Nonprofits’ Growing Use Of Social Media
As reported in eMarketer, here’s a chart, based on data compiled by UMass Dartmouth Center for Marketing Research, showing the growing use of social media tools by charities.
eMarketer says corporates should be learning from nonprofits’ use of these tools. Personally, I think we’re all still learners in this field.
Tom
4 responses to “Nonprofits’ Growing Use Of Social Media”
Behavioral Science Q & A
Thanks so much for raising this. Yes, capturing donor information can be helpful for stewardship like newsletters, thank-you letters, impact updates. But how you ask matters. Forcing full data capture introduces friction that can significantly depress conversion, many donors may simply abandon the process. Beyond the friction itself, required fields also shift the emotional experience […]
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Unlike holidays that everyone already knows, Giving Tuesday is a created event. Many donors recognize the name but not the exact timing, so referencing it becomes a helpful cue. It serves as a reminder and taps into social norm activation (“everyone’s giving today”), which boosts response. However, we still want it paired with the mission, […]
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When a subject line leads with the match (“Your gift matched!”), it risks triggering market-norm thinking: the sense that giving is a financial transaction rather than an act rooted in values, identity, and care. This shift reduces intrinsic motivation and, over time, can weaken donor satisfaction and long-term engagement. It also makes the email indistinguishable […]
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There’s no evidence that QR codes suppress mid-value giving; all available research suggests they either help or have no negative effect. In fact, behavioral and usability research consistently shows the opposite: reducing friction at any point in the donation process increases completion rates and total response. And that has nothing to do with capacity and […]
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What you’re experiencing is very common. Resistance often isn’t about capability, but about motivation quality. If board members feel pushed into fundraising, that triggers controlled motivation (low quality motivation) i.e. obligation, guilt, or fear of judgment, which often results in avoidance. Instead, we need to create conditions for volitional motivation (high quality motivation) by satisfying […]
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That’s a really thoughtful question, and you’re not the first to raise it. Many of our clients have been cautious about placing the ask at the very end. To address their concern, we’ve tested both approaches, and the results are clear: when the ask comes last, even if that means it appears on the second […]
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I think one of the most interesting stats on this is the reduction in use of video. For many nonprofits the real connection piece is seeing where their dollars are going and how they are making an impact. Why do you think that there has been such a drop off in the use of video by charities?
The REAL question isn’t about growing usage or usage at all.
It has always been about EFFECTIVENESS.
I know this stuff is all the rage, but the return on investment is sometimes very shakey. We’re all still learning what’s working and as soon as you get a bead on it…it changes. At times it’s like grabbing smoke.
Hey! Jaago Re! has been using social media for social change in India with some success… Recently we also took an interview with Sanjukta Basu (online program coordinator for Bell Bajao—which won Cannes Lions this year ) on the role of Social Media for nonprofits http://ow.ly/2uoa3 in India. Check out!
I totally agree with Mike. Usage of these things is great, but how effective are they for the nonprofits who are using them? I think it remains to be seen for many nonprofit organizations.
Sandy Rees
Fundraising Coach