How Nonprofits are Succeeding with Social Media

As social media networks began to shed their limited niche appeal and were embraced by the general public, many businesses began to take note and quickly followed suit, using the sites as an effective networking and marketing tool. But for-profit corporations and businesses aren’t the only ones who realized the marketing potential of social media. As the recently released “4th Annual Nonprofit Social Network Benchmark Report – 2012″ from NTEN, Common Knowledge and Blackbaud shows, nonprofits have also found success using social media to promote awareness and raise funds for their causes. Below are some key findings from the report that show how nonprofits are using social media effectively. General Trends According to the report, 93% of nonprofits are currently using social media marketing on commercial social networks (as opposed to private, in-house social networks) as part of their strategy. This number is relatively stable, increasing only 1% over 2011. The leading role of these social media efforts is marketing, with 93% of companies using the sites for this purpose, followed by fundraising at 55%. Nonprofits are also increasing their staffing “budgets” and allocation of resources; 89% of respondents indicated that they dedicate some staff time to social networking efforts,…

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