Social Channels Top Charities & Non-Profits Use, June 2014 [CHART]

Social media use is almost ubiquitous among top charities and non-profits, with 98% using at least one platform, finds anew study from the Center of Marketing Research at the University of Massachusetts Dartmouth. The study analyzed the social activities of the Philanthropy 400 (2013 list), excluding colleges and universities so as to focus on the more traditional definition of charities and non-profits. Almost all –  97% – of the social media administrators surveyed reported using some type of social video platform.

In fact, the use of video by top charities and non-profits is even more prevalent than their use of Facebook (92%) or Twitter (86%), indicating a heavy focus on visual content. Indeed, more than 7 in 10 respondents said their organization uses Pinterest, and half also reported using Instagram. In each case, adoption of those platforms was significantly higher for charities than for Inc. 500 andFortune 500 companies, which have formed the basis for other similar studies. Read the rest at MarketingCharts.