Survey: nearly 2/3 of nonprofits intend to fail

That's right: Nonprofits Fail to Track Marketing Impact, Getting Attention Survey Shows.

The survey found this: only 37% of nonprofits track their marketing. That's a little like saying "63% of car owners don't look out the window while they drive."

Really. If you're not paying attention to what you're doing in your marketing, only divine intervention is going to save you from wasting a ton of money and doing stupid, ineffective (or worse) things. In other words, you are going to fail. And you won't even know it until it's too late.

Marketing is tough to do right. Measuring it can be complicated. But you can't just forego it. That's irresponsible -- a betrayal of your mission and your donors. So please, do what it takes to measure your marketing.

Technorati Tags: measurement, philanthropy