Just as nonprofits are learning the benefits of social media, people who use social media are learning more about the mission and even existence of various organizations. From that knowledge comes action. As people learn about causes or organizations they support them.
During the 14th Annual Symposium for Nonprofit Professionals and Volunteers at the Axelson Center for Nonprofit Management, Scott Kolbe and Mike Dockum of Sikich Marketing and Public Relations discussed the ways people respond to social media engagement with nonprofits.
Citing a survey that was taken among social media users, they note a high level of involvement, sometimes in more ways than one.
The survey posed the following question: Which of the following actions did you take to support a charity or cause after engaging on social media? Respondents could check more than one answer. The responses were:
- Donate money: 59 percent.
- Volunteer: 53 percent.
- Donate clothing, food or other personal items: 52 percent.
- Attend/participate in a charitable event in my community: 42 percent.
- Purchase a product to benefit the cause or charity: 40 percent.
- Contact my political representatives by phone, mail or in person: 25 percent.
- Organize an event in my community: 15 percent.
- Some other way: 2 percent.