Charities and nonprofits were using social media to generate awareness—and this was far more important than using the channel to drive donations. Fully 81% of social administrators said awareness was their main objective, compared with 40% who said the same for generating donations.
However, a summary of the results noted that generating donations was still critical to nonprofits and charities, and while this wasn’t the most important reason for social network usage, an overwhelming majority of respondents were seeing success. More than seven in 10 US charity and nonprofit social media administrators found the channel useful for raising money, with one-third saying it was very useful. Just 11% said it wasn’t useful for fundraising. Read the rest at eMarketer.