Non-profits Experimenting With Social Media, Still Rely on Traditional Media
Social Media
Nov. 12, 2009 -- A survey of non-profits and their use of social media finds that the vast majority of non-profit organizations (88%) are experimenting with social media to engage key audiences, yet a significant majority (79%) are uncertain of how to demonstrate social media’s value for their organizations.
In addition, traditional media remains a key player for non-profits:
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Two-thirds of the non-profit executives surveyed say that traditional media -- including coverage in newspapers, magazines, television and radio -- is more effective at supporting fundraising efforts than social media (67% vs. 22%).
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The majority (60%) also believes traditional media to be more effective in building the public's awareness of their non-profit organization.
| Which (media strategy) is more effective for: |
Traditional Media |
Social Media |
|
Mobilizing people as advocates on your organization's behalf |
34% |
58% |
|
Building awareness of your organization |
60% |
31% |
|
Supporting fundraising efforts |
67% |
22% |
|
Notes: % of those who responded somewhat or much more effective thus totals do not equal 100%. |
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Other findings: non-profit executives are more skeptical about social media’s ability to help them connect with hard-to-reach audiences such as donors (45%), media (39%), and policy makers (31%).
The survey was conducted among 200 non-profit and foundation executive directors and senior communications for Weber Shandwick Social Impact Team, a global agency that works with non-profits and foundations on brand building, issue advocacy and public education goals.
About: KRC Research, research partner to Weber Shandwick Social Impact, surveyed 200 non-profit and foundation executive directors and communications officials via phone between July 29 and August 17, 2009. The margin of error is ±6.9 percentage points at the 95 percent confidence level.
Source: Weber Shandwick Social Impact, Weber Shandwick Social Impact Survey Finds 88% of Non-profits Experimenting with Social Media While Struggling to Demonstrate its Value to their Organizations, November 12, 2009.
