Most U.S. nonprofits fail to maximize the use of social media to build relationships with their donors and other constituents, according to the “Nonprofit Social Media Scorecard,” a national study by Dunham+Company and Marketing Support Network.
All of the 161 nonprofits studied were on Facebook, and 85 percent of them were on Twitter, but only 58 percent of them linked to Facebook and 55 percent linked to Twitter from their homepage. The 161 nonprofits selected for the study were chosen with an emphasis on variety in type, size, and religious ties.
“While the overwhelming majority of organizations are on social media and do a good job of posting regularly, very few use these channels to genuinely engage with their constituents,” says Rick Dunham, President+CEO of Dunham+Company.
Dunham+Company is a ShareMedia strategic fundraising partner.
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