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
Great question! Here’s how behavioral science can help unpack what might be happening: Pain of Paying: Even a small extra charge can make giving feel more transactional than emotional, potentially reducing generosity. Fairness Concerns: Some donors might perceive donor cover as a surcharge rather than a contribution to the cause. If they feel the charity […]
Read Full Answer
The choice between “Your gift CAN…” and “Your gift WILL…” taps into the psychological framing of certainty vs. possibility. Currently, there is no academic research directly comparing these two framings in charitable appeals. However, I suspect no framing is universally better—the outcome likely depends on your target audience and the campaign’s goal. Here are some thoughts: Certainty Framing – […]
Read Full Answer
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
Read Full Answer
I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
Read Full Answer
Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
Read Full Answer
Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
Read Full Answer
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