USING SOCIAL MEDIA TO MEET NONPROFIT GOALS : THE RESULTS OF A SURVEY

USING SOCIAL MEDIA TO MEET NONPROFIT GOALS : THE RESULTS OF A SURVEY February 2010

TABLE OF CONTENTS Executive Summary...4 What Social Media Tools are Nonprofits Using?...6 How Effectively Can Social Media Meet Specific Goals?...9 What Does this Mean for Nonprofits?...13 About the Survey... 14 Appendix A: The Text of the Survey...16 Appendix B: About the Authors... 20

Authors Kaitlin LaCasse, Idealware Laura S. Quinn, Idealware Chris Bernard, Italics Media For more information about the authors, please see Appendix B. How was this report funded? This report was made possible by the generosity of: Our Lead Sponsors, Balance Interactive, Beaconfire Consulting and Firefly Partners, who contributed funding in return for promotional placement The Transmission Project, which builds the capacity of public media and technology organizations. Their Digital Arts Service Corps program supported Kaitlin LaCasse and her social media research. All the individuals and consulting firms who contributed to the Idealware Research Fund thank you! About Idealware Idealware, a 501(c)(3) nonprofit, provides thoroughly researched, impartial resources about software to help nonprofits make smart software decisions. Nonprofits maintain a complicated relationship with technology. Most know that software can streamline their processes and help fulfill their missions more efficiently and effectively, yet lean staffing and tight budgets mean they re unable to devote the time necessary keep up with new technologies and find the right tools. From the most basic questions like how to use software to help manage emailing hundreds of people at once to the more complex like understanding the role of social networking and mobile phone text-messaging in fundraising strategy organizations need a trusted source for answers. Idealware provides an authoritative online guide to the software that allows U.S. nonprofits especially small ones to be more effective. By synthesizing vast amounts of original research and information into credible and approachable information, Idealware helps nonprofits make the most of their time and financial resources. And our reach is expanding! Our reports have been downloaded hundreds of thousands of times. PAGE 1 Using Social Media to Meet Nonprofit Goals February 2010

Your Website is Your Most Important Marketing Tool. It's Critical. Are you getting it right? Does your website engage your members? Can you easily update your website? Do you know how social media can work for you? Can your members find what they need on your website? Is your website usable on mobile devices? WE CAN HELP If you answered no to any of these questions we can help. Contact us today. www.balanceinteractive.com 703-451-8675 PAGE 2 Using Social Media to Meet Nonprofit Goals February 2010

Available Now at Idealware.org/ fieldguide Available Now at Idealware.org/fieldguide Helping Nonprofits Make Smart Software Decisions Helping Nonprofits Make Smart Software Decisions

Executive Summary In November 2009, Idealware surveyed 459 nonprofit staff members who were already using social media at their organizations. We asked them what tools they were using and how effectively they thought those tools were meeting particular goals. Specifically, we asked about seven tools or types of tools: Facebook, MySpace, LinkedIn, Twitter, video-sharing sites, photo-sharing sites and blogs. (See Appendix A for the full survey questionnaire.) At a high level, results showed: Among respondents, Facebook, Twitter and videosharing sites were the most widely used social media channels, at 73 percent, 56 percent and 49 percent, respectively. Facebook, Twitter and video-sharing sites were the most widely used social media channels. Many said they plan to start using social media or additional forms of social media within the next six months for example, 53 percent not currently using Facebook said they plan to start. A majority of respondents said they update content regularly. Half of those update just one or two social media channels regularly, while just 15 percent said they regularly update five or more. A majority of respondents said they update their social media sites regularly. There seemed to be little relationship between the size of the organization and the number of channels being used, or their perceived effectiveness. We also asked how effectively each channel met three particular goals: enhancing relationships with an existing audience, reaching out to new supporters, and fundraising. Generally, respondents felt social media channels were effective for enhancing relations with an existing audience and reaching out to new supporters, but considerably less so for raising money. A majority, 84 percent, felt blogs were effective They felt social media was effective for enhancing relations and reaching out, but considerably less so for raising money. PAGE 4 Using Social Media to Meet Nonprofit Goals February 2010

