Nonprofits Must Understand Social Media
By Rachel L. West
Advocacy & Community Outreach Consultant
Tech Impact has gathered current stats regarding nonprofit use of technology and social media. Reading the report one thing is very clear; nonprofits can no longer afford to ignore or misuse social media.
Highlights from Tech Impacts article:
- Donations – 59% of people donated to a nonprofit after following them on social networking site. 56% donated because they read a story via social media.
- Volunteers – 53% of people who follow a nonprofit on social media contribute to the cause by becoming a volunteer for that organization.
- Visibility – 47% of American learn about a nonprofit from social media.
The article also points out that a large number of followers will unlike a nonprofit if the nonprofit focuses too much on soliciting donations via social media. One of my biggest pet peeves are nonprofits that use their social networking profiles to only push for donations or just talk about upcoming events.
It is important for organizations to realize that their Twitter account (Facebook page or whatever other platform they use) should not be a place to regurgitate what is in their newsletter. They need to provide interesting and useful content that will engage followers in conversation.
I also suggest reading this report from NTEN.
How does your nonprofit use social media?
Are you satisfied with the response your organization gets from using social media?