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Lack of resources hamstrings online efforts

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While many nonprofits have built their staffs and processes around traditional marketing and fundraising activities, a lack of resources is preventing them from adequately pursuing online activities, a new study says.

About nine in 10 nonprofits, regardless of their size, say their greatest barrier to success is a lack of money, staff or online expertise, says the report from Convio, which provides constituent-relationship-management software to the nonprofit sector.

More than a quarter of nonprofits have no online marketing plan, while almost two in 10 either don’t know if they have a plan, or review their plan only every few years.

Groups with less than $20 million in revenue employ one to three staffers who are focused on online programs, while nonprofits with revenue of $100 million or more average seven full-time staff working on online efforts each week.

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