Video is the Number One Social Media Tool Among Top Charities, According to New Research Study

Ninety-seven percent of Charities are using some type of video to help inspire their audience

Online PR News – 03-June-2014 – Palo Alto, CA – Top Charities use a wide range of social media tools but for these successful nonprofits, YouTube, web video and video blogs are the tools of choice for communicating with their constituencies with 97% using some type of video to help inspire their audience. This was among the key findings of the study, “Picture This:
Top Charities Master Social Media Emphasizing the Visual,” conducted by Dr. Nora Ganim Barnes, Ph.D., Senior Fellow and Co-Research Chair of the Society for New Communications Research and Chancellor Professor of Marketing at the University of Massachusetts Dartmouth.

The new report is the outcome of statistically sound study of the top charities as identified by The study examined the charities in an effort to quantify their adoption and use of new communications tools.

The study’s key findings include:

• 98% of charities are using at least one form of social media.

• 97% are using some type of video to help inspire their audience.

• 72% have boards on Pinterest and 50% are posting on Instagram.

• 72% have a written social media policy for employees.

• 81% cite awareness as their main objective online.

• 89% write their own original content for their platforms.

• 45% use social media tools to recruit and evaluate potential employees/volunteers.

• 83% monitor the Internet for buzz, posts, conversations and news about their organization.

“Top charities have mastered the use of social media to reach out to stakeholders, campaign on behalf of their organizations and build valuable relationships,” stated Barnes. “They let their supporters know through YouTube, web and blog videos, Facebook, Twitter and the rest of the social web, all the good that their charity is doing. They utilize extensive visuals beyond YouTube, Pinterest and Instagram to tell their story. They provide original content and make it sharable. These savvy nonprofits are an inspiration to those looking for social media best practices. For constituents, seeing the cause played out in visual form is powerful, moving and effective.”

A full copy of the new research report and infograph can be downloaded at:

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