Online Marketing Practices of Traditional Not-for-Profit Institutions

Inquiry Overview

A leading provider of online marketing services was interested in understanding the practice and acceptance of online marketing tactics used by traditional not-for-profit universities.

Key Questions

• Which method(s) do institutions currently use to acquire a lead and which method has the highest conversion rate?


• How do institutions rate the quality of leads generated by each method?


• In what capacity do institutions currently use the Web to acquire leads (third-party sites, school Web site) and what are the driving factors?


• What benefits and concerns do institutions have regarding lead generation on the Web (quality, cost, conversion rate, brand equity)?


• Do institutions expect to increase spending on Web-generated leads and online marketing tactics, relative to traditional higher methods?

Methodology

For this custom inquiry, Eduventures administered a Web survey to more than 1,000 higher education institutions between July 19, 2006 and August 7, 2006. The survey yielded 117 responses that were analyzed for this report.