Social networking sites have literally brought the world together. It brings in a feel of unity. This unity can do lot more than we think of doing. Did you know that these sites would become a prominent element for social good ?? Yes, a new study says that the unity we have in social networking sites can be definitely helpful for a good cause. And, it’s also said that the top source of information about a cause is from social networking sites itself.
Recently we represented a study that non-profit organisations will increase their social media budgets this year. But, it was quite speculating that why would social media users look for charities and donations.
But now a new study, released by Georgetown University Center for Social Impact Communication and Waggener Edstrom Worldwide’s social innovation practice proves that users of social sites actually are more willing to do charity/donation for a good cause. So, the idea of non-profit organisations to increase their budget isn’t bad at all. The study by Georgetown and WE interviewed 2,004 digitally engaged US adults who care about causes.
Among survey respondents, four distinct categories of supporters emerged—referred to as Mainstreeters (active on social media, but only support causes offline); minimalists (only support causes online); moderates (balance offline support with online actions, such as liking a cause on Facebook); and maximizers (support an average of 12 different causes—nearly twice as much as any other category—online and off).
The study found that 55% of digitally active, cause-savvy American adults were likely to do far more than simply “like” a cause. Social engagement towards a cause prompted 68% of them to donate money, 52% of the respondents said that they donate personal items/food, 43% attend/participate in an event related to the particular cause, 53% of them even volunteer.
And interestingly, this scenario is true even for the respondents who only support their chosen causes offline.
“More than idle chatter and pop-culture memes, social media is being used as a force for good that leads people to action,” says Denise Keyes, executive director, Georgetown University Center for Social Impact Communication. “The study demonstrates that these tools can go beyond just building awareness and creating connections to compel meaningful, measurable action.”