Almost all (98%) of the biggest charities in the United States are using social media, and 97% are using some type of video to help inspire their audience, according to recent research conducted by Nora Ganim Barnes, PhD, at The Center for Marketing Research, University of Massachusetts, Dartmouth.

The study included the charities on the 2013 Philanthropy 400 list, but not including colleges/universities, and was based on both an analysis of the social media presence of the organizations and on interviews with 129 social media administrators.

Below, key findings from the report.

Social Media Use and Trends

  • 72% of the organizations examined have a written social media policy for employees.
  • 81% cite awareness as their main objective online.
  • 89% write their own original content for their platforms.
  • 45% use social media tools to recruit and evaluate potential employees/volunteers.
  • 83% monitor the Internet for buzz, posts, conversations, and news about their organization.
  • YouTube/video platforms are the most widely used social media tool (97%), followed by Facebook (92%), Twitter (86%), and Pinterest (72%).

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji