Surprise? Nonprofits’ top goal isn’t money

Rob Messinger
Rob Messinger // May 14, 2012

The vast majority of charities are using social media, but maybe not for the reason you would think.

Several national studies — of nonprofits big and small — say that fundraising isn’t a primary reason that charities are using Facebook, Twitter and other channels.

Instead, they’re using social media primarily to raise awareness of their causes. For a recent example along this line, look at how Donate Life America teamed up with Facebook to encourage organ donation.

This study, called the Nonprofit Social Network Benchmark Report, says about 55 percent of nonprofits set up social networks to raise money, compared with 93 percent who said they were using it for marketing.

Overall, several studies agree that well over 90 percent of nonprofits are on social media. Is yours one of them? If so, let us know what you’re doing with your presence?

And if you’re looking for more research on this topic, here’s another good source of information — a study by the Center for Marketing Research at the University of Massachusetts Dartmouth.