Social Media for Revenue or Volunteers? Maybe Not

The results of two new surveys paint a bleak picture of the effectiveness of social media for fundraising and volunteer recruitment. The first from Philanthropy Action, has the depressing title, "Social Networking and Mid-Size Nonprofits: What's the Use?" The survey is based on responses from about 200 mid-sized nonprofits (defined as having revenues between $1 and $5 million annually) between July 2008 and March 2009. It concludes that:

Social technologies are not delivering much in terms of fundraising or attracting volunteers. While the majority (of respondents) began using social networking with an expectation that it would help the organization attract donors and volunteers, results have been particularly disappointing in those categories. More than 70 percent of respondents indicated that they had raised less than $100 or did not know whether they had raised any money.

However, despite poor results to date, "the overwhelming majority of respondents... say they are going to increase their investment in the use of social networking."

A second survey, from the Cone communications agency, reached similar conclusions. Titled "New Media Users Eager to Support Causes… Just Not with Their Wallets," it's based on responses from 1048 U.S. adults in September 2009. Note: Free registration required to read this survey. The authors found that:

Fewer than one-in-five users (18%) have made a donation through new media. 72% agree that such channels raise their awareness about causes, but do not motivate them to do more to help. 

But it's not all bad news. Over 60% of respondents to the Cone survey agreed with the following statements:

• New media provide an opportunity to learn about new causes.
• New media provide another way to support my favorite causes.
• Companies and nonprofits should use new media to raise money and awareness for causes.
• New media allow me to support the causes that are important to my friends, family, or other new media contacts.
• New media raise my awareness about important causes.
• Supporting a cause through new media makes me more likely to support it in traditional ways as well (for example, writing a check, attending an event).

However, only about 30% said they have advocated for or learned about a cause through new media, 18% have donated through new media, and 14% have volunteered as a result of new media.

So are the positive attitudes toward new media shown in the Cone survey feel-good slacktivism or a genuine interest in learning about or supporting causes? Is this a maturing medium or, as Philanthropy Action seems to suggest, a waste of time? What does your crystal ball say? And more importantly, what is your nonprofit doing to maximize the return on investing time in social media? Join the discussion already underway in the forums to tell us your thoughts on putting time and money into social media with the hopes of raising money or recruiting new support. Has it worked for you?

Resources

Cone 2009 Consumer New Media Study (free registration required)

Social Networking and Mid-Size Nonprofits: What's the Use?

Beth Kanter: A Tale of Two Nonprofit and Social Media Adoption Surveys

Facebook Causes: Not a Cash Cow (Yet)

Webinar: Understanding the ROI of Social Media

Share Your Story: ROI and Social Media

Photo: Keith Burtis