According to a new report from Grant Thornton, ‘Growing communities: How charity leaders govern social media globally to thrive online,’ while many charities consider social media as an important tool for communications and fundraising, not many use it to engage with new supporters.
The report interviewed a number of charity chief executives from around the world on how they are using social media.
Brent Kennerley, Head of Not for Profit at Grant Thornton New Zealand says the report highlights a real need for board-level understanding of social media: “Social media is a game changer. NFPs looking to engage with a more technology literate audience need to harness the power of this rapidly evolving environment. Without an informed social media strategy – and the internal governance and operations to support it – funding availability could erode.
“Some NPFs have made great progress and these pioneers will reap the benefits. However, there is currently a social media knowledge gap at senior levels in charities worldwide – the very people expected to govern the opportunities and risks to achieve their charity’s goals.
“The report demonstrates that senior executives within NFPs need to consider a range of questions regarding their social media interaction, especially in five key areas: strategy, governance, education, risk and measurement. NFP leaders also need to be asking their operational teams key questions, to ensure the resources invested in social media deliver greatest value to their beneficiaries.”
Click here to download the report.
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