Thu, February 21 2013

Are you as “social” as other nonprofits?

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Social Media •

While nonprofits may be behind the curve in some matters, we’ve done a swift job of adopting social media.  As I’ve noted here before based on past surveys, the vast majority of nonprofits are actively using Facebook and Twitter.

Some new research featured in eMarketer bolsters that view:

emarketer graphic

emarketer table

Interestingly, these numbers put nonprofits ahead of their for-profit counterparts in the small business world: “Ninety-six percent of nonprofits said they were on Facebook vs. 90% of small businesses. And 80% of nonprofits on Facebook reported posting on the site multiple times per week, vs. 66% of small businesses,” says eMarketer.  Nonprofits said they were increasing their marketing spend on social media by 10% this year.  Though to put matters in perspective, that may not be a lot in real dollars.  Studies last year found 43% budget $0 for their social networking activities (aside from staff time).

I think that the embrace of social media is wise for nonprofits for several reasons.  While it may not drive big return on investment in fundraising dollars, it’s a relatively inexpensive and effective way of raising visibility, generating social proof around a cause and inspiring future actions in support of a cause.

At the end of the day, most people come to learn and love a cause via friends and family.  Through social media, nonprofits can facilitate and amplify that natural word of mouth.  No wonder droves of nonprofits are doing just that.


  • Comment: (1)   


Glad I found your blog today - I like it! 

I would agree about the benefits of social media and nonprofits.  I worked with the American Diabetes Association for a while and one of the things they focused on was using social media to tell the stories of some of the people struggling with the disease. 

They also used it specifically to share about and drum up support for challenges they had and areas they needed to raise money for in their organization.  It became almost communal by sharing - literally like a shared responsibility of all who ready and replied to the posts.  Because of this, I’m sure they were able to translate this in additional donations.  Smart.

Posted by Aaron  on  06/02  at  03:02 PM

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