July 24, 2008
Most Charities Don't Evaluate Results of Marketing Efforts, New Study Finds
Most charities spend less than $100,000 a year on marketing, according to a study released last week by the American Marketing Association and Lipman Hearne, a marketing company that serves nonprofit groups. But many groups don't know whether their marketing efforts are making a difference, the study found.
The biggest goal of those efforts is to make the public more aware of their organizations, while the second most important goal is to raise money, the study found.
The study
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