The ALS Ice Bucket Challenge created waves across social media this summer, and nonprofits surveyed were taking the plunge into this world. Social media, cited by 93%, was the top content tactic nonprofit professionals used, leapfrogging second-place in-person events (89% of respondents) to take the No. 1 spot. E-newsletters, articles on their own websites, and illustrations and photos rounded out the top five tactics, while microsites and infographics each saw huge 22-percentage-point leaps in usage year over year.
Nonprofits that share content on social stand a chance at reaching their brand awareness and engagement goals. An August 2014 study conducted by Toluna for Cone found that 56% of US internet users would share social or environmental content with their social networks, while 60% would “like” or follow a nonprofit or company social or environmental program. However, content must be compelling, as just 21% and 29% had actually performed these actions in the past 12 months, respectively. Read the rest at eMarketer.