was nearly 1.5x more when nonprofits offered ACH, PayPal, and digital wallet payments.
HubSpot found that Gen Z prefers to donate via Facebook, social media, texting, or mobile apps.
Meanwhile, millennials prefer texting or app-based donations.
The number one reason Gen X may choose not to donate to an org is an outdated website.

Making the Most of Your Strategy
One thing remains constant with these stats: Data-based decisions are more important than ever.
Invest in a nonprofit technology that tracks and provides visibility for all your data. Be sure to stay up-to-date with the nonprofit marketing world and trends shift.

Are you in the process of updating your resume? Whether you’re applying for a new job, switching industries, or re-entering the workforce after time away, having an up-to-date and polished resume is essential.

But even the most experienced professionals make mistakes on resumes that can cost them the job.
Here are 10 critical, yet often overlooked, resume mistakes job seekers should watch out for.

Grammar Mistakes
Unrelated Job Experience
Resume Length
Distracting Design
Lack of Personalization
Lies or Exaggerated Claims
Personal Information Disclosure
Jargon
Unprofessional Email
Missing Contact Information

1. Grammar Mistakes
Your resume is likely the first impression you’ll make on a hiring manager. One surefire way to get yours in the “Reject” pile is by having grammar mistakes throughout.
The reason why this is so important is that it speaks to your attention to detail and can hurt your credibility as a candidate. Mistakes can also be distracting to readers – you risk them focusing on your mistakes rather than the value of the content itself.
Proofreading will be key in preventing mistakes on your resume. You should also:

Run it through a writing app like Grammarly, Hemingway Editor, or Microsoft Word, which will underline typos, awkward sentences, and more.
Have a friend review your resume.
Walk away from your resume for at least an hour and come back to it with fresh eyes.

2. Unrelated Job Experience
You know the worst kind of storyteller? The one who keeps stopping along the way to add meaningless details that only distract from the core story.
Your resume is telling a very important story. If a piece of information isn’t supporting this story, remove it. This can be job experience, skills, and hobbies.
“But what if I’m making a career switch or have limited experience?” In either of those cases, focus on highlighting transferable tasks and skills – i.e. areas where your desired and past jobs intersect.

3. Resume Length
Some studies suggest that hiring managers spend less than 10 seconds reviewing a resume.
With a very little window to grab their attention, you want to consolidate your resume and ensure it only includes the most pertinent information.
The rule of thumb is to limit your resume to one page. With clever formatting, there’s a lot you can fit on there without it looking busy.
On the flip side, say you have limited job experience, you should still aim to fill up that page. Include details on your educational background and inclusion in relevant clubs and organizations. You can also include projects that you have created or contributed to.

4. Distracting Design
With resumes, less is often more. Although creative design can grab a hiring manager’s attention, if it’s too busy, they will struggle to focus on the content.
Distraction design includes:

Multi-colored resume – Instead stick to one color, two at most with the second serving as an accent color.
Picture of yourself – Leave that for your LinkedIn page and fill that space with more relevant experience/skills.
Unusual font – Stick to the classics like Arial, Helvetica, and Tahoma. They’re easy to read and professional.
Down-top design – Eye-scanning studies have found that in the West, people read using an F or E pattern. Design your resume with this in mind, unless your resume will be designed for a non-Western audience.

5. Lack of Personalization
One of the worst things you can do when job seeking is sending the same resumes out to every company.
To increase your chances of moving to the next round, personalize your resume based on the job description. Better yet, have several resume buckets based on the type of role you’re looking for.
Say you’re looking for a content strategist role but you’re also open to senior content writer and content lead positions. In that case, have three versions of your resume, with targeted keywords for each position.
For a strategist role, your resume will focus more on your skills in content ideation, optimization, and execution whereas a lead position may focus on your leadership and collaborative skills.

6. Lies or Exaggerated Claims
When you’re crafting your resume, your goal is to present your best self. You select action words and highlight your highest-impact work.
But there’s a key difference between highlighting your strengths and inflating them.
In such a competitive job market, the temptation sure is there. But the truth is, exaggerating or lying will only harm you in the long run. The first harm is that you risk getting hired for a job you’re underqualified for, which is a waste of time for both you and your employer.
The second reason is that it’s a fireable offense and if your employer realizes you lied about something on your resume, they reserve the right to terminate your employment.
The truth is always the best way to go.