at enhancing existing relationships, followed very closely by video-sharing sites at 83 percent, and Twitter and Facebook at 81 percent each. When it comes to reaching new potential supporters, most respondents (78 percent) felt Twitter was effective, followed closely by Facebook and blogs at 76 percent each, and video sharing sites at 72 percent. Of all the options available, respondents considered Facebook the most effective channel for fundraising, although only 41 percent felt that it Of all the options available, respondents considered Facebook the most effective channel for fundraising, although only 41 percent felt that it was, in fact, effective. Twitter was in the top three channels for every goal, and was considered the mosteffective channel for reaching potential new supporters. seen as the most-effective only in terms of raising money and then, only by a small margin. Twitter was in the top three channels for every goal, and was considered the most-effective channel for reaching potential new supporters. Respondents considered Facebook, Twitter, Blogs, and video- and photo-sharing sites reasonably effective at least at outreach and enhancing existing relationships. MySpace was not as wellthought-of, and ranked lowest for each of the three goals. LinkedIn was considered comparatively effective for fundraising, but lagged behind everything but MySpace for the other goals. was, in fact, effective. Blogs were a close second at 39 percent, followed by Twitter at 30 percent. Although Facebook was the most widely used tool by a considerable margin, and the one that those not yet using were most likely to start, it was PAGE 5 Using Social Media to Meet Nonprofit Goals February 2010

What Social Media Tools are Nonprofits Using? We asked respondents to what extent they were publishing content to organizational accounts for the following tools: Facebook, MySpace, LinkedIn, Twitter, photo-sharing sites, video-sharing sites and blogs. For each tool, participants could respond in one of the following ways: don t plan to use in the near term, plan to start using in the next six months, have created an account but don t update it regularly, or have created an account and update it regularly. Note that the survey did not define regularly, but instead let respondents interpret it how they saw fit. What are They Currently Using? Far more respondents used Facebook than any other channel, at 73 percent. Even more impressive, more than half the respondents (53 percent) said they re updating Facebook content regularly. Next was Twitter 56 percent of respondants said they used it, and 5 percent regularly update content for their Twitter feed. In fact, a higher percentage (80 percent) of those using Twitter update content regularly than any of the other tools. Blogs were also fairly widely used and updated 45 percent of respondents reported using them, 33 percent updating them regularly. Far more respondents used Facebook than any other channel, at 73 percent. Nonprofits Use of Social Media Channels 75% 65% 55% 45% 35% 25% 15% 0% Facebook My Space LinkedI n Twitter V ideo Sharing Photo Sharing Bl ogs We created account, but don' t update regularl y We create our own content, and update it regularl y PAGE 6 Using Social Media to Meet Nonprofit Goals February 2010

100% 80% 60% 40% 20% 0% Percent of Nonprofits NOT Using the Channels That Plan to Within 6 Months Facebook My Space LinkedI n Twitter V ideo Sharing Photo Sharing Bl ogs A surprising number of organizations (49 percent) reported using video-sharing sites, and 19 percent said they update content regularly. Just 36 percent said they were using photo-sharing sites, with 19 percent updating content regularly. Facebook, Twitter and the Idealware blog could skew the analysis of the results. Respondents who received the invitation via these channels might be considered more likely to use such channels at their organizations. LinkedIn and MySpace were the least-used social media channels. LinkedIn and MySpace were the least-used social media channels. Just 25 percent of respondents said they used LinkedIn, and 17 percent MySpace. MySpace accounts are also much less likely to be kept updated than other tools just 3 percent of respondents said they update content regularly, considerably less than LinkedIn, which was still low at 11 percent. There appeared to be little correlation between organization size and the usage of specific tools. Note that the survey s own distribution methods via What do They Plan to Use in the Future? We also collected information about whether respondents not currently using social media tools plan to begin using it within the next six months. Roughly half responded positively for at least some of the tools (53 percent for Facebook, 48 percent for blogs and 46 percent for videosharing sites), but few said they plan to begin using MySpace or LinkedIn. How Many Tools Are They Using? Of those respondents who said they update content regularly, the largest percentage 26 percent regularly updated two channels, and 24 percent updated only one channel. Just 15 percent said they regularly updated five or more channels. There does not appear to be a correlation between the number of channels used and an organization s annual budget. PAGE 7 Using Social Media to Meet Nonprofit Goals February 2010

