Immediate release:
NEW RESEARCH SHOWS NON-PROFIT SECTOR LEADS WAY IN HARNESSING SOCIAL MEDIA
THREE QUARTERS OF IRISH CHARITIES 'LIKE' FACEBOOK
Monday, 24 October, 2011: Charities are ahead of their private sector counterparts in harnessing social media, with 90.6% of Irish non-profit organisations now using social media, compared to only 64% of businesses, according to new research released today.
75% of Irish charities say they either “love” or “like” using social media, 72% report that social media has a positive impact on their relationship with stakeholders, but nearly half (49%) say they struggle to implement it, according to the research findings released as part of Better Together, a national campaign which aims to build public support for community and voluntary groups by leveraging social media.
The research shows that 81% of Irish charities have a presence on Facebook, 43% use Twitter and 31% use YouTube. A separate study conducted by AMAS in February, found that only 61% of Irish businesses are currently using Facebook.
The new study was commissioned by The Wheel, the national representative and support body for community, voluntary and charity organisations. It is the first comprehensive research into the use of social media in Ireland’s non-porit sector.
Other key findings include:
- The majority of organisations (62%) use social media platforms on a daily basis
- Social media use among non-profits is a relatively new phenomenon with 76% of respondents using social media for less than two years
- 68% of organisations say their target audience are most likely to be online between 6pm and 12.00am, yet only 20% of organisations say they are likely to be online at this same time
- 67% say they have no budget allocated to social media but 71% say social media will be a priority for their organisation in the future
(download infographic, PDF)
Commenting on the research, Hugh O'Reilly, Business Development Executive said: “The research shows that the non-profit sector see social media as an influential and cost-effective way to promote their cause and reach new potential supporters. However, it would seem that much of the sector is at the exploratory stage with the majority yet to use social media to its fullest potential. This is evidenced by the fact that 23% of organisations say they have more than 1,000 online followers , however just 6% have managed to grow their followers to more than 5,000.”
Better Together campaign was developed by The Wheel to encourage charities to maximise their use of social media to tell their story, attract supporters and raise funds, the Better Together campaign was developed by The Wheel in response to a dramatic fall in income among non-profit groups; 60.7% have experienced a drop in income of up to 20% since November 2010.
The Better Together campaign provides community and voluntary groups, clubs and associations with and opportunity to showcase their work and attract new supporters, volunteers and donors by posting short video clips on the campaign website (www.bettertogether.ie). Participating causes will also be competing for a combined prize-fund of €20,000.
The public can support their local charities, clubs and associations by locating them on an interactive map, voting for their favourite videos or donating online. The 30 causes that attract the most votes will be shortlisted for three cash prizes of €3,000, and the cause that attracts the largest number of donors will win €10,000 cash.
The public is invited to show their support for their local community and voluntary groups, clubs and associations by wearing a Twibbon (virtual ribbon) on their Facebook and Twitter profiles on Better Together Day, Thursday, 27 October. The Better Together Twibbon is available here: www.twb.ly/9FAQBe
Commenting on the Better Together campaign and the challenges facing the non-profit sector, Deirdre Garvey, Chief Executive of The Wheel said: “Charities, community and voluntary groups are facing their toughest challenge yet. They have taken a double hit in the past number of years. Not only is the demand for their services increasing, but their income levels are dropping. The Better Together campaign aims to turn the tide on this and strengthen the local groups by showing the public the amazing work happening in their communities and what they can do to help. The campaign's focus on social media provides the sector with an influential and accessible platform to boost their profile and tell their story.”
The Better Together campaign was developed by The Wheel and is supported by Newman's Own Foundation as part of the Street Level Philanthropy Project. The campaign will culminate with the Better Together Awards on 1 December when the winners will be announced and Ireland's Charity Hero for 2011 will be named.
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For further information or interview requests, please contact Gert Ackermann, Communications Officer, The Wheel on Tel: 01-4548727 or 086 176 92 87. Photos will be released today by Fennel Photography.
Notes to Editor:
About the Survey
The survey was conducted by The Wheel between 3 and 27 August 2011, among a sample of 178 community and voluntary organisations. Private sector data is derived from the Irish Online Marketing Sentiment Survey (AMAS, 2011).
About The Wheel
The Wheel is the national representative and support body for community, voluntary and charity organisations. We are a representative organisation promoting both our members’ and the wider sector’s interests. We also provide a wide range of information and support services, advice and training to individuals and organisations involved in community and voluntary activity.
Our mission is to strengthen the community and voluntary sector, focusing on organisations that seek to create a better world. We advocate for an environment that supports voluntary activity, and work to help this flourish by supporting organisations and by representing their shared interests.
