WASHINGTON: A new survey suggests that, despite dwindling donations, nonprofit organizations expect to pursue vigorous PR and marketing agendas in 2003.
The Cleveland Foundation and PR firm Marcus Thomas conducted the survey last October among readers of the NonProfit Times. A majority of the 452 respondents said their organization would have a marketing budget for 2003 that was equal to or greater than 2002.
There did seem to be, however, a gap between how nonprofit execs view PR activities and the money they can allocate to them. Seventy-seven percent said they consider it important to evaluate communications activities. However, only slightly more than half said they actually did so with any regularity.
About half the respondents reported spending $25,000 or less on communications in 2002.