This document summarizes a study on how nonprofits in Jacksonville, FL are using social media. It finds that usage varies by type of nonprofit, with human services most likely to use Facebook for donations and arts/culture less likely to use Twitter for marketing. Nonprofits also differ in how they provide feedback on social media. Most see it as a push medium but few directly use feedback for planning. The study aims to further examine differences between nonprofits in social media use, networks, and benefits over time.
2. Q1: How are nonprofits in Jacksonville FL
using social media?
Q2: Is social media being used to network
with other local nonprofits?
Q3: What are these organizations doing with
the feedback provided through these
channels?
3. Snowball Sampling of Twitter and Facebook
Sample
◦ 464 accounts, 348 nonprofits
◦ E-Survey – sent to 278 nonprofits
22 no email
48 no phone
20 bounced
Responses: 111 (43%)
◦ Interviews (N=8)
6. Initial reason for SM adoption
◦ Health less likely to start using FB for marketing &
donations
◦ A&C less like to use TW for marketing
◦ HS more like to start using FB for donations
8. Purpose/type of tweet and posts differed
significantly between nonprofits in different
service areas.
◦ Call for action, general Information, org’s event, other
org’s event, org’s program, other org’s program,
reciprocity
◦ A&C posted fewer general info posts than non-(c)(3)s,
SB, and HS
◦ SB and HS posted more general info than E/A
◦ No different in tweeting about other org’s events
◦ A&C tweet more about their programs than SB and E/A
◦ HS more likely to use reciprocal tweets than E/A
9. Impact of social media on constituents
◦ Human service nonprofits influence volunteering
through FB
◦ Environment/Animal Welfare note TW gets more
people to donate, but do say TW and FB gets people
to become clients
◦ Arts & Culture note TW does not get people to
become members, but both FB and TW gets people
to become clients
11. Benefits derived from SM differs by service
area and medium.
◦ Environment and Animal Welfare’s use of TW
attracts people to Web sites, while Arts and
Culture’s use of TW Does not
◦ Environment and Animal Welfare’s use of FB
increases donations and their use of FB and TW
moves people to action
13. Total number of following/org likes
Total number of followers/ likes
No significant findings, other than non-
501(c)(3) have more followers and likes
14. All feedback answered.
Negative posts not removed (although one
would like to).
All interviewees see it as a great push
medium.
Only two use feedback for planning for
programs/services.
◦ One includes it to bring more people to table for
governing.
◦ One sees building an online community to reflect
offline community
15. Preliminary findings demonstrate diverse
relationships between nonprofits and social
media, by service area and type.
Future studies will delve into these
differences.
Longitudinal study to measure change.