Research by Weber Shandwick’s Social Impact team conducted with KRC Research has found that 88 percent of non-profit organizations are experimenting with social media to engage key audiences… but most (79 percent) are also uncertain about how to demonstrate the value of social media to their organizations.

Weber Shandwick / KRC surveyed 200 nonprofit and foundation executive directors and senior communications officials in July – August 2009.

They also found that:

• Just over half (51 percent) of nonprofits actively use social media.
• 92 percent of nonprofit and foundation professionals believe their online presence helps raise awareness.
• 86 percent believe that a social media presence keeps external audiences engaged.
• 77 percent believe that social media reduces costs relative to traditional media.
• 67 percent regard social media as helping nonprofits reach broad external audiences.
• 61 percent say the rewards outweigh the risks.
• 85 percent intend to make greater use of social media in the next two years.
• 78 percent believe they’ll need additional and deeper social media expertise to keep communicating and garnering support for their work.

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