Number of Channels Being regularly updated 100% 80% 60% 40% 20% 0% One Channel Two Channels Th ree Channels Four Channels Fi ve Channels Six Channels Seven Channels Why Are Nonprofits Using Social Media? We asked survey participants to list all the reasons they used social media. A vast majority cited some combination of reaching new supporters, enhancing relations with existing supporters and rounding out existing communications mixes. An appreciable number (34 percent) said their organizations used social media because others were a sign of a potential bandwagon effect we continue to hear about anecdotally. Social media continues to be a supplemental tool. Very few respondents just 7 percent said they used it as a replacement for other communication channels. We asked survey respondents how effectively they Why Nonprofits Are Using Social Media 100% 80% 60% 40% 20% 0% Staff member said we should Board said we should A lot of orgs are using To raise money To reach new potential supporters To enhance relations w/ existing audience To round out comm mix To replace other channel PAGE 8 Using Social Media to Meet Nonprofit Goals February 2010

How Effectively Can Social Media Meet Specific Goals? perceived specific social media channels met three specific goals: enhancing relations with existing audience, reaching new potential supporters and raising money. For each goal, we asked whether they know it doesn t work, doesn t work, think it works, or know 73 percent felt at least one social media channel was effective for enhancing relations with an existing audience. it works. Note that we didn t ask how they knew it worked therefore, these results should be considered a measure of how confident respondents were in each channel rather than proof of actual, measurable results. Overall, respondents felt that social media worked best for enhancing relations with existing audiences, followed by reaching new potential supporters. They found it considerably less effective at raising money. Almost three-fourths (73 percent) felt at least one social media channel was effective for enhancing relations with an existing audience, while a little less (68 percent) felt at least one was effective for reaching new potential supporters. Only 26 percent felt at least one channel was effective for raising money. For instance, only 41 percent of respondents who use Facebook, the most widely used channel, felt it worked for raising money compare that to the 81 percent who felt it worked for reaching an existing audience, and 76 percent for reaching new supporters. All of these social media-based tactics are still fairly new. There s also a lot of public discussion about not using fundraising as a goal or metric for social media. Consequently, it s impossible to know whether these numbers show an actual lack of efficacy, or whether they simply reflect a general belief among organizations. However, the numbers do certainly suggest that to date, organizations have seen less proven value using these tools for fundraising as opposed to other goals. There does not appear to be a correlation between Only 26 percent felt at least one channel was effective for raising money. the perceived effectiveness of different tools and organization size, nor were there any clear patterns or trends across organization size. PAGE 9 Using Social Media to Meet Nonprofit Goals February 2010

Which tools are best for each goal? In the graphs below, we summarize the percentage of respondents who think or know that each tool works for a particular goal. Enhancing relations with your existing audience Respondents felt blogs were the best way to reach an existing audience 84 percent of those using blogs said they were effective for that goal. Video-sharing sites, Twitter and Facebook followed very closely behind, with 83 percent, 81 percent and 81 percent, respectively. A slightly higher percentage of those using Facebook, Twitter and blogs also said they knew those tools worked better than other tools for reaching existing audiences, as opposed to simply thinking they work. A very small portion of MySpace users said they knew it was an effective channel for the same goal. Respondents felt blogs were the best way to reach an existing audience. Videosharing sites, Twitter and Facebook followed very closely. enhancing relations with y our Enhancing Organization's Relations with existing Your audienc Existing Audience e 100% 80% 60% 40% 20% 0% Facebook My space LinkedI n Twitter V ideo sharing Photo sharing Bl ogs We think it works We know it works PAGE 10 Using Social Media to Meet Nonprofit Goals February 2010

Reaching New Supporters For Your Organization 100% 80% 60% 40% Think it works Know it works 20% 0% Facebook My Space LinkedI n Twitter Video Sharing Sites Photo Sharing Sites Bl ogs Reaching new potential supporters Respondents found Twitter most effective at reaching new supporters, with 78 percent, followed by Facebook and blogs at 76 percent each, and video-sharing sites at 74 percent. Once again, MySpace was seen as the least effective for reaching new potential supporters, at only 39 percent. Although a similar number of users felt Facebook, blogs and video-sharing sites were effective for this goal, a higher percentage of Twitter and Facebook users said they knew those channels were effective (38 and 33 percent, respectively), compared to only 26 percent for blogs and 21 percent for video-sharing sites. Raising money for your organization Overall, respondents were much less likely to find social media effective at raising money. In addition, this was the goal where the playing field seemed to even out for the tools. There was substantially less of a difference between the effectiveness of the specific channels for raising money. raising Money For y our Or ganization Raising Money For Your Organization 100% 80% 60% Think it works 40% Know it works 20% 0% Facebook My Space LinkedI n Twitter V ideo Sharing Photo Sharing Bl ogs PAGE 11 Using Social Media to Meet Nonprofit Goals February 2010

