Survey: 88% of Nonprofits “Widely Experimenting” With Social Media

By Joe Ciarallo on November 13, 2009 10:44 AM

Is there still opportunity for social media and digital consultants in the nonprofit space? Yes, according to a new survey from Weber Shandwick and KRC Research. The agency surveyed 200 nonprofit and foundation executives to gain insight on their social media efforts to date. The highlights:

88% percent of nonprofits are widely experimenting with social media

Only half (51%) are active users

92% of executives said their online presence raises awareness of their organization

86% said it keeps external audiences engaged

77% said it reduces costs relative to traditional media

However, while executives understand there is value, they’re not sure how to demonstrate it:

79% are uncertain of how to demonstrate social media’s value for their organizations

Budgets and staffing are barriers to implementation, as 70% of executives projected their 2010 communications budgets to remain “the same or decrease compared to last year,” and 52% percent of organizations said they “do not have enough staff to manage their current social media outreach.”

“This survey validates that there is widespread experimentation, and suggests that, in the future, nonprofits that fully participate in the two-way conversations that make this medium so powerful will reap the greatest benefit,” said Paul Massey, co-lead of Weber Shandwick’s Social Impact group.