The study, conducted by nonprofit consultation group Cause Communications, found only one in five respondents knew what their peers were doing in the area of communications, and 90 percent of respondents said their organizations did no market research on their target audience. Fifty-nine percent of respondents answered that their communications budget could be better; 12 percent said they had no such budget at all.

While both large and small nonprofits have been traditionally excellent with organization, policy, and fundraising, said Lisa Witter, executive vice president of a New York consulting firm, communication and media relations remains at a deficit. Those tasks, experts say, are essential to widening recognition of an organization's goals and broadening long-term support.