Nonprofits and Social Media – No End in Sight

Backlash and second-guessing aside, social media use among nonprofits shows no signs of trailing off. In fact, some organizations are taking it to the next level by building their own online communities.

In early 2011, over 11,000 nonprofits participated in a social network usage survey sponsored by NTEN, Common Knowledge and Blackbaud. The respondents were asked about their use of social networks such as Twitter, Facebook, LinkedIn, YouTube, Foursquare, etc, as well as their own “house” social networks.

Results of the 2011 Nonprofit Social Networking Benchmark Survey indicate that social media use by nonprofits continues to grow, with 92 percent using at least one public social network (e.g., Facebook, Twitter, YouTube). Nearly 90 percent of nonprofits reported having a presence on Facebook, with 57 percent of agencies on Twitter and 47 percent on YouTube. Over half (58 percent) of the nonprofits using social media are measuring their reach and engagement levels, while 9 percent calculate the financial impact.

Nonprofits without a presence on any social network claim a lack of strategy (60 percent), lack of budget (57 percent) and lack of expertise (36 percent) as the top three reasons why they have not yet adopted this marketing/fundraising approach.

The study has loads of interesting data, especially on the use of private social networks – communities hosted on a nonprofit’s own website – with 13 percent of respondents running these “house” networks. Are they the next step in nonprofit online engagement? Copies of the report are available for download at the survey website.

Access to Technology Builds More than Computer Skills

Research on the racial digital divide, or the difference in access to computers and/or Internet connectivity between White and non-White young people, gave rise to the creation of Community Technology Centers (CTC), places where youth without access to technology could learn and practice such skills. Data from a 2009 Pew research study suggested that the expansion of handheld wireless devices for communication and connectivity did much to shrink the disparity, though others point out that such devices only have a limited impact.  However, researchers studying the linkages between CTCs and the relationship that CTC participants had with technology found that CTCs had a greater impact on  youth development than merely boosting technological knowledge.

The report, The Role of Community Technology Centers in Promoting Youth Development, in the December 2010 edition of Youth and Society suggests that CTCs not only serve as a key access point to technology for youth in disadvantaged areas but also encourage (and result in) positive outcomes outside the realm of technological skill-building, including:

  • building social capital – relationship-building and strengthening or creating networks with peers as well as adults in the larger community;
  • giving youth a voice – telling their own story through written and visual digital methods; and
  • encouraging and facilitating engagement both inside the community and with the outside world.

These findings serve to remind me that access to technology for youth (and really, everyone) is not merely about games, cool apps and other bells and whistles, but about the sharing of information, bridging gaps, and widening networks. It is easy to opine that technology merely strengthens relationships that were initiated “the old fashioned way” – through face-to-face meetings – but if you locked up your wireless devices and desktop(s) for a month, while continuing the rest of your daily routine, what would be your experience around social capital, story-telling and/or level of engagement? Would losing your access to computers or the Internet result in an overall loss, gain, or no change? 



Article citation:
London,Rebecca A., Manuel Pastor, Jr., Lisa J. Servon, Rachel Rosner and Antwuan Wallace. The Role of Community Technology Centers in Promoting Youth Development, in Youth and Society. Youth Society December 2010 vol. 42 no. 2 199-228.
Originally published online 23 November 2009. The online version of this article can be found at:DOI: 10.1177/0044118X09351278


One Take on the Big Trends for Nonprofit Communications/Marketing in 2012

In the video above,  Vinay Bhagat, the founder of and chief strategy officer at Convio, discusses his 2012 predictions for nonprofits, specifically around marketing, communication and technology. He sees an increase in the overall influence of new (online) media and the rise of integrated marketing. In addition, peer to peer information sharing (you made it easy to share your message via various platforms in 2011, right?) will become a primary method of engaging supporters. It isn’t enough to merely have a good ask anymore, you have to affect, inspire and mobilize. Countering donor fatigue in a time of constant media messaging and management of the donor experience are also trends he sees as being key to nonprofits in the upcoming year.

His predictions are also posted at the Convio blog, The Connection Cafe.

What trend do you see playing a substantial role in nonprofit communications and marketing in 2012?


What Should NonprofitsThink About in 2012?

Although there are glimmers of hope that things will soon “get back to normal,” my thoughts on what nonprofits should watch for in 2012 are based on the premise that no matter how much we wish it to be so, there isn’t any returning to a pre-recession world. The landscape of the sector is changing – has changed already – due to both crisis and innovation. Unfortunately, the bleak funding outlook has muted any excitement over the adoption of technologies that have resulted in more and better data visualization and engagement across sector boundaries.

These times call for nonprofits to stay true to their mission but to let go of the past, and face 2012 eager, nimble and fearless.


