Wednesday, November 18, 2009

Nonprofits and Social Networking

Weber Shandwick, a communications consulting firm, commissioned a survey of 200 nonprofit and foundation executive directors and communications officials last summer and they found that a majority of nonprofits are experimenting with social networking technology, but many are uncertain about its benefits to their organizations.

Nonprofits think that social networking technology is best at:
  • raising awareness
  • keeping external audiences engaged
  • reducing communication costs
  • reaching broad external audiences

They think it doesn't work as well when it comes to:

  • supporting fundraising efforts
  • connecting with hard-to-reach audiences such as donors, media, and policy makers

I wonder how this compares to corporate use of social networking technology?