Social Media in the Nonprofit Sector: A survey of nonprofit communications executives

8/14/2019 Social Media in the Nonprofit Sector: A survey of nonprofit communications executives

http://slidepdf.com/reader/full/social-media-in-the-nonprofit-sector-a-survey-of-nonprofit-communications 1/19

www.krcresearch.com



Table of Contents

Research Methodology 3

Executive Summary 4

www.krcresearch.com 2impact.webershandwick.com

Moving Forward 16

Respondent Profile 17



Research MethodologyDates of interviews: July 29th – August 17th, 2009

Survey mode: Telephone

Sample: 200 Nonprofit and Foundation Executive Directors and SeniorCommunications Officials


Margin of error: +/- 6.9 percentage points at the 95% confidence level

Notes: Numbers may not total 100% due to rounding.



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 media’s potential• Nonprofit executives (83%) understand that social media makes it easier

for supporters to organize independently – underscoring how critical it is fornonprofits to demonstrate their value and relevance to advocates

• Ultimately, for most nonprofit executives (79%), the true value of socialmedia has yet to be determined for their organizations



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


connec ons w a range o pr or y au ences

– Invest in social media capacity as a means of achieving brand building, advocacyand fundraising goals

– Demonstrate their unique impact to underscore relevance to advocates

– Measure social media with key metrics for visibility, engagement and advocacy



Nonprofits are experimenting with social mediaAlmost all nonprofits – especially larger ones – are at least experimenting

with social media, but only 51% are active users

11%We continue to pursue traditional media

exclusively

We continue to pursue traditional media,


51%are

activeusers

ofsocialmedia

Organizations with anoperating budget of $25

million or more are even morelikely to be experimenting

heavily – 51%

37%

9%

34%

8%

and are experimenting a little with social

media

We use traditional media and social mediaequally

We continue to pursue traditional media,and are experimenting a lot with social

media

We are changing focus, relying less ontraditional media and more on social media



Social media is worth the investment

AGREE OR DISAGREE?

Less than one-quarter of nonprofit executives believe social media isn’t yet worth the investment, while three-quarters say it is more cost effective


Strongly Disagree Somewhat DisagreeStrongly Agree Somewhat Agree

Total Agree 77% 24%



Social media is a priority for the future

In the next two years does your organization plan to use social mediamore, less or the same amount you do now?

Nonprofit executives overwhelmingly assert that they plan to use social media more moving forward


Social media will be demanding a bigger piece of nonprofit’s spending dollars in 2010 –

69% believe their communications budget next year will stay the same or decrease



In general, is social media changing the way your organization communicates with…

External audiences are the current targetSocial media is primarily changing the way nonprofits communicate with broad external audiences, but not narrower categories of stakeholders




And would you say that social media has had a positive impact, a negative impact orno impact at all on the quality of your communications with…

External impact is positiveTwo-thirds of nonprofit executives believe social media has had a positive

impact on their external audiences, but are less certain about other stakeholders


o a

Positive Impact 67% 45% 39% 31%



55% 38%

My organization's website and participationin social media builds awareness of our

organization

AGREE OR DISAGREE?

For now, focus is on building awarenessNonprofit executives view social media as effective in raising visibility

and building awareness of their organizations – more so than for fundraising

Orgs with anoperating

budget of $10


-10%

-11%

-28%

-21%

40%

22%

19%

46%

33%

42%

My organization's website and participationin social media keeps our external

audiences more engaged in our activities

My organization believes our current socialmedia strategy gives us a competitive

advantage in comparison to our peers

My organization's website and participationin social media helps raise more money

Strongly DisagreeSomewhat Disagree Strongly Agree Somewhat Agree

Social media seen as less

effective for fundraising

million or more

are more likelyto say social

media engagesexternal

audiences – 93%



Many have an uncertain relationship with social media

Which best describes your organizations’ relationship with social media?

We love it and are good at itOrganizations with an

operating budget of $25million or more are evenmore likely to love it and

More than six in ten (61%) say they like or are intrigued by social media, but struggle with implementation


We like it but are struggling with how toimplement it

We are intrigued but haven't really used ityet

We reluctantly use social media as itbecomes necessary

We are not sure how to do it or why weshould

e goo a –

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



Mobilizing people asadvocates on your

organization’s

Traditional Media Social MediaSocial media seen as more

effective for organizing, but

Which is more effective…

For:

Social media reigns in organizingNonprofit executives see social media as more effective than traditional media to

mobilize advocates; more so than for awareness building or fundraising


Buildingawareness of your

organization

Supportingfundraising

efforts

behalf

Somewhat more effective

Much more effective

not other types of

outreach

Social media…

Somewhat more effective

Much more effective

Traditional media…



AGREE OR DISAGREE?

Yet it’s a double-edged sword in organizingMost 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



Total Agree 83% 84%



AGREE OR DISAGREE?

Depth and expertise create barriersMany nonprofit organizations of all sizes acknowledge they do not have the necessary staff and expertise to execute their social media programs



o a gree

65% say they do not have enough overall communications staff



AGREE OR DISAGREE?

Ultimately the jury is still out on valueWhile a majority of nonprofit executives believe the rewards outweigh the risks,

most also acknowledge they haven’t yet determined the value of

social media for their organizations



Total Agree 78% 61%



Appendix: Respondent ProfileAppendix: Respondent ProfileAppendix: Respondent ProfileAppendix: Respondent ProfileAppendix: Respondent ProfileAppendix: Respondent ProfileAppendix: Respondent ProfileAppendix: Respondent Profile




Respondent ProfileJob Title

CEO/President 7%

Executive or Managing Director 16%

EVP/SVP/VP/Director of Communications 53%EVP/SVP/VP/Director of Development 19%

Other 6%

Role in Organization’s Communications Efforts

Directly manage or oversee all38%

Primary Focus of Organization

Multiple issue-focused 36%

Healthcare 20%

Children and family issues 13%

Education 10%

Humanitarian relief 8%

Human rights 5%

Economic development 3%


Part of a senior team that directly managesor oversees all communications 40%

Directly manage or oversee certain kinds ofcommunications

22%

Type of Organization

Nonprofit organization 96%

Grant-making foundation 1%

Both 4%

Organization’s Communications Department Size

1-2 people 32%

3-4 people 32%

5 or more people 34%

Don’t know 3%

Environment 3%

Global development 3%

Arts and culture 1%

Other 2%

Annual Operating Budget

$25 million or more 20%

$10 million to less than $25 million 23%



Gender

Male 40%

Female 60%



FOR MORE INFORMATION:

PAUL MASSEY, 202.585.2799masse webershandwick.com


.

STEPHANIE BLUMA, [email protected]

JULIE HURBANIS, 952.346.6277 [email protected]

COLIN MOFFETT, [email protected]

VICTORIA SNEED, [email protected]

TANYA FEINSTEIN, [email protected]

KRC Research

700 13th Street NWWashington, DC 20005

Social Media in the Nonprofit Sector: A survey of nonprofit communications executives

Documents

Transcript of Social Media in the Nonprofit Sector: A survey of nonprofit communications executives