Showcasing Your Data

Look for the once cutting-edge trend of infographics to become even more widespread, if not the unofficial standard, in nonprofit marketing and reporting materials, while large, data-rich organizations make use of web-based interactive viewers to share information with stakeholders.

Annual reports will be stripped down and simplified, (hopefully) resulting in lower costs while allowing for a far more striking presentation of data. That said, simplified doesn’t mean simple, as telling a story via numbers, headings and brightly hued graphics may present more of a challenge than the emotive narratives we are so used to cranking out. Save those stories, including videos, to feature on your webpage and YouTube channel, and as content for e-newsletters.


The Social Media Mini-Backlash

I have heard the murmurs among nonprofit professionals that social media isn’t working as promised, or is (still) too nebulous to play a noticeable role in an organization’s strategy. It is a criticism that is due – it is even happening in the for-profit sector. After a few years of listening to experts extol the benefits of social media for nonprofits, executives want to see impact via the bottom line, not the weekly number of followers, likes or re-tweets. So, cue the new meme: perhaps nonprofits shouldn’t put SO many of their eggs in the social media basket and instead concentrate on tried and true traditional methods of communications and fundraising.

Well, before you cancel your Youtube, Twitter, Facebook and Constant Contact accounts and run to the mimeograph machine…

Social media utilization is, no must be, part of the organizational culture, modeled from the top down and integrated across departments/sites/states/etc. Take a pause in early 2012 to revisit your strategy and social media’s place in it. Work in small feedback loops so that you have the ability to experiment with the technology and messaging methods to find what works best for you, but do not, please do not let your accounts go silent.

There is not going to be a hot new trend that people will abandon it for, social media will change and diversify, but it will not go away.  Frankly, it should be utilized more and in tandem with email and other communications, marketing and fundraising tools.


Shifting Structures

Fiscal constraints may have finally done what years of cautionary tales of nonprofits inadvertently drifting into the silo mentality could not: the merging of departments, and likewise, goals, strategies and priorities. Since they were already changing the organizational charts, some also tweaked their traditional hierarchies to those with more horizontal communication.

The move toward the non-hierarchical models will continue, particularly in new nonprofits. In preparing this post, I was surprised to find that many service and advocacy organizations highlight their non-traditional organizational structures in copy and hiring pitches. This slow but steady shift is a major managerial trend to watch over the next decade. Will established agencies, leaders and board members accept a team-based linear model featuring open dialogue, collaborative efforts, and transparency?

In 2012 we may also see social media have a larger internal presence in nonprofits (especially large, multi-site organizations) as a way for leadership, staff and volunteers to share information, collaborate on ideas and work as communities or teams connected to the larger hub.  The possibilities of such a concept are laid out by Shawn Graham in his piece Using Social Media To Improve Employee Communication, Collaboration, And Even Compensation (at the Fast Company Blog) about Shopify’s UNICORN, their on-site social network.


Everything Evidence-Based 

Funder demand for anything deemed evidence-based continues to grow, although the misuse of that term and its direct linkage to program funds have caused it to be viewed with suspicion by some in the sector. With nonprofits already cutting budgets, future government funding in jeopardy, and the need for services on the rise, expect accountability to center on realistic expectations of what can and should be collected, analyzed and reported in a timely manner.

Foundations will continue to the lead the way in improving evaluation capacity in nonprofits, encouraging it to become part of the culture rather than handled by one department or only utilized for grant-funded projects. Luckily, this role also provides them with the opportunity to  learn of any misapplication of evidence-based programs – those used in an environment and/or with a target population divergent from that which was intended, or watered down to make service implementation quicker and cheaper. Service agencies and foundations have a responsibility to the community and the  sector to guard against this practice.


Sector Overlap and A(nother?) Leadership Gap

Nonprofits will find increased competition for the next generation of passionate, service-focused  leaders as the popularity of corporate social responsibility programs and non-government organizations (NGOs), and opportunities for social entrepreneurs continue to grow. We have only scratched the surface in exploring potential collaboration and funding patterns, and future downturns or austerity measures will keep this topic at the forefront of planning discussions. While young talent may have gotten their feet wet in the traditional nonprofit sector through volunteering, internships or entry-level positions, the sectors are blending, and it is no longer the only way to work for social change.

The 2011 Daring to Lead study reported that 58 percent of nonprofit executives felt depleted by interactions with government funders. Would it really be a surprise, then, if up-and-coming nonprofit stars choose against the continuous struggle for government funding and opted for a leadership role at privately backed or hybrid programs?

One last note on what to watch in 2012: keep an eye on the Occupy movement. If their applications for nonprofit status are approved, they become part of the sector, a peer, and potential collaborator or competitor for donor attention and other resources