Social Media In The Nonprofit Sector
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- Words: 1,385
- Pages: 19
www.krcresearch.com
Table of Contents Research Methodology
3
Executive Summary
4
Detailed Findings
5
Moving Forward
16
Respondent Profile
17
www.krcresearch.com
impact.webershandwick.com
2
Research Methodology Dates of interviews:
July 29th – August 17th, 2009
Survey mode:
Telephone
Sample:
200 Nonprofit and Foundation Executive Directors and Senior Communications Officials
Margin of error:
+/- 6.9 percentage points at the 95% confidence level
Notes:
Numbers may not total 100% due to rounding.
www.krcresearch.com
impact.webershandwick.com
3
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 for nonprofits to demonstrate their value and relevance to advocates
•
Ultimately, for most nonprofit executives (79%), the true value of social media has yet to be determined for their organizations
www.krcresearch.com
impact.webershandwick.com
4
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 connections with a range of priority audiences – 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
www.krcresearch.com
impact.webershandwick.com
5
Nonprofits are experimenting with social media Almost all nonprofits – especially larger ones – are at least experimenting 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 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 heavily – 51%
34%
8%
51% are active users of social media
impact.webershandwick.com
6
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
Strongly Disagree
Somewhat Disagree impact.webershandwick.com
7
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
impact.webershandwick.com
8
External audiences are the current target Social media is primarily changing the way nonprofits communicate with broad external audiences, but not narrower categories of stakeholders In general, is social media changing the way your organization communicates with…
www.krcresearch.com
impact.webershandwick.com
9
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…
Total Positive Impact
www.krcresearch.com
67%
45%
39%
31%
impact.webershandwick.com
10
For now, focus is on building awareness Nonprofit executives view social media as effective in raising visibility and building awareness of their organizations – more so than for 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
11
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 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 be good at it – 44%
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
www.krcresearch.com
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 impact.webershandwick.com
12
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 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…
www.krcresearch.com
Social media…
Much more effective
Much more effective
Somewhat more effective
Somewhat more effective impact.webershandwick.com
13
Yet it’s a double-edged sword in organizing Most 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 AGREE OR DISAGREE?
Total Agree
83%
Somewhat Disagree www.krcresearch.com
84%
Strongly Disagree
Strongly Agree
Somewhat Agree impact.webershandwick.com
14
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?
Total Agree
78%
Somewhat Disagree
47%
Strongly Disagree
Strongly Agree
Somewhat Agree
65% say they do not have enough overall communications staff www.krcresearch.com
impact.webershandwick.com
15
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
16
Appendix: Respondent Profile
www.krcresearch.com
impact.webershandwick.com
17
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%
Humanitarian relief
8%
Human rights
5%
Economic development
3%
Environment
3%
Global development
3%
Arts and culture
1%
Other
2%
Role in Organization’s Communications Efforts Directly manage or oversee all communications
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
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 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%
Don’t know
3%
www.krcresearch.com
Gender Male
40%
Female
60% impact.webershandwick.com
18
FOR MORE INFORMATION: PAUL MASSEY, 202.585.2799 [email protected] 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
impact.webershandwick.com
19
Table of Contents Research Methodology
3
Executive Summary
4
Detailed Findings
5
Moving Forward
16
Respondent Profile
17
www.krcresearch.com
impact.webershandwick.com
2
Research Methodology Dates of interviews:
July 29th – August 17th, 2009
Survey mode:
Telephone
Sample:
200 Nonprofit and Foundation Executive Directors and Senior Communications Officials
Margin of error:
+/- 6.9 percentage points at the 95% confidence level
Notes:
Numbers may not total 100% due to rounding.
www.krcresearch.com
impact.webershandwick.com
3
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 for nonprofits to demonstrate their value and relevance to advocates
•
Ultimately, for most nonprofit executives (79%), the true value of social media has yet to be determined for their organizations
www.krcresearch.com
impact.webershandwick.com
4
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 connections with a range of priority audiences – 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
www.krcresearch.com
impact.webershandwick.com
5
Nonprofits are experimenting with social media Almost all nonprofits – especially larger ones – are at least experimenting 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 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 heavily – 51%
34%
8%
51% are active users of social media
impact.webershandwick.com
6
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
Strongly Disagree
Somewhat Disagree impact.webershandwick.com
7
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
impact.webershandwick.com
8
External audiences are the current target Social media is primarily changing the way nonprofits communicate with broad external audiences, but not narrower categories of stakeholders In general, is social media changing the way your organization communicates with…
www.krcresearch.com
impact.webershandwick.com
9
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…
Total Positive Impact
www.krcresearch.com
67%
45%
39%
31%
impact.webershandwick.com
10
For now, focus is on building awareness Nonprofit executives view social media as effective in raising visibility and building awareness of their organizations – more so than for 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
11
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 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 be good at it – 44%
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
www.krcresearch.com
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 impact.webershandwick.com
12
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 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…
www.krcresearch.com
Social media…
Much more effective
Much more effective
Somewhat more effective
Somewhat more effective impact.webershandwick.com
13
Yet it’s a double-edged sword in organizing Most 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 AGREE OR DISAGREE?
Total Agree
83%
Somewhat Disagree www.krcresearch.com
84%
Strongly Disagree
Strongly Agree
Somewhat Agree impact.webershandwick.com
14
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?
Total Agree
78%
Somewhat Disagree
47%
Strongly Disagree
Strongly Agree
Somewhat Agree
65% say they do not have enough overall communications staff www.krcresearch.com
impact.webershandwick.com
15
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
16
Appendix: Respondent Profile
www.krcresearch.com
impact.webershandwick.com
17
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%
Humanitarian relief
8%
Human rights
5%
Economic development
3%
Environment
3%
Global development
3%
Arts and culture
1%
Other
2%
Role in Organization’s Communications Efforts Directly manage or oversee all communications
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
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 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%
Don’t know
3%
www.krcresearch.com
Gender Male
40%
Female
60% impact.webershandwick.com
18
FOR MORE INFORMATION: PAUL MASSEY, 202.585.2799 [email protected] 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
impact.webershandwick.com
19
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