Social media a challenge for nonprofits

December 3, 2009

Although almost nine in 10 nonprofits are using social media to reach their key audiences, only about half are active users, and about eight in 10 don't know how to demonstrate the value of social media, a new survey says.

Virtually all users believe social media helps raise awareness about their organization and keeps their constituents engaged, says the survey from Weber Shandwick and KRC Research.

But two-thirds of the 200 nonprofit executives surveyed say traditional media is more effective at supporting fundraising efforts, and many are unsure of social media's ability to help reach donors, media and policy makers.

"What these results imply is that organizations need to develop more targeted and sustainable digital connections with these critical yet narrower audiences," Stephanie Bluma, co-lead of Weber Shandwick's Social Impact team, says in a statement. "In the months ahead, digital-engagement strategies will need to show value on multiple fronts from brand building to advocacy to fundraising."

While almost six in 10 respondents say social media does a better job than traditional media of mobilizing constituents, the vast majority recognize that social media makes it easier for people to organize on their own.

About 85 percent of respondents say they will use social media more next year, but over half say they recognize they don't have adequate staff to manage social media well.

• Email this page