Can Social Media build your nonprofit capacity?

Ben Sheldon — Tue, 09 Mar 2010 18:35:03 +0000

…probably not. I’m thrilled by Idealware’s latest survey report: “Using Social Media to Meet Nonprofit Goals” because it gives credence to an opinion I’ve held for some time: the adoption of social media tools does not build nonprofit capacity.

Of all the options available, respondents considered Facebook the most effective channel for fundraising, although only 41 percent felt that it was, in fact, effective.

Across all channels, respondents were more likely to “know” [Social Media] didn’t work for raising money, in comparison to other goals.

While social media can be a powerful multiplier for efforts at engagement, fundraising, organizing and advocacy, it relies upon a solid base of vision, leadership, resources, outreach, and products and services (see excerpts from the Urban Institute’s report, Building Capacity in Nonprofit Organizations). And as this survey illustrates, that level of capacity is rare.

Last year’s Digital Arts Service Corps included several projects involving social media. We will be analyzing the impact of those projects but we are raising the bar for this year’s applicants who focus on social media channels and platforms. In capacity building the salient question is often “What do you need to do it yourself?”

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Can Social Media build your nonprofit capacity?