Between February 3 and March 15, 2010 NTEN, Common Knowledge, and ThePort Network surveyed 1,173 nonprofit professionals about their organization’s use of online social networks for the second annual Nonprofit Social Networking Benchmark Report.
Looking at how survey respondents use commercial social networks, the most popular role is for traditional marketing—to promote the nonprofit’s brand, programs, events or services—with 92.5% of survey respondents indicating this role as the purpose of their presence on commercial social networks. The second most popular role is for fundraising (45.9%). Program delivery (34.5%) and market research (24.3%) via the social network are utilized, but less frequently.
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