The South African Nonprofits and Social Media Survey (2015 – 2016) shows that the vast majority of South African nonprofit organisations are seeing positive benefits through using social media. This is despite the fact that more than 80% of NPOs do not allocate a budget for social media, close to 50% said that staff lacked the expertise to manage social media, and almost one-third said they have no communications plan to guide their social media work.
Among the study's key findings:
That there is a direct positive correlation between successful social media use and:
* spending more time managing social media
* having a social media budget
* having a dedicated staff member for social media
* management using social media as part of their work
The primary objectives for using social media are:
* marketing and branding
* promoting events
* community building and networking
Among the biggest obstacles to social media success are:
* little or no budget
* insufficient social media expertise
* no communications plan
* social media is not prioritised in the organisation
Yet despite any financial and managerial obstacles or lack of organisational capicity, the majority of South African NPOs are successfully using social media.
* Over 50% of NPOs using social media for fundraising reported they were at least somewhat successful.
* Over 80% of NPOs using social media for rights education reported they were at least somewhat successful.
* Over 90% of NPOs using social media for community building / networking, marketing/branding, communicating with clients, curating useful news, promoting events, and advocacy reported they were at least somewhat successful.
The survey was made possible with the support of Open Society Foundations (South Africa), and the Open Society Foundations (New York) Public Health Programme, Health Media Initiative. The research and analysis was conducted by Ruendree Govinder, Interiority Consulting.