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By the numbers

Nonprofit communications by the numbers.

The 2026 numbers show nonprofit communications under strain: only 5% of communicators feel well understood, 39% of nonprofits ran a deficit in 2025, and 46% of CEOs worry about their own burnout.

Beltway Media collected these published statistics from industry research so nonprofit leaders can see the context in one place. Every figure is quoted as published and linked to its source. None of these are Beltway Media's own numbers.

Last updated: Published by Beltway Media

What are the key nonprofit communications statistics for 2026?

Only 5% of respondents say their communications role is understood very well by colleagues (Nonprofit Marketing Guide). 83% of nonprofits utilize email marketing, but only 34% use UTM codes to track email performance (Nonprofit Tech for Good).

The proportion of nonprofits reporting a deficit rose to 39% in 2025, up from 22% in 2022, and 46% of nonprofit CEOs call their own burnout very much a concern in 2026 (CEP).

The communications role

5% feel understood.

What it means for your strategy

When the role is misunderstood, communications gets treated as a service desk rather than a strategic function. Executive-level ownership, which a Chief Communications Officer provides, is one way to put communications at the leadership table. Beltway Media offers that role fractionally through its fractional CCO for nonprofits.

Email marketing

Nearly universal, unevenly measured.

Nonprofit email marketing in 2026

What it means for your strategy

Email is the channel nonprofits almost all share, yet tracking lags well behind use. A communications strategy that sets measures before campaigns launch makes it possible to see which messages actually move supporters. Our guide to a nonprofit communications strategy covers that step.

Finances and leadership

Deficits up, burnout up.

What it means for your strategy

Financial strain makes every message to funders more consequential, and stretched leaders have less time to own communications themselves. Honest, consistent communication about finances and impact protects trust. Preparation for difficult news belongs in your crisis communications plan.

Paid search

$10,000 a month in Google ad credits.

DNL OmniMedia describes a Google program that gives nonprofits $10,000 each month to use on Google Ads. Double the Donation describes it as a monthly allowance of $10,000 in ad credits for 501(c)(3) organizations to spend on Google Search ads. Eligibility rules apply; confirm current terms with Google.

Sources: DNL OmniMedia, Nonprofit Marketing Consulting: Transform Your Outreach; Double the Donation, Nonprofit Consulting Firms: 15+ Top Agencies to Know

Sources

Every source on this page.

See how these numbers shape our advice in the main guide to nonprofit communications consulting.

FAQ

Questions about the numbers

Why do nonprofits hire communications consultants?
Most hire one for expertise and perspective they lack internally. The 2026 Nonprofit Communications Trends report from Nonprofit Marketing Guide found only 5% of respondents say their communications role is understood very well by colleagues. An outside senior advisor can clarify the role, set priorities and give staff a plan that leadership supports.
How widely do nonprofits use email marketing?
Email is close to universal. Nonprofit Tech for Good reports that 83% of nonprofits utilize email marketing, 67% use segmented email lists, 63% use personalization and 34% use UTM codes to track email performance. That tracking gap is a common area where a communications strategy can make results easier to see.
How do nonprofit deficits affect communications?
Financial pressure raises the stakes on every message to funders and supporters. CEP's State of Nonprofits 2026 reports that the proportion of nonprofits reporting a deficit rose to 39% in 2025, up from 22% in 2022. Clear, honest communication about finances and impact helps protect donor trust during difficult years.
Why do nonprofit communicators feel misunderstood?
Communications work is often invisible when done well and blamed when results lag. Nonprofit Marketing Guide's 2026 trends report found only 5% of respondents say their communications role is understood very well by colleagues. Executive-level advocacy, which a chief communications officer provides, helps leadership see communications as strategy rather than support.
Can nonprofits get free advertising from Google?
Eligible nonprofits can apply for Google Ad Grants. DNL OmniMedia describes a Google program that gives nonprofits $10,000 each month to use on Google Ads, and Double the Donation describes a monthly allowance of $10,000 in ad credits for 501(c)(3) organizations to spend on Google Search ads. Confirm current eligibility rules directly with Google.
When should a nonprofit hire a communications consultant?
Common signals include inconsistent messaging across channels, leaders who cannot explain the organization in one sentence, a looming campaign or launch, rising press interest, or one person stretched across too many roles. CEP's State of Nonprofits 2026 found 46% of nonprofit CEOs call their own burnout very much a concern.

See all 51 nonprofit communications questions in the FAQ

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