A recent survey by Harris Interactive and Virilion unearthed some surprising results about donor preferences for receiving information.
A majority of donors, 51%, were, "not at all interested" following organizations that they care about through blogs, social networks, and RSS. In fact, only 6% of donors reported using social media to track organizations.
Presenting nonprofits with somewhat of a paradox is the fact that 52% of respondents think its important that nonprofits use social media to connect with supporters.
When asked what types of information they would prefer to receive through social media, "Donation/Information Requests" ranked last, preferred by only 22% of donors. The top three choices were News and Announcements, Success Stories, and Volunteer Opportunities.
The survey, taken during late December of 2007 and early January of 2008, included 2,275 adults who reported donating, volunteering, or advocating on behalf of a nonprofit in the 12 months prior to taking the survey.
Though these results are somewhat inconclusive, the survey highlights the importance of knowing what your donors want and keeping in touch with their preferences.
Click here to read the full results and details.
Thanks to The Chronicle of Philanthropy for their article that brought our attention to the survey!
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