Report: Nonprofits Spending Less on Marketing Amid COVID-19 Crisis
Other industries continue to amp up advertising
While most industries are spending more on marketing than usual amid the COVID-19 crisis, there is one glaring exception to that rule—the nonprofit field.
That’s according to a new report from Merkle Group, a performance marketing agency, that found, generally, most firms (52 percent) were spending more on marketing since the beginning of the COVID-19 crisis, with health, insurance, and retail most likely to spend more. But nonprofits showed dramatic differences from the rest of the industries highlighted in the report, with just 17 percent reporting increases in their marketing budgets—and 70 percent reporting declines.
Despite the fact that marketing revenue is declining, nonprofits are largely still attempting to maintain their marketing technology projects, with 61 percent working at an accelerated pace during the pandemic and 30 percent maintaining the same pace. Just 9 percent of nonprofits said such plans were slowed down or paused, a level below any other industry.
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