The Use of Social Media by Nonprofit Organizations: An Examination from the Diffusion of Innovations Perspective

Abstract

Nonprofit organizations are an essential part of the social, political, and economic landscape of contemporary society. Social media provide ample opportunities for these organizations to increase their community presence, impact, effectiveness, and efficiency. A qualitative study of 39 nonprofit leaders explored how nonprofits are utilizing the potential of the social media technologies to carry out their programs and services. Thematic analysis revealed that nonprofits are slowly embracing the possibilities offered by the new social interaction technologies. Most nonprofit organizations lag behind and wait to see how other nonprofits incorporate these new communication outlets into their budgets and daily operations. Paralleling Rogers’ diffusion of innovations theory, innovators and early adopters are using social media to revitalize their fundraising and volunteering efforts while the majority lags behind.