This is a question I hear a lot, so I spent some time writing an article on About.com regarding the benefits that social media offers to nonprofit organization. I wanted to expand on that article by sharing how social media has proven successful for nonprofit organizations by using specific statistics. If you are a nonprofit organization and you are debating the use of social media, I think the this post will help you in your decision. It will also help if you need something to present to your board members on the validity of social media when it comes nonprofit organizations.
A report in Convio, The Wired Wealthy, published in March of 2008 showed that 2007 online giving for nonprofit organizations in the United States reached 10 billion, this was a 52% increase over the previous year 2006.
Why the increase?
It is shown that 51% of wealthy doners actually prefer to give online.
These donors can be found in various venues of social media. Consider the following statistics:
- 52% use YouTube
- 14% use Myspace
- 12% use Flickr
- 9% use Facebook
If that’s not enough convince you, perhaps naming a few of the nonprofit organizations that utilize social media might help. A few include:
- American Red Cross
- National Wildlife Federation
- The Humane Society
- GreenPeace
- American Cancer Society
Does that help? Hmmmm, ok want proof it works?
Epic Change used Twitter to raise over $11,000 in just 48 hours. This money was raised to build a classroom in Tanzania.
Think about that — $11,000 in just 48 hours!
Over 98% of those who donated had never donated to Epic Change before.
Another success story is the 12for12k Tweet-a-Thon campaign that also used Twitter to raise funds. This campaign started by Scott Stratten,raised $13,000 in 12 hours. This money was raised to combat child hunger in the United States and obviously it works — $13,000 in 12 hours.
Would you like to know why social media worked for them in attracting new donors — after all isn’t that what you want?
It worked because:
- There was a clear and achievable goal that was set and then broadcast
- There was an urgency that was created by having a short deadline
- They were able to leverage existing networks
- They made giving easy and they made it clear what they planned to do with the money
- They recognized top donors that gave.
If you are a nonprofit who still doesn’t think it will work for your organization, then there is not much I can do for you. I’ve given you statistics, references of those that are doing it successfully and proof that it works.
If you are a nonprofit organization that wants to get started in social media, but you are not sure where to start I understand and I can help. I can help you create a social media policy as well as a strategy that can help you in seeing success in social media marketing. Feel free to contact me to discuss these options — I’m always happy to help.

