Nonprofits favoring Facebook, Twitter and YouTube among social media platforms

• Published date: 01 April 2016
• Date: 01 April 2016
• DOI: http://doi.org/10.1002/nba.30176

APRIL 2016

5

NONPROFIT BUSINESS ADVISOR

© 2016 Wiley Periodicals, Inc., A Wiley Company • All rights reserved

DOI: 10.1002/nba

Communications

Nonprots favoring Facebook, Twitter

and YouTube among social media platforms

When it comes to social media, the nation’s nonprot

sector still prefers the likes of Facebook, Twitter and

YouTube, new research shows, although a few other

platforms are gaining a foothold as charities gravitate

to more visual forms of communications.

According to the latest Nonprot Communications

Trends Report, released by NonprotMarketingGuide

.com, those remain the top three social media sites for

charities. However, their respective popularity varies

depending on who you speak to in the organization—

communications staff see things differently than execu-

tive directors and fundraising staff, highlighting the

fact that some social media channels are more suited

to specic types of communications and functions

than others.

As the numbers show, Facebook is by far the domi-

nant social media platform, with nearly all surveyed

nonprots using it for communications and engage-

ment. In fact, about 31 percent of nonprots plan

to post to Facebook once a day; one in ve will post

several times daily, and about 36 percent say they post

a few times per week, the report said.

From an engagement and fundraising perspective, it’s

important to post consistently and keep fresh content

coming. Experts recommend posting at least once a day,

and ideally three to four times a day, the report said.

Another way to expand your online reach is to buy ads

on the site, which nearly 60 percent of charities plan to

do this year, although few expect to spend more than a

few hundred dollars in total.

Because of its wide user base, Facebook is a good

outreach tool and effective when it comes to fund-

raising, according to Kivi Leroux Miller, founder of

NonprotMarketingGuide.com.

“Facebook has broad appeal across generations,”

she said. “While many bemoan that the ‘young people’

have abandoned Facebook, that is perfectly ne from a

fundraising point of view, as most of the money raised

from individuals comes from people over age 50.”

Next up is Twitter, which maintains a rm hold on

second place for favorite nonprot social media chan-

nel, the report said. Some 29 percent of nonprots say

they will post to Twitter multiple times daily, another

19 percent plan to tweet once a day and 26 percent

plan to post a few times a week.

Per the report, Twitter is more popular with com-

munications directors than with executive directors

and development staff, and rightly so, since that’s

where its strength lies.

“Twitter excels as a communications channel where

real-time reporting matters,” Leroux Miller said. “It’s

also a great tool for connecting directly with thought

leaders and media professionals. If nothing else, non-

prots should use Twitter to connect with their favorite

reporters and producers.”

Rounding out the top three is YouTube, which is

especially popular with development directors thanks

to the emotional connection with donors made pos-

sible through rich video media.

“The combination of sound and visuals in video al-

lows a much deeper emotional connection than words

or pictures alone,” Leroux Miller said. “That emotion

can be humor, or sadness, or anger. Regardless of the

specic emotion that a video evokes, it’s a powerful

way to connect with others on a human level. When

done right, it’s just as good as being there in person.”

And with YouTube now offering the new donation

card to aid fundraising via the site, it seems poised to

gain in popularity and effectiveness.

Outside of these top sites, Instagram is steadily ris-

ing in popularity, especially among communications

staff and executive directors. And many charities plan

to check out Flickr and Periscope this year as well,

conrming a growing interest in more visual content,

the report said. According to Leroux Miller, nonprots

should dedicate some resources to training their staff

to make the best use of these tools.

“Teaching everyone on staff photo composition

and lighting basics, and how to take and manipulate

photos on their phones, is a great investment,” she said.

For more information

Kivi Leroux Miller is the founder of NonprotMarketing

Guide.com, which helps nonprot communications di-

rectors learn the job and love the job. Find her on Twitter:

http://www.twitter.com/kivilm. ■