Nov. 12, 2009 -- A recent survey of nonprofits and their use of social media finds that the vast majority of nonprofit organizations (88%) are experimenting with social media to engage key audiences, yet a significant majority (79%) are uncertain of how to demonstrate social media’s value for their organizations.

In addition, traditional media remains a key player for nonprofits:

• Two-thirds of the nonprofit executives surveyed say that traditional media -- including coverage in newspapers, magazines, television and radio -- is more effective at supporting fundraising efforts than social media (67% vs. 22%). 
  

• The majority (60%) also believes traditional media to be more effective in building the public's awareness of their nonprofit organization.
  

Which (media strategy) is more effective for:

Other findings:  nonprofit executives are more skeptical about social media’s ability to help them connect with hard-to-reach audiences such as donors (45%), media (39%), and policy makers (31%).

The survey was conducted among 200 nonprofit and foundation executive directors and senior communications for Weber Shandwick Social Impact Team, a global agency that works with nonprofits and foundations on brand building, issue advocacy and public education goals.

About:  KRC Research, research partner to Weber Shandwick Social Impact, surveyed 200 nonprofit and foundation executive directors and communications officials via phone between July 29 and August 17, 2009. The margin of error is +/- 6.9 percentage points at the 95 percent confidence level.

Source:  CNNMoney, Weber Shandwick Social Impact Survey Finds 88% of Nonprofits Experimenting with Social Media While Struggling to Demonstrate its Value to their Organizations, November 12, 2009.