2024 Nonprofit Insight Survey Results

  1. How do you think your 2024 revenue will compare to 2023?


  • 57% of respondents were optimistic about 2024, saying they expected revenues would be more than in 2023.


  1. How will your 2024 marketing budget compare to your 2023 budget?


  • Slightly more than 50% reported they expected budgets would be more than in 2023. The rest was split; with 29% saying it would be about the same and 21% saying it would be less.


  1. Looking at anticipated spending by marketing tactic:


  • Biggest areas of increased spending were earned media, Google advertising, and direct mail. They were identified by at least 33% of respondents.


  • Next largest areas of increased spending were digital marketing and influencer marketing. They were identified by 20-32% of respondents.


  • Biggest areas of decreased spending were events (reported by 78% of respondents), and social media (reported by 50%).


  • Mixed results were reported for direct mail, with approximately one-third of respondents saying they anticipated increasing spending and one-third anticipating decreased spending.


  1. How will the following fundraising challenges affect your organization in 2024 compared to 2023?


  • No significant changes were identified. There was some concern among about 15% of respondents concerning lower response rates, difficulty engaging with new audiences, and difficulty getting influencer endorsements.


  1. Size of responding organizations


  • 43% had less than $5 million in revenue, 36% had $5-15 million, and 21% had more than $15 million.

About The Author

Steven Edelman

Steve Edelman is a Partner and President of Connect360. He is a leading expert on the measurement, valuation, and financial reporting of Public Service Announcements by not-for-profit organizations.

About Connect 360

Connect360 is a leading media placement agency driving measurable results for some of Charity Navigator’s highest-ranked nonprofits, well-known associations, government agencies and public relations/marketing firms.

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