Study: Nonprofit content marketing growing in importance

December 16, 2014

Study: Nonprofit content marketing growing in importance

While the term is relatively new in the marketing field, content marketing has long been a part of nonprofit outreach efforts. The annual reports, newsletters, project updates and other  similar materials that have been a staple of outreach for decades all describe the role of content marketing. Simply put, content marketing is the sharing and promotion of information related to an organization.

With the for-profit business world's adoption of content marketing as a tactic for reaching out to customers, there has been an increased focus on measurable statistics and best practices. Efforts specific to nonprofit content marketing have also been launched, such as the Content Marketing Institute's yearly benchmarks, budgets and trends report. The CMI provided some interesting information about the state of nonprofit content marketing in 2014, including a high rate of adoption by charitable organizations.

Specifically, 92 percent of nonprofits are using content marketing in some fashion and 65 percent are creating more valuable information than they did in 2014. These statistics demonstrate not only the widespread adoption of this form of outreach, but the increased effort that a majority of organizations are putting into their content marketing plans. The fact that 69 percent of nonprofits have a staff member specifically in charge of content marketing also underscores the importance of the field in general for nonprofits.

Gaining popularity in many forms
Nonprofit news and advice website npENGAGE said one of the major reasons why content marketing has raised its profile in recent years is the attitude of the general public. Although it may sound trite, npENGAGE pointed out that the current era is best described as the "information age," where donors have drastically increased their ability to access information as compared to a generation ago. Not only do people have the tools in place to find much of the world's accumulated knowledge through the Internet, they've also had years or even decades of experience learning how to search for that information.

For nonprofits, content marketing will only continue to grow in importance as potential contributors seek out information about organizations that pique their interest. An increased emphasis on such efforts will pay off for the majority of charitable organizations.

Content presented by First Nonprofit Group, the leading provider of state unemployment insurance solutions for 501(c)(3) nonprofit employers.


Ready to chat?
Get in touch today to request a no-obligation savings evaluation.


Working with Marshal Whittey at First Nonprofit has been a great experience. He handles our request as a priority and goes above and beyond to resolve any issues we have in a timely manner. Marshall follows through to the end and ensures our needs are met. He has been a great resource for LSC and our “go to” for any tax questions we may have. With LSC transitioning several facilities into one federal tax identification number, First Nonprofit was able to assist and provide guidance with best practices resolving claims to each entity. Additionally First Nonprofit provided knowledge (information materials) and one on one training to HRS group with best practices to handle claims state adjudicated, fraudulent claims, and appeals. And processing information in the First Nonprofit [unemployment claims] system allows for timely information can be collected.

Lutheran Services Carolinas, Salisbury, NC

My experience with FNP has been wonderful. Unemployment in general is quite confusing and FNP has simplified the process for us. Everyone we have reached out to or worked with has been very helpful and follows up to be sure we understand the information. I am so happy we made the switch to FNP!

Stone Valley Community Charter School, Huntingdon, PA

First Nonprofit smoothed the unemployment perils for our organization during Covid. Without the ability to cap our UI exposure, we would not have been able to weather the storm. The program worked perfectly and we have come out of the pandemic ready to forge on. Thanks FNP!

Jewish Silicon Valley, Los Gatos, CA

My experience with the FNP has been fantastic. The idea of setting funds aside for the unemployment tax liability is a bedrock for nonprofit organizations like mine, namely ASHBA; what is even more advantageous is having the FNP as a custodian of those funds. 100% recommended!

American Saddlebred Horse & Breeders Association, Inc., Lexington, KY

I would like to comment on my experience with FNP….to date our District has saved $1,000’s of dollars by being enrolled in the First Nonprofit program. My only regret is that we did not know about this method of paying unemployment tax years ago….as I had figured about five years

ago, had we enrolled 15-20 years ago, we could have saved our small school district upwards of $500,000 in payments to IDES. Also we would have had a pretty hefty sum of money in our Reserve Account. Thankfully I attended a workshop hosted by First Nonprofit back in 2015 which got the ball rolling!

Beardstown Community Unit School District 15, Beardstown, IL

I have worked with the First Non-Profit Team for many years, and I appreciate the quick response and care that Cecilia and the team provides anytime I have questions. While there are other providers that may provide like services, First Nonprofit will always be my first choice! I appreciate you!

Innovative Services, Inc., Green Bay, WI

First Nonprofit has been easy to work with and makes the administrative process easier and smoother. We enjoy working with you.

Visually Impaired Preschool Services, Louisville, KY

Luckily for us, our interactions regarding any issues with staffing has been very minimal! I can say that all other interactions with regards to billing, 941 reporting, etc. have been extremely pleasant, accommodating and easy to work with. Kim Ghanayem is always prompt, professional and friendly. Thank you so much!

Neurologic Music Therapy Services of Arizona, Phoenix, AZ