Nonprofits With Strategic Approach to Social Media Are Most Satisfied, According to Sage Survey

AUSTIN, TX--(Marketwire) - Sage North America announced the results of its Q1 2012 Sage Nonprofit Insights survey of U.S. organizations, which focused on how nonprofits use social media. As expected, social media engagement continues to increase as more organizations establish social media profiles and pages. 

According to the survey, a large majority of organizations surveyed (84%) participate in social media. Social media is very or somewhat important to nonprofit organizations' overall missions and strategies, with the majority of respondents who participate (75%) saying so. However, less than half of responding organizations who participate in social media (46%) report they are either very or somewhat satisfied with their current social media success. 

Only a bit more than one-third (39%) of responding organizations say raising funds is a primary goal of their social media efforts, although nearly half of them (46%) are using a social fundraising platform. 

Organizations reporting they do not measure their social media success are the most dissatisfied with their efforts, with 53 percent of those respondents experiencing dissatisfaction. Only about one-fourth (24%) of organizations that do measure their success are dissatisfied. 

Nonprofits approaching social media strategically -- setting goals and objectives and then measuring results against them -- are the most satisfied," said Krista Endsley, senior vice president and general manager for Nonprofit Solutions at Sage....

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