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Charitable Organizations Outpacing Other Sectors in Social Media Use

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Jason Curts

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It has occured to me, with the help of my wonderful wife, that while this blog has some useful information about writing and blogging, the content is pretty vanilla. I originally set this up to showcase my ability to write, but quickly got away from doing just that...

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A UMASS Dartmouth Center for Marketing Research study is painting a clear picture into large non-profits and their use of social media. The initial study in 2007 revealed that non-profits had a better understanding, attitude and usage of social media than large and small businesses, and universities. In 2009, 97 percent of charitable organizations said they are using some form of social media, including blogs, podcasts, message boards, social networking, video blogging, wikis and Twitter.

Here are some highlights of the study:

Most Familiar Social Media Tool

2007 2008 2009
Blogging (62%) Social Networking (70%) Social Networking (88%)

Social Media Usage

2007 2008 2009
75% of respondents 89% of respondents 97% of respondents

General Statistics

  • 65% of non-profits are blogging.
  • Non-profits are the most prolific bloggers of any organization studied
  • 47% are using WordPress as their platform.
  • Charities are out-blogging Fortune 500, the Inc. 500, US colleges and universities for a third year in a row.

Perhaps the most important statements of the study are…

“The mantra of the blogosphere is ‘conversation.’ Blogs that are unattended lose their audience. In the 2007 study 85 percent of those charities with blogs accepted comments. That percentage rose in 2008 to 88 percent. The latest study shows 90 percent of charity blogs accepting comments. These organizations realize the importance of the conversation and want to engage their audience.”

“For volunteers/donors looking to have a conversation online about particular aspects of the charity’s mission, this increased interaction through comments can be significant. With more and more non-profits moving into multiple channels of social media, those that don’t allow for conversation will quickly be passed by.”

“Fifty-six percent of those without a blog in the 2009 survey planned to add one in the future, making blogs a permanent tool now and for the forseeable future.”

For a look at the entire study please click here.

What can JLC Writing Services do for you? Is your organization/non-profit/business/company ready to start blogging? Let’s discuss your options!


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