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

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Table of Contents Research Methodology

3

Executive Summary

4

Moving Forward

16

Respondent Profile

17

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Research Methodology Dates of interviews:

July 29th – Au Augu gust st 17 17 th, 2009

Survey mode:

Telephone

Sample:

200 Nonprofit and Foundation Executive Directors and Senior Communications Officials

Margin of error:

+/- 6.9 percentage percentage points points at the 95% confidence level

Notes:

Numbers may not total 100% due to rounding.

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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 organize independently independently – underscoring how 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 Ultimately, media has yet to be determined for their organizatio organizations ns

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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, advocacy and fundraising goals  –  Demonstrate their unique impact to underscore relevance to advocates  –  Measure social media with key metrics for visibility, engagement and advocacy

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Nonprofits are experimenting with social media Almost Almo st all nonpro nonprofits fits – espec especially ially larger larger ones ones – are at least experim experimentin enting  g  with social media, but only 51% are active users  We continue to pursue traditional media exclusively

11%

We continue to pursue traditional media, and are experimenting a little with social media We use traditional media and social media equally

37%

9%

We continue to pursue traditional media, and are experimenting experimenting a lot with social media We are changing focus, relying less on traditional media and more on social media www.krcresearch.com

Organizations with an operating budget of $25 million or more are even more likely to be experimenting heavi heavily ly – 51%

34%

8%

51% are active users of social media

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Social media is worth the investment 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  AGREE OR DISAGREE?

Total Agree

77 %

Strongly Agree www.krcresearch.com

24 %

Somewhat Agree

Strongl ongly y Disagre gree

 

Somewhat Disagree gree impact.webershandwick.com

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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 nonprofit’s spending dollars in 2010 –  69% believe their communications budget next year will stay the same or decrease  www.krcresearch.com

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External audiences are the current target Social media is primarily changing the way nonprofits communicate with  broad external audiences, but not narrower categories c ategories of stakeholders  In general, is social media changing the way your organization communicates with…

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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…

o a  Positive  Impact 

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67%

45%

39%

31%

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For now, now, focus is on building awareness Nonprofit executives view social media as effective in raising visibility  and building awareness of their organizations organizations – more so than than for fundraising  fundraising  AGREE OR DISAGREE?

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

55%

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 money Somewhat Disagree www.krcresearch.com

40%

-28%

-10%

-21% -11%

Strongly Disagree

22%

19%

Strongly Agree

38%

46%

Orgs with an operating budget of $10 million or more are more likely to say social media engages external audiences –  93%

33%

42%

Social media  seen as less  effective for  fundraising  Somewhat Agree impact.webershandwick.com

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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 w ith implementation  Which best describes your organizations’ relationship with social media?

We love it and are good at it

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

We like it but are struggling with how 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

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Nonprofit's Nonprofit's policies are still catching  up – 64% say their their organizatio organization n does  does  not have policies policies in place for how  employees and board members can  post information on social  media sites  impact.webershandwick.com

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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  For:

Which is more effective… Traditional Media Social Me Media

Mobilizing people as advocates on your organization’s behalf

Social media  seen as more  effective for  organizing, but  not other types of  outreach 

Building awareness of your organization Supporting fundraising efforts Traditional media…

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Social media…

Much more effective

Much more effective

Somewhat more effective

Somewhat more effective impact.webershandwick.com

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Yet it’s it’s a double-e double-edged dged sword in organizing Most believe social media makes it easier to organize organize advocates on behalf of their  organiz organ ization ation – but also for for people people to organiz organize e independently independently – under underscorin scoring g how  critical it is for groups to demonstrate their value to advocates  AGREE OR DISAGREE?

Total Agree

83 %

Somewhat Disagree www.krcresearch.com

84 %

Strongly Disagree

Strongly Agree

 

Somewhat Agree impact.webershandwick.com

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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?

oa

g r ee  

Somewhat Disagree

Strongly Disagree

Strongly Agree

Somewhat Agree

65% say they do not have enough overall communications staff  www.krcresearch.com

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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  AGREE OR DISAGREE?

Total Agree

78 %

Somewhat Disagree www.krcresearch.com

61 %

Strongly Disagree

Strongly Agree

 

Somewhat Agree impact.webershandwick.com

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Appendix: Respondent Profile

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Respondent Profile Primary Focus of Organization

Job Title

CEO/President

7%

Multiple issue-focused

36%

Executive or Managing Director

16%

Healthcare

20%

EVP/SVP/VP/Director of Communications

53%

Children and family issues

13%

EVP/SVP/VP/Director of Development

19%

Education

10%

Other

6%

Role in Organization’s Communications Communications Efforts

Directly manage or oversee all

38%

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

40%

Directly manage or oversee certain kinds of communications

22%

Type of Organization

Humanitarian relief

8%

Human rights

5%

Economic development

3%

Environment

3%

Global development

3%

Arts and culture

1%

Other

2%

Annual Operating Budget

Nonprofit organization

96%

Grant-making foundation

1%

$25 million or more

20%

Both

4%

$10 million to less than $25 million

23%

Organization’s Organization’s Communications Department Size

$5 million to less than $10 million

17%

1-2 people

32%

$1 million to less than $5 million

42%

3-4 people

32%

5 or more people

34%

Male

40%

Don’t know

3%

Female

60%

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Gender

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FOR MORE INFORMATION:

PAUL MASSEY, 202.585.2799 masse mass e we webe berrsh shan and dwic ick. k.co .com m STEPHANIE BLUMA, 202.585.2755 [email protected] JULIE HURBANIS, 952.346.6277  [email protected] COLIN MOFFETT, 202.585.2045 [email protected] VICTORIA SNEED, 202.585.2814 [email protected] TANYA FEINSTEIN, 202.585.2138 [email protected]

KRC Research 700 13th Street NW Washington, DC 20005 www.krcresearch.com

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