Nov 12

Social Impact Survey Finds 88% of Nonprofits Experimenting with Social Media

Paul Massey

I wanted to have a photo of a newsboy shouting “Extra! Extra! Read all about it” to accompany this entry, because I’ve always like the idea of fusing old and new, but even more so, because we have big news to share.  In partnership with KRC Research, our team conducted a survey of 200 nonprofit and foundation executives to explore how their organizations are using social media and the value they derive from these efforts.   Today, we’re releasing the results.

Here’s the headline on the findings of our Weber Shandwick Social Impact survey: 88% percent of nonprofits are widely experimenting with social media, but only half (51%) are active users.  79% are uncertain of how to demonstrate social media’s value for their organizations. The survey also found that social media contributes to nonprofits’ success, with 92% of executives saying their online presence raises awareness of their organization, keeps external audiences engaged (86%) and reduces costs relative to traditional media (77%).  

To us, what’s exciting about these findings is how much they underscore that nonprofit organizations are exploring social media as a means to advance their work.   That’s a topic that we’re interested in discussing on these pages.  Download a two-page PDF of the survey findings and our perspective on their implications. You can also view a detailed PowerPoint.  

Let us know how these findings map with your own experiences.


 

It is strange to note that

It is strange to note that nonprofits are still experimenting social media, they are unaware of this potential weapon. Thanks for the useful survey.diet solution

Well it’s all depending

Well it’s all depending individually. What I think personally is nothing for others and vice versa. Although really nice information, thanks Cremation Jewelry

Well social media has a

Well social media has a social impact, there is no question about that but it also has an economical impact. Social media is probably the marketing of the future or marketing is the future social media. Kall, what is blair rewards

Here’s the headline on the

Here’s the headline on the findings of our Weber Shandwick Social Impact survey: 88% percent of nonprofits are widely experimenting with social media,I reached here via Google but only half (51%) are active users. 79% are uncertain of how to demonstrate social media’s value for their organizations.

Very interesting findings.

Very interesting findings. Thank you for sharing them! I was really struck by how most nonprofits are unsure of social media's value and so many are struggling to implement social media. But, I was not surprised. One of the real problems most nonprofits have is they fail terribly in communications and marketing. The reason why is shown in your findings: most nonprofits merely try to "raise awareness" among a broad public -- "external audiences." There's no real targeting or segmentation of stakeholder groups going on. Nonprofits tend to think in broadcast terms, of "audiences," and their communications posture is often entirely outbound. I suspect nonprofits will continue to struggle with social media until they completely re-orient their thinking about the function and role of communications. It would be interesting to see what else beyond larger size distinguished those nonprofits in your study that were most enthusiastic and confident about their use of social media. Thanks, John McCrory http://twitter.com/johnmccrory

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