That said, 41 percent said they felt Facebook was effective for this goal. Thirty-nine percent of respondents said blogs were the most effective for raising money, but just 8 percent said they knew blogging was effective, compared to 18 percent for Facebook. There was substantially less of a difference between the effectiveness of the specific channels for raising money. Roughly the same percentage knew Twitter and blogs were effective, but just 32 percent felt Twitter was effective overall. Surprisingly, LinkedIn was seen as on-par with Twitter and video-sharing sites, with 30 percent, the only goal for which that tool was ranked near channels like Twitter or Facebook. Photo- and video-sharing sites followed, with 28 percent and 27 percent respectively. As with the other goals, respondents who used MySpace were much less likely to feel it was effective at raising money. Across all channels, respondents were more likely to know they didn t work for raising money in comparison to the other goals. In fact, 74 percent of respondents who felt LinkedIn was not effective for this goal said they knew it didn t work, along with 66 percent of MySpace users, 58 percent of Twitter users, 55 percent of Facebook users, 54 percent of those using video-sharing sites, 53 percent using photo-sharing sites, and 47 percent of those using blogs. Across all channels, respondents were more likely to know they didn t work for raising money, in comparison to other goals. PAGE 12 Using Social Media to Meet Nonprofit Goals February 2010

What Does This Mean for Nonprofits? So how should nonprofits interpret this information when considering social media tools for their own goals? This was just a preliminary survey which we plan to follow up with substantial research to help understand some of the driving factors behind the results, but early analysis suggests some interesting possibilities: Facebook was most used, but not necessarily most effective. Although Facebook was the most widely used tool by a considerable margin, and the one that those not yet using were most likely to start, it was seen as the most-effective only in terms of raising money and then, only by a small margin. Other channels were seen as being as effective or more so for the other two goals (enhancing relations with an existing audience and reaching new potential supporters). Nonprofits found Twitter quite effective. Twitter was in the top three channels for every goal, and was considered the most-effective channel for reaching potential new supporters. Anecdotally, a Twitter feed is also often less time-consuming to maintain and update than, say, Facebook or a blog. This may make it attractive for some nonprofits. Blogs were also effective. Though often time consuming to write, blogs were ranked among the top-three channels for every goal, and highest for one engaging an existing audience. They were also a close second to Facebook for fundraising. It appears organizations saw returns on their efforts, which may lead other organizations to consider blogs if they can invest the time. Video- and Photo-sharing sites are worth considering. A surprising number of respondents used videoand photo-sharing sites and found them effective particularly to engage existing audiences and reach new ones. Video sharing was seen as somewhat more effective than photo-sharing for these goals. In our follow-up research, we ll investigate how organizations are using these sites. In the meantime, it seems they re worth considering as part of your communications mix. MySpace was not widely used, nor considered comparatively effective. The least widely used of the tools, MySpace was also the lowest-rated for every goal in the survey. Although it might be useful to reach particular niche audiences, it does not seem worth investing in for a broad-based online communications strategy. Twitter was in the top three channels for every goal, and was considered the mosteffective channel for reaching potential new supporters. LinkedIn also does not appear particularly compelling for goals beyond fundraising. LinkedIn was more widely used, and considered more effective, than just one other tool MySpace though it ranked about evenly with a number of other tools for fundraising effectiveness. While it s possible that LinkedIn is useful for goals not well-covered in the survey (like proactively identifying possible organizational partners, supporters or donors through others people s contacts, for instance), it does not look particularly compelling for broad-based communications. PAGE 13 Using Social Media to Meet Nonprofit Goals February 2010

