Table of Contents

Research Methodology

Executive SummaryThere is extensive experimentation with social media in the nonprofit sector, but only half (51%) surveyed are active usersMost nonprofits (67%) say social media is changing how they communicate with broad external audiences, but not narrower categories of stakeholdersMost nonprofits (52%) do not currently have the infrastructure, staff and expertise necessary to take full advantage of social media’s potentialNonprofit 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 advocatesUltimately, for most nonprofit executives (79%), the true value of social media has yet to be determined for their organizations

Strategic ImplicationsThe 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 engagementFocus on two-way conversations that build meaningful and sustainable connections with a range of priority audiencesInvest in social media capacity as a means of achieving brand building, advocacy and fundraising goalsDemonstrate their unique impact to underscore relevance to advocates Measure social media with key metrics for visibility, engagement and advocacy

Nonprofits are experimenting with social mediaAlmost all nonprofits – especially larger ones – are at least experimenting with social media, but only 51% are active usersOrganizations with an operating budget of $25 million or more are even more likely to be experimenting heavily – 51% 51% are active users of social media

Social media is worth the investmentLess than one-quarter of nonprofit executives believe social media isn’t yet worth the investment, while three-quarters say it is more cost effectiveAGREE OR DISAGREE?Total Agree77%24%Strongly DisagreeSomewhat AgreeSomewhat DisagreeStrongly Agree

Social media is a priority for the futureNonprofit executives overwhelmingly assert that they plan to use social media more moving forwardIn 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

External audiences are the current targetSocial media is primarily changing the way nonprofits communicate with broad external audiences, but not narrower categories of stakeholdersIn general, is social media changing the way your organization communicates with…

External impact is positiveTwo-thirds of nonprofit executives believe social media has had a positive impact on their external audiences, but are less certain about other stakeholdersAnd 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…

For now, focus is on building awarenessNonprofit executives view social media as effective in raising visibility and building awareness of their organizations – more so than for fundraising AGREE OR DISAGREE?Orgs with an operating budget of $10 million or more are more likely to say social media engages external audiences – 93% Strongly DisagreeSomewhat AgreeSomewhat DisagreeStrongly Agree

Many have an uncertain relationship with social mediaMore than six in ten (61%) say they like or are intrigued by social media, but struggle with implementationWhich best describes your organizations’ relationship with social media?Organizations with an operating budget of $25 million or more are even more likely to love it and be good at it – 44% 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

Social media reigns in organizingNonprofit executives see social media as more effective than traditional media to mobilize advocates; more so than for awareness building or fundraisingWhich is more effective…For:Traditional MediaSocial MediaMobilizing people as advocates on your organization’s behalfBuilding awareness of your organizationSupporting fundraising effortsTraditional media…Social media…Much more effectiveMuch more effectiveSomewhat more effectiveSomewhat more effective

Yet it’s a double-edged sword in organizingMost 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 Agree83%84%Strongly DisagreeSomewhat AgreeSomewhat DisagreeStrongly Agree

Depth and expertise create barriersMany nonprofit organizations of all sizes acknowledge they do not have the necessary staff and expertise to execute their social media programsAGREE OR DISAGREE?Total Agree78%47%Strongly DisagreeSomewhat AgreeSomewhat DisagreeStrongly Agree65% say they do not have enough overall communications staff

Ultimately the jury is still out on valueWhile 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 organizationsAGREE OR DISAGREE?Total Agree78%61%Strongly DisagreeSomewhat AgreeSomewhat DisagreeStrongly Agree

Appendix: Respondent Profile

Respondent Profile

FOR MORE INFORMATION:PAUL MASSEY, 202.585.2799pmassey@webershandwick.comSTEPHANIE BLUMA, 202.585.2755sbluma@webershandwick.comJULIE HURBANIS, 952.346.6277jhurbanis@webershandwick.comCOLIN MOFFETT, 202.585.2045cmoffett@webershandwick.comVICTORIA SNEED, 202.585.2814vsneed@krcresearch.comTANYA FEINSTEIN, 202.585.2138tfeinstein@krcresearch.comKRC Research700 13th Street NWWashington, DC 20005