Social media specifically refers to blogging, podcasting, using message boards, social networking, video blogging and wikis. 46% of the charities report that social media is a key part of the organizations fund raising efforts (though they do not measure success by numbers – they seem to use the tools more for branding purposes).
Social media is an effective way to increase awareness of their missions and helps them connect with their constituencies. The research did not trace how this affected donations because the organizations mainly used it to build community and foster their online presence.
The findings came from the University of Massachusetts–Dartmouth Center for Marketing Research. They conducted a nationwide telephone survey of nonprofits named by Forbes Magazine to their list of the 200 largest US charities for 2006 under the direction of researchers Eric Mattson and Nora Ganim Barnes. Seventy-six of the charities gave detailed interviews.
The charities are especially outpacing businesses when it comes to podcasting and though less utilize video, the ones who are use it heavily. They are also blogging. Charities blog at a higher rate than businesses on the Fortune and Inc. 500 lists, with more than a third of the organizations. Compare that to just 8% of Fortune 500 businesses and 19% of businesses on the Inc. 500 list.
I did a little research myself and found that the number one charity (measured by revenue) is the Mayo Clinic which maintains two blogs—including a blog on stress. Maybe some of usought to add that to our list of RSS feeds ;).
The United Way has three blogs as well as blogs at regional offices I didn’t find blogs for the Salvation Army, American Red Cross, Catholic Charities, or Habitat for Humanity (however they do link to blogs written by others associated with their organization). The ones I looked at didn’t seem to be utilizing social bookmarking or advanced functionality on their blogs.
See the full report in part three of the three-part series: http://www.umassd.edu/cmr/studies/cmrblogstudy4.pdf