You’ll recall that we’ve raised the issue of where the use of social media fits into the overall fundraising priorities of nonprofits. We’ve now "closed" our online survey asking your opinions on the subject. Here are the responses to our three questions.

First we asked about the overall fundraising mix …

As a fundraiser in a nonprofit organization, how much mind share will you devote comparatively to each of the following areas over the next 12 months ("5" would represent the greatest amount of attention)? Getting more return from:

• 3.94 – our major gifts program (48% rated this a "5")
• 3.88 – our direct mail program (37% rated this a "5")
• 3.84 – our website
• 3.70 – our email fundraising
• 3.18 – our foundation fundraising
• 2.89 – our social media presence (12% rated this a "5")
• 2.04 – our telemarketing program (54% rated this a "1"!!)

Here’s a chart showing the breakdown.

Then we asked about testing …

Think now about testing & experimentation. Over the next 12 months, how much resources would you expect to devote to improving your nonprofit’s fundraising potential in each of the following areas — direct mail, telemarketing, email fundraising,  website tweaking, and social media.

45% of respondents indicated direct mail as their top testing priority; 30% indicated website experimentation as their top priority.  Social media was the 4th-ranked priority, followed by last-place telemarketing. Email testing fell in the middle.

Here is a chart showing the breakdown.

Finally we asked about fundraising expectations for social media …

How soon do you expect social media to have a significant fundraising impact — i.e., account for more than 10% or more of your nonprofit’s direct response fundraising revenue?

• Already does – 0%
• Within 2-3 years – 32%
• Within 4-5 years – 22%
• Within 6-10 years – 14%
• Not for 10+ years – 10%
• Never – 22%

Here is a chart showing the breakdown.

I’d say the only result that surprises me is that a majority of respondents (54%) expect social media to account for more than 10% of their direct response revenue within five years. I think that’s rather bullish … but obviously many of you disagree.

More on my "take" to come. And I’m sure Roger will weigh in as well.

Tom