Social Impact Nonprofit Social Media Survey

download Social Impact Nonprofit Social Media Survey

of 19

  • date post

    17-May-2015
  • Category

    Technology

  • view

    15.152
  • download

    4

Embed Size (px)

description

The vast majority of nonprofit organizations (88%) are experimenting with social media to engage key audiences, but a significant majority (79%) are uncertain of how to demonstrate social media’s value for their organizations. Only half (51%) report active use of social media. The results are contained in a new survey by Weber Shandwick’s Social Impact team conducted with KRC Research. The research was conducted among 200 nonprofit and foundation executive directors and senior communications officials in July - August 2009.

Transcript of Social Impact Nonprofit Social Media Survey

  • 1.

2. Table of Contents
3. Research Methodology
4. Executive Summary
There is extensive experimentation with social media in the nonprofit sector, but only half (51%) surveyed are active users
Most nonprofits (67%) say social media is changing how they communicate with broad external audiences, but not narrower categories of stakeholders
Most nonprofits (52%) do not currently have the infrastructure, staff and expertise necessary to take full advantage of social medias potential
Nonprofit executives (83%) understand that social media makes it easier for supporters to organize independently underscoring how critical it is for nonprofits to demonstrate their value and relevance to advocates
Ultimately, for most nonprofit executives (79%), the true value of social media has yet to be determined for their organizations
5. Strategic Implications
The findings of this research offer insights into how nonprofits and foundations can optimize their use of social media in the future. Successful nonprofit organizations will:
Move from experimentation to implementation of strategic programs that drive digital engagement
Focus on two-way conversations that build meaningful and sustainable connections with a range of priority audiences
Invest in social media capacity as a means of achieving brand building, advocacy and fundraising goals
Demonstrate their unique impact to underscore relevance to advocates
Measure social media with key metrics for visibility, engagement and advocacy
6. Nonprofits are experimenting with social media
Almost all nonprofits especially larger ones are at least experimenting with social media, but only 51% are active users
Organizations with an operating budget of $25 million or more are even more likely to be experimenting heavily 51%
51% are active users of social media
7. Social media is worth the investment
Less than one-quarter of nonprofit executives believe social media isnt yet worth the investment, while three-quarters say it is more cost effective
AGREE OR DISAGREE?
Total Agree
77%
24%
Strongly Disagree
Somewhat Agree
Somewhat Disagree
Strongly Agree
8. Social media is a priority for the future
Nonprofit executives overwhelmingly assert that they plan to use social media more moving forward
In the next two years does your organization plan to use social media more, less or the same amount you do now?
Social media will be demanding a bigger piece of nonprofits spending dollars in 2010 69% believe their communications budget next year will stay the same or decrease
9. External audiences are the current target
Social media is primarily changing the way nonprofits communicate with broad external audiences, but not narrower categories of stakeholders
In general, is social media changing the way your organization communicates with
10. External impact is positive
Two-thirds of nonprofit executives believe social media has had a positive impact on their external audiences, but are less certain about other stakeholders
And would you say that social media has had a positive impact, a negative impact or no impact at all on the quality of your communications with
11. For now, focus is on building awareness
Nonprofit executives view social media as effective in raising visibility
and building awareness of their organizations more so than for fundraising
AGREE OR DISAGREE?
Orgs with an operating budget of $10 million or more are more likely to say social media engages external audiences 93%
Strongly Disagree
Somewhat Agree
Somewhat Disagree
Strongly Agree
12. Many have an uncertain relationship with social media
More than six in ten (61%) say they like or are intrigued by social media, but struggle with implementation
Which best describes your organizations relationship with social media?
Organizations with an operating budget of $25 million or more are even more likely to love it and be good at it 44%
Nonprofit's policies are still catching up 64% say their organization does not have policies in place for how employees and board members can post information on social media sites
13. Social media reigns in organizing
Nonprofit executives see social media as more effective than traditional media to mobilize advocates; more so than for awareness building or fundraising
Which is more effective
For:
Traditional Media
SocialMedia
Mobilizing people as advocates on your organizations behalf
Building awareness of your organization
Supporting fundraising efforts
Traditional media
Social media
Much more effective
Much more effective
Somewhat more effective
Somewhat more effective
14. Yet its a double-edged sword in organizing
Most believe social media makes it easier to organize advocates on behalf of their organization but also for people to organize independently underscoring how critical it is for groups to demonstrate their value to advocates
AGREE OR DISAGREE?
Total Agree
83%
84%
Strongly Disagree
Somewhat Agree
Somewhat Disagree
Strongly Agree
15. Depth and expertise create barriers
Many nonprofit organizations of all sizes acknowledge they do not have the necessary staff and expertise to execute their social media programs
AGREE OR DISAGREE?
Total Agree
78%
47%
Strongly Disagree
Somewhat Agree
Somewhat Disagree
Strongly Agree
65% say they do not have enough overall communications staff
16. Ultimately the jury is still out on value
While a majority of nonprofit executives believe the rewards outweigh the risks, most also acknowledge they havent yet determined the value of
social media for their organizations
AGREE OR DISAGREE?
Total Agree
78%
61%
Strongly Disagree
Somewhat Agree
Somewhat Disagree
Strongly Agree
17. Appendix: Respondent Profile
18. Respondent Profile
19. FOR MORE INFORMATION:
PAUL MASSEY, 202.585.2799
pmassey@webershandwick.com
STEPHANIE BLUMA, 202.585.2755
sbluma@webershandwick.com
JULIE HURBANIS, 952.346.6277
jhurbanis@webershandwick.com
COLIN MOFFETT, 202.585.2045
cmoffett@webershandwick.com
VICTORIA SNEED, 202.585.2814
vsneed@krcresearch.com
TANYA FEINSTEIN, 202.585.2138
tfeinstein@krcresearch.com
KRC Research
700 13th Street NW
Washington, DC 20005