Social media and small non profit organisations

This project sought to explore patterns of and views about social media adoption among small non-profit organisations and to identify mechanisms that could effectively support these organisations with their social media use.
The following findings emerged from the study:
• Social media are now part of the organisational infrastructure of small non-profits and the main ways in which they communicate with the public
• Key variables that influence social media adoption among small non-profits are size of organisation, type of financing and whether the organisation is growing or contracting
• Social media are often framed as a tool for greater ‘professionalisation’, but views about them are mixed and differentiated among small non-profit organisations
• Flexible and easy to access support is perceived to be most useful with social media adoption
The project informs organisations in the third sector, their stakeholders and policy makers about trends in and attitudes to social media adoption and thus has a potential impact on relevant policymaking and organisational practices. The research contributes to debates on the transformative potentials of social media especially in the context of community engagement and the non-profit sector. Canterbury and Herne Bay Volunteer Centre contributed to the study as a project partner.