Survey reveals charity leaders uncertain about impact of social media on campaigns » Charity Digital News

Survey reveals charity leaders uncertain about impact of social media on campaigns

Recent research carried out by the Guardian’s voluntary sector network has shown that charities are making less use of social media for fundraising than may have previously been assumed.

1,000 charity professionals in the sector were questioned about their thoughts on the future of the third sector, and many downplayed the impact of such things as Facebook on their campaigns, saying that it is more useful as an informative go-to site rather than something that enhances giving.

One user commented: “Our Facebook page is aimed at providing information to our service users, so we wouldn’t necessarily see the page as a fundraising tool, but Facebook itself certainly lends itself to getting the word out about your cause, especially if people are able to donate directly, using the JustGiving app for example.”

Other research showed revealed that charities are cautious about the future, with 1 in 10 believing it will not exist in five years. However, many are positive, with over 85% believing that demand for their services will increase, and 35% predicting a dramatic rise in demand.

Though social media may not be enhancing the amount of money people are donating to charities, utilising sites like Facebook and Twitter will ensure your message is spread more widely and to a larger audience.

Third sector organisations that don’t make use of useful tools available that have come as a result of the technological revolution are more like to end up as one of the 1 in 10 that sadly fail to modernise.

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  • Paul McCartney

    Charities are not on their own in thinking that social media as revenue generation tools. The point that all organisations need to recognise is that the first stages of the psychological process someone goes through before giving or spending is to ask themselves “Do I trust this organisation?”
    Social media are great channels for distributing engaging content that build trust and rapport with target market(s).
    Social media will engage potential supporters before a charity asks for support.
    Paul McCartney, G Force Communications

  • A White

    “Other research showed revealed that charities are cautious about the
    future, with 1 in 10 believing it will not exist in five years.”

    Is this an end of the world prophecy?

    • Verity Pillinger-Cork

      Yes, I’d also like to know what the “it” refers to.

      What do 1 in 10 charities believe will not exist in 10 years? Is it..
      a) the charity itself
      b) Facebook
      c) the future.

      My guess is a.