How do nonprofit communicators rank and combine different goals? We took a look based on data from the 2013 Nonprofit Communications Trends Report. Full report at http://npmg.us/2013

1. A Closer Look at How Nonprofit Communicators
Combine Their Top Three Goals for 2013
In the 2013 Nonprofit Communications
Trends Report, we asked nonprofit
communicators to pick up to three top
goals for the year.
This bar graph shows the relative
popularity of each goal (e.g. 57% said
acquiring new donors was in their top
three).
We were curious about how nonprofit
communicators combined these goals,
and which combinations were most
popular. We looked at more than 80
different combinations, and created
some Venn diagrams for the most
popular on the following pages. full report: npmg.us/2013

2. Top Goals for Nonprofit Communicators in 2013
94% of nonprofit
Other Goals Most Often Brand Awareness communicators selected
Paired with Brand 45% Total donor acquisition,
Awareness: community engagement,
• Creating Website Traffic and/or brand awareness
• Acquiring New Program
Participants 9% as a top three goal for
• Thought Leadership 2013. npmg.us/2013
Other Goals Most Often
15% 15% Paired with Donor
Acquisition:
• Retaining Current
6% Donors
Other Goals Most Often • Building Print or Email
Paired with Community
13% Lists
Engagement: • Acquiring New Program
• Thought Leadership 18% Participants
• Creating Website Traffic • Creating Website Traffic
• Acquiring New Program 18%
Participants
Donor Acquisition
Community Engagement 57% Total
52% Total
full report: npmg.us/2013
None of the Above
6% Total

3. How Donor Acquisition, Donor Retention and Community Engagement
Relate as Top Nonprofit Communications Goals in 2013
Community Engagement
52% Total
4%
4% Donor Retention
24% 30% Total
7%
15%
17%
18%
Donor Acquisition
57% Total
full report: npmg.us/2013
None of the Above
11% Total

4. How Donor Acquisition, Donor Retention and Brand Awareness
Relate as Top Nonprofit Communications Goals in 2013
21%
Brand Awareness 4%
45% Total 4% Donor Retention
30% Total
5%
15% 17%
20%
Donor Acquisition
57% Total
full report: npmg.us/2013 None of the Above
14% Total

5. How Brand Awareness, Community Engagement and
Thought Leadership Relate as Top Nonprofit Communications Goals in 2013
19% Brand Awareness
45% Total
17%
5%
Community Engagement
52% Total 4%
Thought Leadership /
7% 6% Positioning as an Expert
24% 22% Total
full report: npmg.us/2013
None of the Above
18% Total

6. Conclusion: The Most Popular Goal Combinations
for Nonprofit Communicators in 2013
Three Goal Combination % of Communicators
Using Combination
Donor Acquisition, Donor Retention, 7%
Community Engagement
Donor Acquisition, Community Engagement, 6%
Brand Awareness
Donor Acquisition, Donor Retention, Brand 5%
Awareness
Community Engagement, Brand Awareness, 4%
Thought Leadership
Based on 1,535 participants in the 2013 Nonprofit Communications Trends Report
Get the full report at npmg.us/2013