About the Survey In November 2009, Idealware conducted a survey of staff members at nonprofits already using social media channels and asked them about their experience with the tools. In addition to demographic data, we asked about their reasons for using social media, the goals they were trying to reach with social media, and the perceived effectiveness of using social media channels for specific goals. Specified channels included Facebook, MySpace, LinkedIn, Twitter, video- and photo-sharing sites, and blogs. (See Appendix A for the full survey questionnaire). We distributed the survey invitation to Idealware s list of approximately 10,000 people, through the Idealware Twitter and Facebook accounts, and to the Progressive Exchange and NTEN Discuss email discussion lists. It s difficult to judge how many people saw an invitation to take the survey, since some people passed it on to others, but we estimate around 15,000 people. The survey invitation specifically requested that the survey be taken by staff members from nonprofits already using social media, and we received 459 responses. Not everyone who saw the invitation fell within the target audience of staff members at nonprofits using social media, so it s difficult to judge a response rate. However, it s clear that only a small percentage of those who saw an invitation responded. Those who did showed a reasonable distribution across different nonprofit sizes and types (see section titled Respondent Demographics for more detailed information on the demographics). This survey was not intended to be representative of the nonprofit sector at large, but to gather information from an informal sample of nonprofits already using, or interested in using, social media. While there s no way to assess how representative our sample is of the entire realm of nonprofits using social media, we have no reason to believe it is substantively biased in any one direction. Respondent Demographics The 459 respondents were fairly representative of organizations in the sector that use social media: Organization s Primary Issue-Areas Animal-related 10 Arts, Culture, Humanities 39 Civil Rights, Social Actions and Advocacy 40 Community Improvement 18 Crime and Legal-related 8 Diseases, Disorders and Medical Disciplines 12 Education 64 Employment 6 Environment 42 Food, Housing and Shelter 21 Health Care, Mental Health and Crisis Intervention 33 Human Services 37 International, Foreign Affairs, Human Rights 11 Mutual and Membership Benefit 9 Philanthropy, Volunteerism, Grantmaking 28 Public and Societal Benefit 33 Public Safety, Disaster Preparedness and 7 Relief Recreation and Sports 6 Religion-related 18 Science and Technology 14 (blank) 3 Grand Total 459 PAGE 14 Using Social Media to Meet Nonprofit Goals February 2010

Respondents were also asked about the size of their organization annual budget: What is the approximate annual budget of your organization? None - all volunteer 15 Below $100,000 43 $100,000 - $250,000 43 $250,001 - $500,000 47 $500,001 - $1 million 91 $1 million - $2 million 55 $2 million - $5 million 61 $5 million - $10 million 34 $10 million - $25 million 33 More than $25 million 31 (blank) 4 Grand Total 459 Within their organizations, respondents themselves primarily filled the roles of communications/marketing and executive management. what is your primary role within your organization? Development/Fundraising 47 Executive/Management 107 Finance/Operations 5 Jack/Jill of all trades 55 Marketing/Communications 113 Other 25 Programs 33 Technology 68 (blank) 6 Grand Total 459 PAGE 15 Using Social Media to Meet Nonprofit Goals February 2010

Appendix A: The Text of the Survey Hi, thanks for your time! We are researching nonprofits use of social media, and by answering this survey today, you are helping us figure out exactly how organizations are (or are not) using social media. The results of this survey will be published so that nonprofits can gain more insight into how their peers are using social media. We hope to shed light on which of these tools work best in reaching particular goals. Your responses to this survey will be anonymous. About Your Organization 1. What is your primary role within your organization? (drop down) Executive/ Management Programs Technology Marketing/ Communications Development/ Fundraising Finance/ Operations Jack/ Jill of all trades Other 2. What is the approximate annual budget of your organization? None - all volunteer Below $100,000 $100,000 - $250,000 $250,001 - $500,000 $500,001 - $1 Million $1 - $2 Million $2 - $5 Million $5 - $10 Million $10 - $25 Million More than $25 Million 4. Which of the following best describes your organization s primary issue area? Animal-related Arts, Culture, Humanities PAGE 16 Using Social Media to Meet Nonprofit Goals February 2010

