Though 88% of execs at US non-profit organizations are currently experimenting with social media, only 51% report using it actively and 79% are uncertain about how to demonstrate its value for their organization, according to a survey conducted by Weber Shandwick and KRC Research.
Online Presence Raises Awareness
The study, which was conducted among 200 non-profit and foundation executive directors and senior communicators this past summer, found that the majority of these professionals believe their online presence helps raise awareness (92%) of their organization, keeps external audiences engaged (86%) and reduces costs relative to traditional media (77%), reports MarketingCharts.
Additionally, 67% of respondents see social media as successful in helping non-profits reach broad external audiences and 61% say the rewards outweigh the risks, the study found. For these reasons, an overwhelming majority (85%) intend to make greater use of social media in the next two years