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

(1)

(2)

Research Methodology

Dates of interviews:

July 29

thth

_–

_Au

_gu

_{st 1}

₇

thth

_{, 2009}

Survey mode:

Telephone

Sample:

200 Nonprofit and Foundation Executive Directors and

Senior

Communications Officials

Margin of error:

+/-

6.9 percen

tage point

s at

the 95%

confidence

level

Notes:

(4)

Executive Summary

•

• There is extensive experimentation with social media in the nonprofit

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

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

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

Nonprofit executives (83%) understand that social media makes it easier

for supporters

to organiz

e independen

tly –

underscoring ho

w critical it

is for

nonprofits to demonstrate their value and

relevance to advocates

•

• Ultimately

Ultimately

, for

most nonprofit executives (79%), the true

value of social

media has yet to

(5)

Strategic Implications

•

• The findings of this research offer

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

c

o

n

e

c

o

n

s

w

a

r

a

n

g

e

o

p

r

o

r

y

a

u

e

n

c

e

s

–

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

–

(6)

Nonprofits are experimenting with social media

Almo

st all no

npro

fits –

espec

ially lar

ger on

es –

are at

least e

xperim

entin

g

with social media, but only 51% are active users

1 11%

1%

We continue to pursue

We continue to pursue traditional media

traditional media

exclusively

We continue to pursue

We continue to pursue traditional media,

traditional media,

51%

are

active

users

of

social

media

Organizations with an Organizations with an operating budget of $25 operating budget of $25 million or more are even more million or more are even more

likely to be experimenting likely to be experimenting hea heavivily –ly – 51%51%

37%

9%

34%

8%

and are experimenting a little with social

media

We use traditional media and social media

equally

We continue to pursue

We continue to pursue traditional media,

traditional media,

and are experimen

and are experimenting a lot with

ting a lot with social

social

media

We are changing focus, relying less on

traditional media and more on social media

(7)

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

S

Sttrrononglgly y DDiissaagrgreeee SSoommeewwhhaat t DDiissaagrgreeee S

Sttrroonngglly y AAggrreeee SSoommeewwhhaat t AAggrreeee

T

(8)

Social media is a priority for

the future

In the next two years does your

In the next two years does your organization plan to use social media

organization plan to use social media

more, 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

(9)

In general, is social media changing the

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

way your organization communicates with…

External audiences are the current

target

Social media is primarily changing the way nonprofits communicate with

broad external audiences, but not narrower c

(10)

And would you say that social media has had a positive impact, a negative impact or

no impact at all on the

no impact at all on the quality of your communications with…

quality of your communications with…

External impact is positive

T

wo-thirds of nonprofit executives believe

social media has had

a positive

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

o o a a Positive Positive Impact Impact

6

67 7%

%

4

45 5%

%

3

39 9%

%

3

31 1%

%

(11)

5

55 5%

%

3

38 8%

%

My organization's website and participation

in social media builds awareness of our

organization

AGREE OR DISAGREE?

For now

, focus

is on building

awareness

Nonprofit executives view social media as effective in

raising visibility

and building

awareness of

their organiza

tions –

more so th

an for fu

ndraising

Orgs with an Orgs with an operating operating budget of $10 budget of $10 -10% -10% -11% -11% -28% -28% -21% -21%

40%

22%

19%

46%

33%

42%

My organization's website and participation

in social media keeps our external

audiences more engaged in our activities

My organization believes our current social

media strategy gives us a competitive

advantage in comparison to our peers

My organization's website and participation

in social media helps raise more

in social media helps raise more money

money

Strongly Disagree Strongly Disagree S

Soommeewwhhaat t DDiissaaggrreeee SSttrroonngglly y AAggrreeee SSoommeewwhhaat t AAggrreeee

Social media

seen as less

effective for

fundraising

million or more million or more are more likely are more likely to say social to say social media engages media engages external external audiences – audiences – 93% 93%

(12)

Many have an uncertain relationship with

social media

Which best describes

Which best describes your organizations’

your organizations’ relationship

relationship with social media?

with social media?

We love it and are good at it

Organizations with an Organizations with an operating budget of $25 operating budget of $25 million or more are even million or more are even more likely to love it and more likely to love it and

More than six in ten (61%) say they like

or are intrigued by

social media, but struggle w

ith implementation

We like it but are struggling with how

We like it but are struggling with how to

to

implement it

We are intrigued but haven't really used it

yet

We reluctantly use social media as it

becomes necessary

We are not sure how to do it or why we

should

e

e ggooo o a a – –

Nonprof

Nonprofit's policies are

it's policies are still catching

still catching

up –

up – 64% say thei

64% say their organiz

r organizatio

ation doe

n does

s

not

not have po

have policies in

licies in place for

place for how

how

employees and board members can

post information on social

media sites

(13)

Mobilizing people as

advocates on your

organization’s

T

Trra

ad

diittiio

on

na

al

l M

Me

ed

diia

a

S

So

oc

ciia

al M

l Me

ed

diia

a

_{Social media}

seen as more

effective for

organizing, but

Which is more effective…

For:

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

Building

awareness of your

organization

Supporting

fundraising

efforts

behalf

Somewhat more effective Somewhat more effective Much more effective Much more effective

not other types of

outreach

Social media… Social media…

Somewhat more effective Somewhat more effective Much more effective Much more effective Traditional media… Traditional media…

(14)

AGREE OR DISAGREE?