Civil Rights, Social Action, and Advocacy Community Improvement Crime and Legal-related Diseases, Disorders, and Medical Disciplines Education Employment Environment Food, Housing and Shelter Health Care, Mental Health, and Crisis Intervention Human Services International, Foreign Affairs, Human Rights Mutual and Membership Benefit Philanthropy, Volunteerism, Grantmaking Public and Societal Benefit Public Safety, Disaster Preparedness and Relief Recreation and Sports Religion-related Science and Technology Social Media Use 5. To what extend does your organization (not you personally) currently publish content with your own account (i.e., a Facebook page, Twitter account, or YouTube Channel) using the following tools: Facebook Myspace LinkedIn Twitter Video-sharing sites (i.e., YouTube) Photo-sharing sites (i.e., Flickr) Blogs We don t plan to use this in the near term We plan to use this within the next 6 months We have created an account, but don t regularly update it We have created our own content, and update regularly Don t Know 6. Why is your organization using social media (check all that apply) A specific staff member said we should Our Board said we should A lot of other organizations are doing it To raise money To reach new potential supporters PAGE 17 Using Social Media to Meet Nonprofit Goals February 2010

To enhance relations with our existing audience To round-out our communications mix To replace another communications channel we were previously using 7. To what extent do you feel that the social media tools below have been successful for enhancing relations with your organization s existing audience? Facebook Myspace LinkedIn Twitter Video-sharing sites (i.e., YouTube) Photo-sharing sites (i.e., Flickr) Blogs This goal does not apply We do not use this channel We know it is not working We think it is not working, but aren t sure We think it is working, but aren t sure We know it is working 8. To what extent do you feel that the social media channels below have been successful for reaching new potential supporters for your organization? Facebook Myspace LinkedIn Twitter Video-sharing sites (i.e., YouTube) Photo-sharing sites (i.e., Flickr) Blogs This goal does not apply We do not use this channel We know it is not working We think it is not working, but aren t sure We think it is working, but aren t sure We know it is working 9. To what extent do you feel that the social media channels below have been successful for raising money for your organization? Facebook Myspace This goal does not apply We do not use this channel We know it is not working We think it is not working, but aren t sure We think it is working, but aren t sure We know it is working PAGE 18 Using Social Media to Meet Nonprofit Goals February 2010

LinkedIn Twitter Video-sharing sites (i.e., YouTube) Photo-sharing sites (i.e., Flickr) Blogs 9. Anything else you d like to add? As part of this research, we are conducting a series of telephone discussion groups to understand key factors and considerations in more detail, about the ways in which nonprofits use social media. Additionally, participants will be able to learn from their peers about successful (or not) tactics for specific goals. Would you be willing to participate? If so, please enter your contact information. We will only use this contact information to follow-up about your participation in the discussion groups. Name: Email: Organization: PAGE 19 Using Social Media to Meet Nonprofit Goals February 2010

Appendix B: About the Authors Kaitlin LaCasse Communications and Social Media Specialist, Idealware Kaitlin oversees Idealware s research on social media methods and strategies for nonprofits, as well as Idealware s own communications and social media tactics. She conducted the survey and analysis, and wrote the text of the report. Before coming to Idealware, Kaitlin worked in the Marketing and Public Relations department at Upromise Investments, the leading administrator of 529 college savings plans. While with Upromise Investments, Kaitlin spearheaded a variety of communications campaigns, including the launch of the company s consumer-facing website, and played an integral role in the company s marketing and public relations strategy. Prior to her position at Upromise Investments, Kaitlin was a Teach for America corps member in the Rio Grande Valley, TX. Kaitlin received a B.A. from Colgate University, with concentrations in Political Science and Spanish. Prior to Idealware, Laura founded Alder Consulting, where she helped nonprofits create internet strategies, select appropriate software, and then build sophisticated websites on a limited budget. She has also selected software and conducted user research for multi-million dollar software and website implementations with such companies as Accenture and ixl. Laura is a frequent speaker and writer on nonprofit technology topics. Chris Bernard Italics Media Chris, a freelance writer at italics media, edited all of the text throughout this report. He s been a senior copywriter, a marketing communications specialist, a newspaper managing editor, a journalist and a tech writer. He s won awards for his journalism, columns, public relations and other work, as well as for his photography. Laura Quinn Executive Director, Idealware As Idealware s Director, Laura leads Idealware s activities to provide candid information to help nonprofits choose software. Through research, reports, articles and training, Idealware allows nonprofits to make smart, informed software decisions. She oversaw the research and writing for this report, and edited the final version. PAGE 20 Using Social Media to Meet Nonprofit Goals February 2010