7. Personal Information Disclosures
Your resume can be seen by hundreds of people while you search for a new role. With that in mind, safety should be a priority.
This means not putting any personal information such as:

Home address – Only provide city and state.
Demographic information such as age, sex, political and/or religious affiliation

Leaving these details out will also prevent bias from hiring managers as they review your resume.

8. Jargon
Although it may seem like a plus to include industry jargon in your resume, this could be a big mistake.
Jargon can confuse and distance readers from what it is you are trying to say, making your resume fuzzy and hard to understand. Rather than using terms that may be exclusive or exclusive to certain situations, try conveying your skills and experiences in simple language so they come across with clarity.
This will help get your personality across without any room for misinterpretation or confusion.

9. Unprofessional Email
Everything in your resume has to power to work for or against you. Something as small as an email address can be the decider between you going in the reject pile and you moving to the next round.
In this day and age, creating a new email address is free and simple. Take the time to create one with just your first and last name, adding numbers and/or your industry if the username is already taken.
A professional email speaks to your professionalism and if it contains anything inappropriate – even if done out of humor – it could cost you the job.

10. Missing Contact Information
You’ve done all the hard work to craft the perfect resume, the hiring manager is impressed and wants to reach out to you.
But they can’t reach you because you:

Forgot to list your contact information.
Have a typo in your email address or phone number.
Have an outdated email address or phone number that no longer works.

Don’t let missing or inaccurate contact information be the reason why you don’t get the job.
There you have it – 10 mistakes to avoid in your resume along with tactics to use to get you in the door.

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Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team.
Over the past decade, being a content creator has evolved from a side hobby to a viable career path. 
While many content creators have made a successful pivot into entrepreneurship, creator Tabitha Brown has taken things to a whole new level effectively building a lifestyle empire from social media videos.
Brown first gained momentum online in 2017 when she posted a viral video on Facebook raving about the TTLA sandwich from Whole Foods, eventually becoming a brand ambassador for the grocery chain.

In 2020, she created a TikTok account sharing vegan cooking videos and inspirational pep talks, and her content took off. With over 9 million followers and counting across Instagram and TikTok, she now has a variety of offerings including:

The Tabitha Brown Collection at Target
Donna’s Recipe, a haircare line
An all-purpose seasoning blend called Sunshine in partnership with McCormick 
Two bestselling books
A children’s show on YouTube

…and she isn’t stopping there.
Earlier this week, her collection at Target expanded to include plant-based grocery items and quickly sold out in several stores and online. Her haircare brand recently launched a new line and is now available in Ulta stores, and she has a third book coming in March 2023. 
Differentiating Factors Contributing to Brown’s Success
How did she do all of this in five years? There are a few key factors that have helped Brown dominate so many avenues.
Consistency and Familiarity
Brown has stayed consistent in creating content related to the plant-based lifestyle niche. Even as her platform grows, she maintains a sense of familiarity. Users know when they see a new post from her they will likely see plant-based food ideas, an uplifting talk, or both.
Authenticity
She’s authentically herself. Much of her draw is attributed to her warm personality which shines through in every piece of content she creates, and can’t be imitated.
Connection to Audience
Brown leans into unique lingo which creates a sense of closeness with her audience and she’s created products that directly relate to these unique terms. For example, she’s referred to her hair as “Donna” for years, so her haircare line “Donna’s Recipe” makes sense for her brand.

 

 

 

 

 

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A post shared by Tabitha Brown (@iamtabithabrown)

She also frequently uses her favorite spatula named “Sheena” in her cooking videos, so adding a spatula called “Sheena’s Cousin” to her Target line creates a tangible connection to members of her audience who want to cook like her.
Timing has also played a role in Brown’s success. 
Though she’d been creating content for years, her TikTok account started taking off in March 2020 when many people were consuming more content than ever before due to the onset of the pandemic. With so much uncertainty about what was to come, viewers were drawn to Brown’s positive outlook and comforting demeanor. 
Brown created a foundation of trust with her audience and continued growing her influence through a series of aligned offerings and partnerships that invite users to participate in her lifestyle alongside her.
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