The Pew Research Center continues to provide invaluable data on how Americans use social media. For fundraisers, understanding these patterns isn’t just interesting—it’s essential for meeting donors where they are.
Key Findings
The latest data reveals shifts in platform usage that directly impact how we communicate with donors:
- YouTube and Facebook remain dominant across most age groups
- Instagram and TikTok continue growing, particularly among younger demographics
- LinkedIn maintains its position as the professional network of choice
- Platform fatigue is real—many users are reducing time spent on social media
What This Means for Nonprofits
Your social media strategy should be informed by where your specific donor segments spend time. A one-size-fits-all approach wastes resources. Consider:
- Major donor prospects may be more active on LinkedIn and Facebook
- Younger supporters engage differently—short-form video resonates
- Email remains critical—don’t abandon it for social media
- Quality over quantity: better to excel on two platforms than struggle on five
Recommendation
Review the full Pew report and map it against your donor demographics. Then make intentional choices about where to invest your limited communications resources.
