While almost half of organizations use email heavily in member recruitment and communication, a low 8% have full confidence in the ability of their websites and social media to attract new members and identify these efforts as some of the most underutilized.
The underutilization of websites and social media could hold back member-based nonprofits in 2013. Why? Because future members are spending lots of time on social sites.
67% of all online adults use social media. And it’s no longer just the younger generations connecting online. An impressive one-third of adults aged 65 and older are socially savvy. (Source: Pew Research Center)
If you aren’t already, focus your social efforts around Facebook. 67% of Millennials have interacted with nonprofits on Facebook, and 92% of those have “liked” nonprofit pages. (Source: The 2012 Millennial Impact Report)
In order to meet the demands of an online society, websites and social media pages must deliver a strong appeal for membership with an organization. Showcase member success stories, provide insight into the value of membership with your organization, and make connections between donor dollars and your mission online.