Just when your nonprofit was starting to get comfortable with posting regular communications on social media, for the presumed sake of reaching all those tech-savvy millennials (age 20 to 35), we get this little reality check:
An estimated 27% of millennials are looking the other way. If they even have a Facebook account (Facebook being the most popular social media tool used by this group), they check it only once a week. This is according to research that Battery Ventures, a global, technology-focused investment firm, commissioned from Ipsos, an independent market-research company.
What’s more, this survey (of 1,000 people within the target age range) found that a majority (54%) said they don’t have a Snapchat account, around 41% don’t have accounts with Pinterest, 39% aren’t on Twitter, and 39% abstain from Instagram.
This doesn’t undermine the basic importance of social media. It may still reach a majority of your prospective millennial supporters, and they may share it with their online friends, and so on. Still, your nonprofit may not want to abandon those seemingly old-fashioned snail mail appeals and printed newsletters just yet.