How charity leaders govern social media

Growing communities: How charity leaders govern social media globally to thrive online

"Social media is a game changer. Charities looking to engage with a more technology literate audience need to harness the power of this rapidly changing environment. Without an informed social media strategy - and the internal governance and operations to support it - funding availability may erode." Carol Rudge, Global leader - Not for Profit, Grant Thornton.

Many charities consider social media a key channel to deliver their communications and fundraising goals, although few incorporate it into their core strategy – a problem exacerbated by the social media knowledge gap at senior levels in charities worldwide.

Drawing on interviews with international charity leaders and Grant Thornton Not for Profit specialists, this report provides charity leaders with guidance on how they can enable their charity to take advantage of social media’s power to engage new communities and to thrive online.

Key findings

• Strategy: Organisational strategy should drive social media use, the board must help formulate this from a position of knowledge.
• Governance: The social media governance approach and guidelines should be shared with everyone in the organisation.
• Education and training: Formal education should be used at every level. Internal social networks can help people gain knowledge of social media.
• Risk: Social media non-engagement is a risk in itself, although costs must be weighed against benefits.
• Impact: It is vital to measure social media outcomes to justify investment; metrics should be linked to a strategic goal and monitored.