Non Profits Lack Social Media Strategy

Social Meda Today offered in a recent post by Sally Falkow that although a growing number of non profits are aware of social media and are using it, there is a clear lack of strategy. This finding is based on a new study from Talance, a Boston-area web development firm.

The 2009 Massachusetts Non-Profit Social Media Report polled non-profits in Massachusetts with budgets ranging from under $1m to over $100m annually. Most (69%) operated on budgets under $1m and 28% operated on budgets ranging from $1m to $5m.

Here’s what the survey showed:

• Non-profits know about social media
• Most respondents are using social media as a networking tool but are not yet leveraging it as a tool to engage with donors
• 55% are already using social media
• 25% are planning to use social media
• 80% are unfamiliar with microblogging tools such as Twitter
• Only 7% are currently using a microblogging service
• Strategy is the missing element. More than 75% did not have a marketing plan

In another study, the Community Philanthropy 2.0 survey, found that there is an opportunity for nonprofits to participate as trusted providers of credible information and ultimately cultivate the next generation of major donors through the social web. Read more here.