Whole Whale Releases 2024 Nonprofit Advertising Study (news)

Using the Whole Whale - A Nonprofit Podcast

Nonprofit Ad Spend Trends and Disaster Relief Efforts: Key Insights from This Week's Nonprofit News

In this week's episode of the Nonprofit News Feed, George Weiner, Chief Whaler of Whole Whale, and Nick Azulay, Digital Strategist, delve into Whole Whale's newly released 2024 nonprofit advertising study. This original research, in partnership with Cause IQ, analyzes advertising trends among 7,000 nonprofit organizations, comparing data from 2022-2023 with pre-pandemic data from 2018-2019. Key findings indicate a 12% increase in nonprofit ad investments, with an additional $21.3 million spent on advertising, and a 13% rise in average ad spend per organization from $26,000 to $29,000. Despite this increase, nonprofits have managed to reduce fundraising expenses by 5%, indicating a shift towards advertising as a larger portion of the fundraising budget.

George and Nick emphasize the importance of strategic ad spending, especially for smaller nonprofits with tighter budgets. They encourage nonprofits to explore boosting social media posts and applying for the Google Ad Grant to enhance their reach. The full report and database are available for free on Whole Whale's website, offering valuable insights and benchmarks across various nonprofit sectors.

The episode also highlights the critical role of local nonprofits in disaster relief, particularly in the aftermath of Hurricane Helene, which severely impacted the Florida Panhandle, Georgia, and North Carolina. Organizations like Beloved Asheville have pivoted their operations to focus on disaster recovery, demonstrating the agility and responsiveness of nonprofits in times of crisis. With Hurricane Milton approaching, George stresses the need for proactive fundraising and messaging to maximize support.

Additionally, the podcast discusses a survey revealing that nonprofit workers continue to feel exhausted and overwhelmed, citing staffing shortages and budget constraints as ongoing challenges. George notes that these issues have been persistent in the sector and cautions against relying solely on AI as a solution.

Another significant topic is the "Silver Tsunami," referring to the aging U.S. population and the increasing demand for services catering to older adults. George urges nonprofits to incorporate strategies for supporting the 65+ demographic into their long-term plans, highlighting opportunities in healthcare, digital literacy, and community engagement.

Finally, the episode concludes with a heartwarming story about a nonprofit providing service dogs to veterans at no cost, showcasing the profound impact of such initiatives on individuals' lives.