Y

et it’

s a d

ouble-e

dged

sword in

organizing

Most believe social media makes it easier to organiz

Most believe social media makes it easier to organize advocates

e advocates on behalf of their

on behalf of their

organ

organiz

iz

ation –

but also f

but also for peopl

or people to orga

e to organiz

nize independe

e independently –

ntly –

under

underscorin

scoring how

g how

critical it is for groups to demonstrate their value to advocates

T

(15)

AGREE OR DISAGREE?

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

o

o a

a g

grre

ee

e

65% say they do not have enough overall communications staff

(16)

AGREE OR DISAGREE?

Ultimately the jury is still out on value

While 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

T

(17)

Appendix: Respondent Profile

(18)

Respondent Profile

Job Title Job Title C

CEEOO//PPrreessiiddeenntt 77%% E

Exxeeccuuttiivve e oor r MMaannaaggiinng g DDiirreeccttoorr 1166%% E

EVVPP//SSVVPP//VVPP//DDiirreeccttoor r oof f CCoommmmuunniiccaattiioonnss 5533%% E

EVVPP//SSVVPP//VVPP//DDiirreeccttoor r oof f DDeevveellooppmmeenntt 1199%% O

Otthheerr 66%%

Role in

Role in Organization’s CommunOrganization’s Communications Effortsications Efforts Directly manage or oversee all

Directly manage or oversee all

38% 38%

Primary Focus of

Primary Focus of OrganizationOrganization M

Muullttiipplle e iissssuuee--ffooccuusseedd 3366%% H

Heeaalltthhccaarree 2200%% C

Chhiillddrreen n aannd d ffaammiilly y iissssuueess 1133%% E

Edduuccaattiioonn 1100%% H

Huummaanniittaarriiaannrreelliieeff 88%% H

Huummaannrriigghhttss 55%% E

Eccoonnoommiic c ddeevveellooppmmeenntt 33%% Part of a senior team that directly manages

Part of a senior team that directly manages or oversees all communications

or oversees all communications 40%40% Directly manage or oversee certain kinds of

Directly manage or oversee certain kinds of communications

communications 22%22%

Type of Organization Type of Organization N

Noonnpprrooffiit t oorrggaanniizzaattiioonn 9966%% G

Grraanntt--mmaakkiinng g ffoouunnddaattiioonn 11%% B

Bootthh 44%%

Organization’

Organization’s Communications s Communications Department SizeDepartment Size 1 1--22ppeeooppllee 3322%% 3 3--44ppeeooppllee 3322%% 5 5oorrmmoorreepepeooppllee 3344%% D Doonn’’ttkknnooww 33%% E Ennvviirroonnmmeenntt 33%% G

Glloobbaallddeevveellooppmmeenntt 33%% A

Arrttssaannddccuullttuurree 11%% O

Otthheerr 22%%

Annual Operating Budget Annual Operating Budget

$

$2255mmiilllliioonnoorrmmoorree 2200%% $

$110 0 mmiilllliioon n tto o lleesss s tthhaan n $$225 5 mmiilllliioonn 2233%% $

$5 5 mmiilllliioon n tto o lleesss s tthhaan n $$110 0 mmiilllliioonn 1177%% $

$1 1 mmiilllliioon n tto o lleesss s tthhaan n $$5 5 mmiilllliioonn 4422%%

Gender Gender M Maallee 4400%% F Feemmaallee 6600%%

(19)

FOR MORE INFORMATION:

PAUL MASSEY, 202.585.2799 PAUL MASSEY, 202.585.2799 ma massssee wewebeberrshshananddwwicick.k...cocomm STEPHANIE BLUMA, 202.585.2755 STEPHANIE BLUMA, 202.585.2755 sbluma@webershandwick.com sbluma@webershandwick.com JULIE HURBANIS, 952.346.6277 JULIE HURBANIS, 952.346.6277 jhurbanis@webershandwick.com jhurbanis@webershandwick.com COLIN MOFFETT, 202.585.2045 COLIN MOFFETT, 202.585.2045 cmoffett@webershandwick.com cmoffett@webershandwick.com VICTORIA SNEED, 202.585.2814 VICTORIA SNEED, 202.585.2814 vsneed@krcresearch.com vsneed@krcresearch.com TANYA FEINSTEIN, 202.585.2138 TANYA FEINSTEIN, 202.585.2138 tfeinstein@krcresearch.com tfeinstein@krcresearch.com KRC Research KRC Research 700 13th Street NW 700 13th Street NW Washington, DC 20005 Washington, DC 20005

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

Table of Contents

Table